THE CUSTOMER IS ALWAYS RIGHT…RIGHT? IS THAT NOT WHAT COMPANIES ALWAYS CLAIM?

So…why does Customer Service Matter?

TRANSLATING SLOGANS INTO A STRATEGY Most companies accept, or at least pay

lip service to, the idea that “the customer is the boss,” that he or she is a ‘king’ or ‘queen’ (or at least a prince or princess!) They talk about the customer always being right. They say,…that the customer is “our reason for existing” as an organization. Yet despite these claims, how is the service given? Often, not great.

Timm, Paul R. Customer Service , fifth edition, page 10

WHO IS THE CUSTOMER?

Before we can give quality customer service we must define… the customer?

Within a healthcare organization, who is the customer? Existing patients, new

patients, prospective patients

THE DEFINITION OF A CUSTOMER What is your definition of a customer? Many define a customer as someone who buys

something from you? Customer is someone with whom we exchange

something of value. What is something of value that you can exchange with a

healthcare customer? “A customer is someone who we interact with who

depends on us for information, guidance, services, products, or social support. In exchange for the value we provide, they will give something back.” (5)

THE DIFFERENCE BETWEEN AN INTERNAL AND EXTERNAL CUSTOMER

INTERNAL CUSTOMER (4) EXTERNAL CUSTOMER (4) Who is the internal

customer within a healthcare organization? Doctor’s, dentist, chiropractors,

massage therapists, other receptionists, dental hygienists, hospital staff, staff from other healthcare organizations…

Internal customers are an organizations employees and employees that are directly or indirectly affiliated with the organization.

Who is the external customer within a healthcare organization? Patients, couriers,

salespeople External customers are

those outside of the organization with whom we do business.

THE CHALLENGE OF CUSTOMER SERVICE IN A HEALTHCARE SETTING Customer service in a medical setting has a

unique set of challenges specific to providing first-rate healthcare and patient satisfaction.

Among these challenges are such issues as patient privacy, high volume, and management of people in crisis.

Unlike customer service interactions conducted in non-medical settings, those involving patients and their families are additionally stressful because of their reasons for needing medical attention.