The Conflicting Nature of Customer Experience: From Supermarkets to Hospitals

Customer experiences can be complex—what delights one person might frustrate another. A simple example of this happens in supermarkets. Have you ever been in a checkout queue where the cashier notices an item in the customer’s basket and strikes up a friendly conversation? While this creates a warm, personal interaction for the engaged customer, those waiting behind may feel impatient, perceiving it as an unnecessary delay. A well-intentioned moment of kindness can, unintentionally, leave others with a negative impression.

This duality of experience was even more apparent in a recent healthcare journey my wife and I went through. It highlighted how customer (or patient) experiences can be full of contradictions—where excellent care coexists with systemic frustrations.

A Healthcare Journey: Speed, Stress, and Empathy

It began when my wife felt unwell and tried to book a GP appointment. The earliest available slot was a week away—a common frustration in today’s overstretched NHS. By that evening, her condition worsened. Fortunately, a retired GP neighbour examined her and urged immediate medical attention.

We rushed to a private hospital in Manchester, where a consultant saw us at 8 PM. Concerned, he arranged an early morning ultrasound. The next day, after the scan, he acted swiftly, referring us to Manchester Royal Infirmary (MRI) for urgent surgery.

The Overwhelming Hospital Experience

Arriving at MRI, we were immediately struck by its daunting size. Finding the right entrance and parking was stressful, and inside, the environment felt chaotic. Yet, thanks to the consultant’s referral and the urgency of my wife’s condition, she was quickly assessed and prepped for surgery.

What was supposed to be a 45-minute operation turned into 3.5 hours. Meanwhile, I paced corridors and nearby streets, anxious and uncertain. Eventually, the surgeon found me and explained everything with clarity and empathy—a moment of exceptional care in an otherwise overwhelming experience.

Due to bed shortages, my wife spent four extra hours in recovery before being moved to a ward, where I could finally see her—but only for 30 minutes before visiting hours ended.

Conflicts in the Customer (Patient) Experience

1. Primary Care Shortcomings

   • GP access remains a critical pain point. While GPs do vital work managing long-term care, emergencies expose gaps in responsiveness.

2. Hospital Design & Navigation

   • Large hospitals can feel like mazes. Poor signage and unclear processes add stress for patients and families. Airports, like Schiphol, excel in guiding people efficiently—why can’t hospitals adopt similar wayfinding principles?

3. Waiting Areas & First Impressions

   • Uncomfortable plastic chairs and overcrowded spaces send a subconscious message: You don’t matter. Small investments in welcoming, well-designed waiting areas could significantly ease patient and visitor anxiety.

     
     

The Takeaway

Customer experience—whether in retail or healthcare—is rarely one-dimensional. A friendly cashier can brighten someone’s day while testing another’s patience. A hospital might deliver life-saving care while leaving patients and families exhausted by logistical hurdles.

The lesson? Every interaction matters, and systemic friction can undermine even the best intentions. By addressing pain points—like accessibility, communication, and environmental design—organizations can create experiences that feel consistently supportive, not conflicting.