HEALTHCARE: Selling Our Service

1. HEALTHCARE: Selling Our Service Just for the health of it…….

2. Customer Satisfaction:There’s No Going Back Putting the Patient First!

3. Who are the experts? (Outside of health care…)

4. Disney “Pearls”:

5. 1. Finish Strong. • It's not the beginning of the customer's interaction with us that is important. It is the end of the interaction that leaves the biggest impression. The final customer interaction is what resides in the memory of your customer. • Ask yourself, what value-added customer service can I provide that will end with a big WOW from customers?

6. 2. Get the Bad Experiences Out of the Way Early • Customer service science tells us to save the best for last and get the unpleasant side of business out of the way early in the process. • Freeing customers from the bad experiences early allows them to focus on the overall positive aspects of your service.

7. 3. Combine the Pain, Segment the Pleasure: • Customer's time perception is linked to the number of breaks in the experience. Smaller chunks of pleasant experiences will be perceived as greater than one large segment. • Disney incorporates this principle by having shorter amusement rides, giving the customer a better experience. So combine unpleasant tasks together and break-up the enjoyable parts of the business process.

8. 4. Build Commitment Through Choice: • Provide your customers with choices in the product or service delivery. One study revealed blood donors experienced less perceived pain when they had a choice of which arm the blood would be drawn from: create choices wherever possible.

9. 5. Give People Rituals and Stick to Them: • Behavioral science tells us that people find comfort in regular, repetitive rituals. • Rituals can vary from quick phone call response times to a weekly progress report. • Build them in an be consistent always.

11. Nordstrom… • The Nine Management Principles of America 's #1 Customer Service Company: 1. Provide your customers with choices—of products, services and service channels.2. Create an inviting place for your customers—in person, online and on the phone.3. Sell the relationship: Service your clients through the products and services you offer.

12. More Nordstrom… 4. Hire nice, motivated people. 5. Empower employees to take ownership…by minimizing the rules. 6. Sustain the people on the frontlines through a culture of support and mentorship. 7. Nurture a service culture through recognition and praise. 8. Advocate teamwork through internal customer service. 9. Commit 100% to customer service.

13. “Ritzy” Customer Service: "Three Steps of Service”: Step 1 - Warm welcomeStep 2 - Anticipation and complianceStep 3 - Fond farewell

14. Ritz Exceptional Service Secrets: • Step 1 - Select the right people. So they spend more time recruiting and hiring the right people. • Step 2 - Set performance standards. Design and develop how employees are supposed to act and respond to customer needs and requests. • Step 3 - Sustain on-going training and reinforcement. Good customer service skills do not come naturally. • Step 4 - Specify consequences for behaviors. You must hold people accountable. Reward those who exceed the standards and develop those who do not.

15. So WHY Do WE Care?? • Because this is what we do and why we exist: St. Vincent Core Value # 5: Respect We recognize the sacred worth and dignity of each person. "In our presence people feel comfortable and worthwhile."

16. Why? St. Mary’s Grand Junction Core Value # 5: Respect We recognize the sacred worth and dignity of each person.

17. Why? 2. Because we are a business that delivers a service and product. If we don’t compete we’re out of business. • Only 4 % of customers ever formally complain. • Seven out of ten customers who complain will do business with the organization again if the complaint is resolved in their favor.

18. Why? • If the complaint is resolved on the spot, 95% of customers will give repeat business. • The average business spends six times more to attract new customers than it does to retain existing customers. • One dissatisfied customer will tell at least 9 other people. Each of those 9 will tell 5 more. At least 54 people will hear about the unpleasant experience.

19. And most fundamentally…. • It is the practice of nursing under the law (Montana, Wyoming, Colorado): MT: "Practice of professional nursing" means… the assessment, nursing analysis, planning, nursing intervention, and evaluation in the promotion and maintenance of health, the prevention, casefinding, and management of illness, injury, or infirmity, and the restoration of optimum function.” WY: assessment, diagnosis, planning, intervention and evaluation. The nursing process is utilized in the promotion and maintenance of health, case finding and management of illness, injury or infirmity, restoration of optimum function and achievement of a dignified death. CO: Providing therapy and treatment that is supportive and restorative to life and well-being either directly to the patient or indirectly through consultation with, delegation to, supervision of, or teaching of others;

20. …unlikely any of that will happen effectively if the customer is scared to death, wants out, doesn’t like or trust the nurse, has no faith in the system, believes caregivers are incompetent, or that they really don’t care what happens.

21. So What Should We Do?? • Decide What is the Product and Who is the Customer. • Think Like Mickey and Tinkerbell: Make the experience safe, predictable, and ritualized. Maybe even pleasantly memorable.

22. Think Shopping and Hotels (hospitality). • What are their preferences? • Why do they think they are there? • What do they expect? • What has been their previous experience? • What is most important to them today?

23. KNOW your customers and your community. • Meet their expectations every time. • Recover immediately when you blow it; Follow with something positive. • Take responsibility and apologize. • End with a WOW! • Pleasantly surprise them. • Get the bad stuff out of the way first. • Be 100% consistent and predictable.

24. Remember: • Not everyone is hard-wired to deliver customer service, to be a consistent team player, and to think marketing….we have LOTS of “lone wolves” and inconsistent performers. • Everyone can learn if the expectation is set, supported, role modeled and rewarded. • Measure measure measure.

25. And… This is fun!!