Value Is in the Attention to Detail ◾ 83
Facebook stalking, our technologies are increasingly controlling our lives instead of our controlling the technology. A survey of more than 500 employees showed that technology accounts for about 60 percent of workplace distractions—through email, social websites, and even the time it takes to toggle between applications. About 45 percent of the respondents kept at least six items open simultaneously, and 65 percent said they used more than one device in addition to their main computer. According to the study, two out of three people communicate digitally with someone else, at least sometimes, while attending an inperson meeting. Most respondents also said that they sometimes stay connected after work hours, during vacation, and while in bed. As technology and interruption become increasingly prevalent, the negative consequences of not paying attention become more pronounced. These distractions are causing healthcare organizations to miss hundreds of opportunities to win the hearts and minds of patients who value attention—and ATD. When workplace distractions go unmanaged, an organization has a difficult time transitioning from a good company to a great one. ATD is like the glue that strengthens the bond between an organization and its patients. Every transaction carries with it the artifacts of this bond.
Core Value Principles of ATD 1. Nothing ignites the senses like an organization’s ability to take care of the details, especially in an unexpected way. As patient demands become more complex and disappointments become the norm, a company’s ability to obsess over details makes the patients’ experience unforgettable. If a healthcare organization wishes to separate itself from its competitors, there is no better way to do so than by displaying a passion for details. 2. Abolish the distinction between what the patient might or might not notice. A company should pursue a commitment to all aspects of its services, even when such aspects of a service may not be noticeable to all or some patients. Certain details of a service may be noticeable only to a handful of an organization’s patients, such as the uniquely curious, the technologically savvy, the digitally fluent, or the otherwise super gifted. 3. Excellence in communication is one of the hallmarks of ATD. A company should pursue a commitment to ATD in all aspects of its services, especially in its communication, internally and externally. Healthcare
