Abstract
Customer experience does not end at sales, but the actual journey starts from there. In a typical healthcare ecosystem, there is not just one, but multiple stakeholders involved at different points in time. These could be clinicians, hospital c-suites, service engineers, biomeds, etc. With this additional complexity, catering to the needs of each of these stakeholders while maintaining the system in a usable state 24/7 is the biggest challenge. Customer experience-based agreements become differentiators for businesses. An increase in system downtime adversely impacts the service experience for the customer, and hence, results in loss of trust in the service, even if it is a good product. Could understanding the long- and short-term needs of stakeholders help design an effective and trustworthy service delivery system in healthcare? Studying the uniqueness and challenges in the service ecosystem by using techniques such as service blueprint, persona creation, journey mapping, and stakeholder interviews was the way forward. The objective of the study was to map the ecosystem, involvement of stakeholders at different phases of the journey, uncover the challenges and pain-points persisting in the current service delivery system. It was found that the challenges were primarily linked to system interoperability and end-to-end workflow optimization which was to an extent constrained by the design of the system in use and the business stakeholder mindset as well. This paper contains discussions about the process in detail and outlines guidelines on how to design for a workflow oriented, outcome driven and highly modular system addressing customer pain points even before they experience it, which defines the success of the offering.
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Indurti, A. et al. (2023). Service Delivery in Healthcare: Experience and Trust Building. In: Chakrabarti, A., Singh, V. (eds) Design in the Era of Industry 4.0, Volume 2. ICORD 2023. Smart Innovation, Systems and Technologies, vol 342. Springer, Singapore. https://doi.org/10.1007/978-981-99-0264-4_40
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