Turning Employees into Crusaders!

2. Turning Employees into Crusaders! Assisted Living Concepts September 26, 2008 Anthony Cirillo, FACHE, ABC www.4wardfast.com

4. WOM

5. Word of MouthThe Employee ExperienceData CollectionAudit the Employee ExperienceEmployee Brand Image

6. Harvard and McKinsey says…… 2/3 economy influenced by word-of-mouth one word-of-mouth = 600 advertising exposures 71% prefer friend recommendation over advertising

7. Psst. I hear Assisted Living Concepts is the place to work.

8. Customer Crusaders(think Apple, Harley, Saturn) • Buy your products and services • Passionately recommend you • Offer unsolicited feedback • Come to your defense If they’re not a loyalist they could be a antagonist.

9. Word of mouth influences employer choice.

10. Word of Mouth “In many cases, WOM isn't actually "marketing" at all. It's great customer service that earns customer respect.” Andy Sernovitz CEO, Word of Mouth Marketing Association

11. = $3 - $5 a cup = 2 cents a cup = 20 cents a cup = $1cup The Experience Economy – B. Joseph Pine II, James Gilmore

12. Fred Lee – “If Disney Ran Your Hospital”ACHE Book of the Year “Patients judge their experience by the way they are treated as a person not by the way they are treated for their disease.” “Patients reserve their good word of mouth and loyalty for hospitals where they feel their needs were anticipated and met by a courteous caring staff.” Deliver on the brand promise!

13. A great employee experience fuels a great patient experience that fuels great word of mouth.

14. Data Collection Auditing the Experience Recognizing the Employee as a Brand Delivering a Great Experience Starts With…

15. Data Collection

17. ?

18. Know the whole employee.Recognize the whole employee.

19. Every time your company touches a customer, they either become a little more, or a little less engaged – but they never stay the same. John H. Fleming, Ph.D., and Jim Asplund

21. Admission Inquiry Evaluation Tour Calling on the phone. Going to the web. Showing up unannounced. Referral source calls. Scheduling Greeting Tour touch points Questions Meet ED Follow Up Nurse assessment Orientation Interest and activities Room selection Move in Visit CMS & state sites. Google facility. Ask for references. Talk to referral sources. Talk to caregiver groups, families, employees.

22. Inquiry Inquiry Calling on the phone. Going to the web. Showing up unannounced. Referral source calls. Go to church with someone who works there. A friend had rehab there and was discharged. After interview, they may add

23. Toward Solutions Caregiver Expectation Actual Experience Touch point I called and wanted immediate appointment. I arrive on time and we get started. Direct dial number always answered with immediate appointment. Appointment clearly scheduled and assigned to someone. They didn’t know where to refer me. I was left waiting 30 minutes.

24. Customer Delight

25. Hiring andOrientation Hiring and Orientation Letter confirming. Physical. Orientation. Get to work! Invite to lunch with boss before start. Meet the family. Involve current employees who can send e-mails, cards, call. Reserve a parking space for the first day. After interview, they may add

26. Audit the experience and envision the ideal experience.

28. What’s Your Job +

32. Why a Brand is Important in Business A Brand Bought Emotional Bond High Visibility Unique Worth More Evolves Creates Buzz Relevant A Product Sold Emotionally Neutral One among many Ordinary No perceived extra value Stagnant No Buzz Little Relevance

33. Why a Brand is Important in Your Career Mindset of a personal brand • Work for yourself • Internal security • Marketing plan • Market • Differentiating • Strategy • Relationships • Network • Long-term plan • Sound bites • Packaging • Visible • Self-measurement Other mere mortals • Work for a boss • External benchmarks • Resume • Clients, co-workers, mgt. • Fitting In • Hard work • Transactions • Solo • Short-term reactionary • Business jargon • Clothes • Low profile • Performance review

34. Individuals Have a Brand! Don't recognize the fact that we are a brand. Do not take the time or make the effort to think about how we communicate our brand personalities to others. Let’s take the brand attribute test!

35. Each of us has a brand image.Reflect it and put a personal stamp on our work.

36. The Package

38. What’s in a Name?

39. What’s in a Look?

40. What’s in a Look?

41. What Did You Say?

42. Mastermind Group

43. Job Security Building Job Security: Strategies for Becoming a Highly Valued Contributor Broscio/Scherer, Journal of Healthcare Management, Vol. 48, No. 3, May/June 2003 • Keep a change journal of new and different things taking place at your organization. • Develop a strong internal network. • Find a mentor. • Ask for feedback. • Ask yourself – do I produce value everyday? • How you conduct yourself is as important as the results you get. • Adapt / Learn / Create new roles. • Know how to interpret and meet vaguely articulated expectations. • Uncover unmet needs and solve them in your area and others.

44. Word of mouth influences employer choice.A great employee experience fuels a great patient experience that fuels great word of mouth.Know the whole employee. Recognize the whole employee.Audit the employee experience and envision the ideal experience.Each of us has a brand image. Reflect it and put a personal stamp on our work.Have purpose.

45. Have Purpose

46. Marketing Strategy • Marketing Audits • Medical Tourism • Market and price monitoring • Integrate CRM tools and continuous feedback tools • Design price packages based on customer wants and align to value • Integrate organizational goals into pricing approaches as a component of marketing strategy • Develop communication templates to tell the price story • Customer service training to support consumer driven healthcare • Tools and templates to tell the other side of the price story (i.e. economic impact studies

48. Questions Anthony Cirillo, FACHE, ABC1-704-992-6005 cirillo@4wardfast.com www.4wardfast.com www.anthonyssong.com http://sickoh.blogspot.com/ http://anthonyssong.blogspot.com/