Did you know the word "patient" actually comes from the fact that, once upon a time, people had to patiently endure the often uncomfortable treatments provided by healthcare?  Clearly, times have changed.  Nowadays, Press-Ganey and other patient satisfaction tools are taken so seriously that some wonder whether an over-emphasis on patient experience exists and leads to bad medicine.  Should the VOC (Voice Of the Customer) in your healthcare processes come from the patient only, the third party payor, medical experts, or some combination of each?  No matter your thoughts, plainly we are a long way from the original sense of the word "patient", & a focus on patient experience is the new normal.  How does your organization incorporate the VOC (perhaps the Voice Of the Patient) into your quality improvement work?