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“THE QUALITY IMPROVEMENT CUSTOMERS DIDN’T WANT” Situation Analysis

The case is about a health maintenance organization named ‘Quality care’ and the dilemma that it is facing whether to consider technology over human touch or not ?
Allan moulter, the CEO of quality care, isn’t sure if he wants to invest in the computerized reception system that the consultant Jack Zadow has presented to him. The thing which was impossible to ignore is that Quality care’s rivals ‘Health care one’ and ‘Medicenters’ have already invested in similar systems or are planning to do so. The new system provides a self service option to the customers which collects and records the data electronically making it sharply accurate and saving time. The staff will be able to devote more energy to make sure that each customer receives personal attention. So, it promises to be a very beneficial move but Allan is quite confused about this transition. On the other hand, the CIO of the company, Pat penstone is clearly in favour of this idea as she thinks that by not adopting this new technique their customers would think that they are not high tech. Also, she is of the idea that sooner or later, they would have to install a system like this, so why not now. Allan now moves on to Ginger rooney, the VP(marketing) and turns out that she is completely against it as she didn’t like the idea of having the first person the customers meet when they come in the door turns out to be a machine. Also various specialized survey results have shown that the customers prefer human touch when checking in and their dissatisfaction arising from introduction of tech-oriented reception, especially senior citizens. But Pat felt that these surveys cannot be completely trusted as they can give erroneous results due to inaccuracy of inputs or inefficient data

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