by Joe Calloway

It's easy to think that becoming an "indispensable" organization means we should focus on superstar performance or make grand gestures of service. The reality is, we win the loyalty of those we serve with the seemingly small, yet incredibly powerful things that we can do everyday, in almost any situation.

I recently visited a family member who was a patient in a local hospital. Walking down the hall I was approached by two hospital employees, and one stopped to ask me if I needed directions or help in finding my way. It was a small thing, but it made an impression on me and spoke volumes in terms of demonstrating that the hospital truly cares about its patients and their families.

Like virtually everything else we do in our work, it's a matter of culture. Does your organization have a culture of following policy- no more and no less? Or do you have a culture of truly caring for patients and their families in every aspect of their experience with you?

In working with one hospital on a customer focus initiative, I remember a doctor who raised the question of how can patients believe we care when it's next to impossible to find a parking space. It's so easy to think that our core product or service is all that really matters, when in fact it's the total experience we create that ultimately leaves a lasting impression.

Showing you care in doing small things with extraordinary attention is possible for any organization, but it doesn't happen because of a memo, signs in the staff break room, or an occasional mention at employee meetings. It happens when you think about it, talk about it, and model it all day long, every day. It's what "indispensable" companies focus on all the time.