Customer service in healthcare goes beyond treating an illness. It involves empathy, clear communication and compassion to address patients’ needs, anxieties and expectations.
Exceptional customer service in healthcare means creating a safe, supportive experience for patients as they navigate complex medical care. It is not just about diagnosis and treatment — it is about how patients feel throughout their journey.
What is healthcare customer service?
Customer service is important in healthcare because it builds trust and improves patient loyalty, outcomes and satisfaction. When care teams provide quality service, patients are more likely to feel confident in their care and stay engaged in their recovery.
“Patients who come to Encompass Health are dealing with life-changing conditions, whether it is short-term or long-term," said Bindu Varghese, CEO of Encompass Health Rehabilitation Hospital of Sugar Land, and an occupational therapist. “It is important that they feel heard and for clinicians and staff to be empathetic to their concerns. I like to tell staff to just imagine if it was your loved one; if so, you would provide them with the care they deserve and need.”
Who are your customers?
In healthcare, customers include patients, family members, physicians, vendors, volunteers and anyone you may come into contact with. It is important to make a good first impression.
"Everyone working in healthcare should show empathy towards patients and each other," Varghese said. "If you are genuinely kind and listen, it will make a patient feel comfortable and at ease. If staff get that service right, word of mouth travels fast and it gives you the advantage in the communities you serve."
The connection between healthcare and retail customer service
In retail, there’s a saying “the customer is always right.” That same idea can also apply in healthcare. While clinician diagnosis comes from a qualified medical professional, listening to patients’ concerns and feedback remains essential.
“Under certain circumstances, yes! It is important for clinicians to listen to patients’ concerns and de-escalate any situations that may arise due to misunderstandings," Varghese said. “When patients are upset, clear communication is more effective. There are ways a clinician can approach a patient to calm the individual and listen to their concerns.”
How can you de-escalate situations in healthcare?
Small acts of kindness can make a big impact on a patient’s experience. Listening and responding to individual needs can shift a patient’s outlook and improve engagement in care.
At Encompass Health Sugar Land, something as simple as one cup of gumbo made a big difference.
“We had a patient from Louisiana who wanted a cup of gumbo, so one of our therapists made sure it was made in compliance with the patient’s diet, and it completely changed her attitude,” she recalled. “It gave the patient motivation to continue her recovery because she felt heard. She walked out of our hospital with the assistance of a walker."
Tips to build healthy relationships
Strong communication is key to providing excellent customer service. Healthcare professionals should develop a relationship with patients to fully understand their needs.
Varghese offers the following tips to enhance customer service:
- Listen and be authentic: Make eye contact, remember what patients share and respond thoughtfully.
- Show empathy: Give patients your full attention and listen to their needs.
- Provide a warm welcome: Smile and greet everyone entering the hospital to set a positive tone.
- Reflect on patients’ recovery goals: Understand what matters most. If the patient wants to just hold their grandkids, align their treatment plans to that goal.
- Ask open-ended questions: Encourage the patient and family to share concerns and ask questions.
How to improve healthcare customer service
Patient feedback also plays an important role in improving service. Surveys provide insight into what is working well and what services need improvement. Applying feedback received from patients helps healthcare providers improve services. Providing growth and development initiatives for staff can increase employee and patient satisfaction.
“We take feedback from patients and disseminate it back to our departments. Letting the staff know how they have made a positive impact on a patient’s life is important,” Varghese said. “If we get a negative survey response, we work together and figure out if there is something we could do better — like change some processes in our day-to-day operations or education.”
