I called to schedule an annual mammogram and got an appointment for the following Tuesday. 

• So far, so good.

On Friday evening, I returned home to a phone message asking me to call and pre-register. 

• I had to listen to it 3 times to get the phone number, extension, and name of the person I was supposed to ask for.
• Since the office was closed for the weekend, I also had to add a note to my calendar to call them on Monday.
• Why are they creating work for me? What did I do wrong? Why didn't they take this information when I was on the phone with them making the appointment?

On Monday, the person I was supposed to talk to wasn't there but someone else asked me to recite my insurance information, all of which was already in their system. 

• Why did I have to listen to that phone message a 3rd time to catch her name if it was unneeded?

When I arrived for the appointment, insurance card out, I was speedily informed that I was properly preregistered and should head right down to radiology. I tucked the card away as I hurried down the hall. Just before showing me the dressing room door and right after adding a gown to the things in my arms, I was asked to produce my insurance card. 

• Why ask me to take my wallet out now, after handing me extra things to hold while standing in a hallway with no place to set anything down?

After changing, I gathered up my things, not sure which things to gather as I felt the discombobulation of being half dressed and leaving half my clothes behind. That is when they returned my card.

• Why am I getting my wallet out again in less than convenient circumstances?
• If they needed to copy the card, why not do it at the registration desk where there is a table and chair? And where the scanner is half an arm-length away? And I could simply wait 30 seconds with my wallet still open?

Maybe this was actually a psychological experiment on stress levels. Maybe this was their best effort to duplicate an airport experience: trying to pull out your ziplock of liquids while putting away your driver's license in preparation for taking off your shoes and watch, pulling out your cell phone, emptying your pockets, opening your computer, hurrying so you don't hold anyone up, and simultaneously trying to keep an eye on the carry-on, purse, and other valuables that are being whisked away from you on a conveyor belt. You don't want to inflict that on anyone without a really good reason!

• When trying to improve efficiencies, test your ideas end to end from both internal and customer perspectives before full implementation.
• Never create work for customers in an effort to make your life easier. 

© 2010 Ann Latham. All rights reserved.