305 MDG changes culture, improves customer service Published April 4, 2008 By Senior Airman Danielle Johnson 305th Air Mobility Wing Public Affairs MCGUIRE AFB, N.J. -- Big changes are happening at the McGuire Medical Clinic - culture changes. The 305th Medical Group has implemented a transformation of the clinic's customer service aspect, which in turn, has affected all aspects of patients' health care experiences, clinic officials say. "In September 2006, we first started trying to come up with a program to embody the Can Do attitude," said Chief Master Sgt. Jennifer Hooks, 305th MDG superintendent. "(We asked ourselves) 'What do people want?' They want caring, timeliness, flexibility - that's what they are judging when they come in here. So how can we incorporate their needs into what we do?" To reach their goal of a 98 percent overall customer satisfaction rating, clinic leadership scheduled for select clinic personnel to attend a customer service training program provided by Integrity Healthcare Training. Armed with the customer service program knowledge, and the concept of "G-VAL-HI" - Greet People, Value People, Ask How to Help People, Listen to People, Help People and Invite People Back - the personnel returned to the clinic and began spreading the word, so to speak. An internal training program was developed based on the professional training program's concepts. Each member of the medical clinic receives an initial half-day seminar followed by six weekly staff follow up sessions that will last an hour up to an hour and 15 minutes. Providing the training to all clinic personnel - both current and incoming - is driving a culture change, which clinic leadership believes is key to ensuring outstanding customer service performance. The result is astounding: the clinic is well on its way to reaching their goal. The clinic's overall customer satisfaction rating was 94 percent in December, up nearly 10 percent from the December 2006 rating of 85 percent. Clinic officials also note that specific areas of the customer satisfaction survey have at times reached 100 percent during a given week. "We have seen an overall improvement in our customer satisfaction," said Lt. Col. Patricia Brown. "I think the culture may not be where we want it to be, but I think everyone in the Medical Group knows something about customer service." "(And) it's not just about customer service," said Master Sgt. Garry Zimpelmann, 305th MDG patient advocate. "It's about how we're treating (each other) in the clinic. When we are treating ourselves better, it translates to (our customers)." "It's driven so many other things because we're trying to improve service to everybody," Sergeant Zimpelmann said. "Some of the things we've done have ended up increasing access to care, both in house and downtown." Some additional services that have been added as a result of the clinic's transformation - which has included several AFSO 21 initiatives and 64 Rapid Improvement Events - are the Joint Minor Injury and Illness Center, which offers after-hours care to base personnel and beneficiaries; Joint Physical Therapy; on-base MRI capabilities; walk-in services and late clinic; one-stop referrals service; extended mental health services hours; physical therapy aquatic services; and physical therapy and mental health services that are now available to family members. "We're trying to work smarter not harder," said Master Sgt. David Curtis, 305th MDG medical services flight chief. "When the staff is happy with the workplace, the customers see that and it carries over." Some technological improvements to the clinic have helped save time and ensure both clinic staff members and patients stay informed. Staff members now have walkie talkies and head sets to communicate information such as patient wait times, and V-Kiosks allow patients to check in for their appointments while customer service desk personnel provide service to patients/customers who have additional needs. The clinic is also using technology to check the pulse of customer satisfaction with in-house opinion meters located in the clinic lobby and a survey located on the clinic's Web site, http://305thmedicalgroup.com/ "Patients should know that they don't have to leave here unsatisfied," said Sergeant Zimpelmann. "There are people to talk to: every section has designated customer service representatives and if they aren't able to meet your needs, then people like myself - the patient advocate - and the flight chiefs are here to help." Clinic leadership emphasized that they welcome all comments and suggestions for improvement that patients might have, whether positive or negative. "The best thing about customer service is listening to our customers because they tell us what they want and we see if we can provide it," said Sergeant Curtis. "Customer service is an ongoing thing. There's always a better way. We're always trying to find a better way to take care of our customers."