Focus On "Service-Quality" a Positive Force in Tough Times

By Trishan Kelso

Despite recent media reports to the contrary, industrialized countries around the world continue to struggle with the recessionary stalemate gripping their economies and, so far, relief is painfully slow to appear. The tough economic realities of the past few years have, to some degree, affected all of us by forcing us to change our expectations in many areas and to face the challenge of how to do more with less.

Yet, lock step with the doom and gloom of funding cutbacks and strident demands for fiscal restraint are the opportunities emerging for entrepreneurs and innovative thinkers. As revenues become increasingly limited, governments zero in on deficit reduction, and as consumers continue to keep a tight hold on their wallets, business, public institutions and professional and trade associations must all examine their organizations closely to determine how they can work more efficiently and effectively within the constraints of limited resources.

The rapid pace of change in all sectors of our society, coupled with the fierce challenges of global competition, have led to the realization that we must work smarter. This, in turn, has led to the emergence of what can be termed a service/quality revolution.

Service/quality improvement, according to numerous polls and surveys conducted by business publications, is the number one strategic issue of the day. In just a few short years, management theories and practices have been fundamentally reconstructed to reflect this new focus. The economic pressures of the late 1980s and early 1990s have shattered the status quo of many industries and public institutions as they usher out the days of predictability, stability and continually growing revenues.

While most people readily understand the service/quality mandate in relation to consumer products such as automobiles or personal computers, they may have a more difficult time connecting it with health care or with the activities of professional associations.

Emerging global trends and changing priorities are apparent in the evolution of Canada’s health care system and will impact on each and every profession involved in its delivery. We can no longer cloister ourselves within the rigid, traditional confines of our professional roles; simply maintaining the status quo is no longer acceptable. We must be customer-driven, looking to the evolving demands of our clients and of Canadian demographics and engaging in continuous improvement in the service and quality of our discipline.

The Canadian Physiotherapy Association (CPA) must reflect this focus as it leads the physiotherapy profession through the 90s and into the next century. Dramatic changes throughout the Association over the past couple of years were designed to meet the expressed needs of its internal and external customers -- members, employees and interactive organizations, including governments and other professional groups.

Responsiveness is the key principle in the service/quality equation. It’s not enough to do things right. You have to be determined to do the right thing.

(Trishan Kelso is President of the Canadian Physiotherapy Association.)