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It Depends – 2 Words that Kill Your Brand

Posted by Kristin Baird on January 22nd, 2014 • 1 Comment »

Consistency is the backbone of any brand. If you want your organization to have a reputation for stellar patient experiences you have to ensure consistency in every encounter with every customer every day. That requires defining clear behavioral standards then ensuring that everyone in the organization upholds them. Sounds simple? It is. Easy? Not so much.

When we do culture assessments, we look for consistency between mission, vision, values, and various customer encounters. What we find, is that the experience really depends. It depends on the day, the shift, the department, and the individual delivering the service. With so many moving parts, it’s necessary to have a clear plan for building consistency. Even healthcare leaders admit that when it comes to the patient experience, “It depends.”

Creating consistency in the patient experience is essential for building the brand. If you know that there is inconsistency, change it. To be the best in the industry, you need to set the standard and hold everyone accountable for maintaining it. Define the standards in writing, train everyone in the organization, and make sure leaders know how to hire people who are aligned with the standards. When you accept “It depends,” you are permitting inconsistency as an acceptable element of your culture. Raise the bar and stick to it.

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Baird Consulting

One Response to “It Depends – 2 Words that Kill Your Brand”

  1. Dan Prince says:

    It’s why at Ritz-Carlton hotels, they have a “huddle” EVERY morning. As humans, we need constant “gentle” reminding, encouragement, positive examples, and reinforcement!


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