One of the 2024 initiatives of the DEI Committee is to increase awareness of the employee and Customer Experience around celebrations and observances that might be unfamiliar but are important to fellow members, colleagues, and customers. This month, we are spotlighting Breast Cancer Awareness Month.
Did you know that breast cancer recently surpassed lung cancer in becoming the most common cancer globally, and that the global economic impact of the disease is expected to reach nearly 2 trillion USD by 2050? (Franklin et al. 2024) Breast cancer has
a massive financial impact on many of our customers, but also on our employees, with those who have a cancer history missing an average of 11.9 working days in a year compared to 3.1 days among those without such history. Additionally, nearly 47% of adults with a cancer history report making changes to their employment, including taking extended leave, switching to part-time roles, or early retirement (Yabroff et al. 2024). These employment disruptions can harm not only customers and employees, but ultimately their organizations and economies, as well.
The journey of customers and employees diagnosed with the disease is fraught with both physical and emotional complexities. For customer experience (CX) professionals within the healthcare and wellness sectors, it is imperative to understand that each patient’s journey is uniquely their own. As we observe Breast Cancer Awareness Month, we must confront the reality that behind every statistic lies a human story—one filled with resilience, fear, hope, and strength. For CX professionals working in other industries, understanding the realities facing their customers can also be critical.
Key touchpoints for CX professionals in healthcare involve not just the delivery of information on prevention, early detection, and treatment, but also fostering an environment where patients feel emotionally supported. This requires a shift in perspective: we must move beyond transactional interactions and embrace a holistic understanding of the patient experience. How can we ensure that our communication resonates with the emotional realities faced by patients and their families? It’s not just about providing care; it’s about creating an atmosphere of trust, understanding, and genuine connection. This is a balance that CXPA’s Gabe Smith, CCXP, understands from his work in CX at the American Cancer Society.
“In CX we talk about journeys, but there are few journeys more complex than those of patients dealing with cancer,” he said. “CX professionals who work in healthcare or adjacent spaces should consider the physical, emotional, financial, and societal factors that all combine to effect the outcome of someone’s journey with this terrible disease, and the ways in which our efforts can benefit not just these patients, but local and global economies.”
Supporting customers and employees during Breast Cancer Awareness Month requires a commitment to empathy and inclusivity that transcends medical treatment. It’s about creating spaces where conversations can flourish, where patients feel safe to share their fears and triumphs. Here are a few strategies to consider:
● Personalized Support: Move beyond generic communication by tailoring care to the individual. This could mean providing resources about local support groups, dietary guidelines that consider their treatment plans, or exploring alternative therapies that align with their personal beliefs. Each touchpoint can be an opportunity for meaningful connection.
● Community Engagement: Involve your organization in local or virtual breast cancer awareness events. Partner with nonprofits, host insightful seminars, or sponsor fundraising initiatives that align with your mission. Reflect on how your involvement can create a ripple effect of awareness and support within the community.
In recognizing the profound emotional impact of breast cancer, we can engage with customers and employees in a way that affirms their humanity. When organizations approach their interactions with empathy and understanding, they signal that they value the well-being of individuals far beyond the confines of traditional service models.
CX Tip: Harness the power of predictive analytics to gain deeper insights into patient needs. By analyzing patient behavior and feedback, we can offer personalized care plans and proactive engagement that truly reflect their experiences. Imagine being able to anticipate a patient’s need for emotional support or timely reminders for mammograms—these small yet significant actions can transform their journey.
About Breast Cancer Awareness Month
Breast Cancer Awareness Month is more than just a time for pink ribbons in Dubai and the Middle East; it’s a movement to amplify voices, educate communities, and fund vital research. Traditionally observed through campaigns across offices, malls, schools, and more, it shares survivor stories and promotes education. This global initiative invites participation through charity walks, educational webinars, and awareness campaigns.
During this month, businesses across various sectors join in by raising funds for breast cancer research and offering services that enhance patient well-being—such as free mammograms or wellness discounts. However, beyond business participation lies a deeper question: how can we, as organizations, truly contribute to the dialogue on screening, prevention, and treatment, especially for underserved communities where access is often limited?
This October, as we honor those affected by breast cancer, let’s challenge ourselves to reflect on our roles as CX professionals. How can we foster an environment that supports not only patients but also their families and communities?
The answers we seek may lie not just in the care we provide, but in the empathy, we cultivate and the connections we forge. Doing so is not just the right thing to do—it can lead to better outcomes for these customers, our employees, our organizations, and the global economy.
As diversity remains a CXPA Core Value, the Diversity Advancement Committee is dedicated to fostering a culture of inclusivity and belonging, where everyone feels welcomed. You may find more resources at cxpaglobal.org/diversity. For more tips on integrating diversity, equity and inclusion into a CX ecosystem, download our free e-book. (CXPA login required)
Sources:
Franklin, M., Pollard, D., Sah, J., Rayner, A., Sun, Y., Dube, F., Sutton, A., & Qin, L. (2024). Direct and indirect costs of breast cancer and associated implications: A systematic review. Advances in Therapy, 41(10), 2700–2722. https://doi.org/10.1007/s12325-024-02893-y
Yabroff, K. R., Doran, J. F., Zhao, J., Chino, F., Shih, Y.-C. T., Han, X., Zheng, Z., & Bradley, C. J., & Bryant, M. F. (2024). Cancer diagnosis and treatment in working-age adults: Implications for employment, health insurance coverage, and financial hardship in the United States. CA: A Cancer Journal for Clinicians. https://doi.org/10.3322/caac.21837
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