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Name
Group Details
ID
Customer Satisfaction
Champions
Corporate Patients Business executives who prefer paying more to get more, Price insensitive patients Patients who could not get the service in any other hospital e.g. Neurological patients
Desperados
Patients who are forced to have tests at the hospital at a higher price which are sometimes unnecessaryusually very price sensitive patients Wrongfully diagnosed patients Who think they are being charged more than they should be.
Sources of Dissatisfaction
Very expensive
Unannounced raise in price of pathological tests
Better service to the Corporate customers than the ordinary ones.
Patients are sometimes put to ICU even though its not necessary
Patients are not discharged by the hospital easily (by the hospital authority) Doctors pressure to get the tests done from the hospital labs instead of having them done elsewhere
Some patients also complain that the doctors do not come on time
Informing the patients beforehand through a phone call or an SMS if a doctor is supposed to be late
Flexibility in recommendin g places to get any tests done (without affecting the patients health)
The rate for the tests should be matched to those of the other hospitals and any increase in the fees should be justified by the authority
Strict regulations and instructions on at what conditions patients should not be released with doctors permission
Customer retention
1. Neurological patients 2. Who cannot afford to go abroad 3. Bashundhara people who are bound in emergencies 4. For some specific doctors who only see patients at Apollo
Defect Runaway 1. People faced with wrong diagnosis and mistreatments from the hospital, switch to other hospitals since it is a sensitive service
1. Bashundhara people who find it convenient to stick with Apollo 2. Top executives from various companies who get subsidized treatment offers of Apollo from their organizations
Switcher 1. When the settlers move from Bashundhara 2. When top executives switch their organization.
1. Corporate patients 2. More for more value seekers, who do not care about the high price
Adventurer 1. Sensitive sectors: patients always seeking more reliable service e.g. orthopedics patients 2. For a specific doctor serving at another hospital
Adventurers to Loyal
Customer engagement
Complainers
Detractors
Supporters
Complainers
Detractors
Whose relatives or acquaintances were mistreated and they badmouth about the hospital Those who do not prefer Apollo as they think treatment is highly expensive and they are vocal about their opinion
Advocates
Supporters
Whose family members or relatives received good quality treatment Who have had good experiences while visiting friends and family Those who appreciate the international level atmosphere and reputation of Apollo even though they have never been patients
Foods at a discounted price from the cafeteria for the family members of the patients
MDC framework
Mobilize
Mobilize our employees from top level management to lower level employees by providing them with a shared objective which is keeping our commitment while serving people.
Holding meeting once in every three months to remind every employee of the objective and make sure that the objective of satisfying, retaining and engaging customers is being fulfilled.
We have to make sure that whoever is involved with this organisation shares the same objective to serve customers.
MDC framework
Detect
We can lower the price of our service so that we can serve a large number of people.
If any doctor comes in late then we would like to provide 50% discount to the charge that has been made to get the service on time.
MDC framework
Convert
We will have open communication where the customers can share their point of views and so that they get a chance to have a direct conversation with us.
We would have hotline or let them fill up a comment form through which the customers can tell us what they dislike about our service.
MDC framework
We will train the employees to pay attention to the complaints made by the customer and try to solve it immediately so that we can have loyal customers.
We can also do some CSR activities i.e. providing poor people with clothes in winter and giving the poor children free medication so that we engage both customers and non-customers which very important for any type of organisation.
Conclusion
Though Apollo Hospital has already been an established hospital in the town, yet they can attract more patients by implementing specific customer satisfaction, retention and engagement plan. These plans will bring good for both the patients and hospitals resulting in higher revenue for the hospital and creating higher values to patients.
Thank you
Any Questions?