A few days ago, I called the rehab resort where I'd been scheduled for post-surgery rehabilitation. Nothing complicated—I just wanted to check whether I could pay extra for a better room. Or at least one where I wouldn't have to spend 14 days with a total stranger. Maybe even turn it into a mini-vacation for my wife for a few days…
"Of course," said the friendly woman on the line. "But for the rehab dates you were assigned, there are no single rooms available."
"Even though my insurance referral explicitly mentions that option? No problem. I can come a bit later—I'm on medical leave all summer," I replied.
"That's fine, but you'll need to coordinate that with the medical side of the resort. We're the hotel team."
"Aren't you the same company? At the same location?"
"We are. But you're currently speaking to the part that takes care of guests—not the part that deals with patients. You'll need to call a different number."
Honestly, I can't think of anything more jarring to someone who sells omnichannel CX solutions and helps companies improve their customer experience.
The other number? Busy. Not once—nineteen times. When I finally got through, their call window was almost over. Call center hours? An hour and a half in the morning and two hours in the afternoon. Outside of that? The phone—their only communication channel—just rings into the void.
It’s hard to pitch a company like that the idea of an AI-powered virtual concierge that chats with guests 24/7—in every guest’s native language.
Resort or Kafka Resort?
We're talking about a company that offers both medical rehabilitation and hotel services—and still can't deliver a unified experience through a single communication channel. (The phone!)
Creating a seamless experience across multiple channels? That's still years away for them. Honestly, I wouldn't be surprised if it's not even on their radar.
Which is baffling, because centralizing customer issues would be more efficient for them, too. This isn't just about guest comfort or CX best practices. One call instead of seven—that was my real-life experience. That’s several times less work for their staff.
To find a date that matched both my rehab program and an available room in their four-star hotel, I had to speak to seven different people over three days. I came this close to calling my doctor and asking for a new referral to a different resort.
Eventually, it worked out. My wife even got her time off approved so she could join me for a few days—since I’m banned from beach holidays until I finish my treatment. 🙂
Sure, this might sound like a personal rant. But I felt like a fine-dining guest ordering wine from one waiter and food from another—neither of whom talked to the other. And yet, they both believed they were delivering a curated, unified experience.
When Does a Patient Become a Guest?
If you know me, you know I rarely stay silent. And I didn’t this time either. Especially not after hearing that everything has to be handled by phone—and only through the medical department. (And yes, appointment confirmations are sent only by regular mail—because that’s what the national health insurance insists on, apparently.)
So here are three easy improvements they could implement today:
- A single point of contact for everyone—guests, patients, companions;
- A shared database for rooms and schedules—ideally with public access via website or mobile app;
- Confirmations via email, SMS, or app instead of old-school snail mail.
If they manage to overcome the bureaucratic constraints imposed by the health insurer, I’d be happy to spend my second week there—when my wife heads home—helping them design an optimal omnichannel experience in the afternoons.
All in the name of happier guests, smoother operations, and above all: helping patients feel like guests. And making life easier for the people working at the resort.
💥 Do your customers get the same experience –no matter where or with whom they interact?
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