From the August 2014 issue of HealthCare Business News magazine
By Jennifer Daugherty
In the past, the customer’s natural inclination after buying a new piece of medical equipment was to purchase an extended warranty from the OEM to maintain and repair the equipment. However, it is quite a different story today as the customer often has a number of options to choose from for the service of their post-warranty health care equipment. Within the past six years, new equipment sales have steadily declined as health care systems and patient care centers have systematically cut overhead costs and held on to their equipment longer. Dwindling returns on new equipment sales have forced manufacturers to reconsider the profit potential on after-sales support and service and place more emphasis on service.
There is a fierce battle raging today that is focused on retention of post-warranty service customers. Independent service organizations, equipment maintenance management companies, multi-vendor service companies, as well as outsourced parts providers are now all vying for the same service dollars. With so many options to choose from for after-sales service, one would think that the customer would always get the royal treatment. So let’s take a look and see if the customer is treated like a king — or is it just a myth?
A king is always shown the proper respect. Disrespect is one of the primary reasons why customers leave their current service provider. A sarcastic, rude, or insulting technician can ruin your whole day. It is also a clear indication of the culture of that company. If management allows their employees to treat customers badly, then it’s obvious that they don’t value your business.
A king deserves attention. The customer service representative should always give the customer their complete attention, ask pertinent questions, and most importantly, listen carefully. Nothing is more frustrating to a customer than calling for a repair and getting a recorded message. Service organizations that are truly concerned about their customers will always answer the phone.
A king’s time is valuable. Many large service organizations have outsourced their service departments overseas to reduce labor costs. Oftentimes, these representatives do not have an adequate understanding of English, or health care nomenclature. Trying to articulate an equipment failure to someone who cannot understand what you are saying can be extremely frustrating and a huge waste of time.
A king shall not be made to wait. The service technician should always arrive within the agreed upon timeframe. If a delay does occur, the customer should be notified and given the option to change the appointment. Service should always be at the customer’s convenience, not the other way around.
