CLUEING IN CUSTOMERS PDF

Leonard L. Berry and Neeli Bendapudi When customers lack the expertise to judge a company's offerings, they naturally turn detective, scrutinizing people, facilities, and processes for evidence of quality. The Mayo Clinic understands this and carefully manages that evidence to convey a simple, consistent message: The needs of the patient come first. From the way it hires and trains employees to the way it designs its facilities and approaches its care, the Mayo Clinic provides patients and their families concrete evidence of its strengths and values, an approach that has allowed it to build what is arguably the most powerful brand in health care.

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Berry LL ,. Neeli Bendapudi Search articles by 'Neeli Bendapudi'. Bendapudi N. Affiliations All authors 1. Share this article Share with email Share with twitter Share with linkedin Share with facebook. Berry and Neeli Bendapudi When customers lack the expertise to judge a company's offerings, they naturally turn detective, scrutinizing people, facilities, and processes for evidence of quality. The Mayo Clinic understands this and carefully manages that evidence to convey a simple, consistent message: The needs of the patient come first.

From the way it hires and trains employees to the way it designs its facilities and approaches its care, the Mayo Clinic provides patients and their families concrete evidence of its strengths and values, an approach that has allowed it to build what is arguably the most powerful brand in health care.

Marketing professors Leonard Berry and Neeli Bendapudi conducted a five-month study of evidence management at the Mayo Clinic. They interviewed more than 1, patients and employees, observed hundreds of doctor visits, traveled in the Mayo helicopter, and stayed in the organization's many hospitals. Their experiences led them to identify best practices applicable to just about any company, in particular those that sell intangible or technically complex products.

Essentially, the authors say, companies need to determine what story they want to tell, then ensure that their employees and facilities consistently show customers evidence of that story. At Mayo, the evidence falls into three categories: people, collaboration, and tangibles. The clinic systematically hires people who espouse its values, and its incentive and reward systems promote collaborative care focused on the patient's needs. The physical environment is explicitly designed for its intended effect on the patient experience.

In almost every interaction, an organization's message comes through. Improving patient timeliness of care through efficient outpatient clinic layout design using data-driven simulation and optimisation.

Care of the dialysis patient: Primary provider involvement and resource utilization patterns - a cohort study. Assessing the physical service setting: a look at emergency departments. Putting the needs of the patient first: Mayo Clinic's core value, institutional culture, and professionalism covenant. Total teamwork--the Mayo Clinic. Strategic performance management: development of a performance measurement system at the Mayo Clinic.

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APPLEWORKS EXPORT PDF

Clueing In Customers

The Mayo Clinic knows how to send the right signals. Nobody likes going to the hospital. The experience is at best unnerving, often frightening, and, for most of us, a potent symbol of mortality. By carefully managing a set of visual and experiential clues, Mayo tells a consistent and compelling story about its service to customers: At Mayo Clinic, the patient comes first. From the way it hires and trains employees, to the way it designs its facilities, to the way it approaches care, Mayo offers patients and their families concrete and convincing evidence of its strengths and values.

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Clueing in Customers

Either your web browser doesn't support Javascript or it is currently turned off. In the latter case, please turn on Javascript support in your web browser and reload this page. Health Syst Basingstoke , 8 3 , 16 Jan Free to read. BMC Nephrol , 18 1 , 25 Oct Gharaveis A , Kazem-Zadeh M.

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Clueing in customers.

Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. Corpus ID: Clueing in customers. Leonard L. Berry and Neeli Bendapudi When customers lack the expertise to judge a company's offerings, they naturally turn detective, scrutinizing people, facilities, and processes for evidence of quality. The Mayo Clinic understands this and carefully manages that evidence to convey a simple, consistent message: The needs of the patient come first. View on PubMed.

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