Today, it seems as if everyone in healthcare has jumped on the customer service bandwagon. Many publications tout a new angle or approach. With so much press and so many options, it's hard not to be cynical. And it's hard not to wonder, "Is customer service more than just a fad?"

When considering that question, it's helpful to know the following about customer behavior:

• Satisfied customers will rarely tell you or anyone else that they had a good experience-unless it "wows" them. Good service is expected.

• Dissatisfied customers will tell you about a bad experience, but more often can't wait to tell others about it. In fact, sharing that bad experience becomes like a computer virus, spreading from customer to customer with lightning speed.

Just knowing that a dissatisfied customer complaint can result in the loss of that customer's business, and that of their family and friends is enough to warrant attention. A simple, conservative calculation of the potential loss can be illustrated as:

(# Patient Visits x Complaint % x 50%) x Net Patient Revenue/Visit = Revenue Loss

When examining the number, it becomes clear that a customer service effort of some sort is worthwhile. However, there are many misconceptions that present them from getting off the ground.

Reason #1: Customer service efforts cost a lot of money. False!
The biggest expense is the time and effort the senior management team uses in defining their culture, clearly communicating that culture, holding people accountable within that culture, selecting and training the right people into the culture. When properly embedded in an organization's culture, customer service becomes a way of life for an organization. Employees know and understand their responsibilities toward the customer and are rewarded and recognized for the behaviors that move the culture forward. A strong service effort does not have to cost a lot of money-but does require the strong commitment and passion by the leadership.

Reason #2: We don't have time for a service effort. Wrong!
Everyone has time for a service effort. If the job is being done, it might as well be done right. You may ask yourself, "Do I have more time to do the job right, or to deal with a complaining patient?"

Reason #3: The medical staff won't support it. Try them!
If they see an increase in the level of service to them and their patients, you can count on their support. In fact, you would probably face a more explaining about why you aren't doing it.

Reason #4: We already deliver good service. Don't bet on it!
Complacency is one of the most common hurdles to starting a focused service effort. Listen attentively to what your patients are telling you. You might be surprised!
Don't fall victim to the reasons why a service effort won't work. Resolve to assess your current commitment to service, identify small steps for improvement and implementation and measure your results-sharing the success with your employees to ensure future commitment to service. Your patients, physicians, customers and staff will thank you for it.

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