The masters of magic
We speak constantly about how important—and how central—the member experience is for our brand. How it has to be memorable, engaging and, well, magic.
Who do you think of when you hear the word “magic?” For most would-be conjurers, that means Disneyland. Disneyland is celebrating its 60th anniversary this year, and continues to draw millions of people from around the world. So much of this is due to the extraordinary experience engineered and sustained by Disney at the park, extending from the training, sophisticated queue management and process optimization through to its recent $1 billion dollar investment in smart bracelets. Disney seems to have perfectly mastered the “magic” formula.
Disney itself states that “magic is made by optimizing the mundane.” The idea is to keep guests focused on the fun, and engaged in the experience, rather than distracted by the inevitable challenges when you’re sharing space with thousands of others. In other words, design away the friction of the usual day-to-day customer experience so that employees can concentrate on delighting the visitors. This emphasis is a key driver in Disneyland’s almost unprecedented visitor return rate of 70%—talk about engagement!
The exact opposite of the above approach is pervasive in traditional health care. Healthcare seems to be all about inefficiencies and making the processes as burdensome and disruptive as possible, so that the patient experience is an afterthought, if it’s even thought of at all.
Not at Crossover Health.