Episode released on: April 22, 2024
Episode number: 175
Between Life and Death: Transforming the Donor Experience into a Lifesaving Journey – THE CX GOALKEEPER – Transformation, Customer Experience, and Leadership Goals
Introduction:
In the latest enthralling episode of the CX Goalkeeper Podcast, host Gregorio Uglioni invites Neil Greenwood, a seasoned expert in healthcare and customer experience, to discuss the vital topic of enhancing the blood donation experience. This episode not only sheds light on the pivotal aspects of donor engagement but also delves into the significant impacts of service design in healthcare.
Guest Introduction: Neil Greenwood
Neil Greenwood brings a wealth of experience from his role as the Head of Service Ownership and Strategy at NHS Blood and Transplant. With over two decades in the financial and healthcare sectors, Neil’s expertise lies in optimizing customer journeys and improving service delivery. His current focus is on enhancing the donor experience, ensuring that donors feel valued and motivated throughout their journey.
To connect with Neil or learn more about his work, visit his LinkedIn profile:
A Deep Dive into the Content:
Chapters List:
00:00 Game Start
01:05 Meet Neil Greenwood
01:58 Interlinking Careers in Healthcare and Finance
02:13 Neil’s Core Values in Life
03:49 A Personal Anecdote
04:35 Enhancing the Donor Experience
08:03 Strategies for Retention
09:17 The Altruism in Blood Donation
10:02 Leadership Challenges in Healthcare CX
11:17 Effective Strategies in Donor Retention
12:43 Role of Digital Channels in Engagement
14:52 Future Improvements in Donor Experience
17:11 Vision for the Future of Blood Donation
Top 3 Key Learnings:
Personalization of Donor Experience: Neil emphasized the importance of understanding individual donor motivators and tailoring the experience to meet their expectations, which significantly boosts engagement and retention.
Utilization of Digital Tools: The deployment of digital channels, especially the donor app, has proven to be a game-changer in maintaining communication and simplifying the donation process.
Sustaining Altruistic Motivation: Understanding and reinforcing the altruistic reasons people donate blood can lead to more effective engagement strategies and higher donor retention rates.
The 3 Best Quotes:
“Understanding the nature of those kinds of altruistic motivators for people…is really important.”
Neil Greenwood
“We see the best side of humanity on a day-to-day basis with people arriving at donation centers.”
Neil Greenwood
“It’s about having some fun along the way…we spend a lot of time at work.”
Neil Greenwood
Golden Nugget:
In response to a specific question about enhancing the blood donation experience, Neil shared, “One of the best touch points we almost have in our journey is where after somebody has donated, within the week afterward, we will send them an email that shows physically the journey that their blood has been on.” This method not only acknowledges the donor’s contribution but also connects them more deeply with the impact of their donation, reinforcing their altruistic motives and encouraging repeat donations.
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Keywords:
blood donation experience, Neil Greenwood, NHS Blood and Transplant, donor retention strategies, customer experience in healthcare, improving donor journey, CX leadership, digital engagement in healthcare, blood donor app, altruism in blood donation, healthcare customer journey, donor experience transformation, CX Goalkeeper podcast, patient experience enhancement, blood donation challenges
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