MAR

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MAR160 Module1 Exploration:

Basic Consumer Needs

Introducing the Cast

Meet Janie. She’s the star of this exploration. Janie just finished her Associates

Degree and is eager to get work work before deciding on continuing on to her

Bachelor’s Degree.

Janie was just hired at Northside Medical Center as a receptionist and while she’s got

great people skills, she still feels she has much to learn.

Follow Janie in this scenario and watch her as she works with a software company

representative at her new job. So click NEXT if you are ready to get started.

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Instructions

1.Each of the five scenes below shows Janie in various customer situations.

2. Each scene includes a knowledge check for you to determine whether you

understand the basic needs of customers.

3. Click the customer icon in the bottom left to review the 5 Basic Customer Needs.

4. Click a scene when you are ready to begin.

Consumer Needs

Service: Customers expect the service that they think is appropriate for the level of

purchase that they are making. A small, spontaneous purchase may have a smaller

service need than a larger purchase that has been carefully planned and researched.

Price: The cost of everything we purchase is becoming more and more important.

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People and businesses want to use their financial resources as efficiently as possible.

Many products previously considered unique are now considered commodities. This

means that while a consumer previously had to travel to the local hamburger

restaurant to purchase a hamburger, now one can be acquired at many other

locations. This makes the component of price even more important to the customer.

Quality: Americans are less likely today to think of their purchases as throw-away

items. Customers want the products that they purchase to be durable and functional

until the customer decides to replace them. This requirement of quality mandates

that manufacturers and distributors produce products that live up to the customers’

expectations of durability. Customers are much less likely to question price if they

are doing business with a company that has a reputation for producing a high quality

product.

Action: Customers need action when a problem or question arises. Many companies

offer toll-free customer assistance telephone lines, flexible return policies, and

customer carryout services in response to the need for action. Customers are human

beings and like to think that they are an important priority and that when a need or

question arises someone will be ready and waiting to help them.

Appreciation: Customers need to know that we appreciate their business. Customer

service providers can convey this appreciation in many appropriate ways. Saying

“thank you” to the customer through our words and actions is a good starting point.

Preferred customer mailing lists, informational newsletters, special discounts,

courtesy, and name recognition are good beginnings to showing our customers our

appreciation. Additionally, letting them know that we are glad that they have chosen

to do business with us conveys a positive message. A fast food restaurant has a sign

in its drive-through lane that says, “We know that you could eat somewhere else;

thank you for allowing us to serve you.”

Scenario 1

Introduction

Janie meets with a software company representative

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Overview

In this scene, Janie speaks with a software company representative, Mike. He wants

to show Janie all the features of a new patient logging/tracking software. What might

her needs be? Click NEXT to find out…

Scene 1 - Knowledgeable Representative

Mike: Hi, Janie! I’m Mike. It’s good to finally meet you.

Janie: Hi Mike! I’m glad to meet you too.

Mike shows Janie the software by first showcasing all of its features on her computer.

He quickly opens the program and types in some of the office information he had

saved when they spoke earlier.

Mike: Now, let’s say you want to track Ms. Jones visits. First, click the patient link…

Janie (thinking): Wow! I’m quite impressed how much Mike knows about his

company’s software. The way he seems to know my responsibilities is definitely a

plus, too.

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Scene 1 - Enthusiastic Representative

Janie sits at her computer so Mike can show her some steps in using the software.

Janie is also impressed with Mike’s enthusiasm.

Mike: I’ve been truly impressed with how well my company has developed this

software. It’s like they used a ton of feedback from users like you, Janie. I’ll leave

my business card in case you have questions.

Janie: I’ll explore the software today.

Scene 1 - Researching the Product

Janie thinks about how she can use the system while performing her job.

Janie thinks: I can use the system to:

 schedule patients

 check them in

 talk with insurance

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 answer phones

 and so much more…

Janie: Hmm…I wonder how easy the website is to navigate and get information?

Janie was successful accessing the website and finding answers to questions she had.

The website was easy to navigate. She also found the call center # and talked with a

friendly, helpful representative.

Janie: I really like it when employees are well versed in their company’s products.

Scene 1 - Knowledge Check

Directions: This scene presented an interesting customer service scenario in which

the sales representative had many answers for Janie. Check your understanding of

Janie’s customer needs by clicking on the corresponding customer need below and

then Submit.

a) price

b) action

c) service

d) appreciation

e) quality

Scene 1 - Wrap-Up

It’s important that a company employee believe in their product, whether they are a

sales person or not, and are genuinely excited about having customers try it. After

all, a potential client won’t buy a product if the sales representative is not excited to

talk about it. The same is true if a customer service representative seems unsure

with how to clear up issues. Having a belief in a product and knowing its benefits

provides the customer with the right kind of information needed to buy. The thing to

remember is knowing when to listen and when to talk in any customer service

situation.

Janie: Mike taught me some important lessons and not just how to use the software.

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Scenario 2

Introduction

Janie answers phones and reviews digital patient information

Overview

In this scene, Janie speaks on the phone with a new patient and forgets how to log

the patient’s information into the new patient software. How will she continue to

serve the patient and log her into the system? Click NEXT to find out…

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Scene 2 - Answering Phones

Janie works with the trial version of the software which Mike had shown her how to

use, when she gets a call from a patient…

Janie: Hello! This is Janie Jones at Northside Medical. How can I help you?

Patient: Hello! I haven’t seen a doctor in a long time. I feel just terrible. I’m all achy,

sniffley and can’t sleep. Is your office accepting new patients?

Janie: I’m sorry to hear you’re feeling so bad. Our office is accepting new patients. I

will need a few bits of information from you to get you scheduled to see a doctor

immediately.

Scene 2 - Working Through Issues

Janie soon realizes she forgot where to log into the system to add a new patient…

Janie thinks: Oh dear! How am I going to get this patient scheduled?

Janie decides to log the information the old fashioned way by pen and paper and

then call customer support later…

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Janie: Can I please get your name, address and phone. I will need your insurance

information too.

Patient: Sure! I’m Mary Adams. My address is 123 Fern St. My phone number is 303-

555-1234. My insurance is Anthem.

Scene 2 - Resolving Issues

Janie refers to the paper calendar schedule and finds a doctor for the patient…

Janie: Great! Dr. Green is available to see you today at 11:00 a.m. Does that work

for you?

Patient: *sniffles* Yes! That’s perfect! Thanks so much for your help!

Janie: Wonderful! We will see you at 11:00 today. Good-bye!

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Scene 2 - Dealing with Customer Support

Janie calls the software company’s support desk for help creating a new patient file.

Janie: Hi! I’m using your new patient software and I forgot where to log new patient

information. Can you point me in the right direction?

Customer Service: I’d be happy to help. Do you see the icon that looks like a person

on the top right of your screen? This is the patient icon. You can log in new patients

from there, as well as work with existing patient records.

Janie: Of course. Now that makes sense. I see the on-screen prompts to get me

started. Thanks for your help!

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Scene 2 - Knowledge Check

Directions: This scene presented an interesting customer service scenario in which

the representative needed to quickly serve her customer. Check your understanding

of the new patient’s need and how Janie handled that need by clicking on the

corresponding customer need below and then Submit.

a) price

b) action

c) service

d) appreciation

e) quality

Scene 2 - Wrap-Up

It’s important that you meet your customers and clients’ needs by taking

action…even when you don’t have access to important tools. Janie took action even

though she could not access the software, she wrote out the patient’s information,

checked with a paper calendar on scheduling and was able to schedule the patient.

You could also say that Janie was resourceful. Being resourceful and taking action

helps you and your company to keep your customers coming back.

Janie: I’m a helper. I don’t like when I can’t help people, so being resourceful and

taking action has become second-nature for me.

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Scenario 3

Introduction

Janie researches information about various patient software

Overview

In this scene, Janie reviews information about a second patient software company.

How will she decide which software is the better software to serve her needs as well

as the needs of the doctor’s office? Click NEXT to find out…

Scene 3 - Researching a Website

Janie reviews the software company’s website and finds the website very user-

friendly…

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Janie thinks: Hmm…this software seems pretty interesting. They’re website is fancy.

Let’s see, where’s the phone number?

Answering machine: Hello, you’ve reached XYZ Software. Press 1 for customer

service.

Janie: Hello, I’m researching patient software and I have a few questions…

Scene 3 - Providing Service

Unfortunately, XYZ Software doesn’t seem to impress Janie as much as its website

does…

Customer service: You need the sales department, not customer service…please hold.

I will connect you to a sales rep.

Janie thinks: Why don’t they have a different choice on the recording for their sales

department?

I think I’ve heard that hold song 3 times now. I wouldn’t keep my patients on hold

this long.

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Scene 3 - Representative Knowledge

Janie asks the sales representative a few questions about the patient software

advertised on the company website…

Janie: Does your software connect with all of the insurance companies? What kinds

of information is shared?

Sales Rep: The software connects with three major insurance carriers and I will need

to check on the types of patient information shared. Please hold…

Janie thinks: Why wouldn’t this sales rep know all the information she needs to sell

her software? And why in the world wouldn’t it connect with all insurance carries

instead of just the majors?

Scene 3 - Product Features

Janie learns about the software, its features and what XYZ provides its customers...

Sales Rep: You also get our world-class service and notifications when software

updates are available, as well as access to our news magazine.

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Janie: I see. So, how many licenses come with the premium package?

Only one? And that’s for the premium package?

5.6 Scene 3 - Knowledge Check

Directions: This scene presented an interesting customer service scenario in which

Janie sought out more information about patient software. She not only learned a lot

about the software, but also what the company offered based on specific packages.

Check your understanding of Janie’s need and how XYZ Software met that need by

clicking on the corresponding customer need below and then Submit.

a) price

b) action

c) service

d) appreciation

e) quality

Scene 3 - Wrap-Up

Consumers now have many different ways of doing the same thing and more

importantly, it’s all becoming easier to obtain. Products are priced more

competitively for this reason. Those which are purchased end up doing a better job

of meeting a consumer’s need, whether it’s in the way they purchased the product,

had access to the product before purchase, or maybe how the price fit within the

customer’s budget.

Janie: I shop for my boss just like I shop for myself. I scrutinize everything based

upon price.

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Scenario 4

Introduction

Janie weighs pros and cons

Overview

In this scene, Janie considers two different patient software companies. How will she

decide which software is the better software to serve her needs as well as the needs

of the doctor’s office? Click NEXT to find out…

Scene 4 - Support Pros and Cons

Janie makes a list of pros and cons for two software companies…

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Janie thinks: XYZ Software has a fancy website. They must’ve spent a lot of money

on it. That should say something about their product, too. Right? The sales

representative from ABC Software spoke with me in person and

The answered all my questions. The XYZ sales rep didn’t have an answer to one of

my questions.

Scene 4 - Comparing Answering Systems

Janie thinks: The XYZ website was really easy to navigate and find the information I

needed.

I wonder why XYZ couldn’t spend the money on improving their automated phone

messaging system? ABC may have a plain website, but they seem to have done a

good job with their phone answering system.

Scene 4 - Company Reputation

Janie thinks: XYZ Software doesn’t have as many features as ABC Software has.

According to comments by other users, ABC Software has a real good reputation.

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Users of XYZ Software seem neutral as to how they like the software.

6.5 Scene 4 - Knowledge Check

Directions: This scene presented an interesting customer service scenario in which

Janie weighed the pros and cons of two software companies. She not only compared

two software packages based upon her experience dealing with the company and its

representatives, but sought out opinions from other customers. Check your

understanding of Janie’s needs and how XYZ Software or ABC Software may have

met that need by clicking on the corresponding customer need below and then

Submit.

a) price

b) action

c) service

d) appreciation

e) quality

Scene 4 - Wrap-Up

Like Janie, customers want to know that what they are paying for is a quality product,

which means, it won’t break down a few months after purchase. Consumers may

research customer reviews of a product or get information about other features in

order to weigh pros and cons with other products before making a decision. This

forces companies to ensure their products are well worth their customers’ hard-

earned money.

Janie: Whether spending my money or my boss’s money, I want to make sure that

the product I end up with is worth it.

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Scenario5

Introduction

Two different sales representatives contact Janie

Overview

In this scene, Janie speaks with two representatives from two different software

companies. How will she decide which software is the better software to serve her

needs as well as the needs of the doctor’s office? Click NEXT to find out…

Scene 5 - Second In-Person Meeting

Janie and Mike (from ABC Software) meet a second time to discuss his company’s

software…

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Mike: Thanks for asking me to come by a second time. I’m glad you are still

considering our software.

Janie thinks: I’m glad he doesn’t think this is an inconvenience.

Mike: After we finish here, my boss would like to meet you for lunch to address any

concerns you may have. Do you have time?

Janie: Sure. The office closes at lunch anyway.

Janie thinks: It’s nice they are taking me to lunch. It shows what they think of me

and my Doctor’s office.

Scene 5 - Second Phone Conversation

Later in the week, the XYZ Software sales representative calls Janie to review some

software features…

Sales Rep: Thanks for taking the time to speak with me again. I wanted to circle

back to our first call and answer your questions and share other software features.

Janie: Do you know what types of patient information is shared with the different

insurance carriers via your software?

Sales Rep: I’m glad you asked that. The software is capable of grabbing full patient

records, so your doctors are fully informed.

Janie Thinks: I’m glad she was thinking of me. I wonder if she is aware I am

considering other software?

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Scene 5 - Company Features

Will Janie fall for the freebie, or will she continue to scrutinize…

Sales Rep: Oh one other thing you get when you purchase our software is a

complimentary flash drive. It’s our way of saying, “Thank you,” to our customers.

Janie thinks: A flash drive? Really?

Janie thinks: I like to know what others do with the software and any tips they can

provide.

Sales Rep: We also give you access to our monthly news, which provides information

and resources on the software.

Scene 5 - Knowledge Check

Directions: This scene presented an interesting customer service scenario in which

two software company representatives acknowledged Janie’s time. Check your

understanding of Janie’s need and how XYZ Software or ABC Software may have met

that need by clicking on the corresponding customer need below and then Submit.

a) price

b) action

c) service

d) appreciation

e) quality

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Scene 5 - Wrap-Up

Showing gratitude or appreciation for your customers not only helps you keep those

customers, but can grow your business by word of mouth. Appreciation can be as

simple as “Thank you,” or could include regular emailed bonus coupons, a birthday

card, or maybe even a gift card. Whatever way you show it, share your appreciation

with your customers and customer retention is a whole lot easier.

Janie: I make it a point to acknowledge our patients’ birthdays, so I like it when

companies appreciate my business as well.