Monthly Archives: December 2011

Timing is Everything

December 21, 2011

It seems that throughout the 16 years of marriage my loving wife and I have continually had to refocus on timing. I mean timing as in when, where, why and how we exchange that everyday information that comes up through two people trying to keep careers, kids, projects, a house, two dogs, family, friends and some sort of a social life all juggling in harmony.

When we first got married, I worked out of the house when I was not traveling. My wife was a nurse, so there were days when she would be off and I would be in my home office toiling over a days work. I loved how she would come in and get in the chair across from my desk and we would share calendars and thoughts. Slowly though, I found myself feeling distracted and asking her if we could talk about it later. I would say things like “honey, would you get in your car and drive down here just to talk to me about this? If not, can it wait until later?”

Technology and chaos continued to evolve. We started using email and online calendars trying to make the everyday task of talking easier. Those all became hindrances to what was more important or pressing at the time. Then the holy grail of marital communication came our way; texting. What would we do without it? Right?

Wrong. The issue remains in my marriage that remains between brands and their audiences. I am stubborn and easily distracted. I don’t like interruptions but I want information at my fingertips. I want to know what my wife needs me to do; pick up the kids, get the prescriptions from the doctor, be at the soccer practice at 7, etc., but heaven forbid she provide me that information when I am not looking for it. Then it is a distraction.

Brands distract and annoy their audiences. “Would you drive all the way down here just to tell me that?” is something all audiences say when being bombarded with advertising and marketing. But when that audience is hungry for Chinese food, they want to know the best one within the closest two miles ASAP. They want that critical information now that 10 minutes ago was a distraction.

Technology changes. It evolves and new tools and toys come along every day. They do not change the fact that information delivered at the wrong time in the wrong context is a distraction. That same information provided when and where the audience wants it is coveted. Which is your strategy?

- Jeff Kilman, CEO
Photo credit: Horia Varlan

Social CRM: A Prescription for Patient Satisfaction

Social CRM

 

Hospitals are not known for their customer service. Think about it. The last time you had to go to the emergency room or deal with the accounting department at a hospital was the experience good or bad? How about that hospital food?

In the past, about the only things patients could do about a bad experience with a healthcare provider was to feel angry, vent to friends and then write a check for the damages. However, in October 2012, things are going to change.

As a part of the federal government’s healthcare reform act, patient satisfaction rates will affect the hospital’s federal reimbursement. This will likely get the undivided attention of the people who worry about the hospital’s cash flow and since they usually run the place, it will trickle down to the people who deal with the day-to-day patient services – doctors, nurses, janitors, food service staff and business office personnel.

Aside from the need for better staff training and more patient safety procedures (can everyone say “more hand washing!?”), the new reality for healthcare facilities will involve actually listening to patients. While this is a pain in the gluteus maximus for the hospital or clinic, it is the ideal scenario for Social CRM programs.

When properly designed and executed, Social CRM programs can build positive engagement between patients and facilities. They can also help correct poor practices and extinguish patient dissatisfaction before this has a chance to turn into an epidemic. But wait, there’s more!

  • Since the hospital maintains the patient information and contact information, there is no potential for HIPAA (privacy) violations.
  • Using email, texting and social networks such as Facebook and Twitter to monitor patient complaints and then responding to them on a timely basis will work wonders on patient satisfaction. These media can also help build patient loyalty.
  • Using mobile media to schedule appointment will save patient time and result in better satisfaction ratings.
  • Giving physicians and nurses the latest technology tools to do their job better will speed up the recuperation process, saving the patient time and money.

Healthcare has been slow to respond to the customer service lessons that every other business has had to learn. However, when there’s money on the line customer satisfaction will cure all ills.

That’s what I think. What about you? Let us hear from you. You can contact me at art.young@pocketstop.com.

- Art Young, Client Development

Time to Party

December 20, 2011

 

Think about the number 9.8. Does it mean anything to you? This is the number of company pages the average Facebook user likes. Seems kind of low, doesn’t it?

In trying to figure out why this number is so unimpressive, I thought about my own brand-based behavior. On an average day, I interact with more than 9.8 brands just between waking up and arriving at the office. I wake up to the alarm on my iPhone, make myself a cup of Lipton English breakfast tea and eat some Kellogg’s cornflakes while watching the news on my Sony TV. That’s four! (Five if you count Channel 8.) After leaving the bathroom, I add Dove, Pantene and Gillette to the list. I put on my Seven Jeans, a Polo shirt and get in my Jeep and head off to work. For those who are counting, that’s eleven before I leave the garage. My ritual is the same almost everyday, so I consider myself a brand loyalist. So why are none of these brands part of the 9.8?

The answer is that I don’t want to be sold to on Facebook. In fact, 39% of all Facebook users do not interpret their own “likes” of a company to equate to permission for that company to deliver marketing messages. Facebook is a community, not a storefront. If every time I invited a friend over to my house, they pulled me aside and tried to sell me car insurance I would stop inviting them. If you want to be part of the magic 9.8 number, make sure your brand is someone people want to invite to their party. Can I get useful info, ask questions, watch fun videos, earn a chance to win something or play a game? With the ever-growing number of brands finding their way to Facebook, users are presented with so many more brands to connect with. Finding a useful place in consumers’ social sphere is becoming a mandatory.

- Daniel Wagstaff, VP Client Development