Delivering on the customer experience

The Last Word

Beth Griffin
Chief product and marketing officer, Health Payment Systems Inc.
735 N. Water St., Suite 333, Milwaukee
Industry: Health care billing
Employees: 87
www.hps.md


BTLW_Beth_Griffin_ESPhotoBeth Griffin is chief product and marketing officer at Health Payment Systems, a Milwaukee-based company focused on consolidating health care billing and payments. Business leaders need to keep the customer top of mind, she says.

“Focus on the customer. It’s one of the first business lessons we’re taught, but all too often it gets lost amid the rush for other metrics. I’ve found real value in coming back to this fundamental, and it is part of what drew me to my current role at Health Payment Systems.

“Health care—like most industries—is moving toward true consumerism, where the consumer is demanding more choice in the market. As business leaders, we need to re-focus on what matters most. People! Delivering exceptional experiences for the customers who interact with our organizations should drive all of our efforts, initiatives and metrics. The customer should be at the heart of every decision we make.

“When HPS achieved its goal of $1 billion in processed claims, it wasn’t because we were chasing numbers—it was because we reinvigorated our focus on creating a seamless experience through an all-in-one solution based on customer feedback and market trends. At a broader level, you can see this in the multi-industry trend toward hiring chief experience officers.

“For each business decision, ask yourself: How will this impact the consumer? By driving a better experience, it in turn stimulates better financial results and strengthens your brand. This holds true for consumers beyond your traditional customers, too. Consider your engagement of partners in the same vein. By focusing on a great experience, you enrich relationships to deliver higher standards, and you speak volumes about your company’s values and approach.”

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