3 Customer Focus (85 pts.)

The Customer Focus Category examines HOW your organization engages its PATIENTS and STAKEHOLDERS for long-term marketplace success. This ENGAGEMENT strategy includes HOW your organization builds a PATIENT- and STAKEHOLDER-focused culture.

Also examined is HOW your organization listens to the VOICE OF ITS CUSTOMERS (your PATIENTS and STAKEHOLDERS) and uses this information to improve and identify opportunities for innovation.

Item 3.1 - Customer Engagement (40 pts.)                                                                                                                                                     Process

HOW do you engage PATIENTS and STAKEHOLDERS to serve their needs?

HOW do you engage PATIENTS and STAKEHOLDERS to build relationships?

Describe HOW your organization determines HEALTH CARE SERVICE offerings and mechanisms to support PATIENTS' and STAKEHOLDERS’ use of your HEALTH CARE SERVICES.

Describe also HOW your organization builds a PATIENTS and STAKEHOLDER-focused culture.

Within your response, include answers to the following questions:

3.1a. HEALTH CARE SERVICE Offerings and PATIENT and STAKEHOLDER Support

(1)     HOW do you identify and INNOVATE HEALTH CARE SERVICE offerings to meet the requirements and exceed the expectations of your PATIENTS, STAKEHOLDER groups and market SEGMENTS (identified in your ORGANIZATIONAL PROFILE)?

HOW do you identify and innovate HEALTH CARE SERVICE offerings to attract new PATIENTS and STAKEHOLDERS and provide opportunities for expanding relationships with existing PATIENTS and STAKEHOLDERS, as appropriate?

(2)     HOW do you determine your KEY mechanisms to support use of your HEALTH CARE SERVICES and enable PATIENTS and STAKEHOLDERS to seek information and otherwise use your HEALTH CARE SERVICES?

What are your KEY means of PATIENT and STAKEHOLDER support, including your KEY communication mechanisms?

HOW do they vary for different PATIENTS, STAKEHOLDERS groups, or market SEGMENTS?

HOW do you determine your PATIENTS’ and STAKEHOLDERS' KEY support requirements?

HOW do you ensure that PATIENT and STAKEHOLDER support requirements are DEPLOYED to all people and PROCESSES involved in PATIENT and STAKEHOLDER support?

(3)     HOW do you keep your APPROACHES for identifying and INNOVATING product offerings and for providing CUSTOMER support current with business needs and directions?

3.1b. Building a PATIENT and STAKEHOLDER Culture

(1)     HOW do you create an organizational culture that ensures a consistently positive PATIENT and STAKEHOLDER experience and contributes to CUSTOMER ENGAGEMENT?

HOW do your WORKFORCE PERFORMANCE management system and your WORKFORCE and leader development systems reinforce this culture?

(2)     HOW do you build and manage relationships with PATIENTS and STAKEHOLDERS to

·        acquire new PATIENTS and STAKEHOLDERS;

·        meet their requirements and exceed their expectations in each stage of the their relationship with you; and

·        increase their ENGAGEMENT with you?

(3)     HOW do you keep your APPROACHES for creating a PATIENT- and STAKEHOLDER-focused culture and building PATIENT and STAKEHOLDER relationships current with HEALTH CARE SERVICE needs and directions?

Notes:

N1. PATIENTS, as a key CUSTOMER group, are frequently identified separately in the CRITERIA. STAKEHOLDER groups could include PATIENTS' families, the community, insurers and other third-party payors, employers, health care providers, PATIENT advocacy groups, Departments of Health, and students. Generic references to CUSTOMERS or STAKEHOLDERS include PATIENTS.

N2. “CUSTOMER ENGAGEMENT” refers to your PATIENTS' and STAKEHOLDERS’ commitment to your organization and HEALTH CARE SERVICE offerings. Characteristics of ENGAGEMENT include loyalty, PATIENTS' and STAKEHOLDERS’ willingness to make an effort to utilize HEALTH CARE SERVICES from your organization, and their willingness to actively advocate for and recommend your organization and HEALTH CARE SERVICE offerings.

N3. “HEALTH CARE SERVICE offerings” and “HEALTH CARE SERVICES” refer to the services or programs that you offer to PATIENTS and the community. HEALTH CARE SERVICE offerings (3.1a[1]) should consider all the important characteristics of your HEALTH CARE SERVICES that PATIENTS and STAKEHOLDERS receive.  The focus should be on features that affect PATIENT and STAKEHOLDER preferences and loyalty and their view of clinical and service quality—for example, those features that differentiate your organization’s services from other providers offering similar services. HEALTH CARE SERVICE should take into account the potentially differing expectations of PATIENTS and STAKEHOLDERS. Beyond specific health care provisions leading to desired health care outcomes, might include extended hours, family support services, cost, timeliness, ease of use of your services, assistance with billing/paperwork PROCESSES, and transportation assistance. KEY HEALTH CARE SERVICE features also might take into account how transactions occur and factors such as confidentiality and security. Health care features leading to desired outcomes should be reported in Item 7.1, and health care features concerning PATIENTS' and STAKEHOLDERS’ perceptions and actions (outcomes) should be reported in Item 7.2.

N4. The goal of PATIENT and STAKEHOLDER support (3.1a[2]) is to make your organization easy to obtain health care from and to do business with, as well as responsive to your STAKEHOLDERS’ expectations.

N5. PATIENT and STAKEHOLDER relationship building (3.1b[2]) might include the development of PARTNERSHIPS or alliances with STAKEHOLDERS.