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A free newsletter from Ron Kaufman
Issue #85, 2005
Contents This Month
- Partner Power: " In Your Best Interest."
- On the Personal Side: We are still learning...
- Events: Learn with Ron Kaufman -- LIVE!
- Recommended: Resources for personal and professional growth.
- Learn With Ron Kaufman's Bestselling Video, Audio & Books
- Share This Newsletter with a Friend!
Index of Newsletters
PARTNER POWER: " In Your Best Interest."
A large medical group suffers from a procedure frustrating
patients, doctors, and laboratory technicians every day.
First, doctors send their patients to the laboratory for tests.
After the tests, patients ask laboratory technicians for the
results.
When technicians give the test results, patients often get upset.
When patients get upset, doctors get upset. Doctors prefer to
explain test results to their patients personally, and offer next
steps for treatment.
On the other hand, if technicians do not give patients their test
results immediately, patients complain about information being
withheld and claim the laboratory is "unhelpful."
The situation is clearly lose-lose-lose: patients, doctors, and
laboratory technicians - everyone gets upset.
(Does this ever happen in your organization? Do your customers
every become frustrated, angry or confused? Do your staff get
upset when your customers are upset? Does your brand image
suffer, too? Are there "lose-lose-lose" situations lurking in
your business?)
The medical group asked me for help. I diagnosed the situation as
a case of "unmanaged customer expectations". If you were a
patient, wouldn't you want to know your test results right away?
If you were a doctor, wouldn't you be upset if your patient knew
the results before you did? If you were a technician, wouldn't
you feel caught in the middle?
We solved this problem with a simple but powerful system called:
"In Your Best Interest".
When doctors order lab tests, they use a printed checklist to
indicate which procedures are required. At the top of the
checklist, in bold letters, we printed this statement:
"IN YOUR BEST INTEREST, all laboratory results will be sent
to your doctor who will explain them to you personally and
discuss the most appropriate treatment."
Many doctors now read this statement to their patients. Many
patients read the statement themselves. Most patients understand
the message, but many are so nervous about their upcoming tests,
they don't pay attention.
In the waiting room of the laboratory, a large poster now hangs
on the wall. In bold letters the poster reads:
"IN YOUR BEST INTEREST, all laboratory results will be sent
to your doctor who will explain them to you personally and
discuss the most appropriate treatment."
All patients can see the sign, and many understand the message.
But some are so anxious about their upcoming tests, they still
don't pay attention.
After the tests are done, a small percentage of patients still
ask laboratory technicians for an immediate explanation of the
results. For those few, the lab technicians have been trained to
say one simple phrase in a compassionate and caring manner:
"IN YOUR BEST INTEREST, all laboratory results will be sent
to your doctor who will explain them to you personally and
discuss the most appropriate treatment."
By this time, everyone pays attention. Patients wait to see their
doctors. Doctors can fully inform their patients. Laboratory
technicians can do their job compassionately without getting
caught in the middle. That's a "win-win-win" for everyone.
Key Learning Point: Customers may become confused or frustrated
by your policies and procedures. This is especially common in
large organizations. But it's not productive to blame your
customers - or your colleagues. That only makes things worse.
What is effective is to permanently resolve the situation by
improving the clarity and consistency of your communications.
Action Steps: Find a point of friction where your customers or
colleagues get upset. Choose a tension point that has persisted
for many months. Do people complain about your applications and
procedures? Are your policies hard to understand? Is your
guarantee confusing? Have your systems grown slowly out of date?
There may be good reasons why your policies and procedures were
created. But the explanation may be missing today, or the reason
may no longer apply. In either case, you can improve the
situation dramatically by enhancing your communications, stream-
lining the procedure, or changing the policy itself.
It makes good sense to fix whatever you can, whenever you can.
After all, "win-win-win" is also IN YOUR BEST INTEREST.
* * * * * * * * * * * * * * * * * * * * * *
"A successful company is not a company without customers'
problems, it is a company that knows how to solve its customers'
problems."
- Dr. Moosa Al-Mazeedi
ON THE PERSONAL SIDE: We are still learning...
I took Brighten to see "The Sound of Music" in Singapore, a great
production with soaring themes and music.
Towards the end, the Trapp Family sings against a background of
invaded Austria. Brighten asked, "What does that symbol mean?",
pointing to the large swastikas on the stage. I took a deep
breath and promised to explain to my 9-year old after the show.
Later we talked about the history of World War II, and how
fortunate we were to live in a time and place where we could be
safe, live healthy lives, be with family members and make a
useful contribution.
She asked if there were other places where there was war today,
and I replied sadly that there were. She said, "I guess people
are still learning how to get along...."
Yes, Brighten, we still are.
Life is not always easy, not smooth, not fair to every person. To
make things better takes an effort. But maybe we don't need war.
Perhaps what we need is a change from within, a transformation, a
revolution: An "UP Your Service!" Revolution!
When service improves, society improves. When service succeeds,
this world succeeds. And YOU can make a difference. Take up the
challenge. You can make this world a little better.
See you here next month. Have a good one!
Ron Kaufman
UPCOMING EVENTS: Learn with Ron Kaufman - LIVE!
Extraordinary opportunities to
educate and motivate your entire service team. See you there!
UP YOUR SERVICE - 2005! Featuring Ron's most popular and powerful
presentations: "The Secrets of Superior Service", "Partnership
Power" and "Service Encounters of the Third Kind".
NEXT WEEK! >> HONG KONG: 10 May 2005
Call (852) 8203-3260 or cecilia@srpl.net
MANILA, Philippines: 12 September 2005
Call (63)-2-876-5200 or admin@teamasia.com
SINGAPORE: 5 October 2005
Call (65)6288-1273 or enquiries@partners-conference.com
HOW TO BUILD A COMPANY CULTURE THAT SERVES, SIZZLES & SUCCEEDS!
Learn how to get the best staff and keep them longer. Get the
best customers and keep them forever!
KUALA LUMPUR, Malaysia: 29 Sept 2005
Call (60)012 322 5707 or adc@synergyentire.com
WRITING BACK! Learn how to increase customer loyalty through
effective written responses to customer complaints & compliments.
This intensive two-day workshop has been proven with government,
financial, medical and professional services, hospitality,
manufacturing and retailing organizations. It can help you, too!
DUBAI: 3-4 May 2005
Call (9714)352-7803 or mailto:rightsel@emirates.net.ae
SINGAPORE: 26-27 May, 6-7 July, 8-9 September, 24-25 November 2005
Call (65)6376-0777 or Mktg@sqcentre.com
* * * * * * * * * * * * * * * * * * * * * *
RECOMMENDED: Resources for personal and professional growth.
Engage! Landmark Education's "curriculum for living" is positive
and profound. Integrity, responsibility, commitment. Live a life
you really love. www.LandmarkEducation.com
Explore! The Hoffman Quadrinity Process is an intensive 7-day
course in personal freedom, compassion and awakening. Proven and
lasting results with solid credentials. See www.Quadrinity.com.au
Enjoy! Avatar courses are enlightening and esoteric. Building an
Enlightened Planetary Civilization one thought at a time. Get the
free e-book, "Living Deliberately", at www.AvatarEPC.com
LEARN WITH RON KAUFMAN'S BESTSELLING VIDEO, AUDIO & BOOKS:
View and order from http://www.RonKaufman.com/products.html or
http://www.amazon.com/exec/obidos/ISBN=981042132X/ronkaufmanA/
"Inspiring people to learn, improve and grow."
Ron Kaufman - Active Learning!
50 Bayshore Park #31-01, Aquamarine Tower
Singapore 469977
Tel: 65-6441-2760 Fax: 65-6444-8292
e-mail: Ron@RonKaufman.com
Visit the Website: http://www.RonKaufman.com
You may forward this newsletter to your customers and colleagues
with full copyright and contact information intact, like this:
Copyright, 2005, Ron Kaufman. All rights reserved.
Ron Kaufman is an internationally acclaimed innovator
and motivator for partnerships and quality service, and
the author of the best-selling "UP Your Service!" books
and the award-winning monthly newsletter, "The Best of
Active Learning!" Visit www.RonKaufman.com
Thank You!
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