April 2013 MEMBER SPOTLIGHT
Cathy Fiordalisi Smith
Manager, Service Excellence
CML HealthCare Inc.
Working in a newly developed role, Cathy is tasked with bringing a focused and disciplined strategy to maintaining and increasing the level of excellent customer service in all of CML HealthCare Inc.'s locations. Her role involves developing overall organizational standards, procedures, policies and systems for both internal and external customers. She leads the development and delivery of programs to create and sustain a client centric culture and works to bring CML's customer service vision to key stakeholders.
WHAT IS YOUR MOST SIGNIFICANT ACCOMPLISHMENT IN YOUR ROLE?
My background is hospitality and I worked in the hotel industry for 13 years prior to joining the CML team. I joined CML just six months ago. One of the most significant accomplishments to date is developing a framework for service excellence that will touch every area of the business to fully integrate client-focused strategies for providing exceptionally positive experiences for patients and healthcare providers. We have also made great strides in the area of client feedback management through a Voice of the Customer program, and in the development of CML’s Service Excellence Guiding Principles. I have also developed and deployed training for leaders to introduce them to service excellence concepts, and we are just weeks away from deploying company-wide service excellence training for all front line team members. The most rewarding part of my job is helping team members recognize how important they are to the patient experience.
WHAT IS THE BIGGEST CHALLENGE YOU ARE CURRENTLY FACING?
One of the biggest challenges is prioritizing the many important initiatives that are outlined in our Service Excellence framework. Every part of the plan plays a vital role in improving the client experience so we must remain focused to achieve them all. Also, with over 1,300 employees that are geographically dispersed amongst all of our clinics, delivering a consistent message and infusing a client-focused culture throughout requires focused effort and planning.
WHAT ARE YOUR VIEWS ON THE FUTURE OF PATIENT EXPERIENCE?
I am a proponent of focusing on internal client experiences (our employees) just as much as our external client experiences. Engaged employees are more inclined to provide the level of service we are striving for and I look forward to implementing a formal rewards and recognition program later this year to further build on other great initiatives introduced for our employees within the last year. I think many healthcare organizations are placing more focus on putting employees first which is essential for creating a truly client-focused culture. I also see a future where innovation and Customer Experience Management strategies play a key role in enhancing patient experience.
WHAT DO YOU DO FOR FUN WHEN NOT WORKING?
When not focusing on the patient experience I am spending time with my family. I have a five year old daughter who keeps me very busy. I also enjoy reading and of course, shopping!
WHY DID YOU JOIN THE BERYL INSTITUTE?
I joined The Beryl Institute for its focus on improving the patient experience and for the abundance of resources available. I also enjoy networking with colleagues who are just as passionate as I am about client experience.