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 May 2010
Our Frontline is Our Bottom Line
Widely acknowledged and revered for the quality of service it provides to its theme-park guests, the Walt Disney Company continues to assert a fundamental and organizational-wide philosophy: "Our frontline is our bottom line." Recently, I had the good fortune of participating in a training program at the Disney Institute in Orlando, Florida that reinforced my passion about the important role customer service plays in the long-term success of any organization.
As health care providers, it is important to embrace the belief that much of our success in meeting the needs of our patients rests on the shoulders of our frontline staff. In 2009, a taskforce comprised of health center Human Resources directors and League staff worked to develop a comprehensive Customer Service Training (CST) program that reflects the specific needs of community health centers.
As part of the program, the taskforce developed a "Coaching for Customer Service" module exclusively tailored for managers and supervisors of participating frontline staff. In addition, a "Train the Trainer" component was built into the program as a way to utilize frontline staff to train their health center co-workers. Both of these modules allow the program to expand its reach, strengthening and sustaining the program over time by increasing the number of health center employees who have access to the training.
With the help of Comma Williams Enterprises, the first training pilot was rolled out in late 2009 and included four health centers, representing 180 staff members. Demand for the second and current round of training was high, with16 health centers submitting applications. After a challenging selection process, limited by the amount of available funding, eight health centers were enrolled: Boston Healthcare for the Homeless Program, South End Community Health Center, Neponset Health Center, South Boston Community Health Center, Great Brook Valley Health Center, Caring Health Center of Springfield, Holyoke Health Center, and Community Health Center of Franklin County.
The League will work with health centers to secure additional funding to expand and support this program over the long run. For more information on Disney's world-renowned approach to customer service, go to: http://www.disneyinstitute.com/.
Stay tuned for future updates!
Janice Brathwaite, Workforce Development Manager
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Who's Who #1 - "ACES" High on Her List
Mardi Esquivel, Harbor Health Services, Inc.
Although Mardi Esquivel has the sharp, strategic skills needed for a good round of Rummy, her love of ACES does not include spades or diamonds but rather a simple acronym that helps her staff remember some key elements to delivering good customer service: Attitude, Communication, Effort and Service Recovery. "ACES" is merely one component of an intense training session that Mardi helped to develop - and recently participated in -- as part of the League's new Customer Service Training (CST) program.
Over the last ten years Mardi has been the Human Resources Director for Harbor Health Services Inc., an agency that manages three health centers (Geiger Gibson Community Health Center, Neponset Health Center, and Mid Upper Cape Community Health Center), a stand alone dental center (Ellen Jones Dental Center), and a Program for All-Inclusive Care for the Elderly (PACE). With so many sites to manage from a Human Resources' perspective, Mardi understands the value of consistent and timely training for frontline staff members who serve as the first point of contact for Harbor Health's patients.
As a member of the League's Human Resources Taskforce, Mardi played a key role in selecting the ACES Training method which serves as the basis for the CST program. Mardi was so impressed with the model's emphasis on cultural competency and its unique ability to make program content relevant to all staff positions, that she now includes an ACES training module in Harbor Health's mandatory competency program for newly hired staff.
When talking about the future implementation of the full CST program at her many health center sites, Mardi emphasizes the need for managers to get behind their frontline staff and show their dedication to the cause. "This program equips our frontline employees with the right tools and support they need to meet our customer service vision."
Adds Mardi: "The ultimate goal of the League's Human Resources Taskforce is to provide the support health centers need to offer this training on a regular basis so that no matter which health center you're visiting, you can expect the same quality of service."
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Who's Who #2 - Applause all Around
Jeanette Mercado, Greater Lawrence Family Health Center
 Of all the good natured, tolerant folks in the customer service industry, those who work in health care may deserve an extra bit of admiration and applause.
Compare the long lines of excited customers awaiting the pleasantries of art viewing, fine dining and other entertainment to the long lines of not-so-excited customers at health centers who are anticipating seasonal flu shots, see-through gowns and stressful test results.
Which group is more likely to be in a better mood?
It is going on five years since Jeanette was hired as a Patient Services Representative at Greater Lawrence Family Health Center and she has had her share of challenges dealing with patients who are nervous, frustrated and sometimes angry. Jeanette vividly recalls a patient who phoned her about a medication issue. He was so upset that he continued to yell over her attempts to get to the bottom of his concern. Jeanette remained calm, and by the time the patient had finished venting his frustration and anger, Jeanette was able to help him with what turned out to be a fairly straightforward problem.
"Today he loves me," said Jeanette. "And when he calls, he specifically asks for me. I am the only one he will allow to help him." Laughing, she adds: "Sometimes patients can be a handful, but in the end, it's always worth it."
After participating in last February's Customer Service Training (CST), Jeanette says she now asks better patient questions, is a more active listener and has learned to avoid the pitfalls of making assumptions.
What's more, Jeanette sees the broader benefits of the training: "My relationships with my colleagues have improved immensely. I'm a better listener and communicator and have come to understand that good customer service has to begin internally before it can be delivered externally."
"Plus," she says, " I get to apply the same principles in my everyday life!"
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| Workforce Calendar
Annual Awards Gala
June 11, 2010
World Trade Center, Commonwealth Hall
Boston
HR Directors Meeting
June 14, 2010; 9:30am
The Massachusetts League of Community Health Centers
40 Court St., Boston; 10th floor conference room
Health Care for Residents of Public Housing Nat'l Conference
June 28-30
Intercontinental Hotel
515 Atlantic Avenue, Boston
Customer Service Training will continue throughout June at various locations
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In This Issue
Our Frontline is our
Bottom Line
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customer service tip
"If I can satisfy your need before it becomes a want I can exceed your expectations."
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Be Bright about Light
Of all the energy consumed in homes and offices, 20-40% is due to lighting.
Turn off the lights when you are leaving any room for 15 minutes or more and utilize natural light when you can.
For more information on energy efficient lighting please visit: http://www.eartheasy.com/live_
energyeff_lighting.htm
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provider loan repayment program update
The League is pleased to announce that another 3 health center providers have been awarded loan repayment as of this March. Since April 2007, 106 awards have been made to physicians and nurse practitioners working at community health centers across Massachusetts.
The next application deadline is June 1, 2010.
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