Case Studies

Simulated Patients UK, in partnership with Fisher Medical Centre, Skipton

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  Title:

  Customer Service Training for reception and administrative staff

  Overall Aim:

  To improve service levels within the practice from 'Good to Great'

  Objectives:

  To challenge the barriers to exceptional customer/patient experience

  Explore ways to improve the behaviours and attitudes of the practice staff regarding customer/patient experience

  Have an awareness of what ‘good and bad’ customer/patient experience looks, sounds and feels like

  Have an improved understanding of the positive difference that exceptional patient experience can make to patient recovery times

  An awareness of how staff behaviours and attitudes affects (both positively and negatively) the practices ability to attract elective patients

  To demonstrate the importance of body language and vocal dynamics in engaging positively with others

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  Details

  Collingwood were challenged to design a customer service training event for reception and administration staff at GP surgeries. Given the changing nature of the NHS, such as the rise of elective patients, there is a significant need for surgeries to embrace a customer service (or patient care) culture which improves loyalty, patient experience, and ultimately, recovery times. The half day model, designed for up to 20 staff members at a time, would be piloted and made available to further surgeries across Yorkshire and Humber in 2010 / 11.

  We used prepared scenarios performed by professional actors, which explored both sides of a patient / receptionist interaction, and the delegates were then able to consider the practices / issues which arose. How could the behaviours on behalf of the receptionist ensure the situation didn’t escalate?

  This put the learning in context, becoming a springboard for a programme of interactive activities. Staff explored what great transactions look like; developed specific communication based behaviours using Forum Theatre, and considered the drivers for behaviour through hot-seating the characters within the scenario. Key to transforming our behaviours with regards service is to identify that we can control our own states at all times, and the delegates had a lot of fun practicing how we can change our attitudes in an instant!

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  Key Challenge

  Our goal was to create a truly engaging experience which raised awareness, developed practice and increased confidence amongst staff to provide every patient with an exceptional experience, however challenging the situation. The key challenge was that in the short time available, delegates really had a chance to put the learning into practice.

  So the final element was for each delegate to practice the skills developed in a simulated scenario. Working with the simulators in small groups, each took a turn at interacting with the ‘patient’, employing great greeting, communication, and de-escalation techniques. Whilst challenging, this proved invaluable as an opportunity for staff to develop the confidence in using new ways of working. Lastly, we used coaching techniques for staff to consider personal learning outcomes and the things they will do differently back in the workplace.

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  Outcomes

  • Throughout the process, the Fisher Medical Centre had control over the content of the event and the learning objectives
  • The project met the surgery's learning objectives
  • All the delegates enjoyed the experience
  • The event was successful in challenging their thinking and developing practice
  • The surgery staff and management felt that the use of simulators greatly enhanced the learning experience and intend to use it again
  • The highlight of the event for most staff was the time and opportunity to stand back and consider other views and perspective on service excellence in a safe and enjoyable enivronment
  • The training has generated improvmenets in practice within the medical centre
  • The programme will be made available to other medical centres across Yorkshire and Humber over 2010 / 11