Methodologies of Soliciting Customer Feedback in Clinical Hospital Staff: Understanding What Information to Obtain in Order To Improve Customer Service

Health services are undergoing a period of dynamic change in the Australian health market, especially relating to creating and maintaining strong relationships between healthcare facilities such as hospitals and the clinicians who utalise and refer patients to their services. This paper outlines a number of key considerations of behavioural determinants of customer relationship management (CRM) including attitude to serve, understanding expectations, quality perceptions, reliability, communication, customisation, recognition, ensuring agreements are met, satisfaction audit and retention. Understanding these factors and how to implement them into healthcare practice will not only identify areas of improvement but also enable organisations to set achievable benchmarks in satisfaction and key performance indicators as part of a quality management system.