A ferocious, time-sucking whirlpool of bad customer service
Somewhere between my countless doctors visits I became caught up in a vast, time-sucking, Homeric whirlpool of paperwork and phone calls. Facsimile terminals in New York, San Francisco and Chicago diligently beeped at each other at my behest. I spent three to four hours a day on the phone calling, calling back, getting transferred, re-transferred, hung up on, mis-transferred and attempting to leave voicemails on mailboxes that were already over capacity-all while mentally dealing with the reality of cancer. For every one task I needed to accomplish that should have been accomplished in one phone call, I estimate it actually took on average six phone calls. Why? Partly because when our cell phone bill is incorrect by $1.09 we place an angry call to AT&T and when Comcast doesn't show up for an appointment we fill out 15-page FTC and BBB complaints in triplicate, but when a hospital fails to fax our medical records or a doctor fails to call us back, we simply grin and bear it. (The hospital of which I speak was not MSK. MSK is the exception to this rule and warrants their own post on why they succeed.)
Disturbingly, we voice our outrage over the smallest customer service infractions for consumer products, but sit as silent accomplices when life and death is on the line. And don't be fooled. It might "just be" a fax of your medical history that fails to get placed on the first call, but if you're in the operating room and something goes wrong it very well could cost you your life when the doctors don't have access to the records of your preexisting conditions. Think about how much care Apple and Google put into the customer experience for their latest mobile phone operating systems from the color of the icons to the feel of the box and response time of their customer service reps. Yet, when I call a doctor to get blood lab results or my insurance company to find out about the status of a $30,000 bill I am treated like third-class citizen. "But, Tom!" you scream. "There are good reasons the healthcare industry is like this. They can't afford good customer service." Untrue! If you want an example of amazing customer service in insurance, look no further than GEICO. Every time I call them, I am blown away by how customer-fcoused they are. If you want examples of hospitals and doctors who get it, I would suggest you spend a week in Memorial Sloan-Kettering diagnosed with cancer...on second thought, you may not want to do that.
Every business is benefited by understanding and catering to their customers, no matter what industry. That is an immutable law of both business and charity. It's no wonder healthcare is so broken. Any business that fails to understand or care about their customers' opinions is likely to face serious trouble. This is even more concerning when it's an industry-wide culture and that industry is the single largest slice of US GDP. This means two things. First, we as consumers need to demand more from our healthcare providers. Second, there is significant opportunity for healthcare providers (hospitals, doctors, insurance agencies, etc.) to differentiate themselves by radically re-imagining their services from the points of view of their customers.