Last Updated on November 13, 2024 by Dave Schoenbeck
Most healthcare professionals care deeply about their clients and patients. Many have publicly prioritized customer service, made technological investments to speed people through their systems, and posted aspirational signs about their commitment to service. Unfortunately, my real-life observation is that the message never gets to those interacting with their customers.
I want to focus specifically on the medical delivery system because it is an easy target to learn from. I have personal and business friendships with quite a few doctors. I like them and enjoy socializing and playing golf with them. I also enjoy coaching them, and I have coached many. I respect their talents, wisdom, and expertise. I don’t like how poorly their patients are treated before and after the appointment.
So, how about a few examples:
- Sliding glass windows between the receptionist and the waiting room. The sign says, please don’t tap on the window.
- The mechanical and uncaring cryptic conversations with the staff primarily focused on how you will pay.
- Signs that are frequently negative. Don’t do this, don’t do that. We don’t take this insurance…
- Confusing and frustrating phone systems with option trees where you can’t talk to anyone
- The new patient clipboard with the obligatory 12-page form that requires you to repeat the same information on various forms.
- The information loop battle between the pharmacy and the Doctor’s office
- The restrictive scheduling process where your schedule is significantly subordinated to the doctor’s.
The answer and the opportunity gap are that patient satisfaction isn’t measured or supervised, and corrective behavior isn’t done. I don’t think this is because the Dr. doesn’t care. It is because they aren’t making it important enough to their front office.
Doctor offices are an easy target, but your business or business unit most likely has the same challenges.
- Listen carefully to your customers and ask the uncomfortable questions.
- Challenge customer conflicts to get a different viewpoint.
- Install a satisfaction measurement system.
- Remove staff members who are not customer advocates.
- Start every meeting with a discussion about what the customer is saying.
- Put action behind your service commitments.
I want you to succeed, so please give this some action! If you want some advice on designing a guest delight program that is irresistible to your customers, click here.
Coach Dave
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