Formal and informal training is valuable for front line staff to improve patient experiences. Staff should be coached on key aspects of the patient journey and their roles. Mystery calls can identify weaknesses to address, like greeting speed. Wider staff involvement in training helps front line staff feel integrated and improves understanding of patient questions. Ongoing training is as important for front staff as clinical training is for other staff.

1. practicemanagement
Training for the front line
Jacqui Goss says formal and informal staff training is an investment in
your reception staff that yields huge returns
I
n my previous article, I gave examples of a warm, outgoing personality. The chances are Mystery calls training sandwich
how well trained reception staff can encour- they’ll do well in your FoH team. However, even The above has been about informal training.
age business growth. Here, I’m going to dis- the best of them are unlikely to be as good as More formal training for FoH staff will usually
cuss the value of team training in broader terms. they could be. This requires ongoing coaching involve a discussion of the key aspects of the
I’m talking about non-clinical topics that make and mentoring. FoH staff should be involved in ‘patient journey’ and an exploration of their
for excellent patient journeys. The members of your team meetings. They need to know about roles in it. This will naturally vary from prac-
your team who are, quite literally, in the front new developments in your practice so they can tice to practice which is why I favour in-house,
line are your front of house (FoH) staff. They introduce them as features when talking with bespoke training. It is also good for reception
mostly take the phone calls and see to patients prospective and existing patients. staff to take part in role plays. Rarely do they
as they enter and depart your practice. If their For example: ‘Hello Mrs Goss, you’re a little get the opportunity to rehearse responses to, for
role is vital in a general practice, I’d argue it’s early for your appointment. Would you’d like to example, potential new patients, patients that
even more critical when patients are consider- wait in the patients’ room – we’ve redecorated it are unhappy with the service they’ve received
ing or undertaking cosmetic treatment. recently and put in comfier chairs. Let me know or patients asking lots of detailed questions.
what you think.’ Or, when talking on the phone The training is best preceded by mystery
Selling with a smile to a potential new patient: ‘… and our specialist calls to the practice to identify weaknesses
While visiting a dentist regularly is important dentist, Mrs Goss, has recently returned from that need to be addressed. They might include
for maintaining good oral health, for many pa- America having trained in a new cosmetic den- such simple things as speaking the greeting too
tients cosmetic dentistry is nice but not essen- tistry technique.’ quickly or not clearly enough – easily done
tial. It’s like a special holiday, an elegant night when you say: ‘Good morning, Goss Dental
out or a new car even. Consider the last time Front line surveys Practice, Jacqui Speaking, how may I help you?’
you made such a purchase – I’ll bet the service Remembering that CQC Outcome 1 (Respecting many times a day. However, the caller needs to
you received was a good part of the reason you and Involving people who use services…) im- be able to clearly identify that they have rung
went ahead. And this is why the attitude and plies a requirement to survey patients to get the correct number, so the delivery needs to be
expertise of your FoH staff can be so important. their feedback, FoH staff can usefully do this in at a slower speed than normal speech.
Obviously, you will have recruited people an informal way. At your team meetings, agree Some weeks after the training, more mystery
with an aptitude, or an expected aptitude, for a particular aspect of the practice about which calls can be commissioned to ensure that the
dealing with members of the public (and that you’d like to know patients’ views. It could be learning points discussed and agreed are still
fit within your required profile to suit you and something you’ve done or something you’re being put into practice. I also recommend that
your team). They may be from a reception back- thinking of doing. For an agreed period (say, staff other than the FoH team get involved in
ground, have retail sales experience or be some- one week) all FoH staff enquire of patients eg: the training. If dental staff sit in for at least part
one with no employment track record but with ‘We’re thinking of putting a TV in the waiting of the day and become involved in the discus-
room. Would you be in favour of this or not?’ sions, this helps FOH team members to feel
For more general feedback, FoH staff can ask integrated into the running (and consequent
A proven manager
open questions, such as: ‘How could we have success) of the practice. There are two further
of change and
made your visit even more pleasant?’ reasons why wider participation is good. First,
driver of dramatic
Not only can this interaction with patients each and every team member, clinical and non-
business growth,
provide valuable feedback but it also helps per- clinical, should be able to answer the telephone
Jacqui Goss is the
sonalise the relationship they have with your to the agreed standard – even if they cannot
managing partner
staff. We’ve all heard (the urban myth?) that call deal with the caller’s enquiry. Second, in the
of Yes!RESULTS. By
centre staff abroad are given British news so they training sessions I’ve run, clinical team mem-
using Yes!RESULTS
can talk about the weather or football results or bers will quite often comment that they didn’t
for patient coordination, patient surveys,
a Royal Wedding with callers from the UK. For know patients and prospective patients asked
business audits and staff training,
your FoH staff, I suggest you encourage them to a particular question or are interested to know
dental practices see an increase in
chat together and with other team members to about a certain procedure.
treatment plan take-up, improved patient
learn about local events. They can then talk to That’s as much as I can cover in the space
satisfaction and more appointments.
patients about such things as the local carnival, available here but I hope I’ve convinced you
Yes!RESULTS turns good practices into
a new shopping centre or the expected visit by that on-going training, mentoring, coaching
great practices. Tel: 08456 44 80 66
the Princess Royal. Next time you see a team and assessment is as vital for your FoH staff
Email: jacqui@yesresults.co.uk Website:
member reading a local newspaper or looking at as CPD is to the ‘wet fingered’ members of the
www.yesresults.co.uk
a website, don’t rush to assume they are skiving! team. adt
adt February 2012 71
71 ADT feb Practice Man Goss.indd 2 09/02/2012 18:22