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The impact of customer service: The telephone
I need to focus on this topic because I, like many of you, recognize that customer service has declined even more during the last few years, especially after the recession hit in 2008. The practices that invest in customer service and offer an amazing experience for patients seem to be thriving, whereas practices that do not invest in customer service are not doing as well.
The world we live in today is predicated on what patients expect and what we deliver. To patients, delivering above and beyond equals great customer service. As much as I would like to write an article on the overall picture of customer service, I am limited to so many words and will have to break it down into a series. Without further ado, Part 1: The telephone.
Making a first impression
You only have one chance to make a first impression. Think about it. In your ophthalmology practice, a first impression frequently takes place over the telephone. Unfortunately, many practices fall short when it comes to handling the phones and greeting patients with a smile. Sure, they have excuses, such as short staffing, patients checking in or out while the phone is ringing, staff members at lunch or on break, patients being rude, and so on. But ask yourself, how important is it for you, as a patient, to hear a warm and friendly voice or see a smile? It is crucial to receive that clear affirmation that says, “Yes, you are in the right place, and we are glad you came.” It is your first impression, and it leaves a lasting impression, whether over the phone or in person.
Greeting with a smile
Although answering the phone is a seemingly simple task, in my experience, relatively few practices do this correctly. Many practices’ staff members answer the phone by saying, “Doctor’s office,” without even giving the name of where the patient is calling. These same practices often receive befuddled responses or silence over the phone because they have failed to initiate dialogue. The proper way to answer the phone is, “Thank you for calling Smith Eye Associates, this is Megan, how can I help you?” It only takes 5 seconds to say it right, and it is worth it. Let the patient hear your smile through the telephone. Remember, when cataract patients call your office, they are nervous; they need a friendly voice on the other line to say they have called the right place and that everything will be A-OK.
Know your stuff
Although staff members answering the phone may not work as ophthalmic technicians, they should have a basic knowledge of ophthalmology and surgical techniques. Recently, I was visiting a fairly busy cataract practice in the Northeast. A cataract patient who was referred from a local optometrist called in, and she wanted to know how cataract surgery was performed. The practice’s front desk receptionist told the patient that she would have all of her questions answered during their appointment. OK, fair enough, but this patient was nervous and asked again for vague details of what they should expect. The phone receptionist, frustrated, huffed out, “Hold on.” Three minutes later, a technician answered the call and gave a full explanation. She simply said, “If you have a cataract that is disrupting your vision, we’ll remove it in a 15-minute procedure that requires no shots, no stitches, and recovery time is so fast you’ll be able to drive to your postop visit the very next day.” As a consultant, I was impressed. The front desk receptionist, who had been working with the practice for 10 years, should have taken notes.
Also, make sure whoever answers the phone is educated about new technologies, such as femtosecond laser cataract surgery, even if your practice does not offer it.
Hold that thought
Another tragedy I experience repeatedly is practices putting patients on hold. Sure, sometimes we put someone on hold, but anything longer than 30 seconds is undesirable. Many practices will answer the phone and say, “Smith Eye, please hold.” Several minutes might go by before the phone staff comes back to the patient, and, of course, many patients will simply hang up and call back — or call a competitor.
If you need to put patients on hold, ask them if they would please hold momentarily, wait for their response, and then place the call on hold. Something like, “Thank you for calling Smith Eye Associates, this is Megan, would you mind holding for just one moment?” Use the proper greeting and the patient will understand and be more willing. Whatever you do, make it a brief moment, less than 30 seconds if possible.
Optimize the patient’s time
Patients appreciate when a doctor’s office of any sort respects their time. Your practice wants the patient’s experience at your office to be as comfortable and seamless as possible. One way of saving time for you and your patients is by having your patients complete all new patient forms prior to their initial appointment. When new patients come to your office, they are given paperwork requiring them to list insurance information, medications, family history, etc., taking up 15 minutes or more.
Instead of having your patients wasting their time in an uncomfortable environment and filling up your waiting room, refer them to your website and have them download and complete the forms prior to their visit. Think seniors don’t use the Internet? Think again. In 2010, the Pew Internet and American Life Project reported that 42% of seniors older than 65 used the Internet, as well as a whopping 78% between ages 50 and 64.
Now, some patients may say that they do not have a printer at home. You can also have your web designer code the forms so the patient can complete and submit the forms online. Then your office can have them printed out and ready for the patient’s signature upon arrival.
Listen to your patients
Most of us think we are really good listeners, but many of us drastically overestimate our ability in this skill. Have you ever called someone, started talking and then realized that they had not been listening? With the distractions of patients checking in and out, the other line ringing, and checking your Facebook status, listening to patients on the phone can be difficult. The brain is a single-cell processor, and it is impossible for anyone to truly multi-task. When people call, they want to be heard, so stop what you are doing and listen. As you improve this skill, you will realize that the person on the other line is pleased, and you will be involved with fewer miscommunications.
Tips for the telephone
- Answer within three rings.
- Use the proper greeting.
- Let the patient hear your smile.
- Leave patients on hold for less than 30 seconds.
- Direct patients to your website for new patient forms.
- Listen.
- Be educated on various services your practice or your competitors have to offer.
Conclusion
Spending time improving your practice’s customer service and telephone skills is extremely important. Improvement in these facets of your practice will have a big impact on your business.
In the next article, we’ll take a look at internal customer service skills: how to greet patients and how all those little things matter.
Paul M. Stubenbordt can be reached at Stubenbordt Consulting Inc., 104 Houston St., Suite D, Roanoke, TX 76262; 682-831-0900; fax: 682-831-0903; email: paul@stubenbordt.com.