Today patients (and the Center for Medicare and Medicaid — CMS) evaluate quality on both clinical outcomes and the patient experience. As a result, it’s essential that managers and employees as well as providers understand the importance of patient-responsive performance in a service-sensitive marketplace.

Often, many medical offices have two different management styles. Technical tasks are clearly defined (clinical protocols) and closely monitored, while service issues are addressed in generalities, and left to the good judgment of each individual. As a consequence, most organizations deliver good clinical care but average customer service. The only effective way to ensure outstanding service performance is to define customer service behaviors (service protocols/scripts) and ensure that employees have the skills to meet established objectives.