Friday, August 19, 2016
The insincerity of customer service without the personal relationships
Customer service is all the rage these days in most facets of our lives. America leads the world in this area (however much the public here may take it for granted). I've traveled all over the world, and the concept of customer service in many other parts of the globe, including highly advanced and prosperous other Western nations, still leaves a lot to be desired. It's always reassuring to know in the United States that if you have genuine concerns or complaints, these will be taken very seriously by the appropriate authorities. Consumer protection laws and regulations also exist and are enforced to protect the public from unscrupulous and unethical business folk.
But as great as good customer service always feels, is there a time when we go too far to the point of becoming ungenuine, insincere and somewhat annoying?
This is particularly something to be on the guard about in health care, where administrators all across the country are banging their heads together trying to “improve the hospital experience” and “raise patient satisfaction”, without realizing that health care is very different from all other industry sectors. That's because medicine is all about personal relationships and trust. It's a uniquely emotional arena, where compassion, empathy and a caring ear are all that most people ask for. No creative handout, iPhone app or bumper sticker solution can change this, and health care administrators need to understand this.
Recently my car had an unexpected problem and wouldn't start. It ended up being towed to the nearest dealership, to fix quite an electrical ignition issue. I usually avoid dealerships if I can at all help it. In addition to always being more expensive, I don't like the “corporate” and “herd feeling” that I get from them, as opposed to “Sam's Auto Shop” around the corner. However, on this occasion I had no choice but for my car to be taken straight to the dealership.
Over the next few days, I received telephone calls from the dealership, trying to keep me updated with what was happening. As earnest as these calls were, unfortunately they appeared mixed up sometimes with what the problem was, and I wasn't entirely convinced of their thoroughness. Anyway, a couple of days and an expensive rental car charge later, I picked up my car again, fixed and ready to go. The following day, I received another message on my phone from the dealership. It was someone from the customer service department. The message was one of the most cheesiest and insincere messages I've ever heard and went something like this: “Hello Suneel Dhand … thanks for getting your car fixed by us … and we just want to call and make sure we gave you outstaaanding service!” (the outstanding was duly exaggerated in a strong salesman-like tone).
This type of message summarizes exactly what customer service gets wrong. It was from someone I've never talked to before and who likely had no idea of what was wrong with my car. It typifies the corporate way of speaking and addressing customers, rather than the good old-fashioned way of providing one-on-one service which emphasizes strong personal relationships. I see the same phenomenon in health care now, especially with the rush towards consolidation and mergers. There's no room for personal relationships any more, which is exactly what our patients (or indeed anyone) desire the most.
In previous places I've lived, including in Baltimore during my medical residency, I found great local mechanics whom I trusted and always gave me good service. They were sincere and genuine. I could call them at any time and they would always follow up with me. I remember towards the end of my medical residency when I thought a piece of jewelry had got lost in my car and fallen deep under the seat. My mechanic spent a good couple of hours trying to locate it, removing the seat and searching diligently. After he was done, I wanted to pay him, but he insisted he wouldn't charge me for it because I'd been such a loyal customer over the years. I was touched. Here was someone who had worked in baking hot Baltimore summer weather for a significant amount of time and taken the inside of my car apart, but refused to charge me. These are exactly the types of acts of personal goodwill that don't exist in corporations, who will be sure to nickel and dime you for every little thing.
While corporations may work very well in lots of parts of our economy, such as with technology (Apple) and other mass-consumer goods, there's just something that doesn't quite work with the service industry and immediately takes on an impersonal feel. Whether it's Sam's Auto Shop around the corner, your hairdresser, school teacher, and yes—even your physician—customer service is all about that personal relationship and how close and trusting you feel towards that person.
Suneel Dhand, MD, ACP Member, is a practicing physician in Massachusetts. He has published numerous articles in clinical medicine, covering a wide range of specialty areas including; pulmonology, cardiology, endocrinology, hematology, and infectious disease. He has also authored chapters in the prestigious "5-Minute Clinical Consult" medical textbook. His other clinical interests include quality improvement, hospital safety, hospital utilization, and the use of technology in health care. This post originally appeared at his blog.
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Albert Fuchs, MD, FACP, graduated from the University of California, Los Angeles School of Medicine, where he also did his internal medicine training. Certified by the American Board of Internal Medicine, Dr. Fuchs spent three years as a full-time faculty member at UCLA School of Medicine before opening his private practice in Beverly Hills in 2000.
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Amanda Xi, ACP Medical Student Member, is a first-year medical student at the OUWB School of Medicine, charter class of 2015, in Rochester, Mich., from which she which chronicles her journey through medical training from day 1 of medical school.
Ira S. Nash, MD, FACP, is the senior vice president and executive director of the North Shore-LIJ Medical Group, and a professor of Cardiology and Population Health at Hofstra North Shore-LIJ School of Medicine. He is Board Certified in Internal Medicine and Cardiovascular Diseases and was in the private practice of cardiology before joining the full-time faculty of Massachusetts General Hospital.
Zackary Berger, MD, ACP Member, is a primary care doctor and general internist in the Division of General Internal Medicine at Johns Hopkins. His research interests include doctor-patient communication, bioethics, and systematic reviews.
Controversies in Hospital
Run by three ACP Fellows, this blog ponders vexing issues in infection prevention and control, inside and outside the hospital. Daniel J Diekema, MD, FACP, practices infectious diseases, clinical microbiology, and hospital epidemiology in Iowa City, Iowa, splitting time between seeing patients with infectious diseases, diagnosing infections in the microbiology laboratory, and trying to prevent infections in the hospital. Michael B. Edmond, MD, FACP, is a hospital epidemiologist in Iowa City, IA, with a focus on understanding why infections occur in the hospital and ways to prevent these infections, and sees patients in the inpatient and outpatient settings. Eli N. Perencevich, MD, ACP Member, is an infectious disease physician and epidemiologist in Iowa City, Iowa, who studies methods to halt the spread of resistant bacteria in our hospitals (including novel ways to get everyone to wash their hands).
db's Medical Rants
Robert M. Centor, MD, FACP, contributes short essays contemplating medicine and the health care system.
Suneel Dhand, MD, ACP Member
Suneel Dhand, MD, ACP Member, is a practicing physician in Massachusetts. He has published numerous articles in clinical medicine, covering a wide range of specialty areas including; pulmonology, cardiology, endocrinology, hematology, and infectious disease. He has also authored chapters in the prestigious "5-Minute Clinical Consult" medical textbook. His other clinical interests include quality improvement, hospital safety, hospital utilization, and the use of technology in health care.
Juliet K. Mavromatis, MD, FACP, provides a conversation about health topics for patients and health professionals.
Dr. Mintz' Blog
Matthew Mintz, MD, FACP, has practiced internal medicine for more than a decade and is an Associate Professor of Medicine at an academic medical center on the East Coast. His time is split between teaching medical students and residents, and caring for patients.
Toni Brayer, MD, FACP, blogs about the rapid changes in science, medicine, health and healing in the 21st century.
Vineet Arora, MD, FACP, is Associate Program Director for the Internal Medicine Residency and Assistant Dean of Scholarship & Discovery at the Pritzker School of Medicine for the University of Chicago. Her education and research focus is on resident duty hours, patient handoffs, medical professionalism, and quality of hospital care. She is also an academic hospitalist.
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Ryan Madanick, MD, ACP Member, is a gastroenterologist at the University of North Carolina School of Medicine, and the Program Director for the GI & Hepatology Fellowship Program. He specializes in diseases of the esophagus, with a strong interest in the diagnosis and treatment of patients who have difficult-to-manage esophageal problems such as refractory GERD, heartburn, and chest pain.
Mike Aref, MD, PhD, FACP, is an academic hospitalist with an interest in basic and clinical science and education, with interests in noninvasive monitoring and diagnostic testing using novel bedside imaging modalities, diagnostic reasoning, medical informatics, new medical education modalities, pre-code/code management, palliative care, patient-physician communication, quality improvement, and quantitative biomedical imaging.
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Also known as the Green Journal, the American Journal of Medicine publishes original clinical articles of interest to physicians in internal medicine and its subspecialities, both in academia and community-based practice.
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One of the most popular anonymous blogs written by an emergency room physician.