1. The Customer Experience
VA Northern California
Health Care System
Kevin Kasnick
Copyright 2015

2. The Customer Experience Essentials
Collaboration
Communication
Care Coordination

3. It’s All About …
Providing outstanding service to your customer and creating a memorable experience for them
You - 1) Your interactions with others
and 2) You Make a Difference!
Don’t Forget That!

4. Service Excellence Research
Twenty-thousand “one time only” consumers (non-health care) mentioned the following reasons for not returning…

5. Service Excellence Research
1% - Died
3% - Moved
5% - Friendship
9% - Competition
14% - Product Dissatisfaction
68% - Attitude of the Employees

6. Attitude Power
Have You Met…?

7. Attitude You Make a Difference Your Customer Deserves Great
Service: why is this true?
Act As If …(Praxis)
Thank You List/No Complaining
Let It Go

8. Attitude 1-2 People to Confide In Avoid the Negative Talk/People
Use Positive Words & Phases
Don’t Personalize Problems:
Q-tip ‘em!
Apply Excellence To Your Attitude!

9. Empathy E - Engage, Eliminate Distractions, Eye Contact
M - Manage Your Face Muscles
P - Posture, Body Language, 60 Second Connect
A – Affect, Ask, Attitude: No Judgment
T - Tone of Voice, Time
H - Hear, not just words, but the Veteran’s context
Y – Your Response, You!
Empathy is a key predictor of patient satisfaction

10. Behaviors
How We act toward
Each Other & Our Customer

11. What Goes Into Great Service?
Customer
Front Line Staff
Management

12. What Do You Think About …
Starbucks
DMV
Walmart
McDonald’s
Your Company or Agency
Who is defining who you are? If we don’t, someone else will!

13. Service Excellence Research
An unhappy customer remembers a negative incident for 23 years and complains about it for up to 18 months.
Unhappy customers may tell 5-16 people about their bad experience.

14. Service Excellence Research
If it was perceived to have been a really bad experience, those 5-16 people will each tell 5 more people.
This is the power of Word of Mouth advertising.

15. Communication and Connection

16. Non-Customer Centered Messages
You’re right, this stinks.
The Policy says …
We’re short of staff
That’s not my job
Want to speak with ???
Others?

17. Patient Centered Messages
My pleasure, Glad to help
What I can do is …
Good Morning, I’m …
Thank you for choosing us!
Others?

18. Customer Service Research
In an interpersonal interaction, this is how you are judged:
55% - Body Language
38% - Tone of Voice
7% - Words
Dr. Albert Meharbian, UCLA

19. Customer Service Research
On the phone, this is how you are judged:
80% - Tone of Voice
20% - Words
People can hear your smile on the phone!

20. You Make A Difference! Kevin Kasnick
VA Northern California Health Care System