(Tiểu luận) final report analysis of medicalexamination and treatmentservices at eye hospital

CUSTOMER ATTRITION - THE REASONS WHY THE CUSTOMER LEAVING THE COMPANY...17 Trang 5 The ultrasound examination service also known as the eye ultrasoundservice of the eye hospital is one

FACULTY OF BUSINESS ADMINISTRATION

Clever Cats

No Name Student ID Percentage of contribution

1 Lê Ngọc Bảo Tiên 719H0917 100%

2 Võ Thu Hồng 720H0901 100%

3 Vũ Nguyễn Bình Giang 719H0027 100%

4 Nguyễn Kiều Phượng 719H0898 100%

5 Nguyễn Thị Như Ý 719H0939 100%

6 Nguyễn Hoàng Mỹ Anh 719H0005 100%

7 Nguyễn Thị Xuân Mai 719H0065 100%

………

……

………

………

………

………

………

………

………

………

………

………

………

………

… ………

……… ………

……….………

………

………

………

………

………

………

………

………

………

………

………

………

………

………

………

………

………

………

………

………

I OUR SERVICE 3

II TARGET CUSTOMERS 4

III HOW TO DELIVER CUSTOMER- EXPERIENCE VALUE: VALUE THROUGH THE MARKETING MIX: 7P 5

3.1 Value from service (Product) 5

3.2 Price 10

3.3 Place 11

3.4 Promotion 12

3.5 People 12

3.6 Process 14

3.7 Physical evidence 14

IV CUSTOMER ATTRITION - THE REASONS WHY THE CUSTOMER LEAVING THE COMPANY 17

V CUSTOMER RETENTION STRATEGIES 18

TABLE OF CONTENTS

The ultrasound examination service (also known as the eye ultrasoundservice) of the eye hospital is one of the imaging diagnostic methods used todetermine the condition of the eye The ultrasound process uses high-frequency sound waves to create detailed images of the internal structures ofthe eye.

The ultrasound process is usually painless and does not cause discomfort.After completion, the doctor will evaluate the images and provide a diagnosis

of the condition of your eye From there, the doctor can advise appropriatetreatment methods and preventive measures to protect your eye health.The ultrasound examination service is an important and reliablediagnostic method for determining the condition of the eye, especially indiagnosing issues related to vitreous humor, vitreous defects, and maculardiseases

II TARGET CUSTOMERS

The target customers for the hospital's eye radiation examination serviceare individuals who have symptoms related to their eyes or need regular eyehealth checkups Eye conditions and symptoms include vitreous opacity,vitreous humor abnormalities, macular degeneration, macular inflammation,vitreous opacity, and other eye-related issues People with a history of eyediseases or those in middle age or older also need regular checkups to detectand treat eye problems early

The target customers for this service may include people with busylifestyles who have limited time to care for their eye health, people who needadvice on preventing and treating eye diseases, as well as people who areconcerned about their eye health and want accurate and reliable informationabout their eye condition.

● Age: The target customers for the eye radiation examination servicehave no specific age limit, but individuals aged 7 and above may havemore frequent needs for this service

● Income: The target customers for the hospital's eye radiationexamination service may include people with low to moderate incomelevels and above Using the radiation examination service can be aconsiderable expense, and not everyone can afford it However, thosewith health insurance are already supported with the cost

● Residential area: The hospital's eye radiation examination service maytarget customers living in Ho Chi Minh City, provinces in the MekongDelta, Central and Southern regions, and other areas However, urbanareas will have more convenient transportation and location, making iteasier for customers in urban areas to come to the hospital

● Gender: The hospital's eye radiation examination service does not limitthe target customers by gender However, women may need to use thisservice more frequently due to eye-related issues during pregnancy andmenopause

● Occupation: Occupational groups that frequently use their eyes in theirwork, such as students, office workers, drivers, factory workers,engineers, artists, etc., are all potential customers of eye services Peoplewho work in environments with high brightness, have to use computers

or electronic devices for long periods of time, or work outdoorsregularly are at high risk of eye problems

Marketing 100% (8)

8

Trắc nghiệm địa 12 full

Service

Marketing 100% (4)

37

Lựa Chọn Thị Trường Mục Tiêu Của Cafe…

3

● Habits: People who regularly use smartphones, computers, or otherelectronic devices for long periods of time, or who do not have the habit

of resting their eyes, are potential customers of eye services This habitcan lead to eye strain, dry eyes, eye pain, eye fatigue, and can reduce thequality of life for each individual

III HOW TO DELIVER CUSTOMER- EXPERIENCE VALUE: VALUE THROUGH THE MARKETING MIX: 7P.

3.1 Value from service (Product)

3.1.1 Service quality

 Reliability

− Key dimensions: Properly diagnose the disease, measure the eyeaccurately and give a reasonable treatment to the patient's eyecondition

− Measure: Rate of return customers complain of wrong measure ofmyopia, eye condition does not improve within <6 months

− Analyze: The equipment used to examine the eyes has problems, theoptometrist is not dedicated, and the lack of instructions makescustomers not realize the problem of measuring the wrong optic levelwhen using the service

− Action plan: Come up with a procedure to check and maintain eyeexamination equipment periodically (6 months); Set up an inspectionteam to check the doctor's procedures/operations/communication whenexamining and treating patients unexpectedly

− Measure: Customer/patient satisfaction and the rate of returning to theclinic of old customers.

− Analyze: When the rate of unsatisfied customers increases and oldcustomers are not coming back, there must be a problem in the servicequality

− Action plan: Plan for doctors at the hospital to periodically improvetheir skills and acquire new techniques and technologies

− Analyze: When the ability to answer does not meet the requirements,The rate of successful telephone calls from customers to the hospital'sphone service department <70%

− Action plan: For daily inquiries, the maximum response time is 1 dayand the more difficult issues need consultation of the team of doctorsand staff up to 3 days; The maximum call waiting time is 2 minutes.Try to have a successful connection rate > 85%.

3.1.2 Service guarantees

a Define specific promises

 Patients/Customers know exactly who the doctor is who performsmedical examination/treatment for them

 Be respected, treated fairly, cared for, and helped by medical staff

 Being examined and encouraged in the treatment room; Get advice ondiet, exercise, monitoring and prevention of complications by thedoctors

 Staff are responsible for explaining medical procedures to patients

 The information collected from patients and customers will only beused for customer care (appointment reminder, appointment booking,information storage), we will keep customer information confidentialand do not sell it to any 3rd party

b Service communication guarantee

 Doctors and nurses have proper words, attitudes, and communication

 Service staff (guardians, security guards, accountants ) have properwords, attitudes, and communication

 Doctors and staff use easy-to-understand words, replacing specializedwords to help patients understand their condition fully

 The service commitments to customers will be clearly shown on thewebsite of Ho Chi Minh City eye hospital

c Monitor compliance

 Customer complaints have a clear and transparent handling process,which will be handled in the time as previously committed.

 The successful connection rate will try to reach > 85%, if this ratedrops to < 70%, the hospital will be responsible for providing solutions

to solve and make necessary changes

d Corrective action

 If Ho Chi Minh City eye hospital fails to keep its commitment to thecustomer, we will take full responsibility for the customer's problems

In addition, there will be adequate compensation

 Ho Chi Minh City eye hospital will also check and update these terms

of commitment regularly so that they are achievable and meaningful toour customers

3.1.3 Service recovery program

a Identify and address service failures process

− Step 1: Customers submit complaints at the front desk or complainthotline

− Step 2: Receiving and classifying information: The receiver fullyrecords the problems, categorizes the customer's problems

− Step 3: Issue validation: Complaints BP works with relevantdepartments to verify customer issues Determine cause and problem isnew or repeated, Identify fault on BP or individual

− Step 4: Provide a solution: The Complaints BP offers a complainthandling solution and accompanying actions to avoid a repeat problem.Potential problems should be stated along with the action to be taken inthat case to deal with the problem; Take disciplinary action against theindividual and BP makes a mistake

− Step 5: Customer feedback: BP Complaints handling feedback withcustomers, ensuring customer understanding and satisfaction If the

customer is not satisfied, BP processes the complaint back to the actionand resolution step.

− Step 6: Follow-up customer: Complaints that have been handled must

be followed up to verify that the customer is satisfied with the solution

b Empower employees to resolve issues

For urgent cases, which need to be handled immediately, fullauthority will be given to staff to handle Every week or every month,

we will meet and raise issues that customers frequently complain about.From there, we will provide a solution plan and train employees fromattitude to action so that customers are as satisfied as possible

c Provide compensation when necessary

Clear instructions for compensating customers experiencing serviceproblems:

- Free of charge when having problems with staff attitude,

- Free warranty within 14 days from the date of the problem, there

is an error in the glass cutting process

- During the glass cutting process, if the glass cutter breaks thecustomer's frame, he will compensate the customer for a newframe of the same value

d Service recovery program effectiveness monitoring

− Track customer satisfaction and complaint resolution time to evaluatethe effectiveness of the service recovery program including regularlymonitoring customer feedback through surveys

− Collect feedback from customers to improve limitations: actively askcustomers to do reviews and use those reviews to improve

− Change processes as needed to better serve customers: regularly reviewand update the program to ensure that it is always the best, mosteffective, most relevant

Ho Chi Minh City Eye Hospital may set different prices for differentservices and products Offering fair and competitive prices for hospitalproducts and services is an important element of a hospital's pricing strategy.Hospitals need to ensure that prices are oriented to their customers and providethe best value for their customers.

Ho Chi Minh City Eye Hospital has adopted a value-based strategy, which

is applied when businesses price their products and services based on whatcustomers are willing to pay Even if a business charges more than the product'sactual value, this strategy still favors pricing based on customer interest anddata.Regarding the price of medical examination and treatment servicepackages, they are divided into two types: regular medical examination andtreatment services and medical examination and treatment services with healthinsurance

Direct distribution: The location of the Ho Chi Minh City eye hospital isalso an important factor in the marketing strategy The hospital needs to putitself in a convenient location, easy to access, convenient transportation,convenient This will help customers easily find and use the services of theeye hospital.

The distribution system of Ho Chi Minh City Eye Hospital is located atDien Bien Phu Street, Ward 7, District 3, this is the central route in the city, sothe service distribution of the eye hospital is easy to access closer tocustomers.But besides that to distribute its services more, Ho Chi Minh CityEye Hospital can open more examination facilities in other districts of Ho ChiMinh City or distribute eye examination services at home like its competitorssuch as Hoan My Hospital, for customers in need

Online distribution system at website: https://benhvienmat.com/Customers can check service prices and look up electronic invoices, learnabout the hospital's information on the website as well as book anappointment.

In each month there will be offers for hospital services for a certainperiod of time

Maybe on holidays and special occasions, there will be incentives for thesubjects of that holiday such as International Women's Day, InternationalChildren's Day…

Cooperate with e-commerce platforms to offer discount vouchers formedical examination packages and services at the hospital

3.5.1 The team of ophthalmologists

The hospital with many experienced doctors, seasoned in treating eye diseases,including:

● Faculty of High Technology

● Ophthalmology & Aesthetics

● Image analysation

3.5.2 HR policies

The hospital also hires various departments each quarter Givenqualifications and experience, qualifications are rigorous, precise and prudent.Recruitment information is updated on the main website of the hospital.Vacancies will typically require: Full-time/part-time Doctor Goodcommunication Good communication in foreign languages At least 5 years

of professional experience in the hospital Customer care skills

All hospital vacancies have at least 2-5 years in the profession, have auniversity degree and most importantly can communicate in English It showsthat the hospital has a very clear policy for its employees in recruitment

Service attitude: have a clear policy on personnel and training programs

to improve skills and qualifications for new employees, meeting the standardsthat the hospital has built Regularly checking the skills of nurses andmidwives is one of the important steps as well as doctors to create trust forcustomers

 Hospitals should have a clear and transparent reward system for staff

 Besides, there should be detailed information about the policies forcustomers at the hospital

3.7.1 Model SOR (Stimulus (trigger) – Organism (organization) – Response (response)

This model shows the impact of the service's physical environment oncustomer behavior

The SOR model consists of three parts:

 S: Trigger factors: A collection of physical factors affecting 5 human senses(seeing, hearing, touching, tasting and smelling) designed and managed tocreate a service space that attracts both customers and employees

 The hospital designed a modern, comfortable workspace with fullfacilities and amenities from Singapore technology, making the staffworking here feel fully equipped, well supported in the process ofwork work At the same time, service users can experience a perfect,thoughtful experience from the sound, image, color or quality that thehospital brings

 O: Organization: Describes the reception of the set of triggers to theparticipants and the service process (customers/employees)

 R: Response: Includes cognitive reactions (recognize, remember), emotions(negative emotions - anger, fear, positive emotions - excitement,excitement, feelings of peace .) and behavior (access or refusal ofservice), desire to share information with others

 The hospital pays special attention to the customer's reaction whenexperiencing and using the services provided by the hospital At thesame time, they also continuously share the experiences of previouspatients with their patients, with enthusiastic support from staff anddoctors

3.7.2 Design according to the service landscape model (Servicescape model)