Customer Service Training Manual

Exceptional Customer Service: Exceeding Expectations at LA Laser and Skin Center

LA Laser and Skin Center is synonymous with luxury and comfort. Our patients expect not only the best care, but they also expect outstanding customer service consistent with our high end brand. Patients can go anywhere for medical and cosmetic dermatology, but they choose us because we offer cutting edge treatments paired with unparalleled customer service. As an employee of LA Laser and Skin Center, you are an ambassador of our brand. You are tasked with upholding our reputation.  

Employees will ALWAYS:

· Be friendly and upbeat when interacting with patients.

· Listen to our patients and acknowledge patient requests and concerns. 

· Explore all options and alternatives to fulfill patient requests.

· Respond with a clear plan of action, so patients know exactly what to expect.

· Tell a patient what you CAN do for them rather than what you can’t do.

· Apologize when we haven’t met expectations.

· Thank the patient at the end of every interaction. 

Employees will NEVER:

· Turn a patient away. We will always do our best to provide services to patients, even if we aren’t contracted with their insurance plan. 

· Say “no.” Always offer an alternative without saying no.

· Say “I don’t know.” Always consult a reference if you don’t know the answer. 

· Transfer a call to another office or employee instead of assisting a patient.

· Give a phone number instead of transferring a call directly. 

· Refer to a patient as sweetheart, darling, missy, dear, lady… While you may think a particular pet name is a sign of friendship, others may perceive it as condescending and off putting.

Who Are Our Customers? 

A common mistake made by customer service representatives is to treat people differently based on their relationship with the company, but every person you interact with while on the job at LA Laser and Skin Center should be treated as a valued customer.  

Patients

-This includes past, present, and future patients. 

- If a person has not yet utilized our services or purchased our products, they may in the future. Make a good impression so they will choose us! 

- If a patient hasn’t visited in years, they are still our customer. Your attitude can determine whether they return.

- Regardless of purchasing power, all patients are valued customers. 

Vendors and Product Representatives

-Be as friendly and helpful as possible during all interactions with vendors and product representatives, even if they are trying to sell a product or service you do not need or want. Do not share private company information with them, such as how much you or our company profits from sales. 

- CoolSculpting, Allergan, Merz, Sentè, and other representatives from medical companies frequently work with us to provide products and services to our patients. 

- Many of our offices contract vendors for cleaning services, package delivery, and other operational functions. 

LA Laser and Skin Center Employees 

All successful businesses operate under the philosophy that employees are customers, too. You may receive calls or requests from employees located in other departments or offices, and these interactions are crucial to keep our company running. Do not be dismissive of other employees. 

Dealing with Dissatisfied Patients

Stay calm, listen, and prepare an action plan. Even if a patient is rude and raises their voice, always be respectful and do your best to create a solution. 

Successful employees understand how to help disgruntled patients who may not have received the level of service expected from our practice. When a patient expresses their concerns, it’s important to remember that it’s not personal. The patient is angry at the practice, and you are representing the practice as a problem solver. 

· Never argue back. Even in the most difficult situations, find a way to resolve the issue without arguing with the patient. Instead of contradicting their point of view, suggest a solution.

· Control your own anger. You are in control of your own emotions, and you can decide how to react to unreasonable behavior. Take a deep breath, and consciously decide to be the bigger person. By controlling your own anger, you will not only be happier, but you will also be a better employee. 

· Listen. Don’t talk. When a problem arises, most people simply want to be heard. By remaining quiet and patiently listening to customer concerns, the situation may diffuse on its own. Conversely, if you respond forcefully when a patient is angry, the situation can quickly escalate. The best course of action is to remain neutral and calm until you fully understand why the patient is upset. Once you know what caused the problem, you will be better able to offer a satisfactory solution. 

· Show that you care. After the patient has fully explained their frustration, they will most likely pause to hear your response. Be sure to acknowledge the patient’s frustration, and then make every effort to show you care. Even though you are not the cause of the problem, apologize on behalf of the practice. Help them understand that you will do everything in your power to provide the best solution possible. By showing you care and genuinely want to help, the situation can be turned into a positive patient experience.  

· Be patient. Take things one step at the time. Although it is not easy to control emotions when a patient is being unreasonable, you must always remain professional, friendly, and cooperative while you work to resolve the issue. There is no rush to end the interaction, so take your time to provide the best patient experience possible. 

· Be positive. Even in the worst circumstances, approach the situation with a positive spin. The patient may raise their voice and say negative things, but you can control the interaction by pointing out the positive aspects of the solution you are providing. Instead of saying, “There’s nothing I can do because we don’t have your test results yet,” be positive and helpful by saying, “I understand you’d like your test results as soon as possible, and it looks like we will get them to you first thing tomorrow. I’m really sorry about the delay. Next time, we’ll do our best to contact you sooner.” With every statement you make, say it positively. 

· Destress yourself. After a difficult interaction with an angry patient, be sure to destress yourself. Take a short break, go for a walk, relax, and prepare yourself to move on with the day. Once you’ve taken a moment to destress, leave the situation in the past. Don’t dwell on the interaction or interrupt a coworker’s schedule to share what happened. Let it go and move on.

Phone Etiquette and Call Handling Procedures

Every phone call has the following goals:

· Covert an incoming call to a scheduled appointment 

· Suggest services and sell products specific to the patient’s needs

· Fully answer all questions, even if you must consult a reference for the answers

· 100% patient satisfaction 

Incoming Call Script

To answer incoming calls:

“Thank you for calling LA Laser and Skin Center, this is _____________. How may I help you today?”

To respond to the patient’s initial concern:

“Sure. I am happy to assist you with that. May I have your full name and your date of birth so I can look up your information?”

If you are having communication problems or the patient was not clear:

“So sorry, but may I ask you to repeat that please? Thank you.” 

If you need to place the call on hold:

“In order for me to assist you properly, may I please place you on a brief hold while I find that information? Thank you for your patience.”

When picking a call up from hold:

“Thank you so much for holding. Here’s what I found out.” 

If you are having computer or connection problems:

“Thank you for your patience. We are currently experiencing technical difficulties that may delay the process of obtaining the information you requested. Would I be able to contact you later when the information is available?”

If the patient needs to discuss test results:

“I’m happy to help with that request by scheduling you for a follow up visit. Only a certified specialist can discuss test results with you, and we want to make sure we give you all the information you need in person. Let’s schedule you for an appointment on…”

If the patient would like to know whether we accept their insurance, and you aren’t sure of the answer: 

“I am going to speak with our insurance verification team to make sure we accept your type of insurance. Let’s schedule your appointment right now, and my colleague will get back to you as soon as possible with information about your insurance plan.”

When scheduling an appointment: 

“You are confirmed for [Day] [Date] at [Time]. Try to arrive at least 15 minutes early to fill out any necessary paper. We look forward to seeing you then!”

If the patient had a negative experience:

“I understand, and I apologize on behalf of our team. We have worked really hard to improve patient satisfaction, and I would like to help you in any way I can.” 

If a patient is disgruntled:

“I understand and I apologize for the inconvenience. I am going to do everything I can to resolve this issue.”

To conclude the phone call:

“Is there anything else we can do for you today?”

“Thank you so much for calling! We look forward to seeing you at your appointment!” 

“Thank you so much for calling! We look forward to seeing you next time!”

Call Handling Don’ts

· Do not tell a patient they are speaking to a call center representative. Each patient should feel as though they have reached their home office, and every call should be personalized. 

· Do not share the following information with patients: 

     -Certain offices are only open on certain days

     -There is limited availability for appointments

     -A specific provider is only in the office on certain days. Instead, offer the patient the next available appointment without commenting on why it might be a few days or weeks away. 

· Do not tell a patient that you don’t know the answer to a question. If it’s a quick fix, follow the proper protocol for putting the patient on hold, and then take the time to find the answer. If it might take more than a minute or two to look up the answer, take down the patient’s name and number and tell them you will find the answer and then call them back as soon as possible. Follow through with this commitment, and be sure to call them back. 

· Do not tell a patient whether we accept their health insurance unless you are absolutely certain. The best protocol is to schedule an appointment while you already have the patient on the phone, and then offer to call them back once you know the details about their insurance coverage. 

Helping Customers Understand

Their Insurance Benefits

The Elements of Health Insurance

Provider- A hospital, clinic, health care professional, or group of health care professionals who provide a service to patients

Deductible- A deductible is the portion of health care expenses that patients must pay before insurance begins to pay.

Copay- Copayment is the portion of a claim or medical expense that a patient must pay out of pocket. Copayment is usually a fixed amount.

Coinsurance- Coinsurance is a provision that limits an insurer's coverage to a certain percentage, commonly 80%. This provision is common among indemnity insurance plans and preferred provider plans. If an insurance plan includes coinsurance, the patient will be responsible for charges beyond those covered by your insurance.

Out of Pocket Maximum- The most a patient has to pay for covered services in a plan year. After spending this amount on deductibles, copayments, and coinsurance, the insurer pays 100% of the costs of covered benefits.

Never Turn Patients Away

It is our goal to serve every person who wishes to receive care at LA Laser and Skin Center. We are always happy to welcome cash customers, and we also have financing options available through CareCredit. Unlike other companies, when we learn of a particular insurance plan that we are not yet a part of, we will make every effort to become an approved provider for that plan. 

When a patient has an insurance plan that we do not accept, follow these steps:

1) “While we don’t currently accept your health insurance plan, I am going to send your information to our Compliance Department. We will do our best to become a provider on your insurance plan. A representative will contact you as soon as we are approved. While we’re waiting, would you like to make a tentative appointment and use an alternate form of payment?” 

2) If they do not want to pay with cash or credit card, offer them our financing option through CareCredit.

3) If the patient prefers to wait until we are able to accept their insurance, offer a tentative appointment again. “I completely understand that you’d rather wait to see if we are able to accept your insurance. Let’s make an appointment for a few weeks from now, and we’ll let you know prior to that day about your insurance.” 

4) Record the patient’s contact information as well as their health insurance details, and then send the information to the Compliance Department. They will petition to become contracted with the insurance practice so that we are able to accept that form of insurance in the future. This process can take anywhere from a few weeks to a few months. 

5) Make a note on your calendar to follow up with the patient to discuss whether we are able to accept their insurance. If they scheduled an appointment, make sure to follow up prior to the appointment. If we have not become an approved provider, offer them the options of cash payment and CareCredit again.  

Financing Through CareCredit 

· CareCredit is a credit card that is approved based on a patient’s credit score and borrowing ability. Not all patients will qualify for large amounts of credit, and some may not qualify at all. Patients may use a cosigner in order to qualify for credit. Make sure the patient understands that their credit limit is determined solely by CareCredit, and LA Laser and Skin Center does not have the ability to appeal credit approval. 

· CareCredit may be used for deductibles and cosmetic fees, but not for copays and coinsurance. 

· Patients can apply for CareCredit by going to www.carecredit.com

· The CareCredit system does not update until the next business day after an application has been submitted. Account information and credit limits will not be available until then.

Time Management

How to stop procrastinating, start planning, and get more done!

Make a To Do List

· Update your list at the start and end of every day. You’ll feel accomplished when you cross off completed items, and you’ll benefit from being reminded of what’s next. 

· Modify your to do list as certain projects become more important. It is crucial to acknowledge that priorities change without becoming frustrated with your fluctuating work load. 

· Avoid small pieces of paper such as sticky notes. They create clutter and can get lost easily. 

· Separate your calendar from your to do list. Your calendar tracks appointments and deadlines, while your to do list shows exactly which projects need to be completed in order of importance. 

· Include every task that must be completed. Don’t leave off large projects, even if you are certain to remember them. Your to do list should be a visual representation of everything on your plate, that way you have a full picture of your upcoming work load. 

Set Priorities

Every day, we’re confronted with choices about our time, and we cannot retrieve hours lost to poor decisions. That is why prioritizing items on your to do list and properly managing your schedule is key to workplace success. 

Set priorities by asking yourself the following questions:

· “What is my deadline for this project, and where does it fit on my timeline with other tasks?”

· “Will this meeting/phone call help me complete items on my to do list, or should I reschedule when I have completed more critical tasks?” 

· “Am I just procrastinating, or can I reschedule without consequences?”

· “Does my team need this completed right away?”

· “Does my team have a realistic expectation of when I will be finished?” 

· “Do I have everything I need to finish this project, or should I wait to begin until I am better equipped?” 

Recognize Obstacles and Proactively Avoid Them

Identify obstacles by asking yourself the following questions:

· Am I attempting to do too much or take on too many responsibilities? We all want to please our coworkers by saying yes to as many projects as possible, but sometimes this hinders our ability to do a thorough, high quality job. If you must accept new assignments before others are completed, make sure to communicate a realistic completion timeline with your superiors and team members.

· Is my work area cluttered? It’s easy for important papers to get lost in clutter, but even worse, a cluttered environment can lead to a cluttered mind. You will be more productive if you feel organized and at ease in your surroundings. 

· Is my calendar disorganized? Your calendar should be concise and easy to view. All appointments and deadlines should be labeled and updated as they change. It’s easy to forget an important date or deadline if it’s buried in a cluttered calendar. 

· Am I disciplined? Everyone experiences difficulty concentrating from time to time, but some struggle more than others. It’s important to exercise discipline when you have trouble focusing. When you take a break, step away from your desk to fully disconnect from your duties for a little while. This will help you concentrate when you return. Some people find that squeezing a stress ball or chewing gum helps them focus. Figure out which focusing technique works best for you! 

· Do I surround myself with distractions? Put away personal cell phones and log off social media while at work. It’s easy to forget about distractions when they aren’t right in front of you. Don’t spend time unnecessarily socializing with coworkers. 

· Do I begin a new task before completing the one I already started? Avoid having multiple partially completed projects on your to do list. You will produce better quality work in a shorter period if you focus on completing one project at a time. 

· Is procrastination affecting my work flow? If you’re always running behind, you’ll never get ahead. Start projects on time and follow through to finish by the deadline. You will be much more efficient if you’re ahead of schedule. If you’re putting off a particular task because it’s unpleasant, promise yourself a reward for completion, like a tasty treat or an additional short break. 

Take Action

Now that your to do list is complete and your priorities are set, the next step is simple. Take action and get to work. 

Inside Sales

About Inside Sales

Inside sales are the sale of products and services by personnel who speak to customers primarily by phone, email, and online chat. It’s not the same as telemarketing, because inside sales representatives are highly skilled and knowledgeable about the products they sell. In every sense of the word, an inside sales rep is a specialist. At LA Laser and Skin Center, we consider every employee a crucial part of our inside sales team. Our practice does not make outgoing cold calls in an effort to sell, so each customer we speak with is already interested in our products and services. As part of our inside sales team, you will assure that all sales opportunities are covered through a disciplined and consistent process of customer engagement and follow up. 

The Three Keys to Inside Sales

· Knowledge of our product is the #1 way to sell! Know each and every one of our products and procedures inside and out. Many new patients will call with an aesthetic goal in mind, and it’s your job to know which treatments we offer to achieve that goal. Some patients will have no idea what they want, so you must be able to make suggestions based on limited information that the patient is willing to provide. On the other hand, some patients are very well informed about specific procedures, so they will call to see if we’re the right practice for them. You must match them in knowledge and have all the answers available. 

· Know your audience and adjust your sales technique based on the target demographic. This is particularly important for our practice, because the demographic of our patients greatly varies from location to location. 

· Build a rapport with our patients. A friendly tone and personal touch is the best way to connect with our patients. They will be more willing to try the services you suggest if they feel you’re more of a friend rather than a salesperson. 

Promotions and Marketing

Around the Clock Marketing and Promotions Initiatives

At LA Laser and Skin Center, all sales and promotions are developed and approved exclusively by a joint team from our marketing and finance departments. At the beginning of the year, our marketing team creates a predetermined promotions calendar for every sale that will take place throughout the year.  Since the products and services offered at each office vary by location, our marketing team provides promotional material customized to each office. At any given time, each office will always run at least one promotion. All promotions are marketed through email blasts, social media, print advertisements, billboards, and business to business outreach with marketing flyers. 

Your role in marketing and promotions initiatives: 

· Read every email you receive regarding current promotions for each office. 

· Memorize the current promotions so that you can quickly answer questions about them as well as recommend them to patients. 

· Keep an updated copy of all promotions handy as a helpful reference. 

· If a patient asks about a promotion that you are not aware of, schedule the appointment as you normally would without commenting on your uncertainty to the patient. Once you have finished assisting the patient, search the current promotions to verify the information. If the promotion is expired or the patient misunderstood the terms, call the patient back to explain the situation. “Hi, this is----- calling from LA Laser and Skin Center. We just spoke a few moments ago. We’re looking forward to seeing you at your appointment, but I just wanted to discuss the promotion you requested. Unfortunately, I just found out that the sale is already over. We’d still love for you to come in for treatment.” If the patient no longer wants the procedure because it is not on sale, offer them our current promotions.

· Know our products and services inside and out, so you are ready to promote them when they go on sale. 

Monthly Promotions

Our monthly promotions are the most important of all our sales. We heavily market these promotions through email blasts, social media, print advertisements, and billboards. In addition, each month, every office will receive customized marketing flyers featuring sales specifically designed for that office. Every month, one employee from each office is expected to canvas their area by traveling to qualified businesses within a five mile radius to introduce our practice and distribute marketing flyers. 

Welcome to the team! 

You are now a proud member of the LA Laser and Skin Center team! Always remember that you are an ambassador of our world famous brand, and it’s up to you uphold our reputation for luxury and comfort. In everything you do, it is your job to continually provide outstanding customer service consistent with our high end brand. We are so glad to have you onboard!