The Church of the Customer blog has a short interview with author Josh Bernoff, (“Groundswell: Winning in a World Transformed by Social Technologies“).
It is a good exchange on social media. The power of social media in health care organizations hasn’t yet been realized (heck, we’re just getting around to proper patient use). It’s coming.
What’s the secret ingredient at companies that understand the value of two-way communication with customers and why is that ingredient so hard to replicate at other companies?
Most managers say they want to hear from customers. They don’t. They like the idea of a mass of consumers but individually, customers are quirky. Most companies keep them at arm’s length with phone systems and call centers and focus groups. Why are you stuck on the other side of that one-way glass? Dell is an example of a company that now gets it. Michael Dell talks in terms of 100 million customer touches per year. When you think of those touches as an asset, you’ve changed your thinking. For your company to attain that thinking, it helps to build a social application. It will slowly and inexorably change your attitudes to be more customer-centric, especially at is succeeds and spreads to other applications. It takes years, but it works.
Personalized health care is the new raison d’etre in some organizations. That’s good…when it happens. In order to personalize, a hospital must encourage individual conversations with each patient. We have some work to do. Social media will help.