Section 3
Customer Service Did you know that most resident and family complaints have nothing to do with medical issues? Even if the technical aspects of care are carried out correctly, residents may still be unhappy with life in a long term care facility. Most complaints arise because residents and families think they aren't being listened to or that their questions or concerns are being left unanswered. Often, these customers don't care what you know until they know that you care. Whether it is in your personal or professional life, the Golden Rule applies: Do unto others as you would have them do unto you. This concept of treating others as you would like to be treated is the basis of all good customer service. Think of customer service as the art of providing good service. If love, care, and concern are conveyed in every communication and interaction, customer service will never be an issue. Think about a situation where you are the customer, such as when you dine in a restaurant. You expect your order to be taken correctly, your food to arrive at the appropriate temperature, and for it to taste good. You also expect the staff to treat you in a courteous manner. Imagine you ordered a meal that was supposed to be served hot, but it is served to you cold. What if you complain, but nothing is done immediately to correct the problem, or the staff responds in a way that makes it seem that your concern is unimportant? Would you want to go back to the restaurant? Would you recommend it to others? Even though your complaint was because the temperature of the food did not meet your expectations, you would most likely find the situation frustrating because the staff responded in a way that made it seem that your concern was unimportant to them. Long-term care facility customers are no different! When they have an issue, they want and expect the same level of love, care, and concern from you that you expect from others when you are the customer. Good customer service is not difficult or complex. It is simply giving the type of treatment you hope you or one of your family members would receive in a facility like yours. Customer service is a way of life. It should be second nature for all employees to know that they are accountable for creating satisfied customers. Customer service is not a spectator sport! It is not something just talked about—it is action! Every staff person in the facility should be actively and enthusiastically involved in providing positive customer service. No one can afford to sit back and adopt the attitude of "That's not part of my job" or "I'll let someone else do it." Half of the referrals your facility receives are from "word of mouth," reflecting your facility's reputation for meeting its customers' needs. Customer service impacts resident quality of life, relationships with families, employee job satisfaction, and a facility's community image. By providing consistently excellent service, you can do the following: • Be the reason that residents refer to your facility as their "home" • Be the reason that families remain loyal to the facility • Help ensure your facility's success.
This course covers some basic customer service principles you can use to provide the best love-care-concern customer service. When you finish this course, you will be able to do the following: • Define customer service • Identify internal and external customers • Communicate effectively with customers • Properly answer the telephone in the facility
Who Are Your Customers? It is easy for people to think that customer service deals with handling outside (external) customers and, therefore, only applies to staff who have that kind of customer contact. This is not the case. Every employee in the facility has a customer. Even if you never have contact with those you think of as customers, you still have customers. To better understand who your customers are, it is often helpful to divide potential customers into two basic groups—internal customers and external customers. Your internal customers are those who work within your facility, regardless of whether they work in another department, on another floor, in another facility, or in another state. Co-workers are your internal customers, and they deserve the same great service you would normally provide to external customers. External customers are the people who purchase your services. They are external to, or outside of, your facility. Without external customers, your facility won't be in business for long. External customers literally pay your salary. They are easy to identify—residents and their families are examples of external customers. Anything and everything you do to serve your internal customers ripples outward, affecting how well you serve your external customers.
Effectively Communicating with Facility Customers First impressions are formed within the first six seconds of meeting someone. A customer's beliefs about your abilities and professionalism are often based on what they see in those first six seconds. You never get a second chance to make a first impression. To create a positive first impression, you should be well-groomed, you should stand and move with poise, and you should look enthusiastic. When greeting customers, you should do the following: • Offer a friendly hello • Smile • Make eye contact • Use a gentle tone of voice Customers expect you to know something about the services you provide. If you really don't know, say, "You know, that is a very good question, and I know how important it is to you. Let me find the answer for you. Do you mind waiting?" Then find out the answer and let them know.
Customers want you to care about serving them. Your attitude, words, and body language should reflect that you care. If your actions indicate that other things are more important than your customers (such as a personal telephone call or a conversation with a coworker), customers will think you don't care about serving them. Listen... listen...listen! Customers want to be heard! Listen to the customer's request and help solve problems. Remember the customer's name and use it when appropriate. Ask questions to show you are interested. Empathize with their situation, and offer options for solving the problem. Try to remain sensitive and nonjudgmental about differing values, opinions, backgrounds, and situations. Be accountable and follow through. Try to under-promise and over-perform so you may provide what was promised, dependably and accurately. End your conversation with the customer on a positive note. Without question, consistent performance is what customers want most. More than anything else, the customer wants service she can depend on. This means you must do the following: • Do what you say you are going to do • Do it when you say you are going to do it • Do it right the first time
No two customers are alike; they have different personalities, ethnic backgrounds, appearances, physical capabilities, and communication styles. They also have different requests, needs, and expectations of your facility's care and services. However, your customers do have something in common: the desire—and the right—to have their needs fulfilled professionally and completely. Long term care facilities are emotional places. You have the power to influence your customers’ emotions and create positive or negative feelings for them. Keep in mind the emotions family members may feel when placing a loved one in a long term care facility. There is a cost associated with the decision—and not just in money. There is often an emotional cost for family members who may feel helpless or guilty about moving their loved one into a long term care facility. Often, the resident is with you because the family could not care for her; therefore, her family members may be frustrated and upset. When dealing with family members, remember their perceptions and emotions can be clouded, and even explosive, during times when they are under stress—such as when a loved one is ill. To better understand how they might feel, think about when you've had a day when nothing seemed to go right. Did you take your anger out on others? Could better customer service from others have helped to change your attitude and make you feel less stressed? Providing good customer service means being caring and attentive, even when a resident is tough to get along with, and taking a few extra seconds to track down hard-to-find information for a family member. Appreciate each customer. Let customers know by the way you talk with them that you and your facility regard them as people, not account numbers. For example, use customers' names when appropriate or mention personal issues they've discussed with you, such as a child's recent acceptance into college. Remembering details, such as where they are from, what they've done in life, and their favorite things to do, helps customers feel cared for.
Accommodate your customers' needs. For example, adapt your communication style to communicate clearly with hearing-impaired customers. Remember: All customers may not be created equal, but they have an equal right to receive the best service you can give.
Talking with Customers on the Phone Facility staff communicates by telephone every day to accomplish their duties. These telephone conversations can occur between staff and external customers or between coworkers from various departments. How you talk on the telephone affects customer service. Communication is greatly enhanced when a customer can see the person with whom he is speaking. Having a conversation on the telephone is different from face-to-face communication because neither person can read the other's body language. Because you can't see the other person, the way you conduct telephone conversations affects your image and the image of the facility. Let's deal with answering the telephone first. How you answer the telephone is critical. Potential customers are deciding whether to do business with you. Angry customers are deciding how helpful and competent you are. Answer any ringing telephone by the third ring; otherwise, your customer feels neglected or, worse yet, that you are not really all that interested in his business. The best way to answer the telephone includes three elements: a greeting, an identification statement, and a question. First there is a greeting, such as "Hello" or "Good Morning." A pleasant greeting is essential to a successful call because it sets the stage emotionally. In general, callers mirror or "catch" your emotional state. A greeting is also important because some telephone systems cut off the first word of a conversation. Answering with a greeting protects the second element of the answering response. The second element is the identification statement—telling the caller whom he has reached. If possible, identify your role or title in the facility as well. Stating your name implies that you are accountable. It also creates a personal touch. Finally, there is the question—when you ask the caller how you can be of assistance. Here is an example, combining all three elements: "Hello. You've reached Happy Valley Rehab Center. This is Salina Estrada, Nursing Assistant. How may I help you?" In addition to being polite and professional, you must speak slowly and distinctly so that your name and the name of the facility can be clearly understood by the caller.
When you are on the telephone with a customer, try not to interrupt. If you must interrupt, begin the interruption by saying, "Excuse me. Forgive me for interrupting..." and then continue. When you are on the telephone with a customer, you should do the following: • Focus on the call • Be prepared with a pen or pencil and paper • Use the caller's name when appropriate • Ask questions • Speak with a pleasant tone Listen to the tone of voice the caller is using as well as the words. Restate information to ensure that it is correct, and try to quickly determine whether you or someone else should handle the call. If you decide that the caller should speak with someone else, assure the caller that you will take responsibility for helping him in whatever way you can. Ask if it is okay before putting the caller on hold, and check back with callers whom you put on hold. If you need to transfer the call, tell the caller what you want to do and ask if it is okay to transfer the call. Tell the caller the extension and the name of the person you are transferring the call to in case the transfer is not successful. Close the call with an expression of appreciation, and hang up gently. Don't ever bang down the receiver when you hang up the telephone at the end of a call. If the customer at the end of the line is still there, you can startle and possibly offend him.
How to Deal with Difficult Customers Customer complaints are never easy to hear. However, if you are receptive to complaints rather than defensive, you may find that customer complaints can help you do your job better. A problem solved successfully yields a happy customer, thereby creating more goodwill and referrals. Somebody who is willing to complain is also willing to give your facility a referral; people who don't complain usually don't give referrals, either. When dealing with angry customers, remember to do the following: • Pause • Restate • Agree Pausing allows you to prepare yourself for disagreements, conflicts, and hostility. Pause, take a deep breath and relax your muscles. Think about the other person's point of view while she is speaking and do not take what she is saying personally. When customers vent, they may be expressing frustration, annoyance, disappointment, or anger. Nothing upsets a customer more than being told to calm down while they are venting. Allow the speaker to finish. When it is your turn to speak, restate the information to let the caller know what you heard. Ask the customer to confirm the problem as you've restated it. Then speak slowly and in an even tone of voice. Pause often to convey your concern.
If possible, avoid using the following phrases as they may simply make the customer angry again: • You don’t seem to understand • You must be confused • You have to … • We won’t… • We never… • We can’t… • It’s not our policy… Try to agree on the small steps and work toward a solution or compromise. Acknowledge the customer’s patience and cooperation. If you thank someone, you open the door for more cooperation. Express support, and follow up. Assure the customer you'll respond with some specific answers, and do it!
You play a key role in satisfying all your customers: residents, families, and your coworkers. By following these few simple principles, you will be well on your way: • Extend a warm welcome to all customers with a greeting and a smile • Show patience, kindness, and respect for all customers • Take time to listen, because your customers are important • Respond to your customers' needs quickly, courteously, and to their satisfaction.
This course covers some basic customer service principles you can use to provide the best love-care-concern customer service. When you finish this course, you will be able to do the following: • Define customer service • Identify internal and external customers • Communicate effectively with customers • Properly answer the telephone in the facility
Who Are Your Customers? It is easy for people to think that customer service deals with handling outside (external) customers and, therefore, only applies to staff who have that kind of customer contact. This is not the case. Every employee in the facility has a customer. Even if you never have contact with those you think of as customers, you still have customers. To better understand who your customers are, it is often helpful to divide potential customers into two basic groups—internal customers and external customers. Your internal customers are those who work within your facility, regardless of whether they work in another department, on another floor, in another facility, or in another state. Co-workers are your internal customers, and they deserve the same great service you would normally provide to external customers. External customers are the people who purchase your services. They are external to, or outside of, your facility. Without external customers, your facility won't be in business for long. External customers literally pay your salary. They are easy to identify—residents and their families are examples of external customers. Anything and everything you do to serve your internal customers ripples outward, affecting how well you serve your external customers.
Effectively Communicating with Facility Customers First impressions are formed within the first six seconds of meeting someone. A customer's beliefs about your abilities and professionalism are often based on what they see in those first six seconds. You never get a second chance to make a first impression. To create a positive first impression, you should be well-groomed, you should stand and move with poise, and you should look enthusiastic. When greeting customers, you should do the following: • Offer a friendly hello • Smile • Make eye contact • Use a gentle tone of voice Customers expect you to know something about the services you provide. If you really don't know, say, "You know, that is a very good question, and I know how important it is to you. Let me find the answer for you. Do you mind waiting?" Then find out the answer and let them know.
Customers want you to care about serving them. Your attitude, words, and body language should reflect that you care. If your actions indicate that other things are more important than your customers (such as a personal telephone call or a conversation with a coworker), customers will think you don't care about serving them. Listen... listen...listen! Customers want to be heard! Listen to the customer's request and help solve problems. Remember the customer's name and use it when appropriate. Ask questions to show you are interested. Empathize with their situation, and offer options for solving the problem. Try to remain sensitive and nonjudgmental about differing values, opinions, backgrounds, and situations. Be accountable and follow through. Try to under-promise and over-perform so you may provide what was promised, dependably and accurately. End your conversation with the customer on a positive note. Without question, consistent performance is what customers want most. More than anything else, the customer wants service she can depend on. This means you must do the following: • Do what you say you are going to do • Do it when you say you are going to do it • Do it right the first time
No two customers are alike; they have different personalities, ethnic backgrounds, appearances, physical capabilities, and communication styles. They also have different requests, needs, and expectations of your facility's care and services. However, your customers do have something in common: the desire—and the right—to have their needs fulfilled professionally and completely. Long term care facilities are emotional places. You have the power to influence your customers’ emotions and create positive or negative feelings for them. Keep in mind the emotions family members may feel when placing a loved one in a long term care facility. There is a cost associated with the decision—and not just in money. There is often an emotional cost for family members who may feel helpless or guilty about moving their loved one into a long term care facility. Often, the resident is with you because the family could not care for her; therefore, her family members may be frustrated and upset. When dealing with family members, remember their perceptions and emotions can be clouded, and even explosive, during times when they are under stress—such as when a loved one is ill. To better understand how they might feel, think about when you've had a day when nothing seemed to go right. Did you take your anger out on others? Could better customer service from others have helped to change your attitude and make you feel less stressed? Providing good customer service means being caring and attentive, even when a resident is tough to get along with, and taking a few extra seconds to track down hard-to-find information for a family member. Appreciate each customer. Let customers know by the way you talk with them that you and your facility regard them as people, not account numbers. For example, use customers' names when appropriate or mention personal issues they've discussed with you, such as a child's recent acceptance into college. Remembering details, such as where they are from, what they've done in life, and their favorite things to do, helps customers feel cared for.
Accommodate your customers' needs. For example, adapt your communication style to communicate clearly with hearing-impaired customers. Remember: All customers may not be created equal, but they have an equal right to receive the best service you can give.
Talking with Customers on the Phone Facility staff communicates by telephone every day to accomplish their duties. These telephone conversations can occur between staff and external customers or between coworkers from various departments. How you talk on the telephone affects customer service. Communication is greatly enhanced when a customer can see the person with whom he is speaking. Having a conversation on the telephone is different from face-to-face communication because neither person can read the other's body language. Because you can't see the other person, the way you conduct telephone conversations affects your image and the image of the facility. Let's deal with answering the telephone first. How you answer the telephone is critical. Potential customers are deciding whether to do business with you. Angry customers are deciding how helpful and competent you are. Answer any ringing telephone by the third ring; otherwise, your customer feels neglected or, worse yet, that you are not really all that interested in his business. The best way to answer the telephone includes three elements: a greeting, an identification statement, and a question. First there is a greeting, such as "Hello" or "Good Morning." A pleasant greeting is essential to a successful call because it sets the stage emotionally. In general, callers mirror or "catch" your emotional state. A greeting is also important because some telephone systems cut off the first word of a conversation. Answering with a greeting protects the second element of the answering response. The second element is the identification statement—telling the caller whom he has reached. If possible, identify your role or title in the facility as well. Stating your name implies that you are accountable. It also creates a personal touch. Finally, there is the question—when you ask the caller how you can be of assistance. Here is an example, combining all three elements: "Hello. You've reached Happy Valley Rehab Center. This is Salina Estrada, Nursing Assistant. How may I help you?" In addition to being polite and professional, you must speak slowly and distinctly so that your name and the name of the facility can be clearly understood by the caller.
When you are on the telephone with a customer, try not to interrupt. If you must interrupt, begin the interruption by saying, "Excuse me. Forgive me for interrupting..." and then continue. When you are on the telephone with a customer, you should do the following: • Focus on the call • Be prepared with a pen or pencil and paper • Use the caller's name when appropriate • Ask questions • Speak with a pleasant tone Listen to the tone of voice the caller is using as well as the words. Restate information to ensure that it is correct, and try to quickly determine whether you or someone else should handle the call. If you decide that the caller should speak with someone else, assure the caller that you will take responsibility for helping him in whatever way you can. Ask if it is okay before putting the caller on hold, and check back with callers whom you put on hold. If you need to transfer the call, tell the caller what you want to do and ask if it is okay to transfer the call. Tell the caller the extension and the name of the person you are transferring the call to in case the transfer is not successful. Close the call with an expression of appreciation, and hang up gently. Don't ever bang down the receiver when you hang up the telephone at the end of a call. If the customer at the end of the line is still there, you can startle and possibly offend him.
How to Deal with Difficult Customers Customer complaints are never easy to hear. However, if you are receptive to complaints rather than defensive, you may find that customer complaints can help you do your job better. A problem solved successfully yields a happy customer, thereby creating more goodwill and referrals. Somebody who is willing to complain is also willing to give your facility a referral; people who don't complain usually don't give referrals, either. When dealing with angry customers, remember to do the following: • Pause • Restate • Agree Pausing allows you to prepare yourself for disagreements, conflicts, and hostility. Pause, take a deep breath and relax your muscles. Think about the other person's point of view while she is speaking and do not take what she is saying personally. When customers vent, they may be expressing frustration, annoyance, disappointment, or anger. Nothing upsets a customer more than being told to calm down while they are venting. Allow the speaker to finish. When it is your turn to speak, restate the information to let the caller know what you heard. Ask the customer to confirm the problem as you've restated it. Then speak slowly and in an even tone of voice. Pause often to convey your concern.
If possible, avoid using the following phrases as they may simply make the customer angry again: • You don’t seem to understand • You must be confused • You have to … • We won’t… • We never… • We can’t… • It’s not our policy… Try to agree on the small steps and work toward a solution or compromise. Acknowledge the customer’s patience and cooperation. If you thank someone, you open the door for more cooperation. Express support, and follow up. Assure the customer you'll respond with some specific answers, and do it!
You play a key role in satisfying all your customers: residents, families, and your coworkers. By following these few simple principles, you will be well on your way: • Extend a warm welcome to all customers with a greeting and a smile • Show patience, kindness, and respect for all customers • Take time to listen, because your customers are important • Respond to your customers' needs quickly, courteously, and to their satisfaction.
