Hospitals have long relied on clinical excellence to differentiate their offerings to attract and retain patients. However, service and experience are beginning to play bigger roles in healthcare. The shift to value-based care, the ubiquity of social media sites like Yelp, increased patient choice, and emphasis on patient satisfaction instruments like HCAHPS have compelled more organizations to emphasize a positive, holistic patient experience to engender customer loyalty and drive revenue growth. This session will present a case-study for how one health system is using technology-enabled, human-driven strategies to develop enduring relationships focusing on maternity patients. The speakers will share how technology was used to build customized patient experience journeys; how data from patient surveys and the EHR was analyzed to anticipate needs and preferences; the results from the pilot program; and learnings on implementing and scaling such a program across the enterprise.