Apollo Hospitals: Differentiation through Hospitality Harvard Case Solution & Analysis

Dr. Ananth Rao, who heads the Quality Department at Apollo Hospitals, Bangalore, had undertaken initiatives to quantify and benchmark the hospitality services at the hospital. In patients spend around 80% of their time under the care of the staff from different sections such as procedures, housekeeping, food & beverages, nursing, and so forth. The feedback was generally open-ended, in the kind of patients' comments, views, or ideas. Dietary service had the least number of complaints received which amounted to 1434, the housekeeping department received the maximum number of grievances, while a number of the complaints were true dilemmas, while some were related to mild suffering. While some were generic, a number of the criticisms were very particular. All these were assessed, which would enable the hospital to work towards reducing the overall number of criticisms. Text analytics was used to assess the open ended criticisms.

In order to obtain deeper insights, "Flaw-Faulty" techniques were used to identify the processes that caused the defects. Dr. Rao and his team have developed benchmarks for several common criticisms with three levels of service by embracing the Kano model. Crucial to Quality (CTQ) metrics have been defined and Sigma amounts were computed for each CTQ. Dr Rao is pondering on what is an excellent Sigma score goal to place given the significance of hospitality in Apollo Hospitals.


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