The bottom-line impact of attention to patient satisfaction

When we talk about patient satisfaction, what we’re really talking about is customer service, patient safety and employee engagement. Michelle Rathman In healthcare today, the stakes are high for achieving patient satisfaction, and they go well beyond HCAHPS scores.

With the two largest payment systems, Medicare and Medicaid, using a value-based purchasing measurement set with performance-based financial incentives and public reporting of quality information-- including patient satisfaction--it’s clear that employee attitude and engagement have a significant impact on a hospital’s bottom line. This is especially true for rural healthcare facilities that rely heavily on these payers.

Besides the considerable financial incentives ascribed by the government, hospital leaders should keep in mind other consumer-based metrics for measuring quality in their customer service. According to "Customers 2020," a comprehensive consumer study conducted by Walker Information in collaboration with CustomerThink and the Chief Customer Officer Council, by 2020, customer experience will overtake price and product as the key brand differentiator.

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Many hospitals struggle with poor customer service, and not all healthcare employees have embraced the “customer first” mindset. In my work with rural hospitals, I’ve seen all too often employees and contract staff inadequately trained to offer better service to customers. They may lack an understanding about what excellent customer service actually looks and feels like. These pitfalls are costly, as often when people experience poor customer service, they will share that experience with family and friends and on social media.

Poor customer service is a threat to all healthcare providers, including small rural hospitals and critical access hospitals. Healthcare organizations, particularly in the rural sector where outmigration is a prevalent and ongoing threat, can’t afford to place customer service development on the back burner. Here are steps you can take to enhance customer service:

  • Do an honest assessment of your hospital’s culture, including tolerance for behaviors that contradict great customer service practices
  • Renew and reinforce your mission of making your hospital the place where people are proud to work and where all leaders nurture employee engagement
  • Conduct surveys to find out how you’re doing and tailor your service to meet customer expectations
  • Check in regularly and use meetings, emails and incentives to make sure employees are doing the best for your customers

A friendly, warm, attentive and welcoming environment will help your organization achieve the patient satisfaction outcomes you want and need.

Michelle Rathman is president and CEO of Impact! Communications Inc., a healthcare strategy company specializing in rural healthcare organizational culture transformation, communications, leadership development and community engagement. She is also a frequent keynote speaker at national and regional healthcare forums. Follow Michelle @MRBimpact