We talked before about the Five Simple Starting Points for creating the greatest customer experience ever: 1) Focus inside out and look at your business the way a customer does, 2) Listen actively, 3) Measure everything from the customer's perspective, 4) Maximum joy is your new goal, and 5) Improve constantly. We've seen some examples of maximum joy in other articles; another useful lesson about improving constantly comes from the joy in pain, deep meaningful, professional pain.
Somehow I twisted my left knee. I had hurt it before in any number of ways, high school sports, idiotically aggressive attempts to regain the former glories of an acceptable BMI, marathon box moving sprees to make sure the home was empty before the buyer's deadline, but this time I was doing nothing. Simply woke up with a sore knee. A day later I couldn't walk. My knee filled with fluid, swelled twice normal size and locked up. It felt like I was dragging a bag of sand behind me everywhere. We went out to dinner with friends and I had to reserve half the table so I could stick my leg out straight next to my chair. I thought it was no big deal, despite the can't walk thing, until I ran out of pain medication. Then I realized that my body was in agony and it was only the little bottle of analgesic giving the illusion of healing. After four days of ibuprofen, ice, elevation and television and I gave up and called in the professionals. Yep, I looked on the Internet. The Runner's World asian adult chat room said "Don't be a dope, see a doctor."
Friday morning at 9:30 a.m. I called the nearest clinic, not expecting much, but hoping I'd be able to get in somewhere before all the local pharmacies ran out of 250 mg tablets. "Could you stop by at 11:30?" a reasonably cheery voice responded. "On what day?" I stated incredulously. "Today." So, maybe this creates some doubt in your mind also. If they're any good why is there an opening in two hours? Simple paranoia you say, but does anyone eat in a restaurant with empty tables? Well, someone's got to be the first person at dinner.
I really could have used a temporary disabled permit, but I managed to park and hop across the lot to their office. My appointment was for 11:30 and I hobbled into the reception at 11:20. I always like to be a few minutes early for professional appointments. That way, if they make me wait, I can fume with a completely clear view from the moral high ground.
I filled out the obligatory new patient information sheet. Why is it that they always ask for redundant information? The office made a copy of my insurance card when I walked in and then asked for my insurance information on the form. Are they going to type it in twice or are they just checking to see if I can read and write?
But, exactly at 11:30 a friendly woman popped into the waiting room and said "Mr. Grant, would you follow me." Her face was very expressive and she evinced an appropriately empathetic grimace as I pushed out of the chair and limped toward the door. The assistant took down a few vitals and the doctor came in at 11:35, along with his wireless laptop, and introduced himself. We asian adult chatted about the knee and he squeezed the swollen joint here and there. "Would you like me to poke in a needle and drain some of this?" he asked. "Absolutely." I responded enthusiastically. I'd had this done a few times before with various sports injuries and nothing feels better, once its done, than getting rid of the agonizing pressure that joints exert when their little cells are completely fouling things up with this masochistic self-healing ritual.
He asked if he could see another patient before he drained my knee. "She was late for her 11:20 appointment and I might need a lot of time with you." Excellent, he asked for permission, which is uncommon with a professional, and provided an explanation (an explanation which certainly fed into my desire to get as much help as possible); instead of just stepping out. Maybe he's seen the studies. The vast majority of malpractice suits could be avoided if the doctors focused on creating an acceptable patient experience; they don't have to achieve greatness like the rest of us, just acceptable. And its not a superhuman task: be personable, establish a rapport, communicate clearly, apologize for mistakes, focus on the issues at hand--basically act like any good waitress that expects at least a 15% tip. (See also the references cited below.)
He came back ten minutes later with a handful of syringes and asked his assistant to join him "I need an extra pair of hands, Christine." Smiling, she said, "I'm Kristen." He was new and she was new and they clearly had not worked together before. Like so many doctors he knew exactly what he wanted to do and was having trouble figuring out why it wasn't clear to her. My guess was that she had either never done this before or wasn't clairvoyant; probably both. He asked me if I wanted a shot of cortisone while he was in there. Now we were talking. I knew that not only would I be able to walk when he got done, but that in a week I'd be able to dance.
The assistant propped my knee up with a pillow and the doctor re-fluffed it. A little anesthetic was injected, the big needle was jabbed through, and the fun began. Well, not quite. Despite the anesthetic I could feel him digging around with the needle and grinding against the joint. I stared at the ceiling and tried to remember Mel Gibson in Braveheart, surely Mel would have laughed in the face of this minor agony. "I must have missed it, sorry." Not good news, but a great apology coming from a doctor. He re-jabbed the knee and quickly filled a syringe. He asked the assistant to hand him another vial. She walked over to pull open the sterile packaging. "Hurry," he barked at her, then said "I should have opened those before we started." I'm sure Kristen would have been happy to get everything set up in advance versus being embarrassed in front of a patient, but she'll get it right the second time. They pulled 11 syringes of fluid from the knee and were ready for the cortisone. Unfortunately, no cortisone. The doctor asked Kristen to ask the other assistant to bring in the cortisone. Clearly the second woman was more experienced, she brought in two different bottles of cortisone, without being asked, so he could choose the one he wanted. We finished up quickly, I thanked the doctor for his help and Kristen was left to bandage the entry points.
"I should have been quicker with the syringes, I guess." "Well, it's hard to know what to do if no one tells you," I assured her. She clearly wanted to do a good job and had a very pleasant disposition. A little training or a lot of experience and she'd be great.
The doctor stopped by on my way out and suggested setting an appointment for Monday. "If it swells up again then you're set, if not, you can just cancel the appointment." He was good, almost great, and most importantly to me I could walk again. Overall I would rate the doctor and my experience with his office an A+, but maybe it could be transcendent instead of just excellent.
In every professional interaction there is room for improvement. Every time you interact with another business system you should evaluate the customer experience. Think about what was great and what you'd change. Most importantly, take those lessons learned and apply them to your own business. Other people are judging you and your business processes just as closely as you're judging theirs.
(References: "Relatives are usually looking not for financial compensation but are simply seeking an explanation of what went wrong, acknowledgment of their feelings, an apology and assurance that the same thing will not happen to someone else." The Scottish Herald article on malpractice mediation. http://www.theherald.co.uk/features/features/display.var.1365916.0.0.php
For a statistical analysis of the causes of medical malpractice suits. J Korean Acad Fam Med. 1998 Mar, 19(3):27-291. "Reasons Why Patients and Families Choose Medical Dispute". Cho HS, Lee SH, Shon MS, Yang SH, Lee HR.)
Copyright 2007 Lotus Pond Media
Steven Grant is a former customer service executive with American Express with over 25 years devoted in Fortune 500 companies analyzing, improving and delivering on enhanced customer experiences. Please send your favorite experiences with customer service to maximumjoy@goatkids.net
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