The Caring Before the The Caring Before the CareCare

Perceptions Speak Volumes!Perceptions Speak Volumes!

Clinically-sound care

Clean, attractive facility

Great service from start to finish: Patient – Service Provider – Physician

Key Patient Perceptions

Five Fast FactsFive Fast Facts Healthcare is a business in a service

industry…that’s why service is so important. The customer’s perception is his/her reality! Creating a “service-oriented culture” is a

process. If the total service experience is not

managed, the patient will manage it for you! Establishing customer loyalty is a critical

undertaking in highly competitive markets.

Guiding Principles to Guiding Principles to Creating Powerful Creating Powerful PerceptionsPerceptions Leadership commitmentLeadership commitment Employee involvementEmployee involvement Understanding patient expectationsUnderstanding patient expectations Establishing clear service standardsEstablishing clear service standards Identifying image builders & bustersIdentifying image builders & busters Bridging the gap between satisfied Bridging the gap between satisfied

and loyal customersand loyal customers

Powerful Perceptions

Customer Satisfaction

Create

Two Main Factors Affecting Two Main Factors Affecting Customer Judgment Concerning Customer Judgment Concerning CareCare Technical Qualified staff State-of-the-art equipment

Customer Service Wait time Atmosphere Comfort Personal treatment (courtesy, respect)

Setting the Tone for the Setting the Tone for the Patient Experience?Patient Experience?

1. Receptionist: Check-In First Impression 2. Medical Office Assistant or LPN: Work-up

(blood work, temp, weigh-in, urine specimen)

3. Escort to examination room: Doctor’s Assistant or LPN

4. Physician5. Lab Tech or Mammogram Department6. Receptionist: Check-Out Last

Impression

Perceptions…Perceptions…

Should never be:Should never be: OkayOkay Ho-humHo-hum NeutralNeutral

Should always be:Should always be: Positive or Positive or NegativeNegative

Behaviors that Impact Behaviors that Impact Patient PerceptionPatient Perception

Telephone Telephone protocolprotocol

Scripts for key Scripts for key service service encountersencounters

Established Established service standardsservice standards

Image Boosters and Image Boosters and Busters that Impact Patient Busters that Impact Patient PerceptionPerception Outside EnvironmentOutside Environment

Inside EnvironmentInside Environment

Professional Appearance of Professional Appearance of EmployeesEmployees

How Do You Make How Do You Make Employees Feel Connected to Employees Feel Connected to your Workplace?your Workplace?

Patients’ Have a Right to Patients’ Have a Right to Know Their CaregiverKnow Their Caregiver

At SGMC, Appearance Matters

Key Ingredients to Patient Key Ingredients to Patient SatisfactionSatisfaction Providers who listen and Providers who listen and

demonstrate concerndemonstrate concern Providers who ask about and address Providers who ask about and address

patient concernspatient concerns Providers who invite questions and Providers who invite questions and

answer them fullyanswer them fully A friendly, respectful and A friendly, respectful and

confidential environmentconfidential environment Promptness and accuracyPromptness and accuracy

Direct and Indirect Direct and Indirect Benefits of Satisfied Benefits of Satisfied Patients:Patients: More likely to return for care in the future More likely to recommend your facility to

others Less likely to seek legal remedy More apt to cooperate…which is

paramount to achieving desired clinical outcomes

Patients have a choice. Satisfied patients become LOYAL

customers!

Satisfied or Loyal Satisfied or Loyal Customers?Customers?

SatisfiedShort-Term

LoyalLong-Term

Customer loyalty is dependent on a company’s ability to consistently deliver a memorable

service experience (MSE) that leave customers with an ongoing favorable image, feeling and

union with the provider.MSE is not a single event; rather, it comprises

multiple service encounters.

Loyal CustomersLoyal Customers

Make you moneyMake you money Save you moneySave you money Save you timeSave you time

……Directly impact your bottom-line!Directly impact your bottom-line!

HHigh Satisfaction is Great. igh Satisfaction is Great. The Goal is High Patient The Goal is High Patient Loyalty!Loyalty!

Healthcare providers are in the business of serving people.

Patients assume clinical sound care. Patients desire and expect customer

service.

Putting the “Caring Before the Care” generates customer loyalty.

SGMC’s Former First Impression Lobby Image.

First impressions… set the stage.You can never recreate a first

impression!

SGMC’s new, fresh and SGMC’s new, fresh and “visitor-friendly” lobby “visitor-friendly” lobby environmentenvironment

Image Busterssend powerful

negative impressions!

Tell Your Story.Tell Your Story.Testimonies are Testimonies are Powerful.Powerful.

I’ve just gotten back from maternity leave but wanted to drop you a quick note to brag about your nurses up on the floor.  The two that stand out in my mind are Michelle (Induction nurse) and Laura in L&D.  Michelle was wonderful in explaining everything that was going to take place with my induction and really put my mind at ease.  Laura was especially dear to me because she was there from beginning to end.  Her very caring and sincere manner made all the difference in the world.  My mom even commented on what a wonderful nurse she was and being a fellow RN she doesn’t give compliments too easily. All of your nurses in L&D, Post Partum & Nursery should be commended for the superb job they did and I’m sure do every day.  Would you please pass along my thanks to Michelle, Laura and the rest of your team?  It’s because of them that I’m proud to say I work at SGMC.  Thanks!

Customers do not make up stories about their service experience. You create the story, and he/she retells it!

Powerful Perceptions Powerful Perceptions ReviewReview

Perceptions are formed within 10 seconds…review Perceptions are formed within 10 seconds…review your image builders and busters!your image builders and busters!

Customer service “flavor-of-the-month” programs Customer service “flavor-of-the-month” programs are a façade. Creating a “service-oriented culture” are a façade. Creating a “service-oriented culture” is a process.is a process.

Real “blow-your-mind-away” service doesn’t come Real “blow-your-mind-away” service doesn’t come from a manual, policies, or declarations. It is from a manual, policies, or declarations. It is derived from the heart of those serving others—The derived from the heart of those serving others—The “Caring before the Care!”“Caring before the Care!”

There is a difference in satisfied and loyal There is a difference in satisfied and loyal customers.customers.

Tell your stories!Tell your stories!

Professional Care with Professional Care with Personal ServicePersonal Service

What differentiates SGMC as What differentiates SGMC as the region’s premier medical the region’s premier medical facility?facility?

Our dedication to building a “culture of service,” to deliver on what we promise. We don’t look at customer service as a job function that can be assigned to particular employees. It is a value system that we are building into our SGMC culture.

A Closing ChallengeA Closing Challenge

““Never be satisfied with Never be satisfied with your patient’s your patient’s satisfaction!”satisfaction!”Randy Sauls, COO

South Georgia Medical Center