So…why does Customer Service Matter?

THE CUSTOMER IS ALWAYS RIGHT…

RIGHT? IS THAT NOT WHAT
COMPANIES ALWAYS CLAIM?
TRANSLATING SLOGANS INTO A STRATEGY
 Most companies accept, or at least pay lip service
to, the idea that “the customer is the boss,” that
he or she is a ‘king’ or ‘queen’ (or at least a
prince or princess!) They talk about the customer
always being right. They say,…that the customer
is “our reason for existing” as an organization.
Yet despite these claims, how is the service
given? Often, not great.
Timm, Paul R. Customer Service , fifth edition, page
10
  Before we can give quality
customer service we must
define… the customer?
 Within a healthcare
organization, who is the
customer?
 Existing patients, new
patients, prospective patients

WHO IS THE CUSTOMER?

THE DEFINITION OF A CUSTOMER
 What is your definition of a customer?
 Many define a customer as someone who buys
something from you?
 Customer is someone with whom we exchange something of
value.
 What is something of value that you can exchange with a healthcare
customer?
 “A customer is someone who we interact with who depends
on us for information, guidance, services, products, or social
support. In exchange for the value we provide, they will give
something back.” (5)
INTERNAL CUSTOMER (4) EXTERNAL CUSTOMER (4)

 Who is the internal customer  Who is the external

within a healthcare organization? customer within a
 Doctor’s, dentist, chiropractors,
massage therapists, other receptionists,
healthcare organization?
dental hygienists, hospital staff, staff
 Patients, couriers, salespeople
from other healthcare organizations…  External customers are those
 Internal customers are an outside of the organization with
organizations employees and whom we do business.
employees that are directly or
indirectly affiliated with the
organization.

THE DIFFERENCE BETWEEN AN INTERNAL AND EXTERNAL

CUSTOMER
THE CHALLENGE OF CUSTOMER SERVICE IN A HEALTHCARE
SETTING

 Customer service in a medical setting has a unique set of

challenges specific to providing first-rate healthcare and
patient satisfaction.
 Among these challenges are such issues as patient
privacy, high volume, and management of people in
crisis.
 Unlike customer service interactions conducted in non-
medical settings, those involving patients and their
families are additionally stressful because of their
reasons for needing medical attention.