(Tutor/Professor)
(City, State)
Service Management
Executive Summary
Service organizations face numerous challenges in an attempt to please their users. Discontentment and un-satisfaction among service users may lead to the organization in question being unpopular. Organization management differs from one organization to the other. Importantly, an organization can learn from another on how to address certain challenges.
This report focuses on two service organizations in a similar industry (American Health Organization and American Red Cross), in relation to CRP. Both organizations offer CRP trainings, in addition to helping victims. The approaches the two employ differ. This report seeks to analyze such differences and how one organization may learn from the other.
Introduction
Different service organizations have different approaches that they embrace when dispensing services to the users. In most cases, there exist differences that are unique, based on the uniqueness of the organization in question. This might be the case even when the organizations in question operate in the same industry. The fact that, for instance, two separate organizations offer a similar service does not mean that such companies follow similar procedures when doing so. The difference in approach is what consumers tend to analyze before deciding which organization to settle for. From the management perspective, an organization ought to be careful in order to ensure that the users of such services are satisfied. When this is not the case, users tend to shift their loyalty to the rival firms. This has a negative impact on the firm that fails to use fair practices. More often than not, an organization may align its approach when providing services so as to meet the conditions that the users want (Nunez, 2013). As such, copying the model or approach that is used in another organization offering similar or different services is not entirely suicidal. If anything, organizations are encouraged to use this approach so as to cure their shortcomings.
Background
The American Red Cross and the American Heart Association can be said to play a similar role in the healthcare sector. Both are entrusted with people’s lives. Whereas the two have major differences, their services are related. For instance, both offer medical remedies to people under emergencies. They also offer training services to people who seek to learn about CPR. Both organizations, at times, are required to offer cardiopulmonary resuscitation (CPR) services in emergency cases. More or less, the approaches they take might be similar. Both are licensed to offer CPR trainings (Nunez, 2013). The way they offer this service to the users (students) differs in various aspects. This paper seeks to discuss such differences in training. Differences in the approach of offering emergence services will also be addressed. In addition, it will identify some of the possible refinements and changes the organizations may make to improve service delivery to the users. There is no doubt whatsoever that there are certain aspects that American Heart Association may learn from American Red Cross. Equally, the American Red Cross can learn from the American Heart Association.
Discussion
The American Red Cross and the American Heart Association are the two best institutions in the world in offering CPR trainings. Their adept understanding of the issue cannot be questioned. In his research, Babbs argued that the two organizations form the basis of CPR training and services in the world (Babbs, 2000). This proposition is not off the mark. In the United States of America, for instance, the American Heart Association is tasked to come up with CPR guidelines. This is in addition to offering emergency CPR services to the victims. American Red Cross, on the other hand, is well-known all over the world for its important role during emergencies. Whenever disasters strike places, American Red Cross rush to the scene to offer their services. Apart from these services, it is important to note that the organization is licensed to offer trainings on CPR. More than 70 percent of CPR service providers in America come from these two institutions. Although the two engage in providing similar training in offering CPR, there exist inherent differences on the trainings themselves (Melillo, 2002). The organizations also have different management approaches when attending to their service users. It would be prudent to first discuss the individual organizations and the services they offer in the trainings.
American Heart Association training & American Red Cross: Introduction
The American Heart Association is the main body mandated in the US to set rules and guidelines on the CPR training syllabus. Over the years, this body has revolutionized the entire process and approach of teaching CPR (Challenges for Physician Practice, 2004). The organization’s training covers services that should be offered to persons of all people from different age sets. After completing the syllabus, students receive the American Heart Association completion card, which is always valid for the first two years after completion. The American Red Cross also plays similar roles. Apart from offering emergence services, it offers training on CPR. Some of the courses that the institutions offer are as follows.
Advanced Cardiovascular Life Support (ACLS)
This program offered by the two institutions is intended to shape the learners on how to respond to emergencies relating to cardiac problem. Simply put, it shapes and trains the learner on the relevant skills in evaluating and managing a ventricular tachycardia/ ventricular fibrillation (VT/VF) arrest during the first ten minutes of the emergency. The curriculum of the institutions requires the learner to complete 10 core classes in order to be deemed fit to offer this service. These 10 core classes are as follows: a respiratory emergency class; types of cardiac arrest (four classes- Complex VF/VT, Simple VF/VT, asystole and PEA); pre-arrest emergencies (four classes- stable tachycardia, acute coronary syndromes, unstable tachycardia, and bradycardia) and stroke. To further equip trainees on this field, the institutions have online manuals (Challenges for Physician Practice, 2004).
Pediatric Advanced Life Support Provider (PALS)
This course is instructor-led and video-based. The trainers make use of simulated emergencies with the aim of reinforcing some of the most important concepts that the trainees should follow whenever undertaking pediatric assessment. The core aim of this course is to ensure that the trainees get to appreciate the need to give victims quality care as it will give them (victims) improved outcomes. The course is as intense as all other courses (Improve CPR Training, 2002). One advantage of this course is that because it is instructor-led and video-based, learners can easily comprehend the concepts being communicated and internalize them for use later on.
Pediatric Emergency Assessment Recognition and Stabilization
This course puts much emphasis on using a systematic approach when assessing pediatrics. In addition to this, the course addresses issues such as the basic life support and how to resuscitate a victim in a non-acute setting. By the time learners complete this course, they are expected to have understood various aspects of shock and cardiac arrest, respiratory distress and the basic interventions they can give victims.
What American Red Cross does differently
Unlike the American Heart Association which considers only the advanced trainings for professionals such as nurses, the American Red Cross’s approach is direct and simple (Weir, 2002). The notion behind this is that such training should also be received by the lay people because they might be in a position to offer emergency services during disasters. This aspect is mostly due to the nature of the services that the Red Cross offers, saving lives in areas that have been hit by disasters. In rare cases can the American Heart Association follow this approach.
It is crucial to note that in most cases, American Heart Association does not offer free services. Their services come with a fee (Swor et al, 2006). This has often put off a number of patients because they feel like they are priced out. On the other hand, American Red Cross does not discriminate on who to offer their services to. They handle people from all walks of life. This makes the American Red Cross Services easily available and more appreciated.
The Difference in Training of CPR between American Heart Association and the American Red Cross
As already stipulated above, both the America Heart Association and the American Red Cross courses on CPR are based on similar principles. There is no doubt that both institutions offer varied courses, the aim of which is to save lives during emergencies. In the job market, both trainees of American Heart Association and those of American Red Cross are equally considered. Despite this being the case, American Heart Association is considered more of a regulatory body as opposed to the American Red Cross whose main task is to provide emergency services and teach on aspects of CPR (Park et al, 2013). American Red Cross follows the guidelines set down by American Heart Association in providing the CPR education to their students.
What American Heart Association can learn from the American Red Cross and the Changes it should make to benefit its users
Ensuring the costs are bearable
The first lesson that American Heart Association should borrow from the American Red Cross is as regards to the costs. These costs may be looked from two perspectives: treatment costs and training costs. The cost of undertaking a CPR program in American Heart Association is very high as compared to that charged by American Red Cross (Hodgson, 2005). This is despite the fact that both companies offer similar trainings consistent with the prevailing CPR regulations. In the United States of America, many people developed a wrong perspective where they thought that the training offered by American Heart Association was superior as compared to that of the American Red Cross. With time, however, it became clear to them that both bodies are qualified to offer CPR training. In several years now, American Heart Association witnessed a shortfall of the trainees in CPR. This is purely as a result of the high training costs that trainees are required to pay. This has significantly affected the day to day running of the institution when it comes to the field of training. Although it is still considered to be a powerhouse in the CPR sector, such a low turnout of trainees will see its reputation decline. It would be prudent for the company to be realistic and develop strategies towards establishing some touch with the people that use the services of the institution (Kostkova, 2015).
Apart from the high training costs on the part of American Heart Association, the cost of their services to the victims are often high. In rare cases do the organization offer pro bono services to the needy in the society. This has seen the organization branded as being out of touch with the reality of life. In most cases, the organization deals with people from rich families.
This has never been the case with the American Red Cross, and American Heart Association can learn from it. The American Red Cross presents itself as a people-oriented organization that is not out there to fleece exorbitant cash from the community. As a matter of fact, the training cost of the CPR trainees is lower than the costs charged by American Heart Association. This is despite the fact that both institutions are licensed to offer such trainings. In extreme cases, American Red Cross displays its kindness by offering full scholarships to needy but bright students who want to venture in the field of medicine, and CPR in particular. This move has ensured that the organization is popular among the locals.
The fact that American Red Cross offers services based on emergencies means that it covers people from all walks of life. This reduces the aspect of discrimination based on a person’s social standing and financial position (Leis et al.2010). In the Haiti earthquake, for instance, the organization was well represented. The American Red Cross has been largely associated with charity work. Because of this, people have developed a positive attitude to the organization. The American Heart Association should give this strategy a try.
American Heart Association should ensure it has the interests of the service users at heart
There is evidence that American Heart Association does not have a program of monitoring the progress of its alumni. Most service organizations tend to take into account the satisfaction levels of their clients. This helps them modify or re-shape the approach they embrace in order to satisfy customer needs. Edmonds argues that the best service organizations have a mechanism through which they monitor the progress of their clients and customers (Edmonds, 2010). This is similar with teaching institutions. In its teaching program, for instance, American Red Cross ensures that the records of their trainees are kept intact. After they complete school, the institution is able to monitor how they perform in the outside world and the labor market. As a matter of fact, this has various advantages. First, the trainees develop a sense of connectedness with the institution in question. They feel as though they are part and parcel of the institution. This has a positive impact in that they will be motivated to work hard. The American Heart Association does not have a system of ensuring that this is achieved. Simply, after a trainee completes their course from the institution, they are released to the world to try their luck. This often leads to a lot of challenges. The institution should have in place various mechanisms through which to monitor and guide the progress of the trainees. Secondly, establishing such connections will ensure that the institution can ‘connect’ some of its brightest trainees to potential employers in the labor market. Securing a well-paying job is a challenge that many students face. The problem becomes bigger when the trainee does not have someone to guide them, or refer them to potential employers. Lack of this from American Heart Association means that trainees lose touch immediately they leave school (Editor, 2013). The American Heart Association should ensure it adopts this strategy to help its trainees stay relevant in the labor market.
The same approach extends to the services the institution offers to people. American Heart Association has been criticized for lack of establishing healthy relationships with those it comes in touch with. Immediately the organization releases a patient/victim, the organization closes the file of such patients/victims. Simply put, the organization does not call them later to enquire how such victims are faring on. Most institutions have a system where they establish contacts with their users to monitor their progress (Ologunde, 2013). Because of this, the American Heart Association has lost its ground when it comes to offering good customer care. Making a follow-up is a strategy that has been used by several service organizations. It ensures that the rapport between them and the users of their services is strengthened. The organization should embrace this model if it intends to maintain a positive relationship with its service users. This is the only way that it will remain relevant in the market. Otherwise, it will lack enough users of the services.
Man-management skills
Another aspect of management that American Heart Association can borrow from American Red Cross is as relates to American Red Cross’ man-management skills. In American Red Cross, a learner is given more attention by the trainers as compared to the attention trainees in American Heart Association get. Such attention plays a role in helping the learners appreciate the topic more. Although American Heart Association makes use of a hands-on teaching approach, the ratio of trainers to trainees is small. This makes it difficult and impossible to closely monitor a trainee to understand the aspects of the concept that they have not understood. In addition to this, the trainee is not in a position to seek clarification from the trainer. Most institutions tend to ensure that the ratio of trainers to trainees is well balanced so that it becomes easy to monitor the progress of the trainee in question.
The American Red Cross can equally borrow from the American Heart Association when it comes to the model of offering their training services. Although the content of the CPR course is similar in American Red Cross to that of American Heart Association, the American Red Cross does not give the trainees a hands-on experience. Much of the training in American Red Cross is based on theory and examples. In such a sensitive issue, there is a need for the training to be intense. There is no doubt that learning by doing is the most appropriate approach that should be used by trainers offering sensitive courses like CPR (Oman, 2015). In the labor market, employers tend to prefer employing people who have experience on something. Theoretical approaches have several shortcomings, making trainees face challenges and difficulties in real jobs. The American Red Cross should follow from the practice that American Heart Association engages in. Learners should be given a hands-on experience when undertaking a CPR training.
Conclusion
Although the American Red Cross and the American Heart Association offer similar services, the approach the two organizations use is different. This has led to the American Red Cross being popular and admired by its users, as opposed to American Heart Association. This is despite the superior position that the American Heart Association holds. As a matter of fact, the type of management approach that an organization uses has a direct impact on the satisfaction level the users will develop. Most service users prefer service providers who take their interest at heart. Personalizing the needs of the users and introducing an approach that favors them will, definitely, motivate them to have a positive rapport with the company. The American Heart Association ought to take this into account and ensure it remains in touch with its users.
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