journey to customer service excellence - adeacustomer service excellence 6 basic principles of...
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Journey to
Customer Service
Excellence
Rebecca Pousson, RDH, MBA
Executive Associate Dean
Virginia Commonwealth University School of
Dentistry
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BAD SERVICE IS EASILY DEFINED…
http://www.youtube.com/watch?v=HWTMa76BzH0
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CUSTOMER SERVICE
EXCELLENCE
6 Basic Principles of Customer
Service Culture
Review Best Practices in Disney
and Ritz Carlton
Share the VCU Journey to
Customer Service Excellence
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WHAT IS CUSTOMER SERVICE?
Disney calls it “Magic”
Ritz Carlton has the Gold
Standard
Enterprise Car Rental… “We’ll
pick you up!”
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LET’S LOOK AT SOME
OUTSTANDING SERVICE
COMPANIES AND WHAT THEY
DO DIFFERENTLY
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DISNEY’S
6 Basic Principles of Customer Service
Excellence
Understanding the guest (customer)
Defining the service promise and
delivering
The Cast (employees)
The Setting
The Process
Putting Quality in the Magic
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RITZ CARLTON’S
6 Principles
Understand the customer
expectations
Define the mission
Invest in the employees
Create the perfect canvas
Refine the process
Evaluate
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UNDERSTANDING THE
CUSTOMER
Guestology
Demographics – Physical attributes of a group…who they are, where they come from, how much they spend
Psychographics – Needs, Wants, Stereotypes, Emotions
Disney
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UNDERSTANDING THE
CUSTOMER
Customer Care
Understanding the customer means building loyalty
Loyalty is built by understanding each guests needs
Loyal customers become less price sensitive
Ritz Carlton
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DEFINE THE MISSION
Walt Disney said in the 1950’s, “My business is making people, especially children, happy.”
Disney Mission – We create happiness by providing the finest in entertainment for people of all ages, everywhere.
Disney Magic
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DEFINE THE MISSION
“Our Gold Standards are the foundation of The Ritz-Carlton Hotel Company, L.L.C. They encompass the values and philosophy by which we operate.”
Ritz Carlton Gold Standard
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MORE ON MISSION
The Credo – The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission. We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience.
The Ritz Carlton
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THE EMPLOYEES
Measuring the impact of “cast” on the guest experience for 60+ years
The Cast is the reason most often stated as the reason for return visits
Traditions = orientation program Performance Culture – a set of
behaviors, mannerisms, terms and values that are taught to new cast members
Disney
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DISNEY – THE MAGIC OF
THE CAST
Walt Disney created the first
corporate university, Disney
University
“Each cast contact with a
customer is a chance to win over
a customer or lose one.”
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THE EMPLOYEES
Provides 250 to 300 hours of training the first year
Staff trained around the Gold Standards
Motto – We are Ladies and Gentlemen serving Ladies and Gentlemen.
Daily Lineup
Ritz Carlton
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THE SETTING/CREATING THE
PERFECT CANVAS
“All organizations, knowingly or
unknowingly, build messages to their
customers by the setting in which they
operate.”
“King of hoteliers and hotelier to
kings.” – you have to create a physical
environment that feels luxurious and
then meet and exceed service
expectations
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REFINE THE PROCESS Look at all sources of customer
discomfort/dissatisfaction and find new
ways to address issues
Create an “Owners” atmosphere
Ritz Carlton says, “Acknowledge and
apologize for your mistakes.”
Create mechanisms for employees to
present new ideas
Baptist Healthcare – Bright Ideas
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EVALUATE
Set goals that reflect the
outcomes you want
Evaluate often
Celebrate small wins (monthly
goals reached) and coach small
misses
Reward or dismiss
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JOURNEY TO CUSTOMER
SERVICE EXCELLENCE
AT
VIRGINIA COMMONWEALTH
UNIVERSITY
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A FEW FACTS ABOUT VCU
Only looking clinical enterprise
It is a not for profit 501(c)(3)
(Dentistry@VCU)
Employees in pre-doc primarily state
workers
Employees in grad programs and
intramural faculty practice are mostly
at will employees
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A FEW FACTS ABOUT VCU
Our corp. keeps 100% of patient
care revenue
Patient care revenue is 37% of
total school funds
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The new vision for the school is to
run the clinical enterprise entirely
through the corporation
Allows us to bypass state
processes for employment and
purchasing
A FEW FACTS ABOUT VCU
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We give incentive pay to our faculty from
clinical profits (Last year $3M of faculty
salaries were paid by clinical profits)
Average combined (all sources) DDS salary
= $179,580 (High $455,000, low $107,800)
Average GP salary (all sources) = $126,825
(1/2 do not participate in the intramural practice)
A FEW FACTS ABOUT VCU
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MORE VCU FACTS Urban Setting
Parking Issues
People Don’t Like Traveling Downtown
We Have Academic Processes
Screenings
Students are Slow
Takes Several Evaluations to Get
Treatment
We are Not Perfect
We are Continuing to Develop
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UNDERSTANDING OUR PATIENTS
We define our patient demographics and expectations by provider groups
Pre-Doc
Post Grad
Faculty Practices
We have identified groups who might use our services
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UNDERSTANDING OUR PATIENTS
We have a marketing team
We have tested “advertising” with large ads on busses and local news papers
Word of mouth still works best
Partnering with senior living facilities to be primary source for dental treatment
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DEFINE THE MISSION
Enhance the Quality of Life through
Improved Oral Health
Provide quality oral health care in a
learning environment
Enhance patient success via
education
Touch as many lives as possible
We are all OWNERS
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INVEST IN THE EMPLOYEES
Training, training, training! All employees receive customer service
training
All managers receive countless hours of training on managing people and processes
Share in-house (Manager’s Study Club) Study together
Share Best Practices
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INVEST IN THE EMPLOYEES
Set expectations (brand new)
Individual goals, set to unit goals, set to
corporation goals
Reward success
All employees received bonuses in
August
Refocus and coach those not
reaching goals
Separate when necessary
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CREATE THE ENVIRONMENT
Physically we are asking for major
renovations
Psychologically we are aspiring to be
small group practices within a large
group practice
Every contact or “touch point” is
important
Make every patient feel important
because they are!
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REFINE THE PROCESS
Pre-doc
Formed a clinical staff team for each group practice
Patient Scheduler
Patient Accounts Tech
Quality Assurance Tech
Hired Practice Managers for Specialty Depts.
Combined the Call Center
Consolidated Billing and Insurance
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Corporate
Mission
Pre-Doc
CE
Perio
Endo
OMFS Pedo
Ortho
AEGD
FP
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MOST IMPORTANT
CONNECT THE DOTS – EVALUATE AND REWARD
PERFORMANCE
We no longer give away non-merited
bonuses
We have always had corporate goals
Now all units have goals
All staff now have goals
Celebrating small wins –
Monthly
Quarterly
Year end bonuses tied to achievement of
goals
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EXAMPLES OF EMPLOYEE GOALS
Dental Insurance Coordinator – Less than 5% in
120 Outstanding Balance
Call Center – 75% Calls Answered w/in 10 secs,
100% w/in 50 secs
Patient Check In/Front Desk – 100% checked in
within 5 Mins of Arrival; 100% notified of delays
Dental Assistant – 90% patients seated within 5
mins of appointment time; 100% patients updated
Pre-doc Schedulers – 100% Chairs Booked; 90%
patient shows
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EXAMPLES OF
PRACTICE SERVICE CREATIVITY
Pediatric Dentistry Practice
“Think like a patient, act like an owner.”
This initiative involves, faculty, staff,
residents and dental students.
Everyone meets at the beginning of the year
to inculcate the new residents and refine the
service goals.
Evaluations are based on meeting patient,
parent and supervisor expectations.
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BEST FOOT FORWARD (BFF)
Given to the patient accounts staff member
(pre-doc) who provided the best all around
service
Based on patient experiences and assisting
other staff members
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REVENUE REPORT
2009 2010 2011 2012
Pre-Doc $2,159,714 $2,273,287 $3,625,345 $4,356,782
Post Grad $4,993,915 $4,622,134 $5,595,445 $6,262,197
Faculty $5,258,531 $5,018,594 $5,302,231 $5,749,044
$12,114,169 $11,916,015 $14,528,032 $16,370,035
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WHAT IS GOOD CUSTOMER SERVICE?
http://www.youtube.com/watch?v=YG48U5iPESA