Medical facilities spend a lot of money and effort on branding campaigns. Billboards, articles and the like all proclaim the superiority of their services. However, when staff contact prospective patients before their arrival, they apparently do not all have access to the patient's information, leading them to give varying answers to simple questions. The result is a confused impression in a patient's mind regarding staff's competency.
Branding needs to be carried over into customer service, so that everyone has information on a customer's record and documents a call for future use. Branding is not just a clever slogan; it should include leaving a solid impression of competency in a client's mind.
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