Primary Health Care, an ASX listed group of 71 medical centres wished to take a true outside-in look at their customer experience and invest in improvements that would bring the greatest benefit to their customers, whilst also increasing revenue.

CEC conducted over 100 interviews across three States, which included ethnographic research with customers, customer intercepts in the health centre and staff interviews. By correlating the insights we found with the financial opportunity for change, we quickly saw where Primary and customers would get the most bang for their buck.

Throughout the project various concepts were trialled to test their effectiveness.

With a solid understanding of the customer problem, we defined concepts to address the opportunities in two medical centres. The concepts spanned the customer experience and were heavily manual, designed to see whether the concept warranted an investment by the business. For example, providing numbers to customers so they had a better idea of their place in the queue.

Based on these results, and other business factors, it’s reasonable to conclude that implementing these changes would result in 1 in 3 people visiting once more, equating to a multi-million-dollar increase in revenue for the business.