Healthcare Technology Featured Article

May 16, 2013

Mafraq Hospital Awarded Institute of Customer Service ServiceMark Award

Mafraq Hospital, which is southeast of the United Arab Emirate's capital, Abu Dhabi, and owned and operated by the Abu Dhabi Health Services Company PJSC (SEHA), was honored with the Institute of Customer Service (ICS) ServiceMark Award in March, reports.

The hospital received the award in recognition of its measures to keep improving its customer service offerings.

The Abu Dhabi International Centre of Excellence is in charge of the accreditation. This group also runs the Sheikh Khalifa Excellence Award (SKEA), and the Abu Dhabi Chamber of Commerce to promote customer service excellence by promoting strategic planning and other initiatives to keep customers happy. 

Mafraq Hospital stands out in customer service in particular for its “Mafraq Ambassadors - We Care” program, in which every employee is an ambassador who practices “Care,” which in this case is an acronym that stands for courtesy, attention, respect and enthusiasm – the essentials for treating customers.Receiving the award is a lengthy process – it took nearly two years for Mafraq Hospital to be accredited. The process included an assessment by a representative from the U.K. who visited the hospital for six days in February and spent time in each clinic and department, interviewing 85 staff members in one-on-one and group meetings.

In the end, it was noted that Mafraq Hospital has a customer service plan in “We Care” that actually works.

Amanda Banham, the marketing and communications director at Mafraq Hospital, spoke of the employee's commitment to “We Care,” stating, “It is apparent that employees are aware of the program, they understand what it means to be an ambassador and they promote 'We Care' by exemplifying its principles. There is always room for customer service improvement; we believe in the importance of following a clear strategy and listening to patients, and so we are delighted to be recognized for our efforts.”

Mafraq Hospital is the first hospital to have achieved this accreditation in the UAE and one of only two organizations in Abu Dhabi to be accredited.

Edited by Alisen Downey

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