SEPTEMBER 3 & 4, 2015 SEDONA HOTEL YANGON, MYANMAR
The Seven Deadly Sins of Customer Service in Hospitals Prof. Rene T. Domingo Asian Institute of Management rtd@aim.edu www.rtdonline.com
IS PATIENT SATISFACTION IMPORTANT IN YOUR HOSPITAL?
IN YOUR OPINION, WHICH IS MORE IMPORTANT? CLINICAL QUALITY? SERVICE QUALITY?
IN YOUR OPINION, WHICH IS MORE IMPORTANT TO PATIENTS SATISFACTION? CLINICAL QUALITY? SERVICE QUALITY?
What is outstanding customer service?
fun pleasant memorable shared
Delighted patient
IN YOUR OPINION, MOST HOSPITALS ARE: DOCTOR-CENTERED? PATIENT-CENTERED?
THE DOCTORS PATIENTS PRESIDENT VICE PRESIDENT VICE PRESIDENT VICE PRESIDENT MANAGER MANAGER MANAGER MANAGER MANAGER MANAGER
A HOSPITAL IS SIMILAR TO WHICH KIND OF BUSINESS OR ORGANIZATION?
HOTEL check-in check-out room service room rate housekeeping HOSPITAL? REPAIR SHOP major, minor repairs check up, back job PRISON visiting hours same uniform same food subject to orders confinement isolation
Patient-Driven Quality according to Importance (US survey) 11 factors Explanation in terms we can understand Easy to find physical facility Care first and then paperwork Knowledgeable personnel State of the art equipment Immediate attention and triage Ancillary support readily available Friendly staff and bedside manner Enough staff Clean facility Explanations if you have to wait Source: The Quality Connection in Health Care by Lynne Cunningham
Patient-Driven Quality according to Importance (US survey) 1. Immediate attention and triage 81 2. Care first and then paperwork 67 3. Knowledgeable personnel 62 4. Explanation in terms we can understand 60 5. Explanations if you have to wait 57 6. Friendly staff and bedside manner 56 7. Enough staff 48 8. Clean facility 34 9. Ancillary support readily available 33 10. Easy to find physical facility 31 11. State of the art equipment 22 Source: The Quality Connection in Health Care by Lynne Cunningham
SOFT QUALITY vs. HARD QUALITY The soft skills of workers, rather than their hard skills and facilities, strongly influence patient satisfaction. Doctors and nurses account for 34%, 43%, and 50% of the overall experience ratings of inpatients, emergency patients, and outpatients respectively. ** * * Patient Satisfaction Influenced More by Hospital Staff than by the Hospital Facilities. www.jdpower.com/pressreleases/2012-national-patient-experience-study.
IS YOUR QUALITY / SAFETY SCALEABLE? ONE-TO-ONE ONE-TO-MANY MANY-TO-MANY
HOSPITAL A QUALITY / SAFETY HOSPITAL B NUMBER OF BEDS / OCCUPANY RATE/ PATIENT VOLUME Prof. Rene T. Domingo www.rtdonline.com
The Seven Common Pitfalls of Customer Service in Hospitals 1. Multiple handoffs 2. Lack of transparency 3. One-size-fits-all 4. Lack of empathy 5. Reactive approach 6. Failure to serve the patient s extensions 7. Overworked staff
1 MULTIPLE HANDOFFS
multiple patient information collection
multiple contact personnel
ADMINISTRATOR MED. DIRECTOR MANAGER MANAGER MANAGER MANAGER dual management
A CUSTOMER-DRIVEN ORGANIZATION Looking at the customer as one.
"lost" customers no patient ownership
2 LACK OF TRANSPARENCY
Need for more transparency
When is my doctor coming back? A repeat X-ray? why? Where s my food? Is my bill ready? When can I go home? Is my blood test result ready? NO APOLOGIES NO EXPLANATION What side effects? What? $2,000 for this?!!
HOSPITAL ROUNDS
Types of Nurse calls 40% 30% 25% 5% housekeeping check IV call for MD others Prof. Rene T. Domingo www.rtdonline.com
3 ONE-SIZE-FITS-ALL
PATIENTS ARE CUSTOMERS
CUSTOMER CUSTOM CUSTOMIZE
They can have it any color they want, so long as it s black. --Henry Ford (1863-1947)
Barnes-Jewish Hospital in St. Louis special (bigger, wider, longer) beds, gowns, wheelchairs, slippers, operating beds, CT scans, syringes, doorways, even body-bags for obese patients Associated Press, March 31, 2006
University of Michigan Medical Center ART CART CHOOSE YOUR ROOM PAINTING
4 LACK OF EMPATHY
door-to-door or room-to-room
"Evaluations of the appearance of the meals may be more important than the actual quality of the food. "Hospital Food: Ingredient in Patient Satisfaction?", Healthcare, November 19, 2002, by Rick Blizzard, Healthcare Consultant, The Gallup Organization
WHICH IS MORE IMPORTANT? TO WASH YOUR HANDS BEFORE TOUCHING THE PATIENT? TO BE SEEN WASHING YOUR HANDS BEFORE TOUCHING THE PATIENT?
5 REACTIVE APPROACH
NURSE CALLS: RESPOND FAST OR REDUCE CALLS?
6 FAILURE TO SERVE THE PATIENT S EXTENSIONS
VISITOR-UNFRIENDLY HOSPITAL
7 OVERWORKED STAFF
FATIGUE AFFECTS PERFORMANCE Prof. Rene T. Domingo www.rtdonline.com
% of pilots who agree Fatigue affects performance 64% % of surgeons who agree 18% Error, stress, and teamwork in medicine and aviation: cross sectional surveys, BMJ Prof. Rene T. Domingo www.rtdonline.com
EFFECT OF LONG SHIFT HOURS A research study showed that nurse shift hours beyond 13 hours led to higher patient dissatisfaction.* Another study showed that the risk of nurses making mistakes more than doubles if the shift length is 12.5 hours or more.** * Stimpfel, Amy Witkoski et al. The Longer The Shifts For Hospital Nurses, The Higher The Levels Of Burnout And Patient Dissatisfaction. Health Affairs, November 2012: 2501-2509. ** Scott LD et all. Effects Of Critical Care Nurses' Work Hours On Vigilance And Patients' Safety. American Journal of Critical Care, January 2006, Volume 15, No. 1: 30-37.
Research study conducted in 2004 on Registered Nurses in Texas "69 percent reported exhaustion and 54 percent reported frustration; almost 43 percent of the RNs reported that, on most days, they often have more work than they can safely handle." November 2006 Publication No. 25-12505, Center for Health Statistics, Health Professions Resource Center, Texas Center for Nursing Workforce Studies, Statewide Health Coordinating Council
Customer service training
The Seven Common Pitfalls of Customer Service in Hospitals 1. Multiple handoffs 2. Lack of transparency 3. One-size-fits-all 4. Lack of empathy 5. Reactive approach 6. Failure to serve the patient s extensions 7. Overworked staff
World Class Hospital 1. One-stop-shop, seamless service 2. Transparent 3. Flexible, personalized 4. Caring, empathetic 5. Proactive, Anticipatory 6. Visitor-friendly 7. Highly motivated staff
Radar chart for 5-star Service rating Medical 2 Ancillary 3 Nursing 4.5 Finance Housekeeping 4 3.5
The Seven Deadly Sins of Customer Service in Hospitals Prof. Rene T. Domingo Asian Institute of Management rtd@aim.edu www.rtdonline.com