| | MAY 20198CIOReviewDIGITAL CUSTOMER EXPERIENCE: AMA'S RX FOR GROWTHBy Todd Unger, Chief Experience Officer & Senior Vice President, Physician Engagement, American Medical AssociationThe first thing I did after being named Chief Experience Officer of the American Medical Association was to try to find a great definition of `Customer Experience' that made sense in a mission-based and membership organization.It proved to be more challenging than I thought.A lot of what you read about CX is rooted specifically in design, customer service or live interactions. And while those are all key elements of customer experience, they don't provide a great road map for an organization like ours. We had to build our own.The challenge and opportunity at AMA became quickly clear: very low awareness of the terrific work the organization was achieving on behalf of physicians and patients. With our live events geared to a limited number of people, it was clear that we needed to use digital platforms to build and scale our member experience. That meant creating ONE organization and infrastructure with the· Consumer marketing orientation of Procter and Gamble· Digital publishing expertise of New York Times or Washington Post· e-commerce, analytics and data platform of AmazonOver the past 2 years, we have executed a customer experience re-boot to increase the awareness and impact of our mission efforts and drive deeper engagement with our audience, and the results have been phenomenal: we doubled our member growth rate, drove our digital audience up 50 percent, engaged and inspired our members, and changed minds. Here are three key lessons from our efforts so far:Start with the Target. Don't undertake a "transformation" effort with digital blinders. Instead, start with a deep understanding of your audience and how IN MYOPINIONTodd Unger
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