Four tips can help build connections with your patients.

As an ophthalmic professional, you likely choose eye care as a career for various reasons. For many of us, we have stayed in ophthalmology because our work has a direct impact on patients’ lives. We help restore the way people see the world. When times get tough in our industry, the stories about our patients sustain us. Stories create connections throughout our organization, bringing greater satisfaction during our day. If you are interested in delivering outstanding customer service while gaining increased job satisfaction, these four tips can help you build connections with your patients and co-workers.

First, find stories of what you do

Though parts of your job may seem repetitive, your tasks are not routine to your patients. Understand how your work impacts their world, and start telling the story.

Example: At my previous practice, Sara (name changed) was a 30-year-old female patient reporting peripheral vision loss. One day, she watched television and realized she could not see the news ribbon at the bottom of the screen. After a visual field and discussion with our doctor, he broke the news that she may have a pituitary tumor. Our doctor personally started coordinating her care, and within two weeks of that visit, a neurologist removed the benign tumor. Sara returned to our office a few weeks later with her peripheral vision restored! Not only were we thrilled with Sara’s outcome and recovery, but we also knew our physician possibly saved her life.

Do you have a similar story about how your physicians assist patients? Start gathering the details and share these positive outcomes.

Next, share your stories — everywhere

Resist the all-too human urge to focus on the negative. Instead, talk about positive stories in your team huddles, at the lunch table, at physician meetings, and to your friends and family (ensuring that you maintain patient confidentiality outside of the office).

Example: My previous physicians saw several cases of temporal arteritis. The condition is severe and requires urgent, immediate treatment. We often told stories about our patients with this disease. If untreated, a patient can experience irreversible bilateral vision loss and other systemic complications. So, when Kathy, a phone team member, received a nervous call from George, a new patient experiencing these symptoms, she urged the patient to come in. The doctor’s schedule was completely booked, but Kathy talked to her manager and made a slot for George. Before that night, George was admitted to the hospital for immediate treatment that saved his vision and, quite possibly, his life. George’s family later called our office to thank Kathy and our team for our care.

Our team told Kathy and George’s story when onboarding new employees and training on triage for ocular emergencies. Do you have a similar report showing your doctors’ life-changing work — and your team’s role in facilitating it?

Highlight your core values

When telling your stories, explain how they exemplify your core values. In my previous practice, one of our core values was flexibility. It was important in our culture for physicians and staff to accept change and put our patient’s needs first.

Example: I remember our founding physician, Dr. Turner, passing away in 2008, and many patients called our office during this time to share their condolences with our work family. One story included a patient, Susan, and her husband, Bill. Bill was in Tampa General Hospital and needed an ophthalmologist. Dr. Turner was on call, and when he received Susan’s plea for help, he drove over on the weekend to see her husband. Susan never forgot Dr. Turner’s kindness and how he was willing to change his plans (flexibility) to respond to their need.

If your practice has core values, look for ways your team responds to patient care. Then celebrate how your team uses these standards to create change.

Translate your stories into better customer service

You will likely find remarkable customer service among your team when recounting your positive stories. Focus on what the team did right. Use your accounts to demonstrate patient satisfaction and outstanding clinical outcomes. For example, the clinical team that supported Sara, Kathy’s support of George, and Dr. Turner’s support of Susan and Bill all took place at different times and office locations. We would tell these stories not only to celebrate but also to inform new employees of our standards.

What about your practice? Do you tell specific stories to your team to demonstrate the type of customer service needed in your organization?

Telling excellent customer service stories has many benefits, including increased job and patient satisfaction. Use stories to translate your everyday duties into the impact that you have. Tell your stories, tell them often, and ensure those stories demonstrate your core values. That’s what customer service is ... ensuring that the people around you feel and understand the great work your teams and physicians perform daily. OP