Customer service may be a challenge for the foreseeable future – having a game plan can help.

Scenario: ABC Ophthalmology prides itself on its customer service. But since the pandemic, the team has struggled to please patients. In general, patients are more agitated and uncooperative. The staff is tired and stressed. To provide support, the team holds a meeting to discuss ways to mitigate the challenges.

In the meeting, the manager assures staff they will face these trials together. She also asks for strategies they could use when times get tough. What are the customer service principles that made them great? The team shares ideas and implements the plan.

Strive to build connections.

The problem. The golden rule of customer service, “Smile, give eye contact, and call the patient by name,” falls flat during COVID. Everyone is wearing a mask, and it is difficult to make eye contact as we view each other through barriers. Because of these obstructions, patients have challenges hearing us call their names.

 Action plan. Make a conscious effort to smile at every patient, and say, “Welcome to our practice.” They will feel your smile through the mask and reflected in your eyes.

If possible, match your eye level to the patient’s eyes. Having a direct sight of eye contact will help communication and understanding.

Be sure to say the patient’s name. If the patient has a hard time hearing or understanding you, make extra effort to enunciate, specifically your consonants, so patients can better understand.

Remain calm and steady.

 The problem. Everyone has had a tough year. With the current climate, the team struggles to meet customer expectations.

 Action plan. No matter what happens with a patient, remain calm and steady. Having a mantra to keep yourself grounded throughout the day can help.

Identify self-care opportunities and incorporate them throughout your day. For example, take a break and go for a quick walk or perform breathing exercises.

Ensure that you take time off throughout the year, using your vacation time wisely, to recharge.

Get support when needed, either in the office, with a manager or co-worker, at home or via a counselor.

Avoid redirects.

 The problem. Practices have had to hire new staff to replace those who did not return after COVID shutdowns. New employees tend to be unsure of how to handle problems and may refer patients to a staff member who better understands the issues. However, when staff redirects patients to someone else, they can feel “dropped” or ignored.

 Action plan. Continue training for all new employees to provide required knowledge to manage patient issues.

When possible, an employee should remain involved with a patient until their problem is resolved.

If the patient must be transferred to another employee or department, ensure the handoff is complete by taking the time to reiterate the patient’s issue(s).

Stay focused on the positive.

 The problem. With so much negativity in our environment, it might be hard to see the positives. When patients become upset (or even arrive upset), we struggle to make their day brighter. It’s easy to allow one patient to ruin the entire work experience.

 Action plan. Make a point to welcome all patients into the practice. Lean in and celebrate the genuinely pleasant people.

If you receive a thank you note or a positive online review, celebrate as a team.

What about you?

Are you experiencing these same types of challenges in your practice? Which of these ideas might work for you? If your practice has experienced the same type of challenges as ABC Ophthalmology, consider some of their strategies and action plans to address customer service concerns. Identifying your problems, brainstorming on meeting those concerns, and creating an action plan can help the team regroup. OP