Achieving Service Excellence : Strategies for Healthcare

by Fottler, Myron D.; Ford, Robert C.; Heaton, Cherrill P.

• ISBN13: 9781567931907
• ISBN10: 1567931901
• Edition: 1st
• Format: Paperback
• Copyright: 2002-08-01
• Publisher: Foundation of the Amer College

Summary

On any particular day, a patient can deem your organization and its services a disappointment. One unfortunate incident can cost you the goodwill of that patient and anyone that patient knows. Compete successfully in today's customer-driven market. Enhance your customer service with the tools and techniques detailed in Achieving Service Excellence: Strategies for Healthcare. Combining real-world examples with the most significant research on service management, this valuable guide presents the best available information on providing superior service.

Table of Contents

Foreword	xv
Preface	xix
Acknowledgments	xxii
The Principles of Achieving Service Excellence	xxiv
I: The Healthcare Service Strategy	1	(132)
Healthcare and the New Consumerism	3	(20)
The Rise of the New Customer	4	(3)
The Patient-Customer	6	(1)
Market Trends	7	(6)
Trend 1: Knowing Customer Expectations	7	(1)
Trend 2: Involving Customers in Quality Initiatives	8	(3)
Trend 3: Allowing Customers to Make Choices	11	(1)
Trend 4: Publicizing Performance Ratings	12	(1)
Lessons from Benchmark Organizations	13	(3)
The Challenges of Healthcare Management	14	(2)
Three Fundamental Concepts	16	(3)
Focus on the Customer	16	(1)
Treat the Customer Like a Guest	17	(1)
Manage the Total Healthcare Experience	18	(1)
Conclusion	19	(1)
Lessons Learned	19	(4)
The Customer As Guest	23	(26)
What is Guestology?	24	(5)
External Customers' Expectations	25	(3)
Internal Customers' Expectations	28	(1)
The Nature of Service	29	(4)
Relationship Between Provider and Customer	29	(1)
The Implications of Service Intangibility	30	(3)
The Nature of Service Products	33	(2)
The Healthcare Experience	35	(6)
The Service Product	36	(1)
The Service Setting	37	(1)
The Service Delivery System	37	(1)
Moment of Truth	38	(3)
Quality, Cost, and Value	41	(3)
Quality	41	(1)
Cost	42	(1)
Value	43	(1)
Conclusion	44	(1)
Lessons Learned	45	(4)
Meeting Customer Expectations Through Planning	49	(24)
The Healthcare Planning Process	50	(3)
The Necessity of Planning	52	(1)
External Assessment	53	(7)
Quantitative Forecasting Techniques	55	(1)
Statistical Forecasting	55	(1)
Design Day	55	(2)
Yield Management	57	(1)
Qualitative Forecasting Techniques	57	(1)
Brainstorming	58	(1)
The Delphi Technique	58	(1)
Focus Groups	58	(1)
Scenario Planning	59	(1)
Predicting Other External Factors	59	(1)
Internal Assessment	60	(5)
Core Competencies	61	(1)
Internal Assets	62	(1)
The Vision and Mission Statements	62	(3)
The Service Strategy	65	(3)
Quality and Value	67	(1)
Service and Achievement	67	(1)
The Action Plans	68	(1)
Conclusion	69	(2)
Lessons Learned	71	(2)
Creating a Healing Environment	73	(30)
The Importance of the Service Setting	74	(8)
Meeting Patient Expectations	75	(1)
Creating and Enhancing the Patient Mood	75	(3)
Creating and Enhancing the Employee Mood	78	(1)
Setting as a Part of Service	79	(2)
Wealthcare	81	(1)
Adding Value to the Functions	82	(1)
Environmental Dimensions	82	(5)
Ambient Conditions	83	(1)
Spatial Conditions	84	(2)
Signs and Symbols	86	(1)
Other People	87	(1)
The Servicescape	87	(5)
Moderators	89	(1)
Responses to the Servicescape	89	(1)
Physiological	90	(1)
Cognitive	91	(1)
Emotional	91	(1)
The Healing Environment	92	(5)
Ask for Feedback	93	(1)
Use Design	93	(3)
Patient-Focused Designs	96	(1)
Conclusion	97	(2)
Lessons Learned	99	(4)
Developing a Culture of Customer Service	103	(30)
The Role of Leaders in Defining and Teaching a Customer-Focused Culture	104	(1)
To Keep and Translate the Culture	104	(4)
To Reinforce the Cultural Reputation	105	(2)
To Walk the Talk	107	(1)
The Importance of the Culture	108	(1)
Employee Commitment	108	(5)
Competitive Advantage	109	(1)
Core Competency	109	(1)
The Outside World	110	(1)
Customer Service Values	110	(1)
The Gaps	111	(1)
Management by Culture	112	(1)
The Nurse Culture	112	(1)
Basic Elements of Culture	113	(1)
Beliefs and Values	113	(5)
Norms	114	(2)
Folkways and Mores	116	(1)
Subcultures	117	(1)
Communicating the Culture	118	(1)
Laws and Language	118	(7)
Stories, Legends, and Heroes	119	(1)
Symbols and Rituals	120	(1)
Teaching the Culture	121	(4)
Changing the Culture	125	(2)
Conclusion	127	(1)
Lessons Learned	128	(3)
The Healthcare Service Staff	131	(2)
II: Staffing for Customer Service	133	(110)
The Importance of Employees	134	(33)
Worker Shortage	134	(1)
Service Lovers	135	(2)
Selection Process	137	(1)
Job Analysis	137	(9)
Knowledge, Skills, and Abilities	137	(1)
Staff Competence	138	(1)
A Competency-Focused Model	138	(2)
Competency-based Benchmarking	140	(2)
General Abilities	142	(1)
Psychological Tests	143	(2)
Job Crafting	145	(1)
Recruitment Process	146	(8)
Internal Candidates	146	(1)
The Known Quantity	146	(1)
Cultural Compatibility	147	(1)
Internal Search Strategies	147	(1)
External Candidates	148	(2)
Advertising	150	(1)
Professional Networks and Placement Services	151	(1)
Student Recruiting	151	(1)
Employee Referrals	152	(1)
Employers of Choice	152	(1)
The Competition	153	(1)
Callback	154	(1)
Screening and Interviewing Applicants	154	(4)
The Application Form	154	(1)
The Interview	155	(1)
The Background Check	156	(1)
Prior Work Performance	156	(1)
The Structured Interview	157	(1)
Other Staffing Considerations	158	(3)
Diversity	158	(2)
Retention	160	(1)
Conclusion	161	(1)
Lessons Learned	161	(6)
Training for Customer Service	167	(28)
Employee Training	168	(1)
Elements of Training	169	(6)
Critical Skills	171	(1)
The Big Picture	172	(2)
Formalized Learning	174	(1)
Multiple Learning Approaches	174	(1)
Continuous Improvement	174	(1)
Development of a Training Program	175	(4)
Needs Assessment	175	(1)
Objectives	175	(1)
Feedback	176	(1)
External Versus Internal Training	176	(2)
Employee Turnover	178	(1)
Training Methods	179	(8)
Classroom Training	179	(1)
Video Training	180	(1)
Supervised Training	181	(2)
Computer-based Training	183	(2)
Other Methods	185	(2)
Other Considerations	187	(3)
Training Message	187	(1)
Measuring Training Effectiveness	187	(1)
Problems and Pitfalls of Training	188	(2)
Employee Development	190	(2)
Tuition Refunds	190	(1)
General Education	191	(1)
Career Development	191	(1)
Conclusion	192	(1)
Lessons Learned	193	(2)
Motivation and Empowerment	195	(28)
Motivating Employees	195	(8)
Satisfying Employees	198	(2)
Rewarding the Desired Behavior	200	(1)
Identifying the Rewards	201	(1)
Necessary Managerial Skills	201	(1)
The Eager Factors	202	(1)
Work Teams	203	(8)
Benefits	203	(2)
A Case Study	205	(1)
Possible Problems	206	(2)
When to Use Work Teams	208	(1)
Role Conflicts and Role Playing	209	(2)
Empowering Employees	211	(8)
The Job Content/Context Grid	212	(4)
Point B and the Healthcare Industry	216	(1)
Implementation	217	(1)
Limitations and Potentials	218	(1)
Conclusion	219	(1)
Lessons Learned	220	(3)
Involving the Patient and Family in Coproduction	223	(20)
Customers as Quasi-Employees	223	(2)
Strategies for Involving Customers	225	(5)
Consultants	225	(2)
Part of the Environment	227	(1)
Coproducers	227	(1)
``Managers''	228	(2)
Advantages and Disadvantages of Coproduction	230	(4)
Advantages for the Organization	230	(1)
Advantages for the Patient	230	(1)
Disadvantages for the Organization	231	(2)
Disadvantages for the Patient	233	(1)
Determining When Participation Makes Sense	234	(6)
Value, Quality, and Risk	234	(1)
Customer and Organizational Reasons	235	(2)
Costs Versus Benefits	237	(1)
Letting Patients Decide	237	(2)
Firing the Patient	239	(1)
Conclusion	240	(1)
Lessons Learned	240	(3)
III: The Healthcare Service Systems	243	(178)
Communicating Information to Customers	245	(34)
The Value of Information Systems	245	(9)
Informing the Customer	247	(1)
Adding Quality and Value Through Information	248	(1)
The Transformational Power of the Internet	249	(4)
Personalized Service	253	(1)
Information and the Service Product	254	(1)
Information and the Service Setting	255	(1)
Information and the Service Delivery System	256	(4)
Service Quality	257	(1)
Electronic Expertise	258	(1)
Customer-Contact and Healthcare Support Groups	258	(1)
Information Flow Across and Between Organizational Levels	259	(1)
Advanced Information Systems	260	(8)
Decision Systems	260	(1)
Modeling Decisions	261	(1)
Relationship Marketing	262	(1)
Severing Relationships	263	(1)
Expert Systems	264	(1)
Decisions Requiring Judgment	264	(2)
Advantages and Disadvantages of Advanced Systems	266	(1)
Artificial Intelligence	266	(2)
Problems with Information Systems	268	(4)
Information Overload	268	(1)
Focus on the Numbers	269	(1)
Bad Information	269	(1)
Security and Confidentiality	269	(1)
Value Versus Cost	270	(1)
Cost of Learning the System	271	(1)
The Healthcare Organization as an Information System	272	(3)
The Primacy of Information	272	(1)
Increasing Capacity	273	(1)
Reducing Need	273	(1)
Everybody Online	274	(1)
Integrated Systems	274	(1)
Conclusion	275	(1)
Lessons Learned	276	(3)
Delivering the Service	279	(30)
Check the System First	280	(4)
Self-Correcting Systems	281	(3)
Analyze the System	284	(3)
System Planning Techniques	287	(17)
Blueprinting	287	(3)
Example	290	(2)
Adding More Detail	292	(1)
Fishbone Analysis	292	(1)
Example	293	(3)
PERT/CPM	296	(6)
Simulations	302	(2)
Cross-Functional Organizations	304	(3)
Conclusion	307	(1)
Lessons Learned	307	(2)
Waiting for Healthcare Service	309	(28)
The Importance of the Wait	310	(1)
Capacity and Psychology	311	(8)
Organizational Options	313	(1)
Refuse to Serve Additional Customers	313	(1)
Add Capacity	313	(1)
Manage Demand	314	(1)
Divert Patients While They Wait	315	(1)
Improve Waiting Areas	315	(1)
Create and Implement Waiting Time Standards	316	(1)
Calculate and Use the Design Day	316	(2)
Calculate and Use the Capacity Day	318	(1)
Do Nothing	318	(1)
The Reality of the Wait	319	(8)
Queuing or Waiting-Line Theory	319	(2)
Types of Queue or Waiting Line	321	(3)
Simulation of Queue or Waiting Line	324	(3)
Balancing Capacity and Demand	327	(1)
The Perception of the Wait	327	(6)
Other Considerations	331	(1)
Perceived Value of Service	332	(1)
Conclusion	333	(1)
Lessons Learned	333	(4)
Fixing Healthcare Service Problems	337	(30)
Elements of a Service Problem	338	(3)
Avenger and Evangelist	339	(2)
Dissatisfied Customers' Response	341	(4)
Never to Return	341	(1)
Complain	342	(1)
Badmouth	343	(1)
Credibility	344	(1)
Dollar Values	344	(1)
Handling of the Recovery	345	(1)
Sources and Strategies	346	(8)
Preventive Strategies	348	(1)
Forecasting and Managing Demand	348	(1)
Quality Teams, Training, and Simulation	349	(1)
Performance Standards	350	(1)
Poka-Yokes	350	(2)
Process Strategies	352	(1)
Outcome Strategies	353	(1)
Service Recovery	354	(7)
Do Something Quickly	354	(2)
Address Root Problems	356	(1)
Patients' Evaluation of the Recovery Efforts	357	(1)
Characteristics of a Good Recovery Strategy	358	(2)
Matching the Recovery Strategy to the Problem	360	(1)
Conclusion	361	(1)
Lessons Learned	362	(5)
Measuring the Quality of the Healthcare Experience	367	(30)
Qualitative Methods	368	(9)
Management Observation	371	(2)
Employee Feedback	373	(1)
Focus Groups	374	(1)
Service Guarantees	375	(2)
Quantitative Methods	377	(14)
Comment Cards	378	(4)
Surveys	382	(1)
Mail Surveys	382	(1)
SERVQUAL	383	(3)
Assessing Internal Customers	386	(1)
Personal Interviews	387	(1)
Critical Incidents	388	(1)
Telephone Surveys	389	(1)
Mystery Shoppers	390	(1)
Determining the Measure That Fits	391	(2)
Conclusion	393	(1)
Lessons Learned	394	(3)
Leading the Way to Healthcare Excellence	397	(24)
Strategy	398	(6)
Key Drivers	398	(3)
Extras	401	(1)
Planning	402	(1)
Feedback	403	(1)
Culture	403	(1)
Staffing	404	(5)
Selection and Training	405	(1)
Patient Interaction	406	(1)
Standards	407	(1)
Celebration and Enjoyment	408	(1)
Patient and Family	409	(1)
Systems	409	(2)
Models	410	(1)
Healthcare and the Future	411	(2)
Service or Price	412	(1)
Word of Mouth	413	(1)
Consistent Improvement	413	(1)
The Role of Leaders	413	(6)
Conclusion	419	(1)
Lessons Learned	420	(1)
About the Authors	421