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Ali Anani, PhD
Coupling Customer Journey Maps
with Twitter
These are great visual tools to
inspect the delights and pains of
customers
Customer Journey Maps
These are great visual tools to inspect the
delights and pains of customers
And (CJMs) shall have a greater value if
coupl...
A case study is Customer Journey
Map to an eye hospital
Surgery
Post SurgeryMeeting with DrWaitingArrivalResearch
Pre-testingCheck in
Make
appointment
Surgery
Post SurgeryMeeting with DrWaitingArrivalResearch
Pre-testingCheck in
Make
appointment
Starts with reviewing
comme...
Starts with reviewing
comments and asking friends
Social media is a great source
of information
Surgery
Post SurgeryMeetin...
Surgery
Post SurgeryMeeting with DrWaitingArrivalResearch
Pre-testingCheck in
Make
appointment
A special thanks the regist...
Previous comments were
positive. But there are many
negative comments as well
Surgery
Post SurgeryMeeting with DrWaitingArrivalResearch
Pre-testingCheck in
Make
appointment
have made many
mistakes on ...
What are the words most com-
monly used in tweets pertaining
to eye hospitals globally?
A sample world cloud is shown in
t...
Appointments and waiting are among the major
issue eye patients tweet on
Sentiments of tweets on LASIK operations are
mixed
Analysis of Tweets
Cleanliness, staff co-operation and respecting the
dignity of patients are prime factors of patients’
s...
Super friendly and efficient staff
You will wait multiple hours -- I was here for more than 3 hours, which I
found pretty r...
He was wonderful in explaining the history of the procedure, the differences
in the procedures themselves, the risks/benefi...
If you end up going here, assume well over six hours to complete your
appointment and don't expect a friendly greeting
The...
..... including several treatment options that had never been discussed by
previous doctors
and have left feeling that the...
Emotional Words Are a Must in
Eye Hospitals
Using harsh and negative words may upset the patient to a large scale
Negative Words Have Negative
Consequences
Negative feelings of patients leading to angry reactions or passive ones by
not ...
Do Not Blame Patients or Narrow
Their Options
Hospital staff must be positive by avoiding blame, explaining different eye
...
Maximize delight and minimize pain of your customers at each touch point.
This way they may recommend you to others
Experience
METRICS
Pain
Delight
Opportunity
Action Plan
Customer Journey
Onboarding
(35-21 days )
Education
(21-14 days)
S...
Net Promoter Score in Healthcare
Promoter
Extremely
Unlikely
Extremely
likely
Passive
How likely are you to recommend?
Det...
Remember: respect starts
in-house
The Butterfly Effect of keeping
clean atmosphere and culture
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Coupling customer journey maps with twitter

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The presentation suggests a new strategic canvas by combining customer journey maps with information mined from social media. Using a case study the merit of marrying social media to customer pain points becomes obvious and provides management with excellent tools to handle complaints efficiently and timely manners.

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Coupling customer journey maps with twitter

  1. 1. Ali Anani, PhD Coupling Customer Journey Maps with Twitter
  2. 2. These are great visual tools to inspect the delights and pains of customers Customer Journey Maps
  3. 3. These are great visual tools to inspect the delights and pains of customers And (CJMs) shall have a greater value if coupled with data extracted from social media such as Twitter Customer Journey Maps (CJMs)
  4. 4. A case study is Customer Journey Map to an eye hospital
  5. 5. Surgery Post SurgeryMeeting with DrWaitingArrivalResearch Pre-testingCheck in Make appointment
  6. 6. Surgery Post SurgeryMeeting with DrWaitingArrivalResearch Pre-testingCheck in Make appointment Starts with reviewing comments and asking friends Social media is a great source of information
  7. 7. Starts with reviewing comments and asking friends Social media is a great source of information Surgery Post SurgeryMeeting with DrWaitingArrivalResearch Pre-testingCheck in Make appointment First impressions are lasting
  8. 8. Surgery Post SurgeryMeeting with DrWaitingArrivalResearch Pre-testingCheck in Make appointment A special thanks the registrar on duty on 7th August at 9pm who performed the procedure in spite of pressure of emergency calls from elsewhere in the hospital
  9. 9. Previous comments were positive. But there are many negative comments as well
  10. 10. Surgery Post SurgeryMeeting with DrWaitingArrivalResearch Pre-testingCheck in Make appointment have made many mistakes on making appointments for my wife Information and appointments sent out on white paper in small print, how they expect a person with poor sight to read this records of treatment may not have been updated The hospital system is designed for the convenience of the specialists, not for the needs of the patient I wanted better eyesight, but it’s all blurred now’
  11. 11. What are the words most com- monly used in tweets pertaining to eye hospitals globally? A sample world cloud is shown in the next slide
  12. 12. Appointments and waiting are among the major issue eye patients tweet on
  13. 13. Sentiments of tweets on LASIK operations are mixed
  14. 14. Analysis of Tweets Cleanliness, staff co-operation and respecting the dignity of patients are prime factors of patients’ satisfaction. These results show the importance of emotional intelligence in the medical field.
  15. 15. Super friendly and efficient staff You will wait multiple hours -- I was here for more than 3 hours, which I found pretty ridiculous … my perception of the resident clinic was a little off, because the attending physician never looked in my eyes
  16. 16. He was wonderful in explaining the history of the procedure, the differences in the procedures themselves, the risks/benefits of each, and recovery time for each Two hour wait minimum every time. This is so ridiculous Meanwhile i think i will end up blind in my right eye
  17. 17. If you end up going here, assume well over six hours to complete your appointment and don't expect a friendly greeting They apparently do not read the information they demand you send ahead of time and they got some of my information wrong The waiting rooms are noisy and crowded
  18. 18. ..... including several treatment options that had never been discussed by previous doctors and have left feeling that the management and staff left us with a lot to desire When going to a place that has a good reputation you should expect high quality service
  19. 19. Emotional Words Are a Must in Eye Hospitals Using harsh and negative words may upset the patient to a large scale
  20. 20. Negative Words Have Negative Consequences Negative feelings of patients leading to angry reactions or passive ones by not cooperating with the hospital staff
  21. 21. Do Not Blame Patients or Narrow Their Options Hospital staff must be positive by avoiding blame, explaining different eye treatment possibilities and promise what the hospital can do Don’t increase the pain of your patient
  22. 22. Maximize delight and minimize pain of your customers at each touch point. This way they may recommend you to others
  23. 23. Experience METRICS Pain Delight Opportunity Action Plan Customer Journey Onboarding (35-21 days ) Education (21-14 days) Support (Lifetime Average = 4 years) Pre-Sales (90-30 days) Journey Step
  24. 24. Net Promoter Score in Healthcare Promoter Extremely Unlikely Extremely likely Passive How likely are you to recommend? Detractor Promoter Passive Detractor % Promoter % Detractor Net Promoter Score=- 012345678910
  25. 25. Remember: respect starts in-house The Butterfly Effect of keeping clean atmosphere and culture

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