The big picture of business, as a general theme, is obsessing over the customer experience.

This obsession is rooted in support, not in general terms but in specific terms. Accomplishing this is not a one-time endeavor. It must be continually structured not just to operate but operate in a tangible form versus a theoretical form.

“Theoretical form” refers to the common practice of using words like “optimal,” “streamlined,” and “structured.” While these keywords are frequently used, their implementation and practice are not so common. This can be seen in some way in every industry, but the medical system is one that nearly every individual will immediately understand. The absence of optimization, streamlining, and structure cause a level of chaos and dysfunction that can be seen from the insurance companies to the operation of individual clinics and clinicians. That’s not to say that any of those individuals or entities have anything but the best intentions. Only that the gap between their theoretical and tangible forms is evident.

The goal is to define these terms not just in tangible form but in a specific enough form for the product or service rendered to the customer to simply work. That means that clientele are able to obtain the expected outcome with the absolute minimum interference or delay. While simple in concept, fulfilling this objective is evasive for many businesses. Those that do achieve it see its results reflected in their bottom line.