16 Jul Day 52: Director of Members Experience: Imagineering the Future of Health
* Guest post by Stephen Gaines, Crossover Health’s Director of Member Experience. He previously discussed the value of membership and now shares his unique role at the company to ensure each and every member experiences next generation care.
The Disney Influence
Living in Orange County, California, it’s next to impossible not notice the “Disney Influence.” Most of us at one time or another have had annual passes (I have mine) to Disneyland and Disney’s California Adventure. We’ve visited the resort to Celebrate birthdays, family reunions and even an played an occasional day of hookey from the office. We’ve spent an evening or two at Downtown Disney and have been mesmerized each night at by the 9:30 fireworks.
The thing that makes the Disney Experience so magical is what happens behind the scenes. Everything from the architecture to the ride engineering are the brain-children of Disney Imagineers. Imagineers are a diverse group of individuals with over 140 different job titles – all working for one important goal of “telling great stories and creating great places.”
At Crossover Health, we to want to tell great stories and create great places. In my last blog I discussed the benefits of Membership. Today, I’d like to take it a step further and discuss my role as Crossover Health’s Director of Membership Experience – in short I’m a key member of Crossover’s Imagineering Department.
I realize on first pass, my title sounds very different. Who’s ever heard of a Director of Membership Experience anyway? It sounds a little esoteric. However, once you look at what the Crossover Experience encompasses, it completely makes sense.
Like Walt Disney’s vision of a new kind of amusement park, our founder Dr. Scott Shreeve, Imagines the possibility of Healthcare in a completely different light. He envisions a “patient-centered primary care network that remove the barriers of how care is practiced, delivered, and experienced.”
What does this vision look like?
Like 99.9% of the population, I too have frustrating stories to tell when it comes to healthcare. My healthcare experience has, like many others, has been a reactive experience to whatever ails me at the time.
I will be an advocate for improving the day to day member experience. Everything from the way members intact with the Crossover Team to the extended Crossover Network to the many benefits offered as part of membership will be imagined and re-imagined.
Our Healthcare model takes on a customer-centric feel of a fine retailer. “Patients” will be referred to as “members.” Customer care will centered around what’s best for them as apposed to what’s best for their insurance company.
Crossover Members will soon have the benefit of a proactive approach to healthcare. Imagine being able to interact with your doctor the way you’d interact with any other professional. Taking part in personalized healthcare blueprint that creates goals specific to the needs of it’s member. Member specific services and events like a Member Concierge, interesting workshops and field trips.
My professional background is a mixture of Retail Leadership and technology. Most recently, I had the opportunity to serve for nine years as a Store Leader for Apple, Inc. The genesis of Apple Retail was core to the very survival of Apple as a brand. But the result was the creation of a retail standard that didn’t exist then and is rarely experienced now. As a store leader, I helped create and implement that retail standard.
From that experience, I firmly believe that:
- People are passionate about how they spend their money
- Customer service is key
- People have questions and concerns – address them!
- People want to be heard
- Don’t forget the follow-up
- Use of technology is crucial
- Don’t forget to apologize when needed
Like Walt Disney and his Imagineers, we’ve envisioned a reality that doesn’t exist. My intention is to help Dr. Shreeve and our growing team create and implement a new healthcare standard. One that I might add, is desperately needed. I’ll be bridging my retail experience and customer service philosophy with the Crossover team to help bring this vision to reality.
Hi ho, here we go!