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Updated 14/05/12
Communication and
Customer Care
Communication is…
The art of transmitting information, ideas and attitudes from
one person to another
Customer Care is…
The activity of looking after customers, and helping them with
any complaints or problems
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Who are our Customers?
Our customers are our patients, carers, relatives and anyone we speak to as
part of our job.
We need to recognise that very often because of the very nature of the
environment in which we work, the people we meet may be scared, upset,
embarrassed, in pain or feeling unwell. What we all need to think about is whether
our approach, manner and the way that we deal with people is going to be a good
experience for them.
Having great customer service is one of the most important things that we can
offer as an organisation.
So think. How could you improve customer care in your area?
Generally, the word communication will crop up when thinking about customer
care improvement. Whether the message that is sent is verbal or non-verbal,
communication is a two-way process. In today’s health care setting there needs
to be excellence in both of these in order to improve customer care.
During the day everyone’s communication will go up and down depending on
circumstances, and this is normal. When working in a people environment
though we need to work harder to cover the down times that we might feel
when communication doesn’t feel easy. A good way of doing this is to smile (if
appropriate) even when we may not feel like it. Not only is this a universally
recognised sign of friendliness in all cultures, but it changes the tone of your
voice when speaking.
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First impressions are really important for customer
care and good communication. It takes just 3
seconds for someone to form an opinion of you
which is based on your appearance and the way
that you communicate both verbally and nonverbally.
These first impressions can be nearly impossible to change and set the tone
for the whole relationship that follows. You never get a second chance to make
a good first impression.
How can you create a really good first impression?
Some of the things you might have thought about are how you present yourself,
being courteous and attentive and being on time, another may be to smile.
Smiling not only puts you and the other person at ease, it also changes the tone
of your voice. There are many others and these are included in the Trusts
Kindness and Respect Standards of Behaviour which can be found following this
LINK.
Questions can help to focus on customer and patient needs. There are many
types of question and these are the types of things they can be used for:
Get further information from a customer
Find out about a solution or a problem
Show you are interested
Check any misunderstandings you may have
Direct a conversation
Control a chatty customer
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Open questions
Rather than asking questions which only require a yes or no answer, try and ask
open questions. For example, instead of saying: 'Has this been going on a long
time?', ask 'How long has this been going on?'. That way, instead of closing the
conversation down into a yes or no response, you open it out and encourage the
other person to keep talking. Another good example to remember is instead of
saying “is everything ok?” you can ask “how are things going?”.
Try some more examples of open questions
Once an open question has been asked it is really important to then listen to what
is being said. There is a big difference between listening and hearing.
Hearing – Physical process, natural, passive
Listening – Physical and mental process, active, learned process, a skill
What are the benefits of good listening skills?
Listening to others is an elegant art
Good listening reflects courtesy and good manners
Listening carefully to instructions improves competence and performance
The result of poor listening skills could be disastrous in business, employment
and social relations
Good listening can eliminate a number of imaginary grievances
Good listening skills can improve social relations and conversation
Listening is a positive activity rather than a passive or negative activity
Are there any more benefits?
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Signage within our Trust
Call the person by name to get their attention and give a light
touch and introduce yourself
Call the person by name to get their attention, make eye contact
and speak clearly in their view
This sign highlights a need for extra support for people with
cognitive impairments and is appropriate for use with a patient
with dementia or a patient with a learning disability
– follow Trust protocol for use
 Permission is needed to display eye, ear and
butterfly symbols
 All wards have a Hospital Communication book,
which is helpful for people whose English is not
their first language
 Book translators via the Trust’s Interpreting and
Translation Service
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Top Ten Communication Tips
1. Present a positive image. The key to a good impression is to present
yourself appropriately. A warm and confident smile will put both you and
the other person at ease.
2. Communication involves effort from both the sender and the receiver. It
is only successful when they both understand the same information.
3. If you are finding it difficult to concentrate on what someone is saying, try
repeating their words mentally as they say it.
4. The way to become an active listener is to practice.
5. Watch for, and listen to feedback. It will give you the idea of whether the
other person has understood the message. If there has been a
misunderstanding it gives the opportunity of sending it again.
6. To deliver your message effectively, you must commit to breaking down
any barriers that are present within the communication process.
7. Listen to yourself. How might you feel in the situation? Watch for nonverbal signs to help you empathise.
8. Look interested. Show the person that you want to listen.
9. Be patient. Don’t interrupt either verbally or non-verbally.
10.
Speak clearly and audibly
How to Improve your Communication
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Improve language & pronunciation
Work on voice modulation
Work on body language
Listen more
Think and speak with care and caution
Do not speak too fast
Use simple vocabulary
Do not speak to impress someone
Look presentable and confident
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• Gloucestershire Hospitals NHS Foundation Trust
Library
Safeguarding Children
Vulnerable Adults
Domestic Abuse
Mental Capacity Act
Deprivation of Liberty
Safeguards
The Patient with a
Learning Disability
Dementia Care
Mental Health Act
(Coming Soon)
Equality and Diversity
(coming soon)

Level 1 Safeguarding
Children Training
 Patient Opinion
The Golden Rule: Treat others how you would wish to be
treated.
Learning and Development
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