Impact of a novel training experience on the development of a customer service culture in a large hospital trust

Eales-Reynolds, L.J. and Clarke, C. 2012. Impact of a novel training experience on the development of a customer service culture in a large hospital trust. International Journal of Health Care Quality Assurance. 25 (6), pp. 483-497.

TitleImpact of a novel training experience on the development of a customer service culture in a large hospital trust
AuthorsEales-Reynolds, L.J. and Clarke, C.
Abstract

Purpose – This study was designed with the intention of exploring the effectiveness of a novel approach to training health services workers to meet the aims of raising awareness of their customer care framework and encouraging a culture of customer service throughout their organisation.

Design/methodology/approach – The impact of the educational intervention was examined using a mixed methods approach involving pre- and post-workshop questionnaires and one-to-one, semi-structured interviews.

Findings – The paper finds that the approach adopted was effective in raising awareness of the customer care framework and in enhancing participant's self-efficacy in relation to the principles of customer care. Transference to the workplace was dependent on personality and departments having sufficient numbers of staff participating.

Research limitations/implications – Time and resources for the project limited the follow-up interviews designed to explore if, and to what extent, the learning had had a lasting impact on participants and if it had enabled transference to the workplace. In addition, complications in releasing people from work in order to take part meant that a number of volunteers had to withdraw. This limits the range of data obtained.

Originality/value – This paper describes a novel research-informed approach to training, involving participants in high fidelity, error-based simulations and in a research process which facilitated their repeated reflection on the learning. As a result the paper demonstrates large-scale training of customer care can effectively impact on practice.

JournalInternational Journal of Health Care Quality Assurance
Journal citation25 (6), pp. 483-497
ISSN0952-6862
Year2012
PublisherEmerald
Digital Object Identifier (DOI)doi:10.1108/09526861211246449
Publication dates
Published2012

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