customer service in health care

8/2/2019 Customer Service in Health Care

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Customer Service Management


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Expectations Participant

Facilitator

????????


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Let us not have

Santas story..

Dear Santa,

This year for Christmas I would like to have a slim body anda fat purse. Please do not mix up the requests like you didlast year!

Yours truly


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So what are your expectations?


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Stated Expectations To understand elements of customer service in

hospital management

How do I manage service issues in my hospital? To create a world class service organisation

To be able to create high levels of customer satisfactionand ensure repeat customers


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Unstated Expectations


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Why is customer service

important

Differentiation

Profits

Referrals


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Good Customer Service PaysCATEGORY OF SERVICE PROFIT INCREASE AFTER CUSTOMER RETENTIONRISE OF 5%

0% 35% 70% 105% 140%

Automotive

Auto/Home Insurance

Bank Branch Deposits

Professional Publishing

Credit Cards

Life Insurance

Corp. Insurance

Advertising Agencies

Source:The Service Edge.1992 Vol 5


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Phases of an OrganisationCUSTOMER DRIVEN ORGANISATION

Description of End Product Customer Needs

Assessment Process

Quality Assurance

Mechanisms

Customer Assessed Quality

Parameters

PHASE 1 Mass Manufactured Product Market Research onCustomer Needs

QCs, SuggestionSchemes

Tangibles and ProductReliability

PHASE 2Ditto But Adapted to

Individual Needs and Options

Input from Individual

Customers

Computerised

Production Plannng &

Control and Flexible

Manufacturing Systems

Responsiveness to

Customer Needs

PHASE 3Customer Sensitive Service

Bundled with ProductCustomer Dialogue

Empowered Front Line

StaffEmpathy of Front Line Staff

PHASE 4 Customer Empowerment Customer Engagement

Boundary less Process

Oriented Speedy

Organism

Assurance (Fairness, trust

and long term relationship)

Source: VS Mahesh published in ICA journal March 1994


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What is service operations

management Term used to cover activities, decisions and responsibilities of operations

managers

Service 0perations Managers are responsible for delivering service to the

customers

Service is the combination of outcomes and experiences delivered to a andreceived by a customer

The service experience is the customers direct experience of the service

process and concerns the way the customer is dealt with by the serviceprovider

The service outcome includes tangible outputs, plus value, emotions,judgements and intentions


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Session Details World Class Organisations Service Concept

Understanding Customer Needs Mapping Moments of Truth Service Quality Gap Analysis Service Performance Network

Empathy Its all about Attitude Fish Action Plans


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World Class service World class service organisations have superior business

performance and understand relationships between theiroperations decisions and business performance

The characteristics of world class organisations at acorporate level include

Great leadership

Clear vision

Clarity of concept

Supportive culture

A well developed strategy


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World Class Service The Characteristics of world class service at an operations

level include

Willingness to listen to customers

Continuous process development Consistency of service

Responsiveness

Can do attitude

Big and little thinking Supportive and committed staff

Excellent performance management

Lack of complacency


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Understanding Customer Needs Mapping Moments of Truth Service Quality Gap Analysis Service Performance Network Empathy Its all about Attitude Fish Action Plans


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The Service Concept

Strategy

ServiceDelivery

CustomerRelationship

s

SupplierRelationship

s

PerformanceManagemen

t


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MGM Dizzy World Service Concept

Organisation MGM Dizzy world

Organising Idea : A great day out at a theme park

Service Concept Summary: A theme park that provides an inclusive packageof over 100 rides and attractions to suit all ages and tastes with thrills, fun,

fantasy, fast food

Service ExperienceQuick and easy to buy ticketExhilarating and entertainingFun and lively for all agesRange of attractionsPlenty of food and drinkslong queues for main rides at park

Service Operation:Good signage to the parkLarge car parksClear site mapsDifferent queuing systemsRange of food outletsOver 100 rides and attractions

Service ValueAll inclusive priceCar parking extraExpensive ticket but well worth itFew additional costsFood reasonably pricedOverall excellent value for money

Service OutcomeGreat day outFamily funThrilling ridesNever a dull momentGreat experience with friends/familyexhausting


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Understanding Customer Needs Mapping Moments of Truth Service Quality Gap Analysis Service Performance Network Empathy Its all about Attitude Fish Action Plans


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Defining Expectations The service quality factors are those attributes of

service about which customers have expectations andwhich need to delivered at some specified level

Hygiene factors dissatisfy not delight

Neutral factors no effect on satisfaction

Enhancing factors will dissatisfy but may delight

Critical factors both dissatisfy and delight


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Who is my customer Our most typical customer is going to be ;

Pen sketch / picture

What are his major needsWhat are the three things our customer should like

most about doing business with us

What are his/her options

Why would our customer switch loyalty

What should I do to keep I tune with his changingneeds


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Exercise : Are you listening


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eren e o s o s en ng othe

Customer Market Research Customer Panels Customer Comment Forms

Customer Service Desks Handling Complaints positively Make the frontline employees your ears /eyes Managers should experience front line jobs Be a customer

Media Comments Ghost Audit Competition analysis Check customer defection rates Beware the Head Waiter Syndrome


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Session Details World Class Organisations

Service Concept

Understanding Customer Needs Mapping Moments of Truth

Service Quality Gap Analysis

Service Performance Network

Its all about Attitude Fish

Action Plans


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Mapping Moments of Truth


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Tools to engineer

Service Processes

Process Mapping

Walk through Audits

Service Transaction Analysis


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Consumer Behaviour Where does the customer fit into the service operation?

What perceived risks to customers face in purchasing and using

services? How do customers form expectations and differentiate between desired

and adequate service levels

Why do people often have difficulty in evaluating the services that theyuse

How does reducing or increasing the level of customers contact with aservice supplier affect the nature of their service experiences

What insights can be gained from viewing service delivery as a form oftheater?


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Customer Categories The Ally,

The Hostage,

The Anarchist,

The Patient,

The Tolerant,

The Intolerant,

The Victim, The Terrorist,

The Incompetent and the Champion


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Customer types

Patient

Tolerant Champion

Ally

Incompetent

Victim

Hostage

Intolerant

AnarchistTerrorist

ACTIVITY

ATTITUDE

Negative

Positive

Passive Active


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Managing Customers Customers are often Service Providers

Key roles taken by customers are

Service provider Service Specifier

Quality Inspector

Trainer/Role Model

Key issues in managing customers include definingcustomer competence,selection, training, motivationand removal


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Service Processes and their

ImportanceA Service set of interrelated activities together in

sequence

Good service processes created satisfied customers,reduce costs and underpin financial performance

Processes must be understood and managed end toend


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The nature of service processes Runners / Repeaters /Strangers

Value may be added in front office or back office withvarying degrees of customer involvement

Volume/variety matrix helps identify the keyattributes

Process Profiling can help identify what needs to be

changed to reposition a process


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Controlling Service Processes Reliability and consistency are important

Capable processes can be created throughimplementation of statistical process control

Quality systems should not only provide process

definition but also be a catalyst for qualityimprovement


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Service Recovery All organisations need to have service recovery procedures

in place

Service recovery is the act of dealing with service failures

Service recovery should lead to Increased customer satisfaction

Retention process imporvements

Improved financial performance

Service recovery has three essential ingredients Prevention of repetitions

Excellent complaint handling

Proactive service recovery


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Customer Satisfaction and Service

Quality Satisfaction is the result of a customers assessment

vis-a vis his expectations and perceptions of servicedelivery

Service quality is about consistently meeting servicesspecification for that service

Excellent service entails delivering the promise and

dealing well with problems and queries There may be gaps between expectations, perceptions

and service quality delivered

e g ng an ssa s y ng


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e g ng an ssa s y ngfactors

Hygiene Critical

Neutral Enhancing

Low

HIgh

HIgh

PotentialTodissatisfy

Potential to delight


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Session Details World Class Organisations

Service Concept

Understanding Customer Needs Mapping Moments of Truth



Its all about Attitude Fish

Action Plans


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Five Dimensions of

Service Quality Scale (SERVQUAL)

Tangibles

Reliability Responsiveness

Assurance

Empathy


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Gap 1

Customer ExpectationsKey Factors

Insufficient market research

Inadequate use of market research Lack of interactions between management and

customers

Insufficient comunication between contacgt

employees and managers Too many layers between contact personnel and top

management


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Gap 2

Service Quality SpecificationsKey Factors

Inadequate management commitment to servicequality

Absence of formal process for setting service qualitygoals

Inadequate standardisation of tasks

Perception of infeasibility that customerexpectations cannot be met


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Gap 3

Service DeliveryKey Factors

Lack of teamwork

Poor employee job fit Poor technology job fit

Lack of perceived control

Inappropriate evaluation /compensation system

Role conflict among contact employees

Role ambiguity among contact employees

ap


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apExternal Communication to

CustomersKey Factors

Inadequate communication between salespeople andoperations

Inadequate communication between advertising andoperations

Difference in policies and procedures across branches

or departments Puffery in advertising

Puffery in personal selling

ap


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apExpected Service and Perceived

ServiceWord of

Mouth

PerceivedService

ExpectedService

PastExperience

PersonalNeeds


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Session DetailsWorld Class Organisations

Service Concept Understanding Customer Needs

Mapping Moments of Truth



Its all about Attitude

Action Plans


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Leadership

Vision

Concept

Culture

Strategy

Processes

People

Resources

Networks/Tech

ServiceDelivery

Staff Satisfaction

Customer Satisfaction

Attraction

Loyalty

Financial Performance


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The service performance

network The servicer performance network documents many of

the cause-effect linkages beween operational driversand business results

The key stages in developing a network are:

Create a model by capturing several threads through the

network, collect data, and analyse the data tounderstand the relationships between the variables


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Repositioning Service There are pressures to change their nature

Organisations must manage the gap between what ismarketed and what is delivered

Four ways of repositioning

Build capability through systems and training

Build capability through incremental development

Moving to a commodity by constraining flexibileresources

Moving to a commodity through investment in processcapability


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The Service Triangle

The ServiceStrategy

The PeopleThe Systems

Thecustomer

Internal Marketing


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Service People

Pressure on Service Providers

Service employees have pressure from

Organisation - requiring high levels of quality andproductivity

Customers - unrealistic expectations, incompetenceand anxiety


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Fish!

The MovieAn excellent formula to enthuse staff and make work

fun!

Play have Fun at work

Make Their Day

Be there

Choose your attitude


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Its all about attitude Exercise


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Reference Material

Service OperationsManagement Lovelock andLewis

Fish / Fish Tales / Fish SticksStephen C Lundin, JohnCristensen, Harry Paul


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Thank you!

customer service in health care

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