Costumer Journey. Experiences rather than products

Costumer Journey. Experiences rather than products 1024 717 Corus Dental

By using digital tools we can improve our products and services. However, the true challenge is to be able to improve the Customer Journey, which can be described as a collection of experiences in which our customers interact with us. Let’s see how digitalisation can help make those experiences successful.

What patients are looking for nowadays are experiences, convenient services such as those which are available in other sectors. The younger generations, especially, like to access general medical attention through new channels (internet, social media, etc.). And thanks to the internet, patients (potential clients) are now better prepared than ever, having instant access to detailed information and reviews of all products and services readily available.

Below we lay out the 5 main stages or experiences which make up the Customer Journey, and how digital technology can help us with each one.

1. Discover and compare. During the first stage the customer finds out that he or she has a need and makes the preliminary indirect contact with the actor who will meet that need. This is where digital resources come into play, these days people search social networks, internet, specialised forums, etc. in order to discover our services (provided we exist digitally), or those of our competitors. The customer assesses and compares the different options available. That is why it is so important to have a good image and reputation, since that is how to gain visibility, and the chances that they get in touch with us are vastly improved.


2. Placing the order. The potential customer has chosen one of the options and proceeds to acquire the service, or at least find out a bit more about it. Now it’s crunch time, the first direct formal contact, we can’t mess it up. Depending on how this first interaction goes, the customer may stay with us throughout their life, or leave in a few seconds. Technology makes it easy for the patient to understand the process of the visit, the registry of information, the explanation of the treatment, the medical prescription, planning, etc., which, in turn, inspires trust and brings reassurance.


3. Use of the product. The customer reaps the benefits of the product or service that they have contracted. This is usually the longest of the stages in terms of time.  During this phase digital tools will allow us to offer a better quality product, plan the treatment better, reduce the number of tests and guarantee results. All of the above is done faster and more comfortably as well as being, if I may, more exciting for the patient. What is more, after having placed the product, digital technology will allow us to carry out the appropriate maintenance, as well as solving any problems that may come up both quickly and efficiently. For example, if we have all the patient’s information available digitally, we can exactly replicate a product that has been lost or that has broken and replace it in a few hours.


4. Customer loyalty. Now is the moment to make an effort to establish a close relationship with the customer. Digitalisation will help us to achieve this as we will have all the customer’s details which we can access whenever we want in order to offer new 100% personalised services that are just right for their needs. We can offer an immediate response to any queries, make special offers, ask about their hopes and expectations, etc.


5. Termination. This is the stage in which the customer ends their relationship with us, either because there was a problem or because they are no longer using our product or service. In any case, retaining customers may be hard to do, although thanks to digitalisation we are able to offer each customer the individualised attention they may need in order to stay with us.  I also feel that it is important for the customer to have the freedom to leave and then come back at any time they like, and that we still have their details safely stored so that we can keep offering them the service when they need it again.

In conclusion, the message is to design a Customer Journey which is full of amazing experiences through the use of modern, medically-sound, cost-effective, sustainable products and services.

Francesc Alsina
Chief Innovation Officer