Patient Care And Customer Service Are Not The Same!
Customer service and patient care are two totally different concepts. Unfortunately, the great divide between the two is only going to clash as we enter this difficult era of reimbursement rates that depend on subjective patient satisfaction surveys. The purpose of this article is to illustrate the differences between patient care and customer service.
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Patient care and customer service might seem interchangeable to healthcare administrators and members of the public, but they are most certainly not the same. If nurses ignore the differences between the two practices, the outcome could be downright disastrous.
Dorland's Medical Dictionary (2008) defines patient care as the services rendered by members of the health profession and non-professionals under their supervision for the benefit of the patient. On the other hand, customer service is the capability of a business or entity to meet the wants and needs of its customers. While some elements of customer service should be incorporated into patient care, the healthcare industry would be wise to avoid jumping too deeply into the customer service bandwagon. Keep reading to see my point.
Healthcare facilities are expressly designed for patient care; however, they are not made for customer service, regardless of what the powers that be would like the public to believe. Keep in mind that good customer service involves consistently meeting the needs and wants of the people who patronize the business. Conversely, patients often want things that counteract the effects of good patient care. The nurse who gives patients whatever they want (cigarettes, donuts, etc.) is providing great customer service while delivering poor patient care.
The fry cook at McDonald's provides good customer service when he smiles while preparing a Double Quarter Pounder cheeseburger and super sized fries for the patient diagnosed with coronary heart disease. The friendly people at the bakery display great customer service by making an entire dozen of sugary cinnamon rolls per request for the noncompliant type I diabetic patient. The courtesy clerk at the Holiday Inn delivers outstanding customer service when she escorts the oxygen-dependent COPD patient outside to smoke.
Employees in the service industry do these things to ensure a certain level of service because they want those paying clients to return. Who cares if good customer service might be bad for one's health? Health promotion is not the concern of workers in the hotel, restaurant, and hospitality industry. They want the customer's money in exchange for all services rendered, even if the service will lead to patient demise in a few years.
I totally agree that some aspects of customer service belong in healthcare because patients are external customers of the facility, and will refer others to the hospital if they are satisfied with their care. However, what about the patient who refuses to have any vital signs taken during the duration of his or her stay due to not wanting to be bothered? The nurses who honor this request are excelling at customer service for giving the patient what they want, but are practicing poor patient care by not performing a complete assessment.
Customer service and patient care are not synonymous. Unfortunately, the great divide between the two concepts is only going to clash more as we enter this era of reimbursement rates that depend on subjective patient satisfaction surveys. As always, we cannot go wrong with the Golden Rule to treat others in the same manner that we would want to be treated. When faced with the choice between customer service and patient care, I hope that patient care lives on.
