Healthy Heart Has a Vast

Healthy Heart has a vast number of business processes it could implement on a Facebook page. However, only certain business processes may be ideal for alignment with a Facebook page, provided the tone and conventional use of Facebook. For instance, a Facebook page has the capacity to allow for software teams to communicate about software developments. Yet, industry provides better resources dedicated to collaboration and communication of software team members.

With regard to tone, Facebook pages better lend themselves to operational and supporting business processes. Operational processes include marketing and advertising, while supporting processes include customer service or customer relations. Moreover, one of the main impetuses behind developing a HealthyHeart Facebook page was to gather customer feedback. Hence, a primary business process supported and integrated into the Facebook page engrosses customer feedback, and the Facebook page supports customer service processes.

Customer Feedback Business Processes

The Facebook page can garner customer feedback in a multitude of manners. One of the simplest means of acquiring feedback is to simply ask the patron or patients a question. Thus, as an option to traditional surveys, the hospital will implement the display of a daily feedback question. Some of the questions will be open ended and others will be multiple choice in order to process the information quickly. These questions can dually serve as informational announcements. For example, by the hospital posting, the single question, "What do you think about the new fountain in the plaza area," the hospital not only can receive feedback on the fountain itself, but can also make the hospital community aware that an old fountain has been replaced or a new fountain fixture has been placed.

The Survey of Organizational Excellence (2012) provides that properly assessing customer satisfaction should involve adequate use of technology such as a corporate (Facebook) webpage. Aside from single question types, the Facebook page can serve to provide customer feedback through focus groups. After a hospital has rendered service to a patient, staff can immediately invite the patient to participate in a focus group survey. On other occasions, the hospital can obtain customer feedback by inviting a certain number of individuals from the entire patron community to participate in surveys. Furthermore, this business process vertical stands in parallel with the business process of market research.

HealthyHeart can implement a closed-loop feedback process through use of the Facebook page. A closed-loop process entails four steps: "(1) Collect customer feedback. (2) Make changes. (3) Communicate customer feedback to customers and employees. (4) Refine Changes. (Henning, 2010)." For example, suppose the hospital implements a new prescription medicine dispersal method. The hospital can ask patrons to participate in an online survey regarding the speed of the new service. If the hospital determines that a portion of the dispersal method is dilatory, then the hospital can make the correction in the dispersal process. Once the hospital had realized that a correction was warranted, then it could immediately make a post on the Facebook page to update the community that a change was being made. Similarly, when the change has been completed, the Facebook page can announce the change.

Henning (2010) cites the benefits of the close-loop process. These benefits include:

- Improving integrity with customers

- Engaging employees and customers

- Prioritizing based on customer needs

- Generating an ROI from the research

Customer Service Business Processes

Maoz, a Gartner executive, enumerates seven business processes. Musico (2012) states that Maoz identified the following customer service processes:

collaboration and community management;

intelligent dialogue built into call center systems;

better analytical processes across customer service channels and functions;

optimized agent workforce processes;

customer self-service processes; enterprise feedback management; and consistent, multichannel customer service through unified communications.