Create “Raving Fans” for your practice through exceptional patient service

1. Create “Raving Fans” for your practice through exceptional patient service David Citron, III, Ph.D. South Shore Hearing Center South Weymouth, MA

2. Starting with the end in mind… • Discover the fact that patient service and complaint management is critical for the success of your practice regardless of the setting. • Recognize the importance of developing a systematic approach to patient service and complaint management. • Create clearly defined action items to share with each member of your team so they understand how they contribute to your vision/mission and patient service/complaint management system.

3. What makes you unique? • Unique Selling Proposition • 99% of you will say “Service”

5. Moments of Truth • Technical vs. Non-technical aspects of the patient journey exercise • Creating Alignment • Front Desk • Audiologists • Fitting staff • Billing staff • Correspondence

6. How did we get here?

7. Who is the elusive David Citron, III, Ph.D.?? (Please help the deaf)

11. MOBILE INTERACTIVITY: • IT USED TO BE SAID THAT A DISSATISFIED PATIENT HAS 17 CLOSE FRIENDS…NOW?? • UNHAPPY PATIENTS WILL INCREASINGLY TURN TO MOBILE INTERACTIVITY TO COMPARISON “SHOP” AND SEARCH FOR ALTERNATIVES • SATISFIED PATIENTS CAN BE SOUGHT OUT BY COMPETITION FROM VIRAL DEMOGRAPHICS • 80-SOMETHINGS WITHOUT MOBILE DEVICES ARE DECLINING!!

12. MOBILE INTERACTIVITY- BIGGEST CATALYST FOR CHANGE IN BUSINESS!

13. HAVING A HOCKEY GAME WITH NO GOALS—YOU’RE JUST SKATING AROUND

14. Raving Fan Secret #1: DECIDE WHAT YOU WANT—CREATE A VISION

15. EXAMPLES: • THE SUPERMARKET • THE TAXI SERVICE • THE HOTEL • THE DEPARTMENT STORE • YOUR AUDIOLOGY PRACTICE

16. IF YOU COULD WAVE A MAGIC WAND….

17. Raving Fan Secret #2: DISCOVER WHAT THE PATIENT WANTS AND ALTER YOUR VISION IF NEED BE

18. THE PATIENT’S VISION MAY INVOLVE ONLY ONE OR TWO THINGS—YOUR OWN VISION HAS TO FILL IN THE GAPS

19. SOMETIMES YOUR VISION AND THE PATIENT’S ARE SO DIFFERENT THAT THAT THE PATIENT MAY NEED TO BE SERVED ELSEWHERE

20. HOW CAN THAT BE??

21. AVOID THE TRAP OF BEING ALL THINGS TO ALL PEOPLE!!

22. DO NOT FORGET THAT THE VISION NEEDS TO BE ALTERED/TWEAKED BASED ON THE PATIENTS’ VISION!!

23. Raving Fans Secret #3: DISCOVER WHAT THE PATIENT WANTS—DELIVER PLUS ONE!!

24. KEY—DELIVER!! • CONSISTENT, CONSISTENT, CONSISTENT • TALK THE TALK—YOU MUST WALK THE WALK! • EXAMPLES—ANSWERING PHONE; ON-TIME PERFORMANCE, VERIFYING ALL FITTINGS • MUST BE ABLE TO HANDLE AND MANAGE THE “CURVE BALLS” • DO NOT MAKE IT PART OF YOUR VISION IF YOU CANNOT DELIVER!! (AIRLINES)

25. YOU MUST HAVE A SYSTEM IN PLACE: LIKE A PLAY IN BASKETBALL—A PREDETERMINED WAY TO ACHIEVE A RESULT

26. CAUTION: YOU MUST LISTEN TO THE MUSIC AND LYRICS!! • OFTEN, PATIENT’S WILL SAY THINGS ARE “FINE”, WHEN THEY ARE NOT!! • THEY CAN SAY ONE THING AND MEAN ANOTHER. • SILENCE IS NOT GOLDEN!! • OFTEN, THEY DO NOT WANT TO MAKE A FUSS…HOW OFTEN DO YOU HEAR “I DID NOT WANT TO BOTHER YOU…”

27. A FEW SUGGESTED RESPONSES: • “IF YOU COULD CHANGE SOMETHING ABOUT YOUR FITTING/EXPERIENCE, WHAT WOULD IT BE?” • “IF YOU COULD WAVE A MAGIC WAND…” • PATIENT SURVEYS/SUGGESTION CARDS • MUST SOLICIT FEEDBACK TO MINIMIZE THE “BOTHER” MINDSET.

28. WHAT IS PLUS ONE??

29. ONGOING ONE PERCENT IMPROVEMENT!!

30. Johnny the Bagger

31. BREAKOUT—WHAT CAN YOU DO TO CREATE A JOHNNY THE BAGGER MOMENT?

32. A FEW EXAMPLES: • VALET PARKING VOUCHER • BEVERAGES –WATCH THOSE SPILLS! • MAKING REFERRAL APPOINTMENTS FOR PATIENTS • WHEELCHAIR TRANSPORT • ASSISTING WITH PATIENT FORMS • SHOESHINE • CLEANING EYEGLASSES • FREE LOANERS FOR REPAIRS/DEMOS

33. BREAK!!

34. OLD FRIEND COMES TO VISIT…YOU HAVE NOT SEEN HIM/HER IN YEARS…

35. HOW WOULD YOU RESPOND TO : “I LEFT A MESSAGE WITH YOUR OFFICE STAFF TO ORDER THE RESOUND TV STREAMER ALONG WITH DRY & STORE BRICKS AND RECEIVED THE OTICON TV DEVICE AND 5 PACKS OF 10A BATTERIES…HOW ON EARTH COULD THIS HAPPEN? “

36. WOULD YOU SAY, “THANK YOU FOR CALLING AND TELLING US ABOUT THIS. WE REALLY APPRECIATE IT.”

37. PROBABLY NOT!!

38. Has this ever happened in your office?Why is this “good news?”

39. WHAT IS A COMPLAINT?

40. SIMPLY, UNMET EXPECTATIONS

41. THE TECHNICAL ASSISTANCE RESEARCH PROGRAM (TARP), THE MAJOR RESEARCH GROUP FOCUSING ON COMPLAINING CUSTOMERS FOUND THAT 26 OUT OF 27 PEOPLE WHO EXPERIENCE POOR SERVICE DO NOT COMPLAIN!!

42. WHY?? • INTERNET SHOPPING ORDER SCENARIO • DEPARTMENT STORE RESTROOM SCENARIO • FAST FOOD DRIVE-IN SCENARIO • HOTEL CHECK-IN SCENARIO AFTER FLYING ALL DAY

43. How many “customers” use this strategy?

44. WHAT PEOPLE TOLD TARP: • IT WASN’T THAT BAD. • I NEEDED ALL OF THE ORIGINAL DOCUMENTS, AND I AM NOT SURE WHERE THEY ARE. I MIGHT HAVE THROWN AWAY THE RECEIPT. • I DIDN’T KNOW TO WHOM I COULD COMPLAIN. • I AM PARTIALLY RESPONSIBLE. • THE LAST TIME I COMPLAINED, NOTHING HAPPENED. • I’D RATHER JUST LEAVE, NEVER COME BACK AND NOT SAY ANYTHING. IT’S JUST EASIER THAT WAY.

45. What percentage of individuals will complain to take advantage? 1 to 1.5 percent!!

46. LEVELS OF COMPLAINTCASE WESTERN RESERVE STUDY

47. LEVEL 1: CUSTOMERS SPOKE UP AND TOLD SALESPERSON DIRECTLY ABOUT BAD EXPERIENCE

48. LEVEL 2: THE CUSTOMERS COMPLAINED TO PEOPLE OTHER THAN THE COMPANY AND STOPPED BUYING

49. LEVEL 3: THE CUSTOMERS WENT TO A 3RD PARTY (NEWSPAPER, BBB, OR ATTORNEY) TO INITIATE ACTION

50. FOUR CLUSTERS OF SUBJECTS VOICERS—37 PERCENT PASSIVES—14 PERCENT IRATES—21 PERCENT ACTIVISTS—28 PERCENT