In this episode, Dr. Manning chats with JC Quintana, internationally recognized author, speaker, and expert on customer experience and innovation. JC shares strategies for understanding our patients and customers better and innovating within their journey within a practice. 

Key Takeaways:

1. Innovation within the customer experience begins with creating greater value with patients for the products and services you offer, makes accessing that products and services more easily, AND makes it more enjoyable to transact.
2. To deepen the relationship with the patient and customer, it begins with evaluating and understanding the needs, characteristics, capacities, circumstances. Empathy mapping and customer journey mappings make this understanding easier.
3. The patient journey begins long before they step foot in your office. These steps of the journey are influenced heavily by your ability to make the experience is easy, valuable, and enjoyable. Success here addresses these three items.
4. There are multiple journeys within a practice, based on the services and products the patient is accessing. Defining these journeys make it easier to innovate and make changes.
5. To be successful in practice, patients want to be a part of co-creating value and collaborating for their own eye care and success. 

JC's Books:

1. Speaking Frankly About Customer Experience Management
2. Series Relationships: The 7 Elements of a Successful Business Relationships
3. CRM to the People 

What JC is reading:

Leadership: Theory and Practice by Peter Northouse