Author(s): Samminga Ashok Kumar,D. Vijay Krishna,Gaddam Rahul Paul
As health facilities’ aim to provide quality services, patient satisfaction and/or organizational performance, Customer Experience Management (CXM) is becoming an organizational strategy. The study examined impact of Customer Experience Management Practices on business performance of healthcare organizations. As a result, a study was carried out to investigate selected key customer experience management (CXM) strategies impact like customer feedback mechanism; personalized patient experience; customer segmentation practices; patient loyalty and retention programmes; first contact resolution on outcome of organizational performance in health care. The researcher used a quantitative research design to collect data from 352 healthcare service users. The assessment of the research model and hypothesis regarding the relationship of CXM practices and business performance used Structural Equation Model (SEM). The results from the measurement model indicate that the constructs are reliable and valid and the structural model achieved good fit with the data. The study reveals that four of the five Customer Experience Management practices considerably influence the business performance of healthcare organizations. The findings suggest that the most positive personalized patient experience and patient loyalty programs have the strongest impact on business performance, followed by customer feedback mechanisms, first contact resolution and customer segmentation practices. The research discovered that 64% of business results variance is explained by CXM practices of an organization. The results have some shift from the healthcare organization but are still considerably explained within the data collected. In healthcare organizations, the implementation of patient-centered experience management practices is essential. The study has strategic significance and will help create better experiences for patients.