Innovating Customer Experience at Highland Hospital

Innovating Customer Experience at Highland Hospital

Having a baby is probably one of the most nerve wracking experiences around. It makes a PhD viva look like an entertainment special by comparison, and having had a few hours of quiet to think about the experience I came to realize that we as a family just went through one that was truly world class. Thank you Highland Hospital in Rochester! This was our second child at Highland – the first – Lillian, and now Eleanor. The staff have been amazing throughout, including the porters, nurses, doctors, servers – everyone seems to really believe in a culture of service. Putting my marketing hat on (I never get to take it off I’m afraid) I notice the little things, like the vision and mission statements repeated on walls within 100 yards of one another. I notice the staff sanitizing their hands when they enter and leave a room. I notice the cleanliness of the place, not just at 8am, but throughout the day and evening. I notice the fact that staff and doctors eat together, laugh together (in the delivery room too which helped settle both our nerves), that those cleaning the rooms feel equally as important to the birthing experience as those on the business end of a pair of latex gloves. You cant help but marvel at the fixtures and fittings as well – the rooms are hotel quality, the pull out bed actually comfortable (a nurse insisted on making it for me!) and the food pretty good! I also notice though the little things that show someone has attended to detail on the overall experience, ice chip machines, free juice vending, free wi-fi (with by the way RIDICULOUSLY fast upload speeds putting 500mb of obligatory gushing baby photos on flickr in less than ten seconds!) – even politically correct news casting options on the LCD tv’s in waiting areas (Fox on one, and its antidote MSNBC on another). Truly 10/10 Highland Hospital. And the fact that you are only ten minutes door to door from our home makes you even more remarkable. And they say Rochester is an awful city and an even more awful place to live. Pretty fine from where Im sitting (hospital hotel room, enjoying complementary wifi, free cranberry juice, overlooking a truly beautiful little girl that is my daughter – and another of course – slightly older which is my wife).

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Dr Hair is an Associate Professor of Marketing at the E Philip Saunders College of Business at RIT.

© 2012, Dr Neil Hair. All rights reserved.

About The Author

Dr Neil Hair
I am a professor at Rochester Institute of Technology, College of Business. I teach a range of classes which focus on the use of the internet in enhancing business to consumer, business to business and consumer to consumer experiences. My research looks at how and why people form bonds in electronic communities, brand equity, and students positive learning experiences.

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