Teaching Customer Service in a Healthcare Curriculum Terry
Whitson, TW Training Cedar Rapids, Iowa
Slide 2
Things to ponder: O Understand service vs. satisfaction O
Identify measurement standards for internal and external customer
satisfaction O Understand how the four generations can assist teams
to be more effective with clients, families, patients, and each
other O Identify characteristics of each generation and what teams
should keep in mind
Slide 3
What makes a team work? O 1. Understanding your role as a
contributing member O 2.Understanding the expectations and goals O
3.Displaying a positive attitude O 4.Having common access to
resources O 5.Working in a climate of trust O 6.Believing you can
make a difference O 7. Supporting decisions that are made O
8.Exhibiting a win/win approach to conflicts O 9.Exhibiting
effective communication skills O 10. Having a commitment to
customer satisfaction (internal and external)
Slide 4
Service vs. Satisfaction? O Service is going through the
motions O Satisfaction is the WOW factor or giving more then
expected
Slide 5
Why is providing customer satisfaction such a struggle? O
Please discuss the common barriers to providing excellent customer
service and creating customer satisfaction.
Slide 6
Everyone benefits from superior service and satisfaction!
Slide 7
Customer Strategies O How does a customer s expectations affect
the perception of the service received? O Expectations O Perception
O Reality
Slide 8
Moment of Truth O Occurs whenever and wherever there s customer
contact O It s the moment when the customer forms a perception of
the organization and you
Slide 9
Who is your customer? O The most important person internally or
externally in person, on the phone, by e-mail or mail
Slide 10
What does your customer want from you? O To listen O Answer a
question O Solve a problem
Slide 11
Measurement O What is your customer service standards? O How do
you measure them? O What are the consequences to you and your
organization of not meeting those standards?
Slide 12
Which statements reflect how you feel? O The customer is always
right O The customer always has the right to be treated right O
Treat others as you would want to be treated O Treat others as they
want to be treated
Slide 13
What is a service culture ? O Members of a team share the
philosophy that fulfilling the needs of both external and internal
customers is of prime importance O Building positive
relationships
Slide 14
How do you build a service culture ? O 1.Recognize quality
service O 2.Assess your own service delivery O 3.Assess systems,
policies, and procedures O 4.Develop a service philosophy
Slide 15
Service culture indicators: O People smile O People are
friendly and courteous to each other O People take responsibility O
People are responsive O People ask if they can help O People look
for ways to improve O People feel empowered to act O People break
down communication barriers
Slide 16
Good Intentions vs. Outstanding Service O Good intentions are
not enough- customers can only see and hear our behavior. O
Everything you do and say, with every single customer, must be
geared toward demonstrating the importance you and the organization
places on outstanding customer service.
Slide 17
In order to build a service culture, two things need to work
hand in hand: O Systems, processes, procedures O People
Slide 18
Service promise O There must be a connection between what you
promise and what you deliver. O A gap between the two can lead to
customer service problems.
Slide 19
Customer Scenarios O 1.Family is upset because of a delay in
treatment. O 2.Family is dissatisfied with the way they were
treated. O 3.You feel your team member isn t giving the best care
because they are disgruntled about a new policy.
Slide 20
Customer Satisfaction Challenge O How can you increase your
value to your customers? O What does a delighter look like?
Slide 21
Generational Challenge O Each generation uses different
languages O E.g. When I say effective communication methods what
does that mean to you?
Slide 22
Generational Challenge O Communication methods could mean
formal writing and speaking to an older generation O Might mean
e-mail, texting, face book or instant messaging to the younger
generation
Slide 23
Your style O What is your preferred communication style at
work? O How do you like to give and receive feedback? O If you
could choose how your team interacts with each other, what
communication methods would you suggest?
Slide 24
What are the generations? O Traditionalists Up through 1945 O
Baby Boomer 1946-1964 76 million O Gen X 1965-1982 45 million O
Millennial (Gen Y) 1982-present80 million
Slide 25
Generational Differences Relate To Shaping Influences: O
Social, political &economic O Education level O Familial
structure O Communication styles O Role of work in life O
Technology
Slide 26
Things to consider: O Communication O Work ethic and values O
Interaction with team members O Feedback and rewards O
Motivation
Slide 27
Influencing years O Traditionalists 1930- 1950s O Baby
Boomers1950s-1970s O Gen X1970s-1990s O Millennial1990s- 2000s
Slide 28
Why is this important? O Research indicates that people
communicate based on their generational backgrounds O Distinct
attitudes, behaviors, expectations, habits, and motivations are
influenced by familial and cultural experiences of
childhood-defines your generations values
Slide 29
Slide 30
Defining Events: Traditionalist O The Great Depression O F.
Roosevelt Presidency (New Deal) O Pearl Harbor O World II O Atomic
Bomb: Hiroshima/Nagasaki O Cold War O Television O Big Band
era
Slide 31
Workplace for a Traditionalist O Created the organizations we
know today. O Influenced by the military and created a workplace
reflecting a hierarchy with a clear chain of command. O Employees
worked hard to receive raises, bonuses and higher ranks. Higher
rank (with the higher salary) was valued and envied by employees on
their way up and held in high esteem by those at the top.
Slide 32
Characteristics of the Traditionalist In the Workplace Values O
Hard work O Consistency, uniformity O Discipline O Individual
contributions O Organization O Hierarchy O Tradition O Logic O
Family O Direct communication O Dedication O Conformity O Law and
order O Patience O Delayed reward O Duty before Pleasure O
Adherence to rules O Honor O Respect for authority
Slide 33
Characteristics of a Traditionalist O Traditional family
structure (marry once) O One or two jobs in a lifetime O Believe in
earned respect through tenure O Expected education level: High
School O Not as comfortable with technology O Frugal/pragmatic:
Spendthrifts O Need to feel RESPECTED O Success because Ive worked
hard and put in the time
Slide 34
Slide 35
Baby Boomer O Civil Rights O Birth control pill introduced O
John F. Kennedy elected president O Cuban Missile Crisis O John
Glenn circles earth O MLK March on Washington O JFK, MLK, RFK
assassinations O Combat troops sent to Vietnam O Moon landing/
Woodstock O Vietnam War Protests/Kent State shootings O Rock and
Roll
Slide 36
Characteristics of Boomers O Need Recognition for achievements
O Posted degrees and certificates on office walls O Use of
designation of earned credentials on business cards O Titles O
Value those who work long/traditional (9-5+) hours O Lots of
meetings O Involvement/Consensual Leadership O Define themselves by
what they do O Keeping up with the Joneses-deviate from parents
frugality You are what you have O Need to feel valued and
NEEDED
Slide 37
Baby Boomer O Role of career O Central focus O Possibly six
career positions O Value long hours and late nights O View of
authority O Challenge leaders O Work to get to the next level O
View of technology O Master it O Success becauseDriven, change the
world
Slide 38
Slide 39
Gen X O Watergate Scandal O Energy Crisis begins O Tandy and
Apple Market PCs O US Corporations begin Massive Layoffs O Iran
Hostage Crisis O John Lennon shot and killed O Ronald Reagan
inaugurated O Challenger Disaster O Exxon Valdez Oil Tanker Spill O
HIV O Three-Mile Island O Fall of the Berlin Wall O Operation
Desert Storm O Rodney King beating, LA riots O Punk Rock, Rap, and
Grunge
Slide 40
Environment of Gen-X O Divorce reached an all-time high O
Single-parent families became the norm O Latch-key kids were a
major issue of the time O Children not as valued looked at as a
hardship O Families spread out (miles apart) O Family size = 1.7
children (many only-children) O Average 10 year old spent 14
minutes a day with a significant adult role model O Turmoil during
this generation led to a perception of the world as unsafe
Slide 41
As a Result O Lack of trust in the system O Inquisitiveneed to
know why O Define themselves by personal interests-not what they do
for a living O Work to live, not live to work
Slide 42
Characteristics of Gen-X O This is the conscientious, extremely
pragmatic, self-sufficient generation that has a ruthless focus on
the bottom-line. O Born and raised at a time when children were at
the bottom of our social priorities. Gen Xers learned that they
could only count on one thing - themselves. As a result, they are
very "me" oriented. O Not competitive with others- believe everyone
should be treated the same
Slide 43
Characteristics of the Gen X O Values O Diversity O
Self-reliance O Question authority O Thinking globally O Balance O
Techno-literacy O Fun O Informality O Pragmatism O Family O
Entrepreneurial spirit O Feedback
Slide 44
Gen X O Expected Education: College/Some Graduate School O Role
of career O 12 different careers O What I do, not who I am O View
of authority O Team members important, don t necessarily try to
become the leader O View of technology O Savvy-grew up with
computers and video games O Success becauseAdaptable
Slide 45
Slide 46
Millennial (Gen-Y, Echo Boomers) O Oklahoma City Bombing O
Clinton/Lewinsky scandal O Columbine High School shootings O
Dot.com rise & fall O Institutionalization of Internet/Web/Cell
O Phone Technologies O Gore/Bush Presidential Campaign O 9/11
(threat of additional terrorism) O Iraq War O Bush/Kerry
Presidential Campaign O Helicopter parents
Slide 47
Characteristics of Millennials O This generation is
civic-minded, much like the Traditionalist generation. O They are
collectively optimistic, long-term planners, high achievers with
lower rates of violent crime, teen pregnancy, smoking and alcohol
use than ever before. O This generation believes that they have the
potential to be great and they probably do. We are looking to them
to provide us with definitions of the future.
Slide 48
Characteristics of the Millennial O Helicopter Parent ( n) A
parent who hovers over his or her children O Or Snowplow parent :
Parents who clear the way for their children O As a result high
expectations for instant success Ill have your job in 18 months O
Generation of participation ribbonsneed frequent affirmation and
praise
Slide 49
Millennial O Expected education O Life long learning but no
rush to start or finish college O Entertainment O TV-100 plus
channels, surfing the net, anything technology related O Like to
work in teams (generation of after school activities) O Family O
Loose family structure O Single parent
Slide 50
Characteristics of the Millennial O Want instant on-line access
to information and other people O Don t wait for leaders to tell
them, theyll search it out O Like to make decisions by consensus O
Value relationships, but don t have to be face-to-face O Often don
t answer e-mails in a timely manner-respond quicker to text, IM, or
their social media network
Slide 51
Characteristics of the Millennial O Want regular informal
communication with managers-open environments and praise O Want to
understand the why of business decisions that are made O Want
control over how they work and flexibility of time O Encourage
active engagement of all O Look to peers for information; advice
from Baby Boomers
Slide 52
Millennial O Role of career O Careers are learning
opportunities: The more, the different, the better. O Use to
multi-tasking from involvement in several different activitiesneed
constant stimulation. O Tend to hop laterally from positions and
industries-avg. 20 different careers. O View of authority O
Respects it, but not awed by it O Defer to a team or self O View of
technology O Employ it O Success becauseTenacity
Slide 53
Generational Challenges O Underlying personality traits
attitudes, behaviors, expectations, habits, influencers, and
characteristics of each generation can cause tension in the
workplace
Slide 54
What is going on? O Generation X is shouting an answer to a
question across the room to a Generation X team member. O The
Traditionalist shakes his head and is thinking what? How would the
Traditionalist like to see this handled?
Slide 55
What is going on? O A Millennial who has been on the job for
three months offers some suggestions in a team meeting about ways
the department can improve. The purpose of the meeting is for all
team members to bring ideas for solving a problem the team is
facing with a client. O Will the Baby Boomer manager be open to
these suggestions during the meeting? Why or why not?
Slide 56
What is going on? O A Gen X is receiving several text messages
from their Millennial team member while in a face-to-face meeting
with a Baby Boomer client. O What will the Baby Boomer think of
this? O What will the Gen X think of the texting from their
Millennial team member?
Slide 57
What is going on? O A Gen X team member isn t reacting well
when hearing that because of large work demands everyone will have
to work a lot of overtime this weekend. This is a surprise to the
whole team and it seems they will have very little control over
their schedule. O How will the Baby Boomer manager view their
reaction? What is the Gen X team member thinking?
Slide 58
What is going on? O A Millennial says to their Traditionalist
patient they have to cruise their chart before answering their
request for O How will the Traditionalist react to this
terminology?
Slide 59
Slide 60
How Can We Work Together? O If we understand the differences of
the generations we can build more effective teams O Provide the
appropriate recognition O Give a Gen Xer time off O Delegate
additional tasks to a Millenial O Give an award to a Boomer O Give
individual praise and recognition to a Traditionalist
Slide 61
Use Their Strengths O Traditionalists O Create order and
structure O A wealth of information but make sure to ask for their
input O Loyal and hardworkingoversee long-term projects O Know the
business
Slide 62
Use Their Strengths O Baby Boomers O Very driven and committed
to success O Will work faithfully to get the job done O Wonderful
at delegation, feedback and follow up. Wonderful informal leaders
and at managing projects. O Effective communicatorsthey will get
the message out O See a project through to the end
Slide 63
Use Their Strengths O Gen X O Analytical problem solvers O Look
for ways to be more efficient find better and easier ways to get
the job done O Tend to stay rational and deal well with conflict,
voice of reason on the team O Need little direction; can work well
on independent projects O Think globally; always have the bigger
picture in mind O Intellectuals
Slide 64
Use Their Strengths O Millenials O Innovative and creative;
forward thinking-fresh ideas O Work well on teams and are motivated
by additional tasks O Research shows grandparents are more adept to
learn new technologies when taught by their grandkidsuse that to
your advantage O Respond well to and even require change O
Accustomed to multi-tasking can handle several simultaneous small
projects. O Are very tech savvy and quick to learn new systems and
technologies O Excitement can be contagious
Slide 65
Pitfalls to avoid O Every team member is more than the sum of
his or her age related parts O Those born on the cusp may have a
blended set of characteristics O Not intended to be 100 percent
accurate for everyone
Slide 66
What binds your generations together? O People s ability to
adapt to their environment O Working with people who have different
styles O During challenging times, more of a need for people to
work together-creative thinking from all perspectives O In bridging
the gaps, focus on similarities
Slide 67
What binds your generations together? O Understand each
generations core values O Discuss communication expectations with
your team O Create diverse channels of communication all can agree
on
Slide 68
And Realize by 2020 the Next Generation will be Entering the
Workforce
Slide 69
What makes a team work? O 1. Understanding your role as a
contributing member O 2.Understanding the expectations and goals O
3.Displaying a positive attitude O 4.Having common access to
resources O 5.Working in a climate of trust O 6.Believing you can
make a difference O 7. Supporting decisions that are made O
8.Exhibiting a win/win approach to conflicts O 9.Exhibiting
effective communication skills O 10. Having a commitment to
customer satisfaction (internal and external)
