Extraordinary Service in Hospitals

In a climate where hospitals are competing for patients, banks are fighting for customers, and most businesses are trying to survive, the significant competitive edge today is providing extraordinary, visible and, most importantly, authentic customer service. Whether you are a receptionist, the CEO, a physician, or a sales person, every time you interact with a customer you are a window into the business. Good or bad, you create an impression reflecting the entire organization as a whole. People frequently make quick judgments and choose services, products, hospitals, physicians, or banks based on how they are treated during one interaction. Each point of contact is actually an opportunity to create loyal clients/promoters, enemies, or neutral customers. One study indicated that patients judge the competency of a doctor by the way they were treated by the office staff.

Some real life examples include:  a patient who elects a $90,000 surgery with a particular physician and hospital because the scheduler was so helpful and compassionate, a homebuyer who chooses a bank because the loan officer is so thorough and sincere, or the renter who selects a property because the manager is kind and personable. Conversely, look at what happened when a major bank announced that it was arbitrarily adding a $5 fee for using debit cards. The bank lost thousands of customers almost overnight. The bank consequently withdrew implementing the charge but they lost the trust and loyalty of their own clients.

The Center for Medicare/Medicaid Services initiated Value Based Purchasing (VBP) on July 1, 2011.  Scores from the Hospital Consumer Assessment of Healthcare Providers and Services (HCAHPS) are now being used, in part, for determining reimbursement levels to hospitals. Although this pertains to hospitals–the writing is on the wall– patient satisfaction is becoming the driver for healthcare value based purchasing. In other words, patient feedback on how they are treated hits the bottom line.   

How Do We Create Extraordinary Service?

Extraordinary service starts with an extraordinary workplace. Too often I hear people talk about teaching the employees how to give good customer service. Extraordinary service, the authentic, empathetic, and sincere level that surpasses people’s expectations starts within the organization.

People who work in environments of trust and compassion extend those feelings to their customers.  Conversely, people who are in workplaces where they feel insecure, stressed, or fearful often convey those emotions to the customers. Unhappy employees do not give good customer service, do not refer business, are not loyal, and are not productive. An angry employee can project displaced emotions onto the customer, or worse, the patient. In addition, fear in the workplace has been shown to directly impact patient safety in hospitals.

When leaders create a collaborative, respectful environment, employees work at their highest potential. Extraordinary service extends from happy employees. Restoring employees’ trust and confidence is a critical need that impacts the bottom line. Enlightened leaders replace fear with trust and compassion to rebuild relationships which then emanate to the customers. Ego driven leaders cause insecurity, distrust, anger and doubt. It is like shooting the gas tank, draining the fuel that drives the organization, and wondering why they aren’t getting better mileage.

Steps for Creating Extraordinary Service, Teamwork and Success:

1.    Be courageous enough to look within.

Great leaders have the courage to look within and face their own weaknesses and insecurities. They listen to their employees and customers and are willing to give up their own egos. Humility is a attribute of extraordinary leaders, while arrogance and cockiness are the traits of ego-driven leaders. The top down leadership is an old model that is becoming obsolete.

2.    Energize employees with trust, respect, and inspiration.  

Teamwork is a result of trust for one another and actually increases productivity and creativity. Trust inspires group will and synergism, elevating everyone. A “you can do it” attitude, literally, energizes and encourages others to succeed. Criticism depletes the energy of others and hurts the organization. Internal conflict, blame and gossip tear down the culture and the good will of the organization. Toxic relationships, like poison, need an antidote. In uncertain times, confidence in each other needs rebuilding.

3.    Be straight with customers.

Don’t use deceptive marketing. Schemes and small print intended to blind people into buying more than they intended, sign up for a membership they didn’t want, or incur fees they wouldn’t notice, are tactics that lack integrity and will not bring loyal customers and long term results. Misleading people actually causes negative responses and destroys reputations.  They cannot be easily resolved with slick promises or clever PR campaigns.

4.    Listen to customers

Customers, patients, and consumers want to be heard. You will gain information about your service and product but you will also build allegiance. Just being heard helps soothe emotions and gives others confidence that you care about them. People are often very forgiving if they sincerely believe you are compassionate.

5.    Be accountable and don’t blame others

Be willing to stand by your word.  When you make promises and fail to deliver, you destroy loyalty and confidence in your organization. The invisible repercussions are immeasurable. Blaming employees or customers alienates them and causes defensive reactions. It takes courage to be accountable and accept blame. By listening and being willing to keep your promises you earn long term respect and loyalty.

6.    Offer more than expected

Give more than customers expect. A jeweler who doesn’t charge to clean jewelry, to make small repairs, or resize a ring, builds good will. The jeweler later receives a referral for a new customer who buys a $30,000 ring. Was it worth it to do the little extra? The hospital nurse who responds quickly with patience and compassion is as energizing and healing as an angel in the night.

7.    The ABCs of Extraordinary Service

To help stay in the state of giving extraordinary service, remember these three key words:

A:  Authenticity   When you give up your own ego and are authentic, people can feel it and their response will be genuine. You cannot feign authenticity but you can find it in your own heart. Authenticity empowers you and others with the energy of true confidence.

B:  Belief   By believing in the good of people – the inner spirit, both in yourself and others, you elevate everyone.   Does it need to be a crisis for us to see the humanity in others?

C:  Cooperation   When we make cooperation the theme of our workplace cultures, instead of internal competition and rivalry, we will help shift the consciousness of our world today. Our businesses will thrive and our relationships worldwide will benefit.