Press Ganey, probably the leading driver of healthcare performance improvement, analyzed patient satisfaction data to find out what matters most to patients. Getting better tops the list, right? Nope. In fact, of the top 15 criteria named by patients, not one involved actual physical outcomes. Every one of the 15 related to the quality of interactions between patients and staff, or to how employees seemed to relate to each other and their work. How often do you return to a restaurant that has great food but lousy service? Nothing matters more to your brand than the way you serve customers or clients, and the way your team owns and shares the brand. What’s one thing you could do to improve?