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Session Title
TORIN GILKEY
Manager of Digital Marketing Boston Children’s Hospital
Torin Gilkey
Manager of Digital Marketing Boston Children’s Hospital
Customer Satisfaction Score Increased 20% Through Digital - - PowerPoint PPT Presentation
Customer Satisfaction Score Increased 20% Through Digital - - PowerPoint PPT Presentation
How Boston Children's Hospital's Customer Satisfaction Score Increased 20% Through Digital Optimization Session Title TORIN GILKEY Manager of Digital Marketing Boston Childrens Hospital Torin Gilkey Manager of Digital Marketing Boston
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- Founded in 1869
1869
- A pediatric teaching hospital of
Ha Harv rvard Medical l Sc School
- Ranked the #1
#1 ch chil ildren's hos
- spital by
U.S. News & World Report (2015-16)
- Ov
Over 600 600,0 ,000 inpatient and outpatient visits per year
- Ov
Over 55,00 55,000 emergency room visits per year
Boston Children's Hospital
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- Find a doctor that
they want to work with
- Set up an
appointment
- Research medical
conditions
- Participate in hospital
activities
Boston Children's Hospital
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The Challenge – Complexity of website
- 15,000+ pages
- 4 blogs
- 200+ content editors
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The Challenge – Poor user experience
- 50% of audience is
mobile and tablet
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The Challenge – Poor user experience
10 20 30 40 50 60 70 80 90 100
Functionality Look and Feel Navigation Site Information Site Performance Satisfaction
April 2014 - Satisfaction (SAT) Scores
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The Challenge – Poor user experience
“The doctors are not listed in alphabetical order. It’s a pain to find the doctor. I kept hitting alphabetize but it just mixed them up” – actual feedback, sat score 37 “Couldn't find the doctor I was looking for. I am sure the information is there, just poorly organized or just not user friendly” – actual feedback, sat score 11
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Before and After – Improved navigation
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Before and After – Improved navigation
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New profile features include:
- Physician name and title
- Video
- Photos
- Personal message
- Contact info
Before and After – New features
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New mobile experience
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Measuring usability
Apr 2014 May 2014 Jun 2014 Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Functionality 70 70 71 75 75 75 77 81 80 81 78 84 Look and Feel 74 79 75 79 78 80 83 81 78 86 84 88 Navigation 67 70 68 70 75 73 76 75 72 79 80 83 Site Information 73 79 71 75 77 76 77 80 79 80 79 90 Site Performance 76 79 80 84 84 83 87 87 85 87 89 92 Satisfaction 67 71 68 73 73 71 75 78 77 79 75 87
40 50 60 70 80 90 100 Score
April 01, 2014 - March 01, 2015
Source:
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Visitor satisfaction
Source:
50 55 60 65 70 75 80 85 90
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Top takeaway
We focus a lot of our metrics on conversion but we also need to think about the digital experience as a whole. Using more intangible metrics, like customer satisfaction, help us to better understand the entire customer journey.
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Thank You
Torin Gilkey