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We must learn to live and breathe a system-oriented, data-based customer focus and to trust each other.
— Brian Joiner
Conventional change approaches assume knowledge of problems in their project plans. Conversely, the starting point behind Hamish’s approach is to research what’s not working and why before seeking to improve matters through system and service redesign.
The principal work is two-fold, sequential and illustrated below:
Evidence-informed problem identification through data analysis and research to understand patient-demand by looking at the ‘what, where, who, why and when’.
This phase entails analysis of time-series consumption and case-mix data; segmentation of customers into meaningful groups; encounter data to understand customer activity and patterns of usage as well as the type, frequency, volumes and predictability of customer demand together with an understanding as the balance in value versus non-value activity.
It is important to recognise that the Customer Demand Method™ utilises both quantitative and qualitative research techniques. A common error with many analytical models is to draw linkages between correlation and causation or indeed assert causality as a consequence of data analysis.
Data analysis asks ‘what’ questions that need to be linked to demand analysis’s pursuit of ‘why’ to authenticate findings.
Knowledge-based solutions through intelligent service redesign to improve the effectiveness and efficiency of service operations.
The Redesign phase outlines a set of sequential steps to undertake intelligent redesign activity. It involves using knowledge gleaned in the research phase to have clarity of customer purpose; customer-centred performance metrics; redesigned systems, processes and roles; experimentation with operating models and continuous feedback loops to ‘learn to improve and improve to learn’.
Redesign involves alterations to budgets, roles, measures and, where necessary, technology. The purpose is to develop the re-design and determine its anticipated economies through internal base-lining of current performance. Leaders make informed choice about the benefits from adopting the new (systems) design including further roll-out opportunities.
The Customer Demand Method™ enables the emergence of better services that act as testing grounds for continuous improvement set against a better understanding of customer demand.
The sequential customer demand Intelligent redesign change approach