Recently my son had a medical issue that required fairly immediate care. While we were waiting I used my cell phone to make additional medical appointments outside the entrance to the clinic. When I returned to the waiting room, my family was no where to be seen - they were already in the examination room.
The question was "which examination room". There appeared to be 10 examination rooms.
No one was available to point me in the right direction. My anxiety grew.
What if a clinic had a "country club Customer Experience"? A few years ago, I was at a country club working with CEOs. Needing to use the restroom, I left the meeting room and walked into the hall. The uniformed gentleman at the end of the hall said, "The restroom is two doors down to your right."
That is Customer Service. What if clinics were like country clubs?
Between the waiting area and what appeared to be examination rooms were two desks that were manned by several staff members.
I approached the first desk... The single person manning the first desk did not look up at me as I approached. She was writing furiously. Her body language screamed, "Do not bother me."
Even as I stood less than 3 feet away from her, she did not look up at me.
I said, "Ma'am... Could you help me find my son?"
She did not even look up. I stood there awkwardly for another 15 seconds.
Without even looking up at me - She motioned for me to go to the next desk.
How does a Patient respond to this type of treatment by a fellow human being?
I approached the second desk... This time there were three staff members behind the desk. Two were working at a counter with their backs to me. The third was writing something down and was facing me as I approached. Again, I was not acknowledged.
The opposite of love is indifference. Not hatred. How do Patients who are treated indifferently behave? Indifferently? With anger? With fear?
Hoping this time would a better experience, I said, "I wonder if you can help me. I am looking for my son..."
Awkward pause. She did not look up.
I then said, a little more loudly this time.... "I wonder if you can help me. I am looking for my son..."
At the moment I thought... "Perhaps if I went away, they would be less busy."
One of the two people at the back counter - with her back to me and without turning around - practically shouted, "Who!?".
Her tone was almost "accusing" in manner - like when my mother wanted to know who I was hanging out with in high school and she did not approve.
I was startled. I was not sure she was speaking to me or not. People do not talk to each other with that tone. Her tone was extremely inappropriate - almost condescending - and she had her back to me.
I felt confused. How do confused Patients behave? How likely are confused Patients to want to repeat the confusion?
Again, she said, "Who!?" This time she turned around and looked at me for the first time. There was no doubt that she was speaking to me. She looked me in the eye.
I did not feel cared about. I again stated my son's name.
"He is in room 127."
Fortunately, the rest of the clinic visit went better - actually much better. The doctor was amazing as usual. If it were not for her - we would go elsewhere for our son's medical care.
While we were receiving excellent care by the doctor for an issue that created a lot of stress, the door opened without a knock. The person knocking apparently was an employee wondering when the doctor was going to be finished with my son. This employee appeared to be interested in moving the doctor along to the next patient. This person did not greet us - nor did they apologize for interrupting. They wanted the doctor to hurry up.
The doctor answered all of our questions and spent the time necessary to help us feel better and obtain the needed answers. The doctor was focused on caring for her Patient as well as the emotional needs of Mom and Dad.
It seemed that the rest of the organization was committed to tasks without real consideration regarding the emotional well-being of the Patients and those who accompany them.
What could have been done differently?
1. Customer Service Organizational Culture - Unfortunately, many health care organizations like to say they care about the Patient in one way or another yet there is a tremendous void between saying and doing. The real problem is the Culture of the typical clinic or hospital (or many organizations committed to Customer Experience) is without focused direction. The real problem is the organization is "being" whatever comes to mind for each individual team member. There is a lack of focused belief that leads to employee team members taking action in a consistent manner.
2. Patient Experience Systems - Macro Touch Point - Eye contact - Smile - Name - Make eye contact, smile, and use the name of the Patient (in this case, my flesh and blood) and the name of the human being in front of you. It is amazing to note that if one were to walk through the typical medical facility, they would find the medical Customer Service devoid of emotional-bonding experiences including eye contact, smile, and the use of the person's name. What happens emotionally for Patients when a team member looks them in the eye, smiles, and uses their name? Emotional connection.
3. Select and hire talent that understand the importance of points 1-2. If your talent fails to understand the importance of points 1-3, replace them as soon as possible. Unfortunately, most employee team members in the medical setting believe they are there to complete tasks rather than make a difference in the life of a fellow human being who is hurting.
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