Presented by
Dr. Terry J. Schindler
Assistant Professor of Management
University of Indianapolis
for the
Indiana Society of Sleep Professionals
7th Annual Educational Summit
Indianapolis, Indiana
Thursday – August 16, 2012
Session Expectations/Objectives




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Discuss the changes in sleep medicine
Discuss the changes in you
Mix in a little theory
Provide a little Freducation*
Have a little Fun
*Adapted from: The Fred Factor by Mark
Sanborn. A Currency Book Published by
Doubleday, 2004
Exercise One: Patient Expectations
 Patient Expectations:
 In the Past?
 Presently?
 In the Future?
 My Preparation to Meet Patient Expectations:
 In the Past?
 Presently?
 In the Future?
Question
 What do you need/want to make a difference and
meet, in fact exceed patient expectations?
Customer [Patient] Satisfaction
 In his book, The Speed of Trust, Steven H.R.
Covey Jr. links trust, time and cost. As trust
goes down, speed goes down and costs go up;
as trust goes up, speed goes up and costs go
down.
Trust
Patient
Satisfaction
Employee
Satisfaction
The Fred Factor
 The Mission: Be a Fred...continually create new value
for those you live and work with through dedication, passion
and creativity.
 The Four Principles:
1.
2.
3.
4.
Everyone makes a difference.
Everything is built on relationships.
You must continually create value for others, and it doesn’t
have to cost a penny.
You can reinvent yourself regularly.
*Adapted from: The Fred Factor by Mark
Sanborn. A Currency Book Published by
Doubleday, 2004
The Four Principles
1. Everyone makes a difference.
 “Nobody can prevent you from choosing to be
exceptional”
 It’s a matter of attitude
 The only question at the end of the day is “What kind of
difference did you make?”
 Ask yourself an additional question:
 Will what I say or do today, be that patient’s event of
the day?
*Adapted from: The Fred Factor by Mark
Sanborn. A Currency Book Published by
Doubleday, 2004
The Four Principles
2. Everything is built on relationships.
 Go beyond simply interacting with customers
[patients] and colleagues to build relationships.
 Service becomes personalized when a relationship exits
between the provider and the customer [patients]
 Take the time to get to know the patient and
understand his/her needs and preferences
 Win the “Moments of Truth”
Source: Jan Carlzon
*Adapted from: The Fred Factor by Mark
Sanborn. A Currency Book Published by
Doubleday, 2004
The Seven Bs of Relationship
Building
1.
2.
3.
4.
5.
6.
7.
Be real.
Be interested (not just interesting).
Be a better listener.
Be empathic.
Be honest.
Be helpful.
Be prompt.
*Adapted from: The Fred Factor by Mark
Sanborn. A Currency Book Published by
Doubleday, 2004
The Four Principles
3. You must continually create value for others, and it
doesn’t have to cost a penny.
 You can replace money with imagination. The objective is
to outthink your competition rather than outspend them.
 Create value for patients without spending more money
to do it
 Ask yourself the question:
 How can I make what I do extraordinary? Create the
Wow! Compete against your own potential everyday
*Adapted from: The Fred Factor by Mark
Sanborn. A Currency Book Published by
Doubleday, 2004
Adding Value: Examples
Tell the truth.
Practice personality power.
Meet needs in advance.
Add good stuff (enjoyment, enthusiasm, humor).
Subtract bad stuff (waiting, defects, mistakes,
irritation and frustration, misinformation).
6. Simplify.
7. Improve.
1.
2.
3.
4.
5.
*Adapted from: The Fred Factor by Mark
Sanborn. A Currency Book Published by
Doubleday, 2004
The Four Principles
4. You can reinvent yourself regularly.
 No matter what job you hold, what industry you work in or
where you live in the world, you wake up every morning
“tabala rasa,” with a blank slate, and you can make your
business and your life anything you choose
 How can you bring originality to what you do?
 How can you reinvent yourself and your work?
 Brand You: Personal Brand Equity Evaluation (Tom Peters)
 Improve your IQ – Implementation Quotient
*Adapted from: The Fred Factor by Mark
Sanborn. A Currency Book Published by
Doubleday, 2004
Exercise Two: “Acts of Fred”
List current actions, activities or events that you
feel/believe are “Acts of Fred,” performed by you or
others:
 In the Past?
 Presently?
 In the Future?
“When you don’t see much meaning in what
you do, you won’t bring value to what you do.”
*Adapted from: The Fred Factor by Mark
Sanborn. A Currency Book Published by
Doubleday, 2004
Recognize the Freds in Your Life


Reflect back on your life
Who have been the Freds who have made the
biggest difference in your life?
*Adapted from: The Fred Factor by Mark
Sanborn. A Currency Book Published by
Doubleday, 2004
Milkman Moe
 Don’t be in a rush to get away:
 Always have time to listen
 Take time to chip off a piece of ice
 Let the children help load the milk
case and carry the empty cases
 You’re like one of the family
 Don’t ever take a problem into them
 Always be in good humor
 Sometimes you are the only one they will see in a day
Milkman Moe
 Find out what each customer wants
 In hot weather, he would knock on
the door and give his customers’
their milk at the door or, take it into
the house and put it in the kitchen
 For elderly customers, along with the milk, he would
take in their mail, newspaper, an armload kindling or
coal
The Golden Rule
 “Do unto others as you would have them do unto
you.”
 The Golden Rule literally – treating people in the way
you’d like to be treated – means dealing with others
from your own perspective. It implies that we are all
alike, that what I want and need is exactly what you
want and need.
The Platinum Rule
 “Do unto others as they’d like done unto them.”
 So The Platinum Rule is not at odds with The Golden
Rule. Instead, you might say it’s a newer, more
sensitive version.
Source:
The Platinum Rule
Tony Alessandra, Ph.D. and Michael J. O’Connor, Ph.D.
Milkman Moe
 Love what you do
 Be honest
 Always be in good humor.
 Form relationships
 Mr. Kannapel: “My name is on the truck.”
 Don’t leave anything you wouldn’t take home to your
family
Expectancy Theory
 Extrinsic – Financial
 Reimbursement related to Patient Satisfaction
 Intrinsic – Psychological
 Work has meaning
 Feeling a sense of worth, sense of purpose, sense of
value
True Professionalism
“Professionalism is predominately an attitude, not a set
of competencies. A real professional is a technician
who cares.”
“Professional is not a label you give yourself – it’s a
description you hope others will apply to you.”
Source:
David H. Maister
True Professionalism: The Courage to Care About Your People, Your Clients, and Your Career
Touchstone, 2000
Milkman Moe
 Outcomes:
 Won 3 of every 4 sales contests


No order too small
“Ask mommy if she wants any ice cream.”
 His customers paid $1.00 more a gallon till he got
his pension
 Treated like a friend, not a salesman
 Smiles from the little kids
 Mr. Kannapel’s son was overheard saying: “If I had one or
two more like him, my dairy would still be open.”
Question
I’m not here to judge. You are the judge.
Tomorrow; at the end of the day, if you were placed on
trial for “Performing ‘Acts of Fred’ with your
patients,” would there be enough evidence to
convict you?
*Adapted from: The Fred Factor by Mark
Sanborn. A Currency Book Published by
Doubleday, 2004
Are you a Fred?
Take the test at www.fredfactor.com
Conflict of Interest Disclosure(s)
 _XX_I do not have any potential conflicts of interest to disclose,
 OR
 ____I wish to disclose the following potential conflicts of interest:
 Type of Potential Conflict/Details of Potential Conflict
 ____Grant/Research Support
 ____Consultant
 ____Speakers’ Bureaus
 ____Financial support
 ____Other