Are our customer liaisons helping or hurting? Leaders at an Indian hospital wonder whether new staff members are driving doctors away

In this fictional case, the leadership team at one of the largest multi-specialty hospitals in Noida, India, has established a new liaison position called the patient care executive. The concept was meant to be a win-win: patients and their families would get a better, more personalized hospital experience and doctors could spend less time managing patients and more time practicing medicine. Customer satisfaction scores, patient retention, and referrals are all up but the doctors have been complaining that the PCEs are incompetent and intrusive. The CEO has gotten wind that the PCEs are a factor in the hospital's high doctor turnover and is trying to decide whether to get rid of the role altogether.