Recently I was at a meeting up in Orlando. My company has used this hotel about 6 or seven times over the years so I was quite familiar with it, but something this time was different. When I checked in, I was greeted with the usual friendly banter, but the end of the usual transaction was elevated to a new level. What would normally result in the person at the front desk pointing me towards the elevator was this time replaced with the person coming out from behind their computer, walking me towards the elevators, mentioning several amenities and reminding me if I needed anything to let them know. As I walked away in partial amazement, I noticed that under her name, the title “Navigator” was boldly printed. “Wow!” I thought, now it all makes sense. Someone had replaced this person’s title from “Front Desk” (basically a thing) to “Navigator” (which is much more actionable) and that is exactly what this person was doing; helping a guest navigate the hotel. When I go around to various health systems and medical offices, I am amazed at what message (both good and bad) certain departments and people’s titles send to patients and their families. Someone walks in to a hospital. Maybe they are greeted by “Security” and a “Security Guard”. I get it, it’s necessary. But could we not accomplish the same objective and send a better message if the same patient and their families were greeted with a “Public Safety” sign by a “Safety Officer”? A patient walks into a medical office and is greeted by the receptionist. Couldn’t the “Receptionist” become the “Director of First Impressions”? And why couldn’t the folks between the receptionist and the technician, nurse, or doctor become “Navigators” who show and explain versus simply point? Before I left the hotel, I got to talking to the woman who had checked me in. She had worked there for about four years and was a “front desk” associate for three of those years. She explained to me how the simple change in title to “Navigator” had significantly changed how she viewed her job and how she viewed her role in guest satisfaction. Looking at what you call your people and the areas they work in, can have the same effect on patient care.
