Excellent service does not simply come from a friendly transaction or helpful technology—it is the result of truly understanding your customer’s expectations and putting the right guidelines and quality standards in place to exceed them. When a medical practices organisational framework properly unites its people, place and processes by putting the customer at its core, exceptional service becomes possible across customer touch points. This creates greater intent to return and recommend, as well as a stronger competitive edge. Essentially a quality employee experience, quality visitor experience and quality business practices will create the strongest possible future for a medical practice.
So just how do you create this type of customer orientated culture? Well it starts out with taking the time to understand your customers. Some key points being, what do they want from you in terms of level of service? What emotional state are your clients in when they come to your practice? Whether they nervous, excited or embarrassed will have a massive impact on how you communicate with a client. Then what is your stereotypical customer and what sort of stereotypes do they apply to private health care? Answering these questions through market segmentation research, client surveys, focus groups or online polls provide you with a stronger awareness of just what your customer expects and as a result how you can be even better than this. A client whose expectations have been exceeded is significantly more likely to refer you to a friend than one who received a satisfactory service. Clients who refer make for a more successful practice!
Once you have taken the time to learn more about your customers, it is then time to create your quality standards that are going to be the key principles that define what is quality to you and your practice. They set the organisational and employee parameters for decision making and for the details of service delivery. To create these first of all list the key words or phrases both you and your customer would use to describe the ideal level of service, as collated from your market research. Next from the collection of words group those that are similar. Using the groupings created, identify a word or phrase that describes each of the groups. Then once this is done create a clear behavioural definition that everyone can understand and demonstrate. You now have your quality standards! The tricky part is placing these into affective delivery systems and then the subsequent on going management of the development of the service you deliver. Ultimately this is an organic system that continually needs to improve as the environment around is always changing. Whether it’s an innovation within the way in which you can communicate with clients via social media or a medical innovation in the way a procedure is carried out, to maintain quality service, you need to create a system by which you continuously monitor your quality standards through your people, your place and your processes. We would recommend you work alongside a marketing consultant like ourselves (Go Limitless Marketing) in this aspect as there are a number of models that are available and different ones are better for different practices. Once you find the one for you then you will find that your clients will be doing your marketing for you.