Customer experience metrics are quantifiable indicators of a good or bad customer experience. Organizations that track these indicators are able to spot areas of improvement and successfully transform the quality of experiences they deliver.
Technology plays a pivotal role in efficiently tracking these metrics through automation, data analytics, surveys and feedback tools and more. Only when technology is used effectively does it yield tangible results. Here is how one Gulf Customer Experience Awards 2023 winner did it.
Aster Clinics, a network of comprehensive healthcare facilities across UAE, embarked on a journey to improve its CX. How? First by starting with tracking metrics. “What gets measured gets focused gets improved” was Aster’s mantra in enhancing CX. The organization acknowledged the importance of metrics that evaluate the ease, enjoyment, and utility patient derive from their interactions throughout the patient journey. However, their manual tracking of these metrics proved laborious and resource-intensive. On top of this, the geographical distribution of the clinics made it difficult to utilize data analytics for process improvement and performance management.
To overcome this challenge, Aster Clinics’ Service Excellence team came up with Mission M.A.G.I.C. (Make A Great Impression on Customer) to propel its service excellence transformation journey. Under the leadership of Pradeep Kumar – Head Service Excellence, Customer Experience & Centralised Contact Centre, Aster Hospitals & Clinics, they first formed a dedicated team for CRM, operations, contact center, HR and IT. Their goal was to provide a unified view of data insights just a click away, addressing the limitations of manual tracking and enabling data analytics for process improvement and performance management across all clinics.
The initiative aimed to seamlessly integrate with existing systems while ensuring holistic consideration of business needs, user experience, and feasibility of integration.
The judges were equally impressed by the results:
“Commendable strategic initiative! Aster Clinics’ commitment to enhancing customer experience through Mission M.A.G.I.C. showcases a well-thought-out plan. The formation of a dedicated team and the emphasis on unified data insights highlight a proactive approach to address challenges, ensuring a holistic and feasible integration. Successfully aligning business needs and user experience, Aster Clinics exemplifies a commendable effort toward elevating service excellence in the healthcare sector.”
Further, a bespoke interaction intelligence system was developed to provide features such as real-time Voice of the Customer, monthly trends patterns, a unified view of performance of the whole network. This system along with other initiatives, helped the organization track and improve various CX parameters including NPS (from 59 to 83 over a course of one year), and Google Reviews rating of 4.68 based on over 85,000 reviews.
From an innovation perspective, cutting-edge system architecture was meticulously designed to optimize real-time output, aiming to enhance both employee and patient experiences. The team put extra effort into personalised care and service to provide pop-up on patients’ birthday, hot-listing to predict customers’ preferences and NPS SMS & capture of scores.
Aster’s efforts in designing a state-of-the-art system architecture, incorporating data insights for personalized care was recognized by judges at the Gulf Customer Experience Awards 2023 and awarded gold in three categories, Best CX Strategy, Best Patient Experience, and CX Team of the Year.
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