The Pulse

Is it just us or have you noticed how as consumers we have to be more diligent than ever if we want to keep from getting fleeced?  Is it intentional dishonesty when the sale price doesn’t ring up at the grocery store or that you have to contact the cable company every six months to get the “special rate”?  Is it simply incompetence when your bank reward dollars end up in another account or an online company says they can’t process a refund for 60 days?  That is the kind of stuff that has been happening to us on what seems like a daily basis.

The flip-side can also be true.  An outlet mall cashier recently gave Brooke $85.50 in change on a $100 bill.  Unfortunately for the cashier the purchase was only $34.50.   Those of you looking for balance in the universe might have put the $20 in your pocket, but Brooke, being the honest person she is, brought it to the attention of the very apologetic employee.  This example seems to be a microcosm of what is askew with customer service these days.  The cashier is so thankful for Brooke’s honesty because it would have come out of her pocket.  But would she have been as apologetic if the customer points out that she is the one who is $20 light?

A golfing acquaintance of mine who is usually mild-mannered, animatedly shared a recent experience at Chipotle.  “I order the same thing all the time, and the same guy over charges me by two dollars every time.  So I finally called the company to complain.”

Ah … there’s the answer – complain.  You might wonder ‘why bother trying’ since it takes twice the time to follow up on their screw-ups.  But if you add up all the ‘mistakes’ over a year, it may run into the hundreds of dollars.  So is retribution a matter of economics or principal?  Is your hourly rate worth the effort?  The answer is absolutely if there is a glimmer of a chance others won’t be ripped off too.

As we know from our relationships with healthcare providers, many organizations still want to hear from you because they want the opportunity to improve.  They want to hear from you, and they need to hear from you.  By contacting them you give them a chance to succeed, while the organizations that are trying to pick your pocket hopefully go under.

Is it just us or have you noticed how as consumers we have to be more diligent than ever if we want to keep from getting fleeced?  Is it intentional dishonesty when the sale price doesn’t ring up at the grocery store or that you have to contact the cable company every six months to get the “special rate”?  Is it simply incompetence when your bank reward dollars end up in another account or an online company says they can’t process a refund for 60 days?  That is the kind of stuff that has been happening to us on what seems like a daily basis.

The flipside can also be true.  An outlet mall cashier recently gave Brooke $85.50 in change on a $100 bill.  Unfortunately for the cashier the purchase was only $34.50.   Those of you looking for balance in the universe might have put the $20 in your pocket, but Brooke, being the honest person she is, brought it to the attention of the very apologetic employee.  This example seems to be a microcosm of what is askew with customer service these days.  The cashier is so thankful for Brooke’s honesty because it would have come out of her pocket.  But would she have been as apologetic if the customer points out that she is the one who is $20 light?

A golfing acquaintance of mine who is usually mild-mannered, animatedly shared a recent experience at Chipotle.  “I order the same thing all the time, and the same guy over charges me by two dollars every time.  So I finally called the company to complain.”

Ah … there’s the answer – complain.  You might wonder ‘why bother trying’ since it takes twice the time to follow up on their screw-ups and, if you add up all the ‘mistakes’ over a year, it may run into the hundreds of dollars.  Is the follow-up correction or complaint a matter of economics or principal?  Is your hourly rate worth the effort?  The answer is absolutely if there is a glimmer of a chance others won’t be ripped off too.

As we know from our relationships with healthcare providers, many organizations still want to hear from you because they want the opportunity to improve.  They want to hear from you, and they need to hear from you.  By contacting them you give them a chance to succeed, while the organizations that are trying to pick your pocket hopefully go under.

When a colleague recently told me his hospital was going to put their focus and resources on inpatient units because of Value Based Purchasing (VBP), I cringed just a little.  Hospitals that lean too much in the patient’s direction may unknowingly alienate customers, i.e., everyone else.  If a hospital tells its staff to focus on patients as a way to improve the financial viability of the organization, most of them will try.  But if not communicated properly, they may decide it is not as important to communicate with family members, provide directions to visitors, or say hello to strangers in the hallways.  The key is to include the entire hospital universe in their VBP strategies to keep staff focused on customers, present and future patients, as a means of improving satisfaction scores.

The article from Accenture entitled The 7 Things Your Health Insurance Customers Are Not Telling You: And What To Do About Them talks about a study they conducted and how understanding consumer perception is becoming even more critical.

The simple act of asking a question is undoubtedly one of the most important things an employee can do.  It enables the employee to give more information tailored specifically to the customer’s needs, imparting a confident, credible impression that presents an aura of credibility and competency.  It has the further effect of making a customer feel cared for and valued.

After a conversation in which an employee questioned our healthcare mystery shopper to clarify their needs, the shopper commented, “I ended this conversation believing that this was skilled hospital with a well-informed worker who transfers a caring attitude into her conversation.”   Another shopper wrote, “I felt like she really cared when she took the time to ask if he was going to have the surgery as I was leaving.  Overall a very professional visit!”

Conversely, when an employee doesn’t bother to ask questions, the result is often a frustrating exchange that leaves many questions unanswered in the customer’s mind.  One shopper noted:

“Throughout the conversation, I felt like I had to pull every piece of information out of her.  It would have been nice if she would have asked me the ages of the children so she could know how to better answer my question as to whether or not the surgery waiting room was kid friendly.”

Another shopper wrote after a call to Medical Records, “She did not ask me any questions or offer any assistance other than the one-sentence answers she gave me…I had a very difficult time pulling information out of her.”

Learn more about the value of healthcare mystery shopping by contacting Perception Strategies at 877-594-8861 or kevin@perstrat.com.

Customers don’t like rules – so one “turn on” is to avoid ever mentioning your business’s rules – in fact, avoid having any rules where customers are concerned.

Customers want whatever is in their best interest and if it can be done, they want you to do it.  And if it can’t be done, present the best possible alternative.  For instance, our family took a trip to Estes Park for spring break.   We got caught in a snowstorm so we ducked into a pizza place at about 1:30 in the afternoon.  There were about three people in the place.  We are shown to a table that is in line with the front door so every time it’s opened we get a blast of cold air.  I asked if we could sit at the larger table away from the door.  The waitress says no, that’s reserved for groups of eight.  I said, ‘Are you sure, there’s no one in here.”  She says, “Yea, if you don’t like it, take it up with the manager.”  Well, when it’s put that way you know the manager will support it, so we left.

The question is, what was the cost of turning customers away because of a rule?  In this case it was probably about $30. In your case it could thousands of dollars.  As Roger Staubach is credited with saying, “There are no traffic jams on the EXTRA MILE.”