A few weeks ago I posted a story on customer service (Heart Surgery, Thomas Edison, and Customer Service. Click here to read the story). Specifically I wrote about how despite a very successful medical procedure, shoddy treatment created such a poor impression.
Lots of you responded and were almost unanimous in saying that you’d had similar experiences or knew of people who had. A few of you pointed out how malpractice attorney’s coffers are fattened because of the adversarial relationships arrogant doctors create with their patients. Only two people thought the doc was justified, suggesting that busy doctors neither have the time nor the focus to be polite – they’re too busy saving lives. Tellingly, one is the son of an interventional surgeon and the other one had trained as an emergency medical technician (EMT).
Disagreeing with that point of view, Michael Earley, CEO of Metropolitan Health Networks wrote, “Unfortunately, your recent experience is typical of our struggling health care industry. (Doctors believe that) ‘We’re here to save your butt, not kiss it.’”
But this post is not a recap of my story. Instead, I want to focus on good customer service and the power of social media.
Less than a week after my post ran, I received a call from Dr. Pascal Goldschmidt, the senior vice president for medical affairs and dean of the University of Miami School of Medicine. Dr. Goldschmidt said he had read my essay and was calling to personally apologize for the way we had been treated. He told me about some of the programs he was establishing at UM and what he expected from his practitioners. And he gave me permission to tell all of you about his call.
Please note that Dr. Goldschmidt didn’t have someone else call, he spoke to me himself. And he didn’t blame the situation on anyone else. Instead, he took full responsibility. Finally, he didn’t just offer an empty apology; he told me what he was doing to rectify the situation. Whether he knew it or not, Dr. Goldschmidt masterfully followed a textbook QERC strategy – Question, Empathize, Respond and Close.
Question – “Tell me what happened.”
Empathize – “I understand why you’re upset.”
Respond – “I’m truly sorry.”
Close – “I want you to know what we’re doing to make sure this doesn’t happen again.”
Imagine the effect that simple manners and graciousness can have in otherwise unpleasant circumstances. Because Dr. Goldschmidt initiated the call (he was both informed and concerned about what had happened, and offered a sincere apology) the situation was neutralized and improved. And my future stories will not be about how shoddily we were treated but instead about how well the follow up was handled.
But here’s what I find even more interesting. After I hung up, I checked to see if Dr. Goldschmidt’s e-mail address was on my master distribution list.
It wasn’t.
That means that at least one of you either sent the post directly to Dr. Goldschmidt or passed it on to someone who did.
This clearly confirms the simple power of social media. Whereas years ago my story may have only reached a few people, now the power of the message is multiplied every time someone reads it. While we used to live in a world where big advertisers controlled message distribution, now the process has been democratized directly into the hands of anyone with a computer, an Internet connection, a story to tell, and people who are interested in hearing it.
Think about what this says about your business and your reputation. Think about the strategies – both offensive and defensive – that you need to employ to know who is saying what about you and to whom. And think about the opportunities that you’ve got to spread the word, reach your customers and sell your services.
Tags: Apologies, Customer Service, MetCare, QERC, University of Miami
Bruce,
The power of good customer service is HUGE! As a parent of a daughter who is considering University of Miami’s School of Communication, Dr. Goldschmidt’s QERC response is a huge vote of confidence in the institution’s leadership.
Perhaps President, Donna Shalala would like to know. Do you have her e-mail…I’m happy to share.
Sincerely,
Susan Dee
Marketing Manager
Essex Steam Train & Riverboat
Essex, CT 06426
While you say that “the process has been democratized directly into the hands of anyone with a computer, an Internet connection, a story to tell, and people who are interested in hearing it,” I think, in this particular situation, an important ingredient is missing–connectedness with people of influence. In “The Tipping Point,” Malcolm Gladwell expounds that being connected with the right type of person is critical in making a message propagate. While you were not directly connected with Dr. Goldschmidt, you were connected with someone who was. I’m not sure that if this same incident would have occurred to a family in Overtown with a computer and an internet connection that they would have received a personal call from the senior vice president for medical affairs and dean of the University of Miami School of Medicine. While the internet and social media has leveled the playing ground somewhat, I do think that traditional factors still and always will exist.
I don’t think that’s fair, Dan. I do agree with Gladwell that being a “connector” provides opportunity but I don’t agree that that opportunity was the only thing that made things happen. While it’s true that there are various inequities that affect all interactions, regardless of the technologies used, suggesting that Dr. Goldschmidt’s actions were the result of “contacts” cheapens his concern. Having spoken to him, I’d bet that it was his outrage at the situation, not the connections of the people involved, that spurred him to act.
Dr. Goldschmidt’s outrage is not in question nor is his sincere and genuine desire to help you or anyone else. What I am saying is that if the message were to have been initiated by someone else, it may not have ever appeared in his inbox.
I am on the Board of the Broward Health Foundation. I can tell you that our CEO, Frank Nask, and the Chiefs of Staff of the five Hopitals we support are thoroughtly attuned to this. I have sent them your essays to support what they put into practice every day.
On a personal note i had a fine needle aspiration (biopsy) yesterday and went to Marnie Kaplan, MD, Surgical Oncologist. She was terrific. Textbook case of how to deal with a nervous patient dealing with the unknown. No matter the outcome of the testing I have confidence that I am in the best hands. She is the antithesis of the physician you encountered.
In the 80′s, service was seen as a way to get business and keep customers. Some still see it that way, but more and more, it’s seen as an inconvenience and unnecessary expense.
In healthcare, it’s so bad, the field of patient advocacy has become one of the most explosive career options. A patient advocate is hired to help negotiate the cross communication between doctors, hospitals, insurance companies and families and more people are finding the need to bring in a pro to do that. It’s one of the hottest programs we offer at UM.
On the other hand, social media also helps provide better service. The next time you’re not happy with a product you buy, tweet about it. Lots of companies monitor Twitter and will reply almost immediately with a remedy!
Bruce,
I have been following your stories and was happy to hear that you heard from Dr. Goldschmidt. I can only say that when I am considering a physician for myself or anyone in my family, I usually will do a search on them to see the patient reviews. I saw someone mentioned Vitals.com. There are other sites as well. Just recently we were recommended to a great specialist, however, after reading the patient reviews and the absolute disregard for any questions from patients, we crossed him off the list. Glad to hear Danny is doing great and was treated properly.
We all are a communication resource in some way or another, some more fortunate than others. Electronic Gossip, and or just Gossip.
Bruce,
First and most importantly I am very pleased to hear that Danny is well, and that the outcome for your family was positive. Having had some brief contact with Dr. Goldschmidt, I trust that he is genuinely concerned for the well being of the community as well as the quality of service offered by UMH.
On another note, consider this – it is not just the Power of Social Media that is at the heart of your issue’s resolution as much as the Power of Being Social. The doctor’s response would probably not have had the same effect had it been offered in an email, a tweet, or text alone. Additionally, it is unfortunate that potential embarassment. or public shame act as the motivator for doing the right (and social) thing these days. Here’s hoping that your efforts to make things public, leads to more professionals living up to the status we give them.
Everyone’s customer service strategy should be “Always Amaze”; however, if we’ve fallen short, there is always an opportunity to turn a negative situation into a very positive outcome.
We’d like to think that when people and businesses display good customer service that they are motivated by true concern and empathy. But even if its a result of a calculated decision, if the customer benefits, then I suppose it doesn’t matter.
As you know, I was a manager in the Public Sector for many years. For too long many in my profession took their “customers” for granted. Heck, we’re the Fire Dept. Who ELSE are they gonna call? Eventually you find out, usually the hard way, why its important. When you lose them, its awfully hard to get them back.
No doubt Dannny’s doctor is a skilled practioner. But eventually I have to believe that poor customer service will bite him in the….well, let’s just say he might need a skilled proctologist some day.
p.s. Don’t challenge Dr. Goldschmidt to a foot race. He’s very fast.
I agree with Rich Lopez del Ricon. Here at the travel agency we believe in a quote by Henry James
“Three things in human life are important. The first is to be kind. The second is to be kind. And the third is to be kind.”
Whether through the power of the internet or the old fashioned way of “word of mouth” great customer service experiences are passed along.
During a recent visit to a University of Miami specialist — after a truly demoralizing experience with a South Miami area physician — I was very pleased that the evaluation was positive and thorough. Finally, I feel we are on the path to get the kind of help needed, or at the very least, to find out what can — and cannot — be done. After a month of requesting medical records from another facility, the well-trained and extemely courteous UM office staff was able to get the needed records sent in 15 minutes! Customer service in the medial profession can and does exist, but certainly not everywhere! Thanks, Bruce, for another great column.
To answer 2 of the posts, I’m forwarding President Donna Shalala and Dean Pascal Goldschmidt’s e-mail addresses. It wasn’t me who notified the dean, but I’m glad someone did. Way to go, Bruce! C U Sat.
Bruce, as one of the two dissenting opinions, I sure do admire your moxie! Philosophically, and in a perfect world, what you aspire to and perhaps is possible still does not address an in-the-moment choice to go with the master. You would need to look deeply in retrospect if you would make the same choice once again knowing all you know about the “good doctor” who may be an “asshole.” Bruce, when the house is on fire or the gun is to your head-THERE IS NO CUSTOMER SERVICE!
Respectfully, Martin.
Bruce, you made my day with this post. Congrats!
Have a great weekend,
-Alex