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Caring... new campaign set to kick-off by Cindy A. Abole Public Relations Representatives from Ambulatory Care are from left: Brenda Donato, Beth McMasters, Dave Neff, Susan Hamner, Kathy Mack, and M.E. Morgan. The group gathered to distribute promotional items to the staff. Smiles and caring attitudes go a long way when it comes to providing excellent customer service. That's why MUSC's Ambulatory Care Services developed the Ambulatory CARES (Customers Always Receive Excellent Service) program. The program emphasizes strategies to put patients and customers first when it comes to providing competent care and courteous personal attention.    “People go where they feel cared for and pampered,” said Sherry Gillespie Miller, clinical services director for Ambulatory Care. “Many who come into the hospital are in an anxious frame of mind. We want patients to feel more at ease and confident in the care that they receive rather than feeling that they're just part of a big system.”   In setting the 1999 goals for Ambulatory Care Services, Dave Neff, administrator and Miller have teamed up with the Quality and Staff Development Department and other Ambulatory Care personnel to develop a customer service program. This is to be an ongoing educational program which has been planned and will be conducted by Ambulatory Care personnel. The process began with the formation of a customer service committee composed of representatives from various clinical and support areas within Ambulatory Care Services.    “The idea was not original on my part,” Neff said. “Employees, supervisors and managers came forth in setting priorities for the ambulatory cares program. I think the best clinical services program is one in which you can look to patients and employees to identify needs and develop content and strategies to meet their needs.”    The Ambulatory CARES program differs from previously sponsored customer service programs in that employees have been intimately involved from its inception. Another difference is that the Ambulatory CARES program defined its vision and standards based on the values of the Medical  Center - Accountability, Respect, Excellence and Adaptability.    To ensure a continuing focus on customer service, Ambulatory Care Services has formalized service expectations through the development of service standards and expected service behaviors. These standards will be communicated during the hiring process, orientation of new employees, and monthly educational offerings. Staff will be held accountable to the standards by signing a customer service agreement during their educational session and annually during the employee review process.    Using the resources gleaned from a national conference on customer service in health care along with other resources, clinical educators Susan Hamner and Mary Elizabeth (M.E.) Morgan worked with the committee on developing all the elements of the program from the program content to promotional activities for the staff. In late August, Morgan and Hamner conducted leadership seminars for the 20 staff members who will be the facilitators for the customer service sessions beginning in mid-September. It is anticipated that 500 employees of Ambulatory Care's 50-plus sites will complete the first of three modules of training by the first of December.   “This couldn't have come at a better time,” said Cheri McElwee, clinical coordinator in adult rheumatology and one of the program leaders. “It's important to show employees that our patients are unique individuals and need to be treated with kindness, care and compassion. After all, patients are our reason for being.”   Promotion for the CARES program included the use of a heart-shaped “A.C.” character on banners, cards, pencils and buttons. “A.C.” was introduced to the university community in issues of The Catalyst. CARE committee members also erected booths and banners around key locations in Rutledge Tower to discuss the program, distribute items and help stimulate interest.   As an ongoing incentive, the committee plans to extend the existing rewards and recognition program to include immediate feedback for excellent customer service. Staff caught in the act of caring will receive a red “I Care” button from the “Care Patrol.”   The Medical Center hopes to take advantage of the work Ambulatory Care has done. The management team has previously designated “customer service” as one of its core competencies required for all employees. Presently, the center is piloting the use of a combined performance appraisal and job description, which includes pre-printed job expectations for customer service. Other planned activity includes evaluating customer service objectives and imposing initiatives. A Customer Service Vision Program (Customers Always Receive Excellent Service)  Excellent customer service is: Accountability— being responsible for customer needs and providing resolution for customer concerns or problems Respect— interacting with each customer in a caring  and considerate manner. Excellence— providing each customer with competent, quality care. Adaptability— adjusting to each customer's need or concern  in a positive and creative manner.