making the change from lab mentality to customer...

Making the Change from Lab Mentality

to Customer Service Mentality (Part 1)

Susan R. Besaw, MBA, MASCP, SCT(ASCP)

2011 ASCP Annual Meeting

Audience Response Time

What is your role?

A. Pathologist

B. Laboratory Professional

C. Lab Director/Manager



D. Customer Service, Logistics or Support

What is your role?

25%

25%

A. Pathologist

B. Laboratory Professional



25%

25%


D. Customer Service, Logistics or Support

“The jump is so frightening

between where I am and

where I want to

be…because of all I may

become I will close my


become I will close my

eyes and leap”

–Mary Anne Radmacher

4

Objectives

� Define value disciplines

� Recognize customer service “rules, values

and actions”

� Develop a “customer focused” recruitment

Objectives


� Develop a “customer focused” recruitment

strategy

� Recognize actions that foster a “customer

focused” culture

5


Which Character most represents you?

A. Tigger

B. Eeyore

C. Eeyore in a “Tigger Suit”



D. Don’t Know

Which Character most represents you?

25%

25%

A. Tigger

B. Eeyore



25%

25%


D. Don’t know

Defining Value

Companies change

� what customers value

� how it is delivered

� boost expectations

Value Disciplines-Three Paths to Market Leadership

Product Leadership


� boost expectations

8

Operational Excellence Customer Intimacy

Customer Intimacy and Other Value Disciplines, 1993 HBR, By Michael Treacy and

Fred Wiersema

Customer’s View

�Customized products/services

�Personalized communications

�Available through preferred

channel

�Exception handling

Value Disciplines-Three Paths to Market Leadership

Product Leadership


�Exception handling

�Build relationships

9

Operational Excellence Customer Intimacy

Customer Intimacy and Other Value Disciplines, 1993 HBR, By Michael Treacy and

Fred Wiersema

Customer Service?

2011 ASCP Annual Meeting 10

Customers?

Recruitment/Retention

Attitude/Skills/Education


Increased Staff Turnover


RecruitTerminate


InterviewHire

Different Approach

� Exceptional customer service skills

� Empathy not Sympathy

� Communication

� Technical skills vs. Attitude vs. Education



� Right candidate for the position

� Focus on cultural fit

� Patience

13

Preparation� Job descriptions

� Position expectations

� HR assistance

� Illegal questions

� Training courses



� Training courses

� Behavioral based

interview questions

� Pre-written

� Practice, practice,

practice

14

Selection Process

� Advertise

� HR pre-screen

� Individual vs. Team

interviews



interviews

� Out-briefing

� “Red Flags”

� Present offer

15


When do you tell an interview candidate

about what you want and the job

requirements?”

A. When setting up the interview

B. At the beginning of the interview



C. At the end of the interview

D. Never

When do you tell an interview candidate about

what you want and the job requirements?

25%

25%

A. When setting up the interview


C. The end of the interview


25%

25%

C. The end of the interview

D. Never

Employee Retention Process

� Pre-start contact

� Employee/supervisor meetings

� 45 day management meeting

� 90 day probationary period



� 90 day probationary period

18

Payoff and Lessons Learned

� Attitude, skills,

education

� Feedback,

communicationConnect

RetainRetain



� Increased satisfaction

and decreased

turnover

Connect

RetainRetain

Building a “Customer

Focused” Culture

Your value discipline and service

values in action—setting

expectations

2011 ASCP Annual Meeting20

expectations


Do you work in a laboratory with a

“Customer Focused” culture?

A. Yes

B. No


B. No

C. We are working on it

D. I don’t think we’ll ever get there

Do you work in a laboratory with a “Customer

Focused” culture?

25%

25%

A. Yes

B. No



25%

25%


D. I don’t think we’ll ever get there

First Impressions

� Wear name tag

� Introduce yourself

� Address each customer by

name at least one

Building a “Customer Focused” Culture


name at least one

� Acknowledge them

immediately

� Give the customer full

attention

Non Verbal Communication

� Proximity and posture

� Forward Lean = Immediacy

� Eye contact and facial expressions

� Take hands off keyboard when not typing



� Take hands off keyboard when not typing

Telephone Specific Techniques

� “Game face”

� Background noise

� Answer the phone

� No eating



� No eating

� Tone of voice

� Slow down

� Effective opening and closing

Phrases to Avoid� “It’s not my job.”

� “Calm down.”

� “It’s the policy…”

� “I can’t…”

� “You should have…”

� “I’m just…”



� “I’m just…”

� “That happens all the time.”

� “We’ve had a number of

complaints about that.”

� “Usually our wait time is much

longer…”

� “We’re short staffed today”

Supportive Workplace Interactions

� Teamwork

� Positive outlook



Professional Work Ethic

� Professionalism

� Initiative

� Flexibility

� Multitasking



� Multitasking

“Courage doesn’t always

roar. Sometimes

courage is the little

voice at the end of the

day that says I’ll try


day that says I’ll try

again tomorrow.”

– MaryAnne Radmacher

Be a role model for change!

Thanks


Thanks

[email protected]

30

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