Robert Casey received his master’s in health administration from a major healthcare management program ten years ago. Through a series of increasingly responsible positions in various healthcare organizations, Robert was eventually appointed as the vice president for human resources at a university medical center where he had been employed for the past six months. Soon after his appointment, the CEO stepped down and was replaced by a new CEO, who is committed to making the medical center “not only the best in clinical outcomes but also the best in customer service in the region.”
Robert has been asked to prepare a plan for moving the medical center in the next three years from the 40th percentile in patient satisfaction (as measured by the Gallup Organization) to the 90th percentile.
Robert asked your professor for advice on how human resources at the medical center can contribute to this objective. Your professor, in turn, asked your student group to prepare a recommendation. Your recommendation should include some element of cultural change in the organization, given that building a customer-oriented culture is more likely to be sustained.

Case Questions
1. What HR components will you suggest, and why?
2. How will you go about implementing changes in the components you chose? Why?
3. How will you monitor progress in achieving the new CEO’s goal, and what will you be prepared to do if progress is inadequate?