Customer Service

Improve your telephone etiquette

It’s about more than just what we say.

BY ELIZABETH HOLLOWAY, COE, CPSS, PHR

Regardless of practice size, most ophthalmic positions will have telephone interactions with patients. During these encounters, effective communication is crucial.

Communication is both verbal and non-verbal. Verbal communication includes the actual words we say along with the meaning or interpretation of those words. Non-verbal communication includes our facial gestures, the inflections of our voices, our body language and posture, and eye contact. When we speak with patients on the phone, we are limited to the words we use and the inflections and tones of our voices.

To make certain our patients have good experiences over the phone, we can use proven verbal and non-verbal communication strategies to help win over patients and provide a great customer service experience.

Use a professional greeting.

When you first pick up the phone, realize that you have an opportunity to make a great first impression with a patient. Always introduce the practice and yourself, and ask the patient how you can help.

For example, “Good afternoon. This is Janine at ABC Eye Care. How may I help you?”

Acknowledge patients by name.

Determine how patients would like to be called and then address them as such so they feel at home. Depending upon your practice’s region or the patients’ age, you may greet them as doctor, mister, misses, or call them by their first name.

Consider the rate and speed of your voice.

If we speak too quickly on the phone, patients may have difficulty understanding what we say. Take the time to make sure your pattern of speech is not too fast and your voice sounds positive and confident.

If you are uncertain about how you are perceived over the phone, ask for feedback from your supervisor or a trusted colleague. If your practice records phone calls for training purposes, you may request to listen to a few of your calls. The art of self-monitoring the rate and speed of your voice is a skill that needs to be practiced.

Take the time to listen.

Patients can tell if you are multi-tasking on the other end of the phone. Make sure you give each patient your full attention. If necessary, repeat back to the patient what you have heard to make sure that you understand correctly.

For example, “Mrs. Smith, if I am understanding you correctly, you need the refill of your glaucoma medication sent into a different drug store? I can certainly help you with that!”

Manage the expectations of upset patients.

If patients are upset on the other end of the line, listen without interrupting, sincerely apologize that expectations were not met, and see if you can do anything to assist them. In many instances, angry patients may need to vent but then are willing to work through their issues. Always make the patient feel important and try to give them options.

For example, “Mrs. Jones, I am so sorry that there was an issue with your scheduled appointment. I am not sure what caused the issue but will share your disappointment with my manager. Let me see how I can help you today. I want to get you scheduled with the doctor as quickly as possible. Would you like to come in next Tuesday or Wednesday?”

Put a smile in your voice.

If your job requires you to be on the phone throughout the day (such as front desk or a call center), place some pictures or positive quotes on your desk so that you can see them as you speak on the phone. This helps your voice to sound friendly and happy, which can assist with building rapport with patients.

Minimize patient hold time.

When a patient must be on hold, return frequently to reassure them that they have not been forgotten. In the event that the patient will be on hold for a long period of time, offer to call the patient back at a specific time.

For example, “Mr. Ross, thanks so much for holding. I am still trying to reach the pharmacy so that I can resolve your issue. Would you like to remain on hold with me, or would it be more convenient for me to give you a call back when I have confirmed your prescription with them? What would be best for you at this time?”

Be sensitive with difficult news.

If a technician has to call back a patient and deliver difficult news, the technician should reflect empathy and understanding in the voice. Because you cannot use certain non-verbal communication techniques, you may need to spend more time re-assuring that patient.

For example, “Mr. White, the doctor took a look at your recent visual field, and she is going to need to add a glaucoma drop then have you come back in three weeks for a check-up. I know that’s not what you wanted to hear, but we need to make sure that we preserve your vision. Is there a pharmacy where you would like me to send your new prescription? Can I help you make your follow-up appointment with the doctor?”

Always say “thank you.”

Patients have a choice of where they go for their eye-care services. When concluding business with a patient on the phone, extend a thank you and offer more help.

For example, “Thank you for calling in to make an appointment today. Is there anything else that I can help you with today?”

Conclusion

Taking care of patients over the phone is vital to any practice. Patients are the reason your practice exists, and the telephone is the main link to many of your patients. Patients will judge their clinical care on how they were treated over the phone.

Ophthalmic professionals in all positions need to ensure that they make great first impressions and consistently work to improve their telephone communication techniques. OP

Ms. Holloway is a senior consultant with BSM Consulting in Clearwater, FL. Her current certifications include Professional in Human Resources (PHR) and Certified Patient Service Specialist (CPSS).