HEALTH CARE OFFICE SOLUTIONS, INC.

Introduction
John Marston, the founder and CEO of HCOS Greg Braver, vice president of sales for Health Care Office Solutions (HCOS) Brought on in 1980 In charge of hiring sales reps Hired reps from the medical field Focussed on products and services during training The company has two regions (East and West) that were headed by Mike Towers and Jule Geiger HCOS found a niche helping doctors manage two critical functions of their offices: Billing patients and Insurance companies Marketing

What is HOCS?
Provides office management solutions for health care offices

PRINTING
Statements

SPECIAL SERVICES & Misc. PRODUCTS AND SERVICES

Marketing services and Color printing

Super Bills
Standard Insurance Forms Stationary Checks

Mail and fulfilment services

Invoice and bill processing service File folders Chart Dividers

Envelopes
Color-coded labels

Folder design and Assembly service

Brochures and Cabinets

Problems
Rate of growth has begun to slow down

New business is being given to competitor

Increased customer complaints

Why?
Lack of C.R.M Not keeping up with customer needs and assessing issues as they arise Cannot plan and tailor to customer needs to show their importance Training for new hires involves more about products and services than customer relations Third Party Customers complaining about late or incorrect services, poor quality and lower customer service than in the past HCOS was not keeping up with how well the other contractors were keeping up with client demands Focus was on Large Clients In each region, only the service being given to larger clients was monitored Allowed smaller contracts to fall behind by not keeping up with the quality of service they were receiving

SWOT Analysis
Strengths
Fills a unique need for health care offices Not many other companies can keep up with the services that HCOS provides Hired people with experience in medical field Well established in the industry Low training costs for new hires

Weaknesses
Reputation has been weakened by poor service and customer complaints Sales people are unwilling to change selling styles to suit the needs of HCOS Has not been able to keep up with the CRM People with medical backgrounds may not make good sales people No national accounts sales team

Threats
Customer dissatisfaction and the negative reputation that results from the bad experiences Competitors, such as Administaff High compensation due to hiring only people experienced in the industry

Opportunities
Rebuild existing customer relationship to foster new ones Better train new hires , who are conducting sales agreements , in proper CRM Try to not outsource as many services and keep those functions in-house Start a website with customer services representatives who can be reached

Solution
The most important thing is to set up a customer relationship management (CRM) system. Specifically, in each personal selling activity, the salesperson can try to apply the Breakdown Method and Workload Method to their daily work, so as to maintain their time and consideration to each class of customers. Use some advance techniques to overcome the mass of customer relationship jobs, like application of MIS and Customer Software. Evaluation of customer services should be made timely and completely. Each salesperson's performances components should include not only his sales index, but also his customer satisfaction. Set up a department or position to manage the customer complaint and salespeople's customer services will be of great help. A satisfied customer will always be a long-term one and help dig out more customers and strengthen the current customer relationship network.