>Last week I gave a speech to the leadership team at Shands Hospital in Jacksonville. Prior to the presentation, I was offered a tour of a new facility called the Proton Therapy Institute. A place that is changing the way cancer is treated, and the way cancer treatment is experienced.

From the moment you enter the facility, Everything Speaks to build trust and confidence. The lobby design, the registration desk design, the flow design for patient treatment were all carefully thought out looking through the lens of the patient.

Exceptional customer service is displayed throughout the patient experience at the Institute. There is a new patient orientation and hosted weekly luncheons (for patients, family members, caregivers and guests) to discuss the treatment process, other topics and give support. Piano concerts are held in the main lobby which is set up without a television set to encourage the patients to talk with each other while they wait for their daily treatment. They have found this helps to create a bond among those patients and helps in the healing process. Reduced YMCA discounts were acquired by the Institute to give patients and their families the opportunity to keep fit during their 6 month stay in the Jacksonville area. They have set up a department to help the patient and/or their families find a place to stay during the treatment. Paying attention to the details throughout the patient experience has resulted in one patient saying “Proton therapy did more than help me survive cancer. It helped me live my life.”

Trust is a huge factor in cancer treatment. The Proton Therapy Institute knows that it is their true product and makes sure that every element of the patient experience speaks “trust” loudly and clearly. Cancer in itself is scary enough, the Proton Therapy Institute wants you to feel comfortable and trust them so you don’t have to worry about the treatment process as well.

Has your organization identified its true product? Does “Everything Speak” your true product throughout the customer experience?  Excellent customer service makes everything easier, no matter what the situation.

Teri Yanovitch is a leading international speaker, trainer and consultant on creating a culture of customer service within an organization. Her firm T.A.Yanovitch, Inc. provides a clear and proven process on how to create this culture of service excellence and helps guide organizations to ensure their success. Through her presentations, workshops and training, Teri has assisted organizations from all industries to differentiate their business through the competitive edge of the customer experience.

Contact Teri at ty@retainloyalcustomers.com

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