On Customer Service (2009)

Over the last 18 months, I've been dealing with a problem with my shoulder that has been getting increasingly worse. In December, I went to see a specialist on the recommendation of an associate of mine. I was completely surprised by the efficiency of the large orthopedic practice that he belongs to. I did not wait past the start of my appointment time, did not wait to see the doctor, did not wait when I was walked down the hall to get X-Rays done, did not wait to speak with the doctor after he reviewed the X-Rays, and did not wait when I was dismissed and checked out and paid the bill. I cannot recall another time that I've had as complete a trip to a medical facility that was that efficient.

Today, I went back to do a follow up discussion after having an MRI done on the same shoulder. I arrived only a couple of minutes before my appointment (thank you, Dallas traffic), but my name was called right on time. The girl who took me back to the exam room was the same girl who took me to the exam room on my first trip over a month ago. I only recognized her (to be perfectly honest) because she reminded me of one of my wife's cousins, who is also training to be in the medical field. Anyway, on our very short trip to the exam room (I was in the first room of the suite), she asked how my shoulder was doing. Now, rationally, I know that when she picked up my chart to come into the lobby to call me back, she reviewed the reason for my visit, and she made a specific point to ask about my chief complaint as I know she does for every patient. There is no reason to believe that she remembered who I was or what my ailment was after a 30-second encounter in a single office visit over a month ago. But the emotional side of me was comforted by the encounter and helped set me at ease, not just about the appointment, but about the entire operation. And that sense of seemingly genuine concern about me as a patient was echoed by all of the office personnel I encountered, from the staff nurses to the surgeon to the scheduling assistant.

The encounter got me thinking not only about the way my staff interact with our customers, but the state of the IT business in general. Did I make special note about this particular encounter because it was so out of the ordinary for what I deal with in my interactions with other vendors on a day to day basis? When I call into a company to get support, am I treated like an inconvenience, or do they at least try to pretend that they care? In most cases, it's the former and not the latter, unfortunately. But it's good to have a reminder about how we really should be treating our customers every now and again to make sure that we're not becoming complacent ourselves in the way we treat those who come to use for assistance.

I was genuinely touched by this very small incident this morning. The act of reviewing my chart and asking after my condition took very little effort on her part, but it had a significant positive impact on my impression of the entire organization. And knowing that she very likely does the exact same thing for every patient she sees doesn't take away from the way it made me feel. That, as I was reminded today, is at the core of what customer service is all about. Thank you very much for the reminder!