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Reinventing Customer Service in Healthcare: Lessons Learned from the Best

Thursday, November 30, 2023 @ 10:30 am - 12:00 pm

Another joint great event offered by the East, North and Midwest Texas ACHE chapters. . . .the third of four panels offered this November.

This panel has been approved for 1.5 ACHE Virtual Face-to-Face credits.


Consumer-driven services in business and the need for efficiency are accelerating changes in the way organizations operate and compete. Many consumers today are taking greater control of their purchasing power and healthcare decisions and are demanding excellence in service. The challenge is how to give them the best service in a meaningful and economic way.

Organizational survival relies on healthcare leaders with the vision, determination and courage to test various methods of enhancing the patient experience. Patient expectations are being set by other industries; for example, the airline industry, in which Southwest Airlines is the only airline that has turned in profitable years for 33 consecutive years, consistently achieved the best on-time performance, received the fewest customer complaints and fewest mishandled bags, is consistently cited for the best customer service, the smartest management and as the most fun place to work. Can the principles from a culture like Southwest Airlines help healthcare win the hearts and minds of their employees?


Moderator: Paula Turicchi, FACHE
Chief Strategy Officer
Parkland Community Health Plan


Monica Anderson, MS, CPXP
Valued Base Consultant, Customer Experience Leader
Baylor Scott and White Health Texas -East Region

Aaron Davis, MSHA, FACHE, CPXP
Vice President & Chief Experience Officer
UMC Health System

Brandi Jaco
Director of Patient Experience
CHRISTUS Trinity Clinic


Speakers’ Bios:


Monica Anderson, MS, CPXP is currently a Valued Base Consultant, Customer Experience Leader for Baylor Scott and White Health Texas -East Region. She is an experienced, passionate and outcome -oriented healthcare leader that leverages foundation is Psychology, Valued Based Consulting, and Executive Transformational Healthcare Leadership.

Monica Anderson has been a champion for cultivating and maintaining high performing teams by developing relationships of trust and respect, as well as building unity amongst peers, team members and organization leaders to effectively align with and support key hospital initiatives. She is qualified in both outpatient and inpatient customer experience operations, with a proven track record of HCAHPS performance improvement. She focuses on transforming teams through awareness and engagement in action plans using Relationship Center Communication and celebrating success.

Her clinical psychology background and experiences have assisted in her ability to lead and build effective teams, create framework for growth, engage team members to achieve results and adapt to the ever-changing healthcare environment to meet patient and business needs. Monica has been instrumental in forming and coaching staff on vision, strategy, and tactical plans for successful execution of system-wide result improvements.


Aaron Davis, MSHA, FACHE, CPXP has been with UMC Health System for 16 years.

Beginning as a Patient Service Assistant, Aaron progressed throughout the Health System, first as a Health Unit Coordinator, second a Staff Supervisor, third a Department Director, and now currently serves as the systems first Vice President & Chief Experience Officer.

Aaron currently oversees Patient Experience, Corporate Marketing, Sponsorships, Regional Outreach, Employee Wellness & Resilience, Pastoral Care, and Volunteers & Guest Services.

Aaron holds a bachelor’s in business administration from Texas Tech University, a Master of Science in Healthcare Administration from Texas Tech Health Science Center and received his Green Belt in Lean/Six Sigma from Villanova University. Aaron is also a Fellow of the American College of Healthcare Executives.

Over the past six years, Aaron has organized efforts to maintain high patient experience results – achieving national rankings/awards, from four separate comparison database organizations. Furthermore, he has led efforts to strengthen partnerships with UMC’s surrounding regional hospitals, visiting all 50 referring facilities annually, ultimately leading to increased referrals and market share.

Aaron is actively involved in the community; he serves as a Board Member for Community Health Center of Lubbock and The Salvation Army. He is an active member of the Lubbock ISD Partners in Education Committee and has served for several years on the Program Review Board for the Lubbock United Way. Lastly, but most importantly, Aaron is passionate about his faith, family, and serving others.

Brandi Jaco is a Director of Patient Experience with almost 20 years of working to help and heal the vulnerable while listening to their voices to improve processes. Brandi currently specializes in Patient Experience and leads a successful team with CHRISTUS Trinity Clinic, that has seen marked improvement in patient loyalty, and has led the industry by implementing a strong large-scaled service recovery program. Developing authentic relationships is the foundation of what she does both professionally and personally. Brandi spends all of her free time attending practices, games and school events with her 3 sons and husband and serving how she can in the Children’s ministry of her church.





Paula Turicchi, FACHE, is Chief Strategy Officer, at Parkland Community Health Plan in Dallas, Texas. The health plan serves more than 185,000 members in Medicaid’s STAR, CHIP, and CHIP Perinatal programs through a network of more than 6,000 providers and 40 facilities located in 7 counties in the Dallas service delivery area.


Previously, Paula served as the Vice President of Hospital Operations and Administrator of Women and Infant’s Specialty Health (WISH) at Parkland Health & Hospital System. She was instrumental in the design and construction of the New Parkland Hospital facility and the Moody Center for Breast Health. Paula played a key role in completing the System Improvement Agreement (SIA) and Corporate Integrity Agreement (CIA) from 2013 to 2018. In addition, she chaired the Women’s Health Advisory Committee of Texas which was created by Texas’ 84th Legislature to advise the Health & Human Services Commission on consolidation of women’s health programs.


Paula was a 2018 Texas Hospital Association Leadership Fellow. She is board certified in Healthcare Administration and holds a Master’s degree in Healthcare Administration from Trinity University and Bachelor’s degree in Business Administration from the University of Arkansas in Fayetteville.


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