I recently finished several books in rapid succession. One of those was about the Nordstrom stores and their delivery of customer service. A brilliant book about the culture of the store. It was hard to believe that those who work for Nordstrom's are really like that.
They are. My wife and I have visited several Nordstrom stores and everyone we met was genuine in nature. I am sure it was partly due to the commission they receive from selling, but my wife and I are not big spenders yet the salespeople treated us like royalty when we were there.
How can we in therapy deliver that type of customer service? Perhaps more one-on-one time with the patients. Perhaps more patient education during the delivery of services. Or is the culture we have developed to see as many patients as possible during our 8-hour day to maximize our reimbursements and have the aides do half the treatments?
Imagine going to purchase a pair of shoes. In most places you don't have to find a clerk to assist you, but if your size is not there you end up spending your time looking for a clerk who may not want to go to the store room to check if there are any more shoes available in your size. At Nordstrom's, a clerk will kneel in front of you and personally assist you in your shopping experience. They will offer to look for a size that will accommodate you. They will even assist in finding a shirt, tie, pants, dress, etc that will complement one another to make you a better person when you leave. You become a customer of theirs for life most of the time.
That's what we should develop, customers for life. Being able to know a patient's wants and deliver them so they will walk away a better person is what I would like to strive for. This is what we should all strive for. But how can we do this with the current system?
Jerry Maguire spoke of decreasing case loads to give more personal attention to clients. Can that work for our profession too?