With the continuous expansion of hospital construction scale and quality improvement, the number of medical equipment and logistics support facilities and equipment has gradually increased, and the level of intelligence is getting higher and higher, which has brought certain challenges to hospital logistics management. In this context, it is of great significance to build a smart operation and maintenance platform integrating networking, informatization, intelligence, and science and technology for the safe and efficient operation of hospitals.
In addition, the public's demand for the quality of medical services continues to improve, and after the basic treatment needs are met, the attention to the treatment environment, service attitude and hospital equipment created by hospital services has increased. In the face of fierce competition, New Life has unified other business contents other than hospital catering and nursing staff into the property sector to strengthen the brand building of this independent sector; At the same time, we will optimize the design of property services, find differentiated features, and improve service quality and customer recognition, so as to achieve a strong overall value output of the new life property brand.
Adhering to the company spirit of "cherishing great love and doing small things", driven by the values of "love and growth" after more than 20 years of precipitation and development, the property sector is the cornerstone of the growth and development of the company, from "self-thinking", that is, focusing on its own advantages and concepts, iteratively upgraded to "user thinking", that is, focusing on the needs of users, deriving the "three degrees of new life" professional property service brand with "temperature, attitude, speed" as the service principle. "Three Degrees of New Life" takes the image of hard-working bee products as the product, provides users with a professional and warm brand experience, and creates a worry-free, reassuring and comfortable service value.
Brand keyword: professional and warm
Brand concept: temperature, attitude, speed, your satisfaction
Service principle: service has temperature, management has attitude, and service has speed
Brand slogan: every little thing is comfortable
Service commitment: professional and warm
In the definition of the core service value of the property brand, "three degrees" (temperature, attitude, speed) is used as the internal language to help employees at all levels within the enterprise to form a unified service concept, so that employees have standardized service principles in the implementation, and it is also an important value input for employee training; On the other hand, "three hearts" (peace of mind, peace of mind, and comfort) as an external language, helps customers/users to clarify the value they can obtain, and is also the focus of the external publicity of the property brand. The service value and principle of "three degrees and three hearts" convey the professional and warm brand image of New Life Property.
The concept and practice of upgrading and iterating of new life
How easy is it to upgrade and iterate? At the beginning of the upgrade pilot project, the New Life Hospital Service Project Team first encountered two major challenges based on the thorough investigation of the national hospital logistics service industry: first, there are many hospital property service scenarios, and the hospital property service content is numerous and wide-ranging; Second, the degree of homogeneity of hospital property services is high. After discussion by the project team, it was decided to solve the problem from two aspects, defining the need to focus on high-attention and high-perception scenarios, and through benchmarking research, combined with the team to create differences.
Through the comprehensive research of four perspectives, from the perspective of corporate management, understand the internal ideas, knowns, and challenges; Understand the needs and expectations of the hospital's customers; Evaluate service perception and experience from the perspective of patients' families, i.e., users; From the advanced peers at home and abroad, cross-industry learning technology and methods and other four aspects.
For hospital customers, a large part of the motivation for logistics outsourcing is that outsourcing companies can solve several pain points such as reducing management costs, reducing operational pressure, saving resources, releasing manpower, and focusing on core medical business. Therefore, it is necessary to help hospitals improve their comprehensive management level, improve patient satisfaction, improve their public image, and even help to obtain extra points in terms of ratings. For hospital users, hospital logistics services are often "invisible", but they will greatly affect their medical experience, including sense of security, medical efficiency, comfort, etc. Patients will think that the hospital logistics service is a part of the hospital, and the level of logistics service directly affects the patient's impression of the hospital, so the hospital is also paying more and more attention to the patient's satisfaction with the logistics service.
On this basis, the hospital logistics service project team of New Life determined the direction of strategy formulation according to the needs of the hospital and patients. The first is to integrate, split and focus on the logistics service items that the hospital and patients are highly concerned about: the appearance of the public area, the collection of medical waste, the window service, the cleaning of the public toilet, the cleaning of the ward, the infection control sanitize throughout each scene, the service feedback tracking, the professional cleaning and maintenance, and the temporary/emergency situation, etc., which are summarized into the following five key scenarios: window service, appearance of the public area, cleaning of the ward, cleaning of the public toilet, and collection of medical waste. The second is to formulate different service strategies for different types of customers according to customer needs to better meet the needs of different types of customers. Grasp the five key scenarios with high attention and high user perception, and design hierarchical service modules through detailed design service content, such as: facility investment, operation standards, staffing, tools and materials. According to the service needs of different types of customers and the customer development goals formulated, determine the future customer relationship goals and service key points; Grasp the scenarios that customers pay high attention to (user high-perception scenarios have been included), design hierarchical service solutions for each scenario, form modular service solutions, and select customized service packages formed by the combination of suitable service modules for different types of customers.
The third is from "self-thinking", that is, focusing on its own advantages and concepts, iteratively upgrading to "user thinking", that is, focusing on the needs of users, deriving the "three degrees of new life" professional property service brand with "temperature, attitude, speed" as the service principle. Provide users with a professional and warm brand experience, and create a worry-free, reassuring and comfortable "three-heart" progressive service value. The new life property brand takes the "three degrees" service principle as its commitment to customers/users, reflecting the property owner's requirements for themselves to be "professional" and "love", and also echoes the enterprise spirit of the new life brand of "having great love and doing small things", so as to achieve "service with temperature, management with attitude, and speed of service".
Service design to create the future together
"Good service can be designed", adhering to the concept of service design co-creation, New Life has participated in the industry event of the successful design competition for three consecutive years, while keeping up with the industry, it also continues to dialogue with the outside world, and broadens the vision of brand development through the event where the industry celebrities gather. Enhance the content and value of brand services through service design co-creation, design and optimize the details of service processes, and increase the sense of customer service experience.
From learning service design to practice results, from "caring for Ning" to "three degrees of new life" service design innovation concept, New Life participated in the industry competition as a service-oriented enterprise and won the "Successful Design Award" in the successful design competition, which also represents the company's brand and value recognized by the industry. In the future, New Life will continue to explore a new model of brand service design, which is not only a concept, but also our commitment and responsibility to every user.