HEALTHCARE:
Selling Our Service
Just for the health of it…….
Customer Satisfaction:
There’s No
Going Back
Putting the Patient First!
Who are the experts?
(Outside of health care…)
Disney “Pearls”:
1. Finish Strong.
• It's not the beginning of the customer's
interaction with us that is important. It is the
end of the interaction that leaves the biggest
impression. The final customer interaction is
what resides in the memory of your customer.
• Ask yourself, what value-added customer
service can I provide that will end with a big
WOW from customers?
2. Get the Bad Experiences
Out of the Way Early
• Customer service science tells us to save the
best for last and get the unpleasant side of
business out of the way early in the process.
• Freeing customers from the bad experiences
early allows them to focus on the overall
positive aspects of your service.
3. Combine the Pain, Segment
the Pleasure:
• Customer's time perception is linked to the
number of breaks in the experience. Smaller
chunks of pleasant experiences will be
perceived as greater than one large segment.
• Disney incorporates this principle by having
shorter amusement rides, giving the customer
a better experience. So combine unpleasant
tasks together and break-up the enjoyable
parts of the business process.
4. Build Commitment Through
Choice:
• Provide your customers with choices
in the product or service delivery.
One study revealed blood donors experienced
less perceived pain when they had a choice of
which arm the blood would be drawn from:
create choices wherever possible.
5. Give People Rituals and
Stick to Them:
• Behavioral science tells us that people
find comfort in regular, repetitive rituals.
• Rituals can vary from quick phone call
response times to a weekly progress
report.
• Build them in an be consistent always.
Nordstrom…
• The Nine Management Principles of
America 's #1 Customer Service
Company:
1. Provide your customers with choices—of
products, services and service channels.
2. Create an inviting place for your customers—in
person, online and on the phone.
3. Sell the relationship: Service your clients
through the products and services you offer.
More Nordstrom…
4. Hire nice, motivated people.
5. Empower employees to take ownership…by minimizing the
rules.
6. Sustain the people on the frontlines through a culture of
support and mentorship.
7. Nurture a service culture through recognition and praise.
8. Advocate teamwork through internal customer service.
9. Commit 100% to customer service.
“Ritzy” Customer
Service:
"Three Steps of Service”:
Step 1 - Warm welcome
Step 2 - Anticipation and
compliance
Step 3 - Fond farewell
Ritz Exceptional Service
Secrets:
• Step 1 - Select the right people. So they spend more
time recruiting and hiring the right people.
• Step 2 - Set performance standards. Design and
develop how employees are supposed to act and
respond to customer needs and requests.
• Step 3 - Sustain on-going training and
reinforcement. Good customer service skills do not
come naturally.
• Step 4 - Specify consequences for behaviors. You
must hold people accountable. Reward those who
exceed the standards and develop those who do not.
So WHY Do WE Care??
1. Because this is what we do and why we
exist:
St. Vincent Core Value # 5:
Respect
We recognize the sacred worth and dignity of each
person. "In our presence people feel comfortable
and worthwhile."
Why?
St. Mary’s Grand Junction
Core Value # 5:
Respect
We recognize the sacred worth
and dignity of each person.
Why?
2. Because we are a business that delivers a
service and product. If we don’t compete
we’re out of business.
• Only 4 % of customers ever formally
complain.
• Seven out of ten customers who complain
will do business with the organization
again if the complaint is resolved in their
favor.
Why?
• If the complaint is resolved on the spot, 95%
of customers will give repeat business.
• The average business spends six times more
to attract new customers than it does to retain
existing customers.
• One dissatisfied customer will tell at least 9
other people. Each of those 9 will tell 5 more.
At least 54 people will hear about the
unpleasant experience.
And most fundamentally….
• It is the practice of nursing under the law
(Montana, Wyoming, Colorado):
MT: "Practice of professional nursing" means… the assessment, nursing
analysis, planning, nursing intervention, and evaluation in the promotion and
maintenance of health, the prevention, casefinding, and management of
illness, injury, or infirmity, and the restoration of optimum function.”
WY: assessment, diagnosis, planning, intervention and evaluation. The
nursing process is utilized in the promotion and maintenance of health, case
finding and management of illness, injury or infirmity, restoration of
optimum function and achievement of a dignified death.
CO: Providing therapy and treatment that is supportive and restorative to life
and well-being either directly to the patient or indirectly through consultation
with, delegation to, supervision of, or teaching of others;
…unlikely any of that will happen
effectively if the customer is scared to
death, wants out, doesn’t like or trust
the nurse, has no faith in the system,
believes caregivers are incompetent,
or that they really don’t care what
happens.
So What Should We Do??
• Decide What is the Product and Who is
the Customer.
• Think Like Mickey and Tinkerbell:
Make the experience safe, predictable, and
ritualized. Maybe even pleasantly
memorable.
Think Shopping and Hotels
(hospitality).
•
•
•
•
What are their preferences?
Why do they think they are there?
What do they expect?
What has been their previous
experience?
• What is most important to them today?
KNOW your customers and
your community.
• Meet their expectations every time.
• Recover immediately when you blow it; Follow
with something positive.
• Take responsibility and apologize.
• End with a WOW!
• Pleasantly surprise them.
• Get the bad stuff out of the way first.
• Be 100% consistent and predictable.
Remember:
• Not everyone is hard-wired to deliver
customer service, to be a consistent team
player, and to think marketing….we have
LOTS of “lone wolves” and inconsistent
performers.
• Everyone can learn if the expectation is set,
supported, role modeled and rewarded.
• Measure measure measure.
And…
This is
fun!!