In the Beginning... That First Impression is Critical Volume 4, Issue 1, January 2006 Happy New Year! I hope yours is filled with peace and prosperity. As this month marks another new year, it also marks a "new beginning." And speaking of beginnings, I'd like to continue the theme from our last newsletter by talking more about customer service. We focused last time on "moments of truth," those simple gestures or communications that immediately change, for better or worse, a customer's perception of care. While we could talk about dozens of such moments that happen in your department every day, perhaps none is more important than the one at the beginning, the moment a patient first arrives for care. It has been suggested that first impressions are formed during the first 7 seconds of an encounter. When patients and families arrive in your department, they’re immediately confronted with two factors that will quickly form their perception of quality of care: 1) the physical environment and 2) the communication that takes place. It may not be fair, but patients often have no other way to assess quality of medical care. If a family comes in and sees a clean, appropriate facility, and connects well with the triage and registration staff, they are primed for a good experience with the physician or other provider. Even if some bumps appear along the road during their visit, such as a delay in getting x-rays, the family will likely be okay with it, especially if good communication has been maintained. On the other hand, if they sense that people don’t really care as they present to triage, then the visit is off to a poor start. It will now be more difficult for the physician’s subsequent assessment; any delay in the x-rays will increase frustration. And worst of all, it may even be impossible to turn that negative first impression around. So how can you create an environment that supports positive initial “moments of truth?” Here are some suggestions: Keep the department clean and neat. As obvious as that sounds, I have seen departments on both ends of the spectrum so I think it’s worth mentioning. An untidy department does not create a welcoming environment. It is essential to budget as necessary to keep the department in tip-top physical shape. If your department sees a significant volume of children, create an environment that makes it clear that children and families are welcome. Appropriate posters, toys and services show parents that your department is comfortable with pediatric care. It’s also essential that triage staff understands how to make children of different developmental ages feel comfortable. Good communication here is not only great for the children, but it also sends a message to families that your department is family- centered. While communication is always important, it’s that initial conversation that sets the stage for the entire visit. A patient or family member will pick up negative vibes very quickly if they are not made to feel welcomed. It may be appropriate to develop some scripts and/or procedures for this initial encounter to ensure appropriate communications take place. Move the patient back into the department as quickly as possible. Emergency departments that have transitioned to this procedure have experienced significant increases in patient satisfaction. In short, take time to assess the initial experience from the patient and family perspective, and make changes that will enhance this critical moment of truth. I have had wonderful conversations with some of you who have purchased our new CalmerKids™ Training Module, launched this past Fall at the Emergency Nurses’ Association and American College of Emergency Physicians annual meetings. Thank you all for your feedback and support! As a reminder, CalmerKids™ is a great way for community and emergency departments to cost-effectively enhance care for children and families. It includes: - A 45-minute professional training DVD or VHS course - A toolkit of distraction toys, books and music for different developmental ages - One year of unlimited e-mail guidance and support - One hour of accredited nursing CE credit for an unlimited number of nurses in your department for 1 year To help you start your New Year off right, we’re offering a $100 discount on purchases of CalmerKids™ through January 31, 2006. For more information, or to order online, please visit http://www.GoCalmerKids.com. Use code NEWYEAR to get your discount. About Our Organization Created in 2003, Petrack Consulting is dedicated to helping physician and hospital leadership bring excellence to emergency services. We work collaboratively to fully understand our client’s needs, and then address programmatic initiatives with measurable outcomes. Our unique background in emergency medicine, administrative medicine, and organization development allows us to create uniquely effective solutions for enhancing emergency services.