Customer Service in Healthcare

When we think of good customer service we don't necessarily think of image, but having a positive image is such a critical part of good customer service. Image relates to our appearance but it also relates to our nonverbal communication and behavior. When we think about image in health care, behavior specifically relates to how we treat others.

In health care, sometimes we don't always have a choice in who provides our care due to our insurance policies. For those who may be fortunate to have a policy with many providers, they will choose their care based on more than just the competency of the doctor. The loyalty to their provider is based on:



- Location of the provider
- Competency of the doctor
- Bedside manner of the doctor (aka good customer service)
- Demeanor and attitude of the office & other medical personnel
(aka good customer service)

I recently had a procedure that some people may be apprehensive or frightened to have. I had already had it done so I did not have any worries. When I arrived the office's design and environment was very welcoming and up-to-date. This definitely was the first step in making me feel confident in the medical staff. However, when I arrived at the window the office personnel was reading a book. It wouldn't have bothered me if when she looked up, her facial expressions hadn't portrayed she was annoyed that she had to stop reading and check me in. She then proceeded to allow her annoyance to interfere with the rest of her ability to provide me with good customer service. She didn't smile,she didn't say good morning, she just handed me the clip board and told me to sign documents that asked whether or not I wanted to be resuscitated if something were to happen. She didn't explain anything, she just told me to read and sign.

This is just one of many poor customer service examples that have an impact on future patient business. As patients we are going to choose our care from facilities and medical staff that make us feel valued and cared for.

If you have experienced poor customer service from a medical staff member but value the doctor providing your care, then you should consider letting the doctor know. There are ways to be diplomatic and respectful in your conversation to relay this feedback:

1. Convey a positive intent (i.e. "I can tell that you really care about your patients and it shows with the excellent level of care you provide them")
2. Explain what you have observed (i.e.” I have noticed with others, and have experienced for myself a lower level of care or customer service from the other medical staff”- give an example)
3. Show the implication from this ("This has made me consider finding another provider because I feel uncomfortable with X staff member when I come in")
4. State your request or expectation (i.e. "I would like to be treated with kindness when I am coming in for an appointment, is this an area you have influence over improving?")

If you work in a medical facility and have had challenges with improving the staff's service, then consider hiring an outside consultant or trainer to work with the staff on improving on their customer service skills. The staff is a reflection and face of the hospital. If you want to maintain patients you need to maintain a high level of care and customer satisfaction.