Breaking the CX Barrier: How System Thinking Turned Radiology’s Data Chaos into Connected Care
It’s 8:30 a.m. at a bustling diagnostic center in Chennai. A patient, clutching a folder full of film scans, waits anxiously while a technician hunts for a missing report. Somewhere between the MRI room and the doctor’s desk, the system broke down—not the imaging machine, but the process that connects people, data, and decisions.
This scene plays out across healthcare every day. Yet, the story is less about medicine and more about customer experience (CX)—where silos, outdated systems, and fragmented touchpoints quietly erode trust.
What happens when you apply CX thinking to such broken operational links?
That’s the question Medtatvaa founders, Sneha Samaveda and Supraja Srinivasan, asked when they set out to modernize radiology workflows across India. Their journey reveals a compelling CX strategy example—how system-level design can transform not just patient experience but the entire ecosystem of healthcare delivery.
What Is Experience Fragmentation and Why Does It Hurt CX?
Experience fragmentation occurs when customers interact with disconnected systems or teams that can’t see the same data.
In CX terms, it’s when “the handoff” fails—whether between departments, devices, or digital journeys.
Across industries, experience fragmentation leads to:
- Customer friction (e.g., repeated data requests or inconsistent information).
- Operational inefficiency, as teams duplicate work or fix manual errors.
- Brand erosion, because the customer sees chaos when teams see structure.
Healthcare, like many legacy sectors, struggles with what CX pros call journey invisibility—when the organization can’t view or manage the end-to-end customer journey. For patients, that manifests as uncertainty, delay, or emotional fatigue. For leaders, it’s lost time, revenue, and trust.
How Did Medtatvaa Turn a Tech Gap into an Experience Strategy?
At first glance, Medtatvaa looks like a healthtech company solving a technical problem. But its real innovation is system orchestration—much like a CX platform bringing together data, journeys, and touchpoints.
Co-founders Sneha (business and venture building) and Supraja (deep healthcare tech) saw the same issue from two lenses: one customer-centric, one infrastructure-aware. Together, they reframed the challenge from “How do we digitize scans?” to “How do we design for continuity of care?”
Their cloud-native platform, DICOMDrive, replaces friction-filled, manual processes with connected, digital workflows:
- Images and reports are stored securely in the cloud.
- Doctors and patients can share data instantly via email, WhatsApp, or SMS.
- The system eliminates physical media (CDs, printouts), reducing error and delay.
For CX leaders, the underlying principle is universal: map the moments that matter and automate the invisible work behind them.
“The biggest transformation happens when technology becomes invisible to the user but indispensable to the process,” says Sneha Samaveda, Co-founder, Medtatvaa.
What Can CX Leaders Learn from Radiology’s Digital Gap?
Radiology’s pain points—slow data access, siloed records, and inconsistent communication—mirror the challenges many CX teams face.
Let’s explore the parallels:
| Radiology Challenge | Equivalent CX Challenge | Experience Impact |
|---|---|---|
| Disconnected software and physical media | Siloed CX systems (CRM, analytics, support) | Slow response, low data confidence |
| Manual handoffs between technicians and doctors | Fragmented journey ownership between teams | Inconsistent experience narrative |
| Lack of continuity in patient data | Absence of unified customer profiles | Poor personalization and empathy loss |
| Over-reliance on legacy infrastructure | Technical debt in CX stack | Innovation stalls, poor agility |
In both fields, legacy systems trap data, delay decisions, and destroy continuity.
Modern CX strategy requires interoperability—whether integrating APIs in healthcare or omnichannel data flows in retail. Every touchpoint must enrich the next.
Why System Thinking Is the Missing Link in CX
System thinking means viewing the organization as a connected network, not isolated departments. For CX leaders, that’s essential to break silos and align outcomes.
When Medtatvaa reimagined radiology systems, they:
- Mapped stakeholder experiences (patients, radiologists, technicians).
- Identified hidden dependencies (data handoffs, approvals, physical transfers).
- Replaced manual workflows with intelligent automation.
A similar approach applies in customer experience design. Instead of optimizing individual touchpoints—like a campaign or chatbot—CX leaders can focus on flow design: ensuring each step connects meaningfully to the next.
Key Insight: CX isn’t about adding digital features; it’s about designing frictionless ecosystems.
How Can AI Help Eliminate Journey Fragmentation?
AI’s potential isn’t just automation—it’s journey intelligence.
For example:
- AI tagging and retrieval can help clinicians or service agents find relevant data instantly.
- Predictive models can anticipate customer (or patient) needs based on historical context.
- Generative AI can summarize case histories or customer journeys for better decision-making.
Medtatvaa’s longer-term ambition—to create a full-stack “operating system” for imaging centers—echoes the direction many CX organizations are heading: AI-augmented ecosystems that merge operations, analytics, and empathy.
CX Framework in Action: The 4C Model of Connected Experience
Drawing from Medtatvaa’s story and advanced CX practices, here’s a practical framework—The 4C Model—that teams can apply to connect silos and build systemic CX maturity.
- Context:
Capture all relevant data—customer intent, history, and environment. Use unified data layers. - Continuity:
Ensure information follows the customer across channels or stages. Avoid “starting from zero.” - Collaboration:
Design workflows that bridge departments. Empower cross-functional CX ownership. - Confidence:
Deliver transparency and reliability. Customers trust systems that keep their data—and their time—safe.
In Medtatvaa’s case, this meant bridging medical, technical, and operational workflows under one digital environment—building both trust and speed.
Common Pitfalls in CX System Transformation
Even with the right vision, transformation often stumbles. CX leaders should watch for these traps:
- Technology-first mindset: Deploying tools without redesigning workflows.
- Lack of governance: No shared KPIs for CX success across functions.
- Data silos: Partial integrations that create more complexity, not less.
- Neglecting emotional design: Overlooking empathy in digital transition.
Each pitfall widens the trust gap—precisely what CX transformation aims to close.
What Does This Mean for the Future of CX and EX?
The Medtatvaa story highlights a powerful truth: Customer experience and employee experience converge in system design.
When Medtatvaa frontline staff (technicians, service teams, call center agents) have reliable, intuitive tools, they deliver better interactions. Conversely, when systems are clunky, even the best training can’t fix experience fatigue.
Modern CX strategies must therefore combine EX enablement (tools, clarity, feedback loops) with CX intelligence (journey data, AI insights, and automation).
Experience, at its core, is no longer about moments—it’s about momentum.
FAQs For CX Leaders
1. How can CX teams identify hidden silos in their workflow?
Map a full journey from “awareness to retention.” Identify points with repeated handoffs or data gaps. Use heatmaps and process mining tools.
2. What’s the first step toward integrating legacy systems into unified CX platforms?
Start with middleware or API gateways that standardize data exchange before full system migration.
3. How can healthcare or regulated industries build trust in digital CX systems?
Invest in transparency—let users see data lineage, consent options, and audit trails.
4. Are generative AI tools ready for critical CX operations?
Yes, when used for summarization, prediction, and advisory—but not autonomous decision-making. Human oversight remains key.
5. How do EX and CX align in digital transformation projects?
Through shared dashboards, automation of routine work, and clear visibility into customer outcomes.
6. What metrics define “connected experience success”?
Look beyond NPS—track time-to-resolution, data consistency, cross-functional collaboration rate, and digital handoff accuracy.
Actionable Takeaways for CX Pros
- Audit your journey for data invisibility—where information gets lost or delayed.
- Define ownership across the experience lifecycle, not just within departments.
- Bridge EX and CX dashboards—let employees see how their work drives customer outcomes.
- Invest in interoperable data before shiny new interfaces.
- Adopt AI for operational clarity, not just marketing automation.
- Use system maps to visualize dependencies and failure points.
- Embed design thinking into process transformation, not just product experience.
- Celebrate orchestration as success, not individual touchpoint wins.
CX transformation isn’t a “one-and-done” initiative. It’s a continuous reimagining of how systems enable trust, empathy, and clarity at scale.
Just as Medtatvaa rebuilt radiology from the inside out, today’s CX leaders must redesign their own ecosystems—making every process as intelligent, agile, and humane as the experiences customers now expect.
