Human Link

Human Link Conference Notes
Value Experience Work Session

At this year’s Human Link conferences participants gained insight into what people need and value, (respect, feeling valued, empathy, support and empowerment) and how experiences can either support and enhance or diminish the value of the hearing loss treatment. In order to make sure the latter doesn’t happen you have to identify the different experiences people have with you and determine whether or not each experience offers a reward (value gained) or a sacrifice (value lost).

The framework for making this determination is the Experience Engagement Process which consists of fives stages: Discover, Evaluate, Acquire, Integrate and Extend. In the Value Experience work sessions, participants were asked to identify several interactions in each stage and discuss ways to create a better experience for clients. Following are the notes from both the San Diego and the Orlando work sessions:

The Discover Stage:
This is where clients have the impulse to buy whether it be self induced, situation induced or other induced. It was determined that the most common impulses for hearing impaired individuals initiated from situations or an outside influence. Examples of each are:

Situation:
§ Job performance
§ Enjoyment of a hobby or avocation like golf
§ A special occasion such a attending a wedding or significant event

Other
§ Company marketing (advertising, events, public relations, etc.)
§ Family member
§ Friends/Peers
§ Physicians

Your task then is to be in the right place at the right time for people to discover you when they have a impulse to treat their hearing loss. Following are some suggestions on how to do that based on impulse to buy. Remember to always to communicate empowerment and the value of hearing.

Situation
Job Performance
§ Work with human resources department. Provide literature on the treatment of hearing loss, the value of hearing and even how to help a loved one with hearing loss. Offer to provide education (newsletter articles, seminar, health fair booth, etc.) for employees that not only addresses hearing loss but how to help others who have a hearing loss.

Hobby/Avocation
§ Presence as golf tournaments or sporting events
§ Locally or nationally recognized spokes persons
§ Sponsor golf tournament or sporting event for seniors
§ Human interest stories in the local press focusing on value of hearing

Special Events
§ During prime celebration times (wedding season, holidays, graduations, etc.) place ads that focus on the value of hearing and empowering individuals to live life to the fullest.

Other
Company marketing should always focus on empowering the individual and reminding them of the value of hearing.

Family/Peers
Provide information packets, educational events and seminars and support for families and friends of the hearing impaired. Possible outlets for reaching this group:
§ Internet
§ Health fairs
§ Health clubs
§ Community organizations, (Lions, Rotary, etc.)
§ Retirement homes
§ Human interest stories in local press
§ Press releases on new products/advances in hearing enhancement technology geared at both the individual and the family.

Physicians
Help them help their patients through
§ Information packets for both the hearing impaired and their families
§ Set up and hold educational events
§ Be in their office on specified days to talk with patients


The Evaluate Stage:
This is the stage where you communicate your value fit with the client and provide them with enough information for them to make the decision to purchase from you. If they decide on their own—they will be less likely to regret the decision.

Provide as much information about hearing loss and the possible treatments as possible. Don’t be afraid to talk about other people’s products. This isn’t just about product or price. Some people might do just fine with a less expensive device. It’s their choice what quality of hearing—and therefore what quality of life they want. You only want the clients that value what you offer! Some suggestions for this stage:

§ Use whatever Discover methods you chose to also communicate value and help people make a decision. This is especially relevant at events and when doing education based marketing. The internet can be an important part of the evaluate stage too.

§ Do demos at events and in the office of what hearing is like with and without enhancement. This can be done with the Oticon counseling software or in some other way if you’re talking to family or peers. One suggestion was to have music playing at a normal level and then turn it down to demonstrate what the “muted world” is like for the hearing impaired individual. This helps communicate the value of hearing.

§ Send out literature about hearing loss and the devices available to enhance hearing. Also include a price list so people can see what the different levels of devices (and the quality of hearing they provide) cost. Tell people the cost is directly related to the quality of life. It’s their choice.

§ Allow people to participate in the selection of the proper device for them based on their expectations of hearing enhancement.

§ Allow for demo devices even before they have “signed on the dotted line.” Make this a pre-purchase event, not an after-purchase trial period.

§ Provide primary care physician education to help them better inform their patients.

The Acquire Stage:
Make it easy for people to do business with you! This spurred some lively discussion and excellent suggestions. The key here is to look at all events that take place between the time people decide you are the one they want to do business with if they are going to purchase and the actual purchase. Some of these steps include:

§ Making appointment
§ Driving to and finding location
§ Parking
§ Entering the building
§ Checking in
§ Filling out forms (Patient info, HIPPA, Insurance,)
§ Wait to see professional
§ See professional
§ Get tested
§ Map out treatment
§ Pay bill
§ Book follow-up appointment

During each of these events ask yourself if you are empowering your clients, making them feel valued and displaying empathy for their situation, feelings and concerns. Some suggestions were:

§ Explain about wax!
§ Fill out all the information you can on forms before client arrives.
§ Ask if they want help in filling out forms
§ Have walk-in hours
§ Mail forms with information and map ahead of time (Note if you do this, call to remind of appointment and to bring in paperwork. Remember you have older clients – they forget!)
§ Offer all types of credit cards
§ Offer easy credit options
§ Make sure all forms, receipts, etc. are easy to read with larger type
§ Have comfortable waiting room chairs and atmosphere
§ Have animals (dog, cat, fish)
§ Have television set in waiting room showing movies, or educational videos (my dentist shows movies in his treatment rooms so long appointments go faster!)
§ Let clients participate in deciding treatment options if they want to
§ Make sure clients understand the testing process and have a friendly atmosphere
§ If no purchase made, follow up after first appointment to thank them for coming in and answer any questions they might have.

If you concentrate only on improving this area at first you should see very good results in bringing in new clients and having a better overall relationship with all clients. Remember—don’t make it hard or uncomfortable to do business with you!

The Integrate Stage
This is where a client brings your products and services into their lives. There are so many steps in this stage but here are some important ones to pay attention to and suggestion to make it a better experience.

§ Insertion
§ Changing batteries
§ Cleaning & maintenance
§ Adjusting to hearing own voice
§ Adaptation of brain to device
§ Special needs for telephone
§ Dealing with family dynamics
§ Learning how to deal with social situations
§ Learning how to use device to help with hobbies like golf

Think about ways to make all of these and any other events you identify a better experience.

§ Practice insertion, maintenance and cleaning in office
§ Have tips on how to communicate easily on a refrigerator magnet
§ Have cleaning procedure card with case or as a bedside tent card
§ Offer open house or in house demos to family members so they can better understand challenges and how to communicate
§ Call often the first month to make sure they’re doing okay or have more frequent follow-up appointment in the early weeks.
§ Be the client! Take home a device and go through the routine of putting it in for a few days, cleaning it, changing batteries, etc. so you know exactly what clients go through on a daily basis. Look for ways to improve the experience.

The Extend Stage
This is where you build a lasting relationship with your clients. This stage is about becoming a part of their lives outside of selling them products and services. Some suggestions were:

§ Mentoring program
§ Sponsor senior events
§ Supporting local or relevant charities
§ Hold events at senior centers not just on hearing but on living fuller, richer life
§ Collect donations of hearing aids
§ Donate time to civic groups and senior centers
§ Thank you cards
§ Special event cards (birthdays, anniversaries, holiday)
§ Call every client once a month just to see how they’re doing
§ Offer battery recycling
§ Referral thank you gifts
§ Offer annual rehab classes

If you keep the Human Link in mind at all times, you’ll deliver more value and create experiences that empower people to change and manage the quality of their lives. What you do is so important. If you have questions or comments, email me. And Good Luck!