CX Book Gems #32: "All Business Is Personal" by Joseph A. Michelli
Book summary of "All Business Is Personal: One Medical's Human-Centered, Technology-Powered Approach to Customer Engagement" by Joseph A. Michelli.
Today’s newsletter feature is All Business Is Personal: One Medical's Human-Centered, Technology-Powered Approach to Customer Engagement by Joseph A. Michelli (NEW RELEASE 5/13/25)
📘 Book Summary
In All Business Is Personal, bestselling author Joseph A. Michelli takes us inside One Medical, an innovative membership-based primary care company, to explore how a human-centered approach to health care can transform not only the patient experience but also business outcomes. The book lays out a framework based on three core drivers that can guide any organization striving to elevate customer engagement and build a meaningful, sustainable brand. Whether you're in healthcare, government, tech, or retail, these lessons apply to any business that seeks to lead with empathy and scale with purpose.
We exist to create value for and have a positive impact on people.
💎 3 CX Gems
1. People
Care personally and act with empathy: One Medical’s culture is rooted in genuine care toward patients, team members, and partners. This commitment to empathy drives loyalty, retention, and performance across the organization.
Build inclusive teams and culture: Diversity and belonging are more than HR talking points; they’re essential components of One Medical’s operational fabric. Every team member is invited to bring their full self to work and contribute meaningfully to the organization’s mission.
Hold high standards while supporting growth: Managers are expected to balance excellence with humanity, offering direct feedback, coaching, and opportunities for personal development.
2. Innovative Design and Execution
Human-centered technology: Tech at One Medical supports, not supplants, the care experience. From same-day appointments to virtual visits, innovation focuses on making care more accessible and personal.
Simplify experiences through design: By removing bureaucratic friction points, One Medical designs interactions that are easy to navigate and pleasant, from booking to billing to bedside.
Experiment relentlessly: One Medical maintains a startup-like spirit of experimentation, testing new service models, digital tools, and delivery channels to keep pace with customer expectations.
3. Sustainable Growth
Invest in long-term relationships: One Medical plays the long game, focusing on trust-building over transaction-making. This relationship-first approach reduces churn and increases lifetime value.
Align financial and human outcomes: By tying KPIs to both business goals and human experience metrics, the company ensures its growth doesn’t come at the cost of compassion.
Scale thoughtfully: Expansion isn’t just about reach; it’s about maintaining values and experience quality across new geographies and partners.
All Business Is Personal is more than a business case study—it’s a leadership manual for the experience economy. One Medical’s story offers a powerful reminder that when companies treat every employee and customer as a human being first, everything else, including loyalty and profitability, follows. By focusing on people, design, and sustainable growth, One Medical shows us what it truly means to scale with empathy and purpose.