Diffusion of Innovation & Customer Experience Management

Introduction

Innovation refers to the development of new ideas, thoughts or imaginations. Customer experience is the result of an interaction between a customer and a company over the time of their relationship. Diffusion of innovation and customer experience management is when a new idea brought to a company and the customer adopts and accepts the idea.

            The willingness of healthcare consumers to adopt new products being offered is different. Some are quicker to adopt than others. This is mainly due to a consumer’s motivation. Lack of motivation will lead the consumer to only use what he or she knows about rather than try a new product. For example, when you have flu and you want to get drugs, you will get the drugs that you have used before since you already know their effect as opposed to trying another type of drug. The use of Everett Rogers’ Diffusion of Innovation Model in healthcare is explained by how different individuals adopt a new drug at different times some being skeptical about it and some accepting it very fast. It was used on the spread of an antibiotic drug among medical doctors. Rodgers (2003). An example is the adoption of immunization. Different people believe in it at different stages, some are comfortable with it very first time and some still to date are skeptical about it. Another one is the use of contraceptives, the adoption of the use of contraceptives among individuals too is very different.

            The potential benefits of customer experiences in healthcare organizations are an improved diagnostic process. A better relationship in terms of communication and understanding between the patient and the healthcare professional. It helps to develop timely processes of diagnostic testing and treatment. Balogh et.al. (2015). The wrong diagnosis worsens a situation and most of the time it happens because of lack of equipment or lack of well-trained personnel.

According to Schmitt (2010), customer experience management is the process of managing a customer’s relationship with a company or a product. It helps in segmentation, positioning, branding, and servicing of products and services. The customer’s perspectives help managers, organizations, marketers know how to rate or develop their products. In healthcare, the customer experience management can apply in a scenario where a patient is given an opportunity to give feedback after being treated this way improved services could be achieved. Another one is the improvement of digital experience.

Conclusion

Diffusion of innovation and customer experience have a great value in an organization. It helps companies to position their services and products and know where to correct. It helps customer’s preferences to be used in developing products. This improves the relationship between customers and healthcare practitioners in the healthcare industry.

References

Rogers E.M. (2003).diffusion of innovations.free press

In Balogh, E., In Miller, B. T., In Ball, J., & Institute of Medicine (U.S.). (2015). Improving diagnosis in health care. National academic press

 Schmitt, B. H. (2013). Customer experience management: A revolutionary approach to connecting with your customers. Hoboken, N.J: Wiley.