Q3. People

Study the given case below describe how the business in enjoying a cycle of success.

1. Employee Cycle
2. Customer Cycle

Dr. Huqs Derma Clinic

Dr. Huq is a dermatologist and she moved to a new clinic. There are eight employees in the clinic, including Dr. Huq (the main dermatologist and counselor). The seven staff members were separated by job function into front office and back office workers. Front office duties covered by two employees included receptionist and secretarial tasks. The back office was divided into assistants, a nutritionist and lifestyle coaches who are certified for their jobs. The assistants start the initial procedure of history checking of each patient and forwarding them to Dr. Huq. The nutritionist and lifestyle coaches come into play post-session to guide patients about the kind of food and the lifestyle they need to follow post treatment. Some sessions also require follow ups which are booked accordingly.

Dr. Huq valued her friendship with her staff and understood their importance in her service delivery. 90% of patients perception of quality comes from their interactions with the front desk and other employees-not from the staffs technical skills, she stated. She discussed her goals with the staff and involved them in the decision- making process. She supported them during the lockdown despite her clinic being closed- she paid them half salary and assured them that no one was going to lose their job. The staff were grateful and willing to contribute in their own way.

It was decided that the employees will be working in rotation. In this manner, all the workers will stay employed and be paid accordingly. Customers will have to call beforehand and make their appointments. Since limited employees were coming in, they were given training on basic procedures so that they could cover for one another for basic services like history taking and follow- up bookings. All staff were also trained for sanitization both for themselves as well as the premises so that hygiene was never compromised. All staff members were also periodically tested for COVID-19 and were specifically instructed to inform the clinic if anyone felt any symptoms.

Customers are required to make prior appointment and book their slots. All customers are needed to either have credit card or BKash account as the transactions would be cashless. Additionally, wearing mask while coming in is mandatory and they are encouraged to limit their belongings to a phone and wallet. Customers should be ready to wash their hands and comply with all the social distancing rules set by the salon/ parlor. The front-line staff like the receptionist directly involved with the customers must be used to wearing all protective gears, maintain continuous hygiene and have all the knowledge to guide the customers about safety measures there.

Dr. Huq and her staff met briefly each morning to discuss the days schedule and patients. They also had longer meetings every other week to discuss more strategic issues and resolve any problems that might have developed. Dr. Huq provided them with many opportunities to excel and improve themselves. She had previously rewarded their hard work by giving monthly bonus and the entire office also went on trips together. The trips were half paid by Dr. Huq and gave the employees a chance to relax and rejuvenate. Although this was not possible now due to the current scenario, she hopes to resume these when better days arrive.

Dr. Huqs practice included 50 active patients and many more who came infrequently. She did no advertising-all of her new businesses came from positive word of mouth by current patients. All new patients needed to have a history check which helped Dr. Huq do needs assessment for them, a service they would not get at a cheaper service provider. Patients sometimes might have to wait for a week for an appointment given the current capacity issue, but they did not seem to mind.