Customer Service: Not just a $0.02 phrase Published Feb. 27, 2008 By Col. Diane Ritter 375th Medical Group Scott Air Force Base, Ill. -- If you ask anyone in the 375th Medical Group what my key initiative or emphasis item is for 2008, I hope any one of them would quickly respond, "customer service." Although those of us in the medical world would rather use the term "patient," the term "customer" is more inclusive, referring to anyone we serve. I tell my folks we cannot provide outstanding patient care unless we are first providing outstanding customer service. However, the need for outstanding customer service is not isolated to the 375th MDG, and its importance is captured in our Air Force core value of "Service Before Self." When I first entered the Air Force (back in the dark ages) there was an organizational-wide program that sought to instill this concept in all Airmen. In fact, we all had to attend week long "Customer Service University" training. As a new officer, I was struck that our organization expected us to help people even when their problem was not in our job description. We were taught simple things, like never tell someone "I can't help you" but rather, assist them in connecting with someone who can. Frankly, my experience with other (non-DoD) government workers had been that they generally did as little as they could, as slowly as possible. I was truly excited to join an organization where we set our target so high. Some of the things I think are important in reaching that target of stellar customer service, regardless of work area, include: 1. When your phone rings, answer it. 2. If the caller has the wrong number, give them the correct number if at all possible rather than just telling them they have the wrong number. 3. When someone walks into your work area, make immediate eye contact. This lets them know that you see them and intend on taking care of them even if you cannot address their needs immediately. 4. If the customer is going to have to wait, let them know, and let them know you will take care of them as soon as you are able. 5. Don't make the customer wait while you chat with coworkers or carry on personal phone conversations. 6. Treat everyone like you would want your mother to be treated. If you don't like your mother, treat them as if they were someone you do love. 7. Don't take your bad day out on your customers. 8. If the customer comes in with a bad attitude, don't take it personally and don't become part of the problem: a. Assume they are having a bad day (or better yet, verbalize that they look stressed and ask if you can help). b. kill them with kindness. c. call for backup sooner rather than later if things are looking ugly. 9. If someone is late due to a good reason, don't send them away even if it means you have to work a bit to get back on schedule. Show some empathy. 10. Always try to imagine the situation from their perspective. Making the effort to ensure we take good care of our customers is good for them, good for us and good for the mission. Particularly for us in the medical world, a positive encounter may be the best medicine our customers could receive. In addition, most of us chose our professions because we want to serve. Nothing is more rewarding than when we have the opportunity to turn what started out as a negative encounter into something positive, because it means we have truly made a difference. Finally, mission success depends on us working as a team. Building positive relationships with our customers, regardless of who they are, makes the entire Joint Total Force Scott stronger and generates powerful synergy for accomplishing our mission.