Customer Care, Front Office Management

Vijay Pratap Raghuvanshi M.Phil, MHAVijay Pratap Raghuvanshi M.Phil, MHA

PRINCIPAL FUNCTION OF PRINCIPAL FUNCTION OF FRONT OFFICE FRONT OFFICE


Functions & Importance of Functions & Importance of Front Office Front Office

• Front Office is the heart of the hospital.


Front Office………? Front Office………?

First Interactive

point


Please write a One Sentence Please write a One Sentence Definition ofDefinition ofCUSTOMER CUSTOMER

FRONT OFFICE FRONT OFFICE CUSTOMER SERVICE.CUSTOMER SERVICE.


What is Customer ?What is Customer ?

A customer refers to individuals or households that purchase goods and services generated within the economy.

The word historically derives from "custom," meaning "habit"; a customer was someone who frequented a particular shop, who made it a habit to purchase goods there, and with whom the shopkeeper had to maintain a relationship to keep his or her "custom," meaning expected purchases in the future.


Customer Customer Customer needs may be defined as the

goods or services a customer requires to achieve specific goals. Different needs are of varying importance to the customer. Customer expectations are influenced by cultural values, advertising, marketing, and other communications, both with the supplier and with other sources.


Front officeFront office

In business, front office refers to Sales and Marketing divisions of a company. It may also refer to other divisions in a company that involves interactions with customers.


Customer serviceCustomer serviceCustomer service (also known as Client Service) is the provision of service to customers

before, during and after a purchase.

According to Turban et al, 2002, “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation.”


Customer service…….Customer service…….

Customer service may be provided by a person (e.g., sales and service representative),

or by automated means called self-service.

Examples of self service are Internet sites.


Customer relationship Customer relationship management / Front office management / Front office

ManagementManagement• Customer relationship

management (CRM) is a term applied to processes implemented by a company to handle their contact with their customers.

• software is used to support these processes, storing information on customers and prospective customers.


Cont…Cont…• Information in the system can be accessed

and entered by employees in different departments, such as Billing,Account, sales, marketing, customer service, Admission, In-Patients Services , performance management, human resource development, and compensation.

• Details on any customer contacts can also be stored in the system.

• The rationale behind this approach is to improve services provided directly to customers and to use the information in the system.


Customer relationship Customer relationship managementmanagement

CRM includes many aspects which relate directly to one another:

• Front office operationsFront office operations — Direct interaction with customers, e.g. face to face meetings, phone calls, e-mail, online services etc.

• Back office operations —Back office operations — Operations that ultimately affect the activities of the front office (e.g., billing, maintenance, planning, marketing, advertising, finance, manufacturing, etc.)

• Business relationships —Business relationships — Interaction with other companies and partners, such as suppliers/vendors and retail outlets/distributors


Functions of the front office Functions of the front office

To identify and analyze customer needs and problems.

Recognize the most common reasons for customer complaints.

Discover techniques to cultivate and maintain special customer relationships.


Functions of the front office Functions of the front office

Assess your communication style and use two-way communication skills to level with people, to accept feedback from them, and to discuss problems.

Identify specific problems in your customer service program and apply treatment.


Functions of Front Office – Functions of Front Office – Hospital Hospital

1.1. RegistrationRegistration The Patient/ Guest coming for treatment or willing to show a Consultant


Registering guestsRegistering guests

• The hospital is required to keep a complete register of guests essential for other departments also:Medical Record Admission BillingWard / Diagnostic Others


Data Required for Data Required for registrationregistration

• Personal data– any information

relating to an identified or identifiable natural person• eg. Name,

address, Phone No.

• Sensitive personal data– personal data that

reveals race or ethnic origin, political opinions, religious or philosophical beliefs, health, or sex life.


FunctionsFunctions

2.2. Information to the Guest Information to the Guest Provide any other related information :

TariffSenior Citizen ClubOther Packages Other Investigation – Laboratory /

DiagnosticEmergency / In-Patients


Functions ?Functions ?

3.3. Cash Collection : Cash Collection :The registered amount to be collected

from the guest and will be deposit to the cash at the end of the day/ before closing the counter / handover to other person.


• Be considerate, friendly & affable.• Practise courtesy. Say - please.• Tell the truth by all means, but

with tact & kindness.• Explain. Do it patiently.• Accommodate the other

viewpoints.• Allow criticism.

Information / Enquiry HandlingInformation / Enquiry Handling“Rudeness is a weak person’s attempt at “Rudeness is a weak person’s attempt at

strength.”strength.”


Report Making Report Making

• Cencus report • Other reports


Why do you need customer service?

Was the service provided over the phone or in person?

How did the customer service representative respond to your request, inquiry or problem?

If you felt the service was excellent, describe what made it so good.

If you felt the service was exceptionally poor, describe what made it that way.

Questions On Being A Questions On Being A CustomerCustomer


1% die.

3% move away.

5% develop other relationships.

9% leave for competitive reasons.

14% are dissatisfied with product or service.

68% leave because of rude or discourteous service.

Do You Know Why Customer Do You Know Why Customer Leave?Leave?


Why Me ?Why Me ?

Now the question arise

“ Why Me”

Means

Why a Front Officer so

Important ???


What Important factors for What Important factors for Customer ?Customer ?

• Communication.• Customer Sensitivity.• Decisiveness.• Energy.• Flexibility.• Follow-up.• Impact.• Initiative.• Integrity.


• Job Knowledge.• Judgment.• Motivation To Serve.• Persuasiveness/Sales.• Planning.• Resilience.• Situation Analysis.• Work Standards

Important Important


Excuses ExcusesExcuses Excuses?? List five to eight excuses you hear

customer service representatives give for offering indifferent or poor customer service.

Think of one of more ways to counter each excuse.


Common Excuses for Service Common Excuses for Service Lapses:Lapses:

I don't have enough time.I don't get paid to be nice. I am

measured by my productivity and accuracy.

How can we do a good job if the computer is always down?

Every customer is totally bonkers today.


Common Excuses for Service Common Excuses for Service Lapses:Lapses:

√ I can't deal with people who do not show me respect.

√ How can we do a good job if the other departments do not provide the back-up we need?

√ I am having a bad day.

√ People are basically stupid.

√ I am always too busy.


The Customer Wants You ToThe Customer Wants You To

. . . Invite me back.

. . . Listen to me.

. . . Value me.

. . . Greet me.

. . . Help me.


give your customers ‘a damn good listening to’


Front office Front office

• Areas coming under Front Offices /Out Patient Area (OPD)are:-

• Main Reception• Consultation Rooms • Diagnostic

– ECG, ECHO, MRI, CT-SCAN

• Sample Collection


Few Front Office Challenges in Few Front Office Challenges in Healthcare service Healthcare service

• Customer interfaces to enable high flow

• Introduce new services and service bundles quickly

• Perform various checking to reduce error rate

• Handle pending patients/guests efficiently

• Handle and synchronize customer and product data

• Proper communication with minimum time.


MAIN GOALMAIN GOAL

Your Main Goal is to have each patient leave with a smile / satisfaction on their face and a feeling of having been well take care of by you and

your employees/friends.


Dealing with Upset Dealing with Upset CustomersCustomers

• Listen first, then offer solution• If you cannot resolve the problem

ask your supervisor/Superior to resolve the problem.

• Offer alternatives


Last but not Least – Last but not Least – Attendance Attendance

Last but not Least – Last but not Least – Attendance Attendance

Every morning my brain tells me to exercise…….. and my body

laughs at the idea

Documents

Customer Care, Front Office Management