At some point in time we all have to take our car to the mechanic. Since last October I have become what could be termed a “frequent flyer” at my auto repair shop. Finally, after having plunked down a mind-boggling amount of cash I have found myself still trying to get the same problem fixed! Now, just to find a mechanic that can actually diagnose and fix the problem! In desperation I called my brother who lives in another part of the State and cried for help. After a bit of research he has referred me to my Neighborhood Car Care and here I sit. After being greeted by two adorable young men I handed off my keys and was given the option of taking a ride home or to wait. I am choosing to wait and had planned on getting some work done but have changed my mind and decided to write this post instead. Why? Because the customer service (already) offered by this business is astounding. I am sitting in a waiting room that resembles more of a living room with a work desk, free wi-fi, free beverages and more. It’s clean, comfortable, light and airy. Clearly the owner has a passion for automobile memorabilia, women’s accessories, and saving shelter and rescue dogs which also has caught my eye. I actually almost forgot about why I came here in the first place simply because of their impressive customer service.
As cancer registrars we can learn from this business. You may think I’m a bit “cracked” but hear me out. What is it that makes a customer want to come to you and even more, what makes them want to keep coming back? The answer is simple, it’s customer service. Customers coming to the Cancer Registry include physicians, department heads, administrators, allied health staff, ancillary and support services and more. Take a minute to evaluate the customer service you and your department provide? Is it friendly, respectful, focused on what they need (not what you think they need) and expert? Now, are you willing to take it up a notch? To inject even more life and value into your customer service, here’s what I recommend:
1. What services and support do you already provide that you do well? Write these down. Now, how can you provide these same services and levels of support BETTER? No wimping out here, there are always ways to improve on something that is good.
2. What services and support do you provide that are not doing well? Write these down and then evaluate the situation. What is the focus of these particular services? Are they being utilized by their customer? Are they still needed or necessary? The best way to find out is to ASK YOUR CUSTOMER. Meaning, don’t make a decision for them, let them tell you what’s important. You may need to be a bit thick-skinned here, but the payout is worth it. If the service is no longer necessary, stop doing it. If the feedback tells you that you can improve upon it by changing how you provide the service or how you can inject it with new value, then do it. Don’t wait, to do this, postpone it and most certainly do not over analyze it. Just make the necessary changes and get back out there.
Cancer Registrars are not always comfortable with making immediate and radical change. We typically plan and analyze situations to the point of driving everyone else around us crazy. When it comes to customer service you cannot afford to perform in this manner. Your customer and the value THEY PERCEIVE to receive from you and your Cancer Registry is what is important and should be your focus. By hesitating or postponing change, or by over analyzing the problem you will lose your customers, diminish your value, and ultimately lose their respect and confidence.
I guarantee you that if you take this new approach to your Cancer Registry’s customer service you will be amazed at the results and the positive feedback you receive. Now, back to my Neighborhood Car Care. Just in the time it has taken me to write this article I’ve been given a bottle of cold water, a detailed estimate of the service they will provide and all done with a friendly smile and such confidence that I am looking forward to driving home in a vehicle that is not idling like a hay baler!
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