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2007 Award of Excellence presented by the Association of TeleServices International (ATSI) MASCO's Customer Care Call Center has been honored with the 2007 Award of Excellence, presented annually by the Association of TeleServices International (ATSI). This is the forth year in a row the call center has attained this quality award. ATSI, the industry's trade association for providers of telecommunications and call center services, rated the Call Center over a six-month period for courtesy, response time, accuracy and overall direct client service. In June, ATSI recognized MSI for its proven quality service to customers at its annual convention in Denver, Colorado.
Customers praise service To understand customers’ individual needs and provide service with a personal touch, MASCO’s Customer Care Call Center relies heavily on feedback from its most important critics -- its customers. MASCO’s annual customer satisfaction survey shows that the Call Center once again received high ratings in areas of professionalism, courtesy and promptness in answering. Organized through MASCO’s customer care program, the survey is a vehicle through which the Call Center is able to evaluate its services and its customers’ evolving needs. “I love the text paging system,” said Christy Flory, nurse practitioner at Beth Israel Deaconess Medical Center. “It’s almost like sending an e-mail, but the person can see it on their pager rather than waiting to read or check their email. It is doing an excellent job helping us to communicate with each other.” Market research ranks center No. 1 A report of operator performance measurements shows that customers are not alone in thinking the MASCO Call Center’s professionalism and efficiency is excellent. Market Directions, a Boston-based market research firm, performed an assessment of operator call handling at three area hospitals, one out-of-state hospital and the MASCO Call Center. Under the proven method of asking for a fictitious doctor within various hospital departments, 15 calls were made to each main number during a period of eight days. Performance was rated by the number of rings to answer; operators’ greeting, tone and transfer message; time to route call and route to the proper department. The MASCO Call Center ranked first among the five institutions. Its strongest area was in routing the calls properly, which it did 100 percent of the time. It also earned 71 out of a possible 75 points in the operators’ greeting category. No other institution scored above 46 points in that category. In its report, Market Directions concluded the human elements measured by the operator’s friendliness and attention to service distinguished the Call Center from the rest of the group. “The MASCO Call Center ranked No. 1 because it differentiated itself by its articulate and well-trained operators,” wrote the Market Directions reviewer.
Paging, voice-recognition systems keep staff in touch. When buzzing around in your car, sitting on a train, walking between buildings, or elsewhere away from your office, have you ever needed to call or page a Dana-Farber colleague? Maybe you're just running late for an appointment and need to call ahead, or perhaps you need to track down an on-the-go clinician. If you've ever found yourself
in any of the aforementioned circumstances, Dana-Farber's voice
recognition directory and integrated paging system are often the best
solution to your calling or paging needs, whether from a cell phone or a
land line. Reach Out and Page Someone A more recent innovation designed to help all employees, but especially clinicians, is the DFCI-Partners paging integration project. In the past, the Institute and the Partners Healthcare affiliates it works closely with - Brigham and Women's Hospital, Massachusetts General Hospital, Faulkner Hospital, Spaulding Rehabilitation Hospital, and Partner's various corporate entities - used separate online paging systems. While all these organizations
had access to one another's directories, it was cumbersome to have to
juggle two or more at the same time. In addition, earlier directories
didn't have the ability to page the other systems from desktops or
laptops. The new, integrated system, which went live on March 3, was a massive undertaking. It involved combining some 35,000 Partners listings with about 5,000 in the DFCI directory. Not only was the scope of the project challenging, but there were other integration hurdles to overcome. The Institute and Beth Israel Deaconess Medical Center share a paging service with the Medical Academic and Scientific Community Organization (MASCO), so the telecom team - which consisted of Blair and Beth Moyer at DFCI, Scott MacClean and Amy Kennedy of Partners Information Systems, Gary DuPont and Jeff Johnson of MASCO, and consultant Linda Helweg - had to ensure that the Beth Israel Deaconess portion of the database emerged unscathed. "It was a tremendously big project that involved very diverse databases that work differently," Blair notes. "New programs had to be written for both the Partners and DFCI / MASCO phone directories. It took a lot of hard work to get this done and the support of Chief Operating Officer Jim Conway and Chief Medical Office Lawrence Shulman, MD, was instrumental in launching the project," Blair adds. "This integrated paging system, should benefit all organizations involved because it makes it easier for clinicians to communicate with one another across institutions." No Rest for the weary As is often the case in the telecom world, there is no rest for the staff involved with these projects. Despite successfully completing the integrated paging system, the Telecommunications Department is now working on both-short and long-term disaster recovery call centers. MASCO currently provides call
center support for the Institute, so if ever an emergency shutdown
occurs at MASCO, Dana-Farber needs to ensure that people can still
contact the Institute. The short-term call center would be set up in the
English as a Second Language Laboratory on Smith 1 and be active for a
few hours or a day at the most. MASCO representatives would relocate to
the temporary center, which would have the same functionality as the
original locale.
A complete upgrade of MASCO Services, Inc.'s (MSI) Customer Care Call Center systems will provide members with new, efficient and enhanced services for paging, web enabled on-call scheduling, and directory assistance. New services to be rolled out over the next several months include text messaging to any wireless device, such as personal digital assistants (PDA's), web access to creating and editing on-call schedules, and real time monitoring of paging frequencies that will alert MSI telecommunications of paging vendor outages and delays in paging. The potential also exists for integrating systems at various LMA hospitals to back each other up during emergencies and disasters. Roland Blair, who overseas telecommunications for Dana Farber Cancer Institute, is very positive about the upgrade. "Although transparent, as it should be, to end-users, such as physicians nurses and administrators, the system has already had a significant impact at the institutional level, he said". "One gain we will see in the very near future, is the ability to isolate various paging vendors when one is experiencing a service problem", Blair added, noting that Dana-Farber purchases pagers from various vendors in order to provide redundancy. In the past, when one vendor's services were malfunctioning, all end-users were affected. "With the new system, that won't happen. We are able to segregate them and alert specific end-users when a problem exists". The hub for the LMA communications, the Call Center triages thousands of calls each day for hospitals and physician practices. It provides a paging and answering services for hundreds of health care professionals, and is responsible for the activation and inventory of some 6000 pagers. The Call Center is also the focal point for the LMA Alert that links the LMA institutions with the Joint Operations Center responders and notifies city partners, such as the BEMA (Boston Emergency Management Agency), of emergencies in the LMA. For further information about the Customer Care Call Center and its services, contact Gary DuPont, Director of Telecommunications at 617-632-2787.
In many organizations, the customer focus is relatively straightforward: provide substandard service to your customers and they will ultimately leave and go to your competition. The concept of providing exceptional service should be easily recognizes. Let's face it, replacing lost clients is a costly endeavor. Clients are a teleservice company's most valuable asset. Client retention is essential to ensure long-term financial viability. The "customer service techniques" we have used in the past are no longer sufficient. Simply providing dedicated access points for premier clients and dedicated account teams for problem resolution is no longer enough to sustain client loyalty. Contact center managers must be aware that clients are becoming more savvy and that clients are the ones in the power position. Everyone in the organization, including upper management, must be committed to three things: (1) creating a "customer service culture" throughout the enterprise, (2) embracing change, and (3) encouraging thinking outside the box to meet individual client needs. Since this is a process, it must evolve over time. This article will touch on current and future initiatives that we at MSI (MASCO Services Inc.) use to measure and create change in order to enhance the customer care experience: Eternal "Benchmarking Studies": Since we were unable to find any benchmarking studies (similar to Jon Anton's Benchmark Portal) that include telemessaging companies. MSI created a set of criteria to measure ourselves against other hospital telemessaging call centers in the Boston area. We contract with independent market research firms to measure such indices such as speed of answer, tone of service, time to process the call, and accuracy. Remote Monitoring: An outside vendor performs daily audio quality audits and provides daily feedback to the contact center manager. The manager then uses the information to coach the representatives. The Association of Teleservices International's (ATSI) standards are applied to all calls. Internal Service
Observations: Call center managers perform monthly audio/visual
monitoring of each customer service representative (CSR). An online
grading form is used to apply all ATSI quality standards to this
process. A representative scorecard including monitoring scores and
other individual metrics is produced and reviewed with each
representative. Spot Checks and Mystery Calling Program: An outside contractor makes calls at random and rates the handling of the call. Client Surveys: Several times a year, we survey our clients verbally and in writing. We want to ensure client loyalty and verify that our service remains at a high level so we solicit views, gather feedback, assess future requirements, and rate complaint resolution. Clients have the option of taking the survey online, via email, or by hard copy. Responses are sent directly to an outside firm where they are tabulated. We also conduct verbal surveys. Negative comments are dealt with expeditiously and follow-up is conducted with the client. Project Implementation Teams: Whenever we have a new campaign, major initiative or client we make every effort to involve a staff member from each shift throughout the process. His or her insight is often invaluable. Incentive Program: Quarterly, CSR's in good standing are eligible for a monetary payout up to $600. The scorecard used with the program consists of two global measures: one of them is always a service level plus individual representative metrics such as productivity, quality, and schedule adherence. Client Problem Resolution: Clients are provided escalation procedures to resolve issues and to facilitate the communication flow in both directions. We want to "close the loop" and track follow-up steps. Pre-Employment Testing: MSI uses the ATSI pre-employment testing program in conjunction with targeted interview techniques. We plan to add a client service aptitude component soon. Training: A comprehensive initial training program has been developed that includes online exams and HIPAA training. The process is measurable and tangible. After 60 days, all associates go through "Service Excellence and Patient Sensitivity Training." Changing organizational culture is evolutionary and occurs each time we make contact with a client. The dynamics of that interaction reinforces the culture. Each component mentioned in this article is based on basic service concepts. We look to strengthen our relationship with our CSRs, our current clients, and our prospective clients. The shift from traditional customer service to customer-focused organization reinforces behaviors centered on the customer and their needs. Over time, the transition to a customer-focused organization will yield competitive advantages is the marketplace. Gary DuPont is Director of Telecommunications and Customer Care at MASCO (Medical Academic and Scientific Community Organization, Inc.) You can learn more by visiting their website at www.mascoservices.com and www.masco.org.
MASCO Services, Inc. is participating in the Boston Health Care and Research Training Institute's Pre-Employment Training Program, funded in part through the Boston Foundation. The 12 -week program, designed to provide Boston residents with occupational skills training the health care field, began in late September with six weeks of classroom work in computer, customer-service, financial literacy and other entry-level job skills, and will continue with six weeks of internship at medical institutions. "Participation by MASCO's Call Center enhanced an important part of their curriculum that will benefit students during the internship and continuing career development," said Dawn Martin, Operations Director for the Boston Health Care and Research Training Institute. MASCO's Customer Care Call Center provided eight hours of instruction on telecourtesy and telephone skills for three segments of the core curriculum. This is a great opportunity for MASCO Services to share its expertise in customer service and contribute in a positive way to the local community," said Gary DuPont, director of telecommunications.
In two separate surveys, Customer Call Center customer service representatives won praise from customers and ranked highest among their peers in a yearly benchmarking and customer satisfaction surveys. In an internal survey that asked staff members at Beth Israel Deaconess and Dana-Farber to rate operator service at their institutions, MASCO Services, Inc. (MSI) customer service representatives earned high marks on all measures, most notably for their courtesy, prompt response and professionalism. In addition, customers with experience at other medical facilities ranked call center customer service representatives superior by comparison. In a benchmarking survey, which compared MSI customer service representatives with those at three other Boston area hospitals, MSI customer service representatives received the best ratings in five of six categories, the highest total score, and the greatest number of positive comments. Categories included speed to answer, initial greeting, tone of service, transfer statement, time to route call, and proper routing of calls - all indicators of quality and professionalism. "The call center is our connection to the outside world," said Sandra Denekamp, Telecommunications Manager at the Beth Israel Deaconess Medical Center. "We depend on it to keep this institution functioning smoothly. The survey results are a testament to the value MSI places on staff education, development and quality.
MASCO Services, Inc. has operated as the center of communications for thousands of health care professionals in the Longwood Medical and Academic Area for more than 25 years. In continued efforts to assist MASCO member institutions, MASCO's Customer Care Call Center expanded its relationship with Joslin Diabetes Center in late August to provide further telephone answering assistance. In addition to paging services, Joslin is now employing MASCO's after hours telephone service. "After reevaluating our current services, we found that MASCO would be able to provide superior service and enhance our ability to communicate with our partners in the Longwood area," said Andrea Nowik, Joslin call center director. "Now operating for more than two months in this new relationship, our administrative and clinical staff have found the service to be outstanding in supporting their needs." Established in 1898 as a private practice, Joslin Diabetes Center is recognized as the global leader in diabetes research, care and education. With more than 300 researchers working for the prevention and cure of diabetes, and hundreds of educational programs for clinicians, researchers and patients, Joslin is dedicated to leading the battle against diabetes. The center has satellite locations across the country and offers services in ophthalmology, nutrition, pregnancy, pediatrics and nephrology. ATSI Makes the Call: Call Center is a Winner MASCO's Customer Care Call Center has been honored with the 2004 Award of Excellence, presented annually by the Association of TeleServices International (ATSI). ATSI, the industry's trade association for providers of telecommunications and call center services, rated the Call Center over a six-month period for courtesy, response time, accuracy and overall direct client service. In June, ATSI recognized MSI for its proven quality service to customers at its annual convention in Vancouver, British Columbia. "The Award of Excellence" is the industry gold standard for telephone techniques," said Steven Diels, ATSI president. "Winning the award is a stamp of approval to managers, operators and customers that says, "We care and we are effective New Hospitality Inn-Centive MASCO has negotiated a two-year agreement with a newly opened Hampton Inn & Suites Hotel at Crosstown Center in Roxbury to provide member institutions with reduced rates. Located at 811 Massachusetts Avenue, the Crosstown Center hotel is adjacent to the Crosstown Parking Garage and is accessible to the Longwood and Medical and Academic Area, Logan Airport, the new Boston Convention and Exhibit Center, and the Hynes Convention Center. Guests receive free shuttle service to and from Logan Airport and the LMA. The 10 story, 175-room hotel features a signature glass corner tower to identify the building's gateway image. It also offers new restaurant and retail space, as well as a 650-space parking garage. The hotel is the 18th branded African American owned hotel in the U.S., of 47,000 hotels nationwide, and the first in Boston. It will employ nearly 200 people and create a wide range of economic opportunities for the city's residents. Upon referencing MASCO, members, students, families and patients can take advantage of standard room rates ranging from $115 to $135, including complimentary breakfast, transportation and high speed Internet access. Customer Care Call Center Provides Pre-Employment Training MASCO Services, Inc. is participating in the Boston Health Care and Research Training Institute's Pre-Employment Training Program, funded in part through the Boston Foundation. The 12 -week program, designed to provide Boston residents with occupational skills training the health care field, began in late September with six weeks of classroom work in computer, customer-service, financial literacy and other entry-level job skills, and will continue with six weeks of internship at medical institutions. "Participation by MASCO's Call Center enhanced an important part of their curriculum that will benefit students during the internship and continuing career development," said Dawn Martin, Operations Director for the Boston Health Care and Research Training Institute. MASCO's Customer Care Call Center provided eight hours of instruction on telecourtesy and telephone skills for three segments of the core curriculum. This is a great opportunity for MASCO Services to share its expertise in customer service and contribute in a positive way to the local community," said Gary DuPont, director of telecommunications.
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