Customer Care

CUSTOMER CARE

PRINCIPLES OF CUSTOMER CARE USED IN ENHANCING PATIENT SATISFACTION IN OPTOMETRY SETTING

Customer Care

In an optometry setting, the terms are adapted to a healthcare context where patients are also customers receiving professional services.

Customer: A patient or client who seeks eye care services, such as eye examinations, prescription glasses/contact lenses, or treatment for eye conditions. They "purchase" expertise, time, and products while expecting quality health outcomes.

Customer care: The comprehensive support and attention provided to patients throughout their interaction with the optometry practice, from scheduling to post-visit follow-up. It focuses on building relationships, addressing needs empathetically, and ensuring a positive experience to promote eye health and loyalty.

Customer satisfaction: The patient's perception that their expectations have been met or exceeded in terms of clinical care, service quality, communication, and overall experience. High satisfaction leads to better adherence to recommendations (e.g., wearing prescribed glasses), positive reviews, referrals, and repeat visits.

Define the terms; customer, customer care, and customer satisfaction

Explain the characteristics of Good Customer Service

Good customer service in optometry is professional, empathetic, and patient-focused. Key characteristics include:

Friendliness and Approachability — Warm greetings, smiles, and a welcoming environment to reduce anxiety about eye exams.

Empathy and Active Listening — Understanding patient concerns (e.g., fear of vision loss) and responding with compassion.

Professionalism and Competence — Accurate diagnoses, clear explanations, and ethical practices.

Responsiveness — Prompt appointments, quick resolution of queries, and minimal wait times.

Personalization — Tailoring services to individual needs (e.g., frame selection based on lifestyle).

Reliability — Consistent quality, follow-through on promises (e.g., timely reminders for annual checks).

Courtesy and Respect — Using patient-preferred names, maintaining privacy, and valuing their time.

These traits build trust and differentiate the practice.

Describe the factors for customer satisfaction

• Factors influencing patient satisfaction in optometry include:

Clinical Outcomes → Accurate prescriptions, effective treatments, and improved vision.

Communication → Clear explanations of results, procedures, and costs; answering questions thoroughly.

Staff Attitude and Behavior → Friendly, respectful interactions from reception to optometrist.

Practice Environment → Clean, comfortable waiting areas, modern equipment, and easy accessibility.

Wait Times and Efficiency → Short delays, streamlined check-in/out, and convenient scheduling.

Value for Money → Transparent pricing, quality products (frames/lenses), and perceived fairness.

Personal Touch → Follow-up calls, personalized recommendations, and addressing individual concerns (e.g., pediatric or senior needs).

• Convenience → Online booking, reminders, and flexible payment options.

Meeting these leads to higher satisfaction scores, loyalty, and positive word-of-mouth.

List the types of Customer Services

In optometry, customer services can be categorized as:

Pre-Service: Appointment scheduling, reminders, and pre-visit information (e.g., what to expect).

During-Service: Reception greeting, eye examination, frame selection assistance, and on-site adjustments.

Post-Service: Follow-up calls/checks, warranty support for glasses, and feedback collection.

• Technical/Clinical Service: Professional eye health assessments and treatments.

Retail Service: Product sales (glasses, contacts, accessories) with styling advice.

Supportive Service: Handling complaints, insurance processing, and referrals to specialists.

Digital Service: Online portals for records, virtual consultations, or ordering supplies.

List key elements of customer care

• Key elements essential for effective customer care in optometry:
• Communication: Clear, empathetic, and jargon-free interactions.
• Empathy and Respect: Understanding patient emotions and treating them with dignity.

Professionalism: Knowledgeable staff adhering to ethical standards.

Accessibility: Easy booking, inclusive services (e.g., for disabilities), and convenient hours.

• Personalization: Customized care plans and product recommendations.
• Efficiency: Timely service without rushing the patient.
• Feedback Mechanisms: Surveys or open channels to improve services.

Teamwork: Coordinated efforts among staff for seamless experiences.

Outline and explain the basic need of customer

According to Maslow's hierarchy adapted to customer needs (or general service models), basic needs in optometry include:

Physiological/Safety Needs: Accurate eye care to protect vision health; safe, hygienic procedures.

Security and Trust: Confidence in the optometrist's expertise, data privacy, and reliable outcomes.

Belonging and Esteem: Feeling welcomed, respected, and valued (e.g., personalized attention boosts self-esteem).

Information and Understanding: Clear education about eye conditions and options.

Convenience and Comfort: Minimal discomfort during exams, easy access, and supportive environment.

Resolution of Problems: Quick handling of issues like ill-fitting glasses.

Meeting these foundational needs ensures patients feel secure and cared for, paving the way for higher satisfaction and loyalty.

CUSTOMER CARE

Learning Objectives

• By the end of this session students should be
• able to:

Define Customer Care

Describe Customer Care Philosophy

• Describe the Customer Service Skills in Healthcare

Describe five Customer Service Principles for Healthcare

Definition

Customer Care:

• Treating customers with respect and kindness
• and building an emotional connection with them
• to ensure their satisfaction with your services.
• It’s about meeting their emotional needs and
• fostering relationships.

It’s something that can, and should be, handled by everyone.

Customer service philosophy

• Summarized by the word “APPLE”.
• Approach customers with a personalized, warm welcome.
• Probe politely to understand all the customer's needs.
• Present a solution for the customer.
• Listen for and resolve any issues or concerns.

End with a fond farewell and an invitation to return.”

1. Be Honest

• While we, of course, want to make our customers
• happy, we don’t take a “solve every possible

issue to delight customers” approach: be honest.

2. Think Like Your Customers

• Do unto your customers as you would have your
• customers do unto you…That is, “put yourself in
• your customers’ shoes”.
• Be empathetic

Do you like waiting 72 hours for a response? Probably not.

Don’t spend your time just talking to people while your customers are waiting to get help.

Customer Service Skills in Healthcare

• Practice active listening to your patient.
• Be a perky employee (Cheerful & Lively).
• Creating positive emotion.
• Know how to apologize.
• Be professional anytime.
• Patience -don’t be frustrated or go against.
• Being able to stay calm -be good tempered.

Empathy -put yourself into patients’ shoes and be aware of their feelings and emotions.

Active Listening to Your Patient

• Patients come to you when they have questions
• or concerns that need to be answered or solved,
• you need to hear their problems, be empathetic
• and do the best to help them overcome their
• challenges.

*Active listening improves your relationship

2. Cheerful and Lively Employee

• People do not want to wait too long.
• Therefore, an agile staff can commit to
• providing prompt support to patients and
• customers.
• In case your customers have to wait a very long
• time, you should admit the discomfort of
• waiting, apologize to them and find out what is

the problem to avoid it in the future.

3. Creating a Positive Emotion

• Good emotions always come from human
• touch.
• Be assured that you care about your customers
• by charting their eyes when communicating

instead of looking at the electronic screens.

4. Know how to Apologize

• When medical problems happen, great customer
• service staff know how to say “ sorry” and keep
• their patients calm, even if it is just a small

mistake.

5. Be Professional anytime

• Your great human behaviour will make your
• customer feel satisfied and comfortable.
• You might be rushed, you might be tired, or feel
• exhausted with your daily tasks, however,
• discipline yourself to create a good impression

on your patients.

5 most important customer service skills in hospitality #1:

• 1. COMMUNICATION SKILL
• It is crucial to be able to communicate well with
• a single individual as you are the business’s staff
• so that they can understand and get your

points.

Customer Service skills # 2:

• 2. FLEXIBILITY SKILL
• A high level of flexibility is needed because
• people who work in hospitality normally have

to work at night time or weekends.

Customer Service skills # 3:

LANGUAGES SKILLS

• If you are able to speak the client’s languages,
• you can establish a strong relationship with the
• customers to promote customer satisfaction and

loyalty.

Customer Service skills # 4:

MULTITASKING SKILLS

• Being able to do multiple tasks in the business
• is the key to work in a demanding industry
• such as the healthcare or the hospitality

industry.

Customer Service skills # 4:

• 5. CULTURAL AWARENESS
• People have different values, beliefs, and
• perceptions, thus it is important to understand
• the cultural norm and know how to break the

barriers.

Customer Service Elements #1:

1. CUSTOMER RELATIONSHIPS

Greet customers and approach them in a way that is natural and fits the individual situation Show customers that you understand what their needs are Help people

Continue to keep customers aware of what's in it for them to do business with you.

Elements # 2:

• 2. STAFF
• In order to provide the best customer
• service, all staff need to have good

communication skills.

Elements # 3:

• 3. COMPLAINTS
• Listen to customer complaints; you may learn
• something about your service.
• Let customers know that you appreciate feedback.
• Confirm the validity of each concern and offer a solution.

Find out more about managing customer's complaints

Five (5) Customer Service Principles for Healthcare # 1:

TRANSPARENCY

• “Having access to company data, especially
• financial information, offers a sense of fairness
• and openness. Everyone can gain a stronger
• sense of autonomy, leading to higher

engagement”

Customer Service Principles # 2:

• 2. COMMUNICATION
• Fostering a culture of effective communication
• is a key to developing a productive and
• engaging workforce.
• Consider your tone, timing, language, and the
• appropriate channels that fit your clients

and message needs.

Customer Service Principles # 3:

• 3. ACCESSIBILITY
• Organizational leaders should be visible and
• connect with employees on a regular basis to let
• them know you’re available.

Be open to speak in groups or individually about issues of concern.

Ask them about their daily operations of the unit and inquire about the challenges they are facing that limit their ability to provide quality care.

Customer Service Principles # 4:

• 4. RESPECT
• Promoting a culture of respect and equality
• among physicians, nurses and allied-health

professionals is crucial to team building

Customer Service Principles # 5:

• 5. TRUST
• Health care providers and clients have to

build an environment of trusting each other.