Imtiaz Ali’s Tamasha has emerged from that corner of the college canteen where dreamy-eyed boys strum guitars and spout poetry in the hope that the inevitable journey into adulthood will be delayed just a little longer. Ali has been occupying this spot ever since he made his debut, Socha Na Tha, in 2005. His latest saga of an emotionally stunted type who uses a lover as a crutch is narrated with the same adolescent yearning that can be found in many of his films. Complex emotions are expressed in simplistic terms, the romance is chaste to the point that a kiss seems radical. True love strikes only once, and always between beautiful and impeccably turned-out people in photogenic locations. Everything is verbalised.
It worked beautifully in Jab We Met, Ali’s most perfectly realised movie, but the leads of Tamasha appear a bit too old to be running around like virginal teenagers. Ved (Ranbir Kapoor) meets Tara (Deepika Padukone) in sun-soaked Corsica, the French island that inspired the Asterix comic about Boneywasawarriorwayayix and his family feuds. Tara has come to Corsica expressly because she is a fan of the comic (she can be seen holding a copy, in case you miss the reference the first time) and when she runs into the only other Indian on the island, sparks fly. The well-shod Bohemians like to play act like their favourite movie characters, and they explore the island together and share a room. They don’t tell each other their names. Since this is hardly Last Tango in Corsica, their mutual passion is strictly family-friendly.
Four years later, Tara is handling her tea empire (holidays in Corsica don’t come cheap) and runs into Ved again in Delhi. What happens in Corsica has stayed there: Ved is a buttoned-up and emotionally withdrawn corporate drone. Yet, Tara, who doesn’t seem to have dated a single man since she returned from Corsica, begins a relationship with Ved that ends badly. Tamasha finally begins.
A never-ending journey
Like he did in his last movie Highway, Ali tries to expand the frontiers of the clichéd trope about life being a journey into the inner self with an ode to the joys of acting out. Ved has been forced into the drudgery of engineering and corporate sales, but his heart beats for the stage. Ali gets arty with the editing and shooting styles, and the choppy and abrupt cuts appear to be attempts to introduce edginess into a routine coming-of-age drama, but they only confuse the narrative and severely bloat the running time.
At 151 minutes (the filmmakers seem to have used every single shot canned), only a handful of scenes stand out. Kapoor and Padukone are perfectly paired, and Ali brings out their chemistry in many tender moments. The restaurant sequence in which Tara manages to rattle some of Ved’s reserve especially has the ring of honesty and truth.
The moment is aptly followed by a lullaby-like song (the music is by AR Rahman, the sharp lyrics by Irshad Kamil). Tamasha doesn’t have enough depth or profundity to say anything that Ali hasn’t said before. For all the movie’s affectations of sophistication and worldliness, it gets its depictions of non-Indians hopelessly wrong. All of Corsica respectfully bows to the whims of Ved and Tara, and doesn’t seem to mind when they put on stereotypical Continental accents. By the time Tara has started making fun of the way the Japanese speak English, it’s clear that for all its tributes to the magic of theatre, the free-wheeling rhythms of the road movie, and the emotional acuity found in arthouse cinema, Tamasha is a good old Bollywood flick.
Putting the patient first - insights for hospitals to meet customer service expectations
These emerging solutions are a fine balance between technology and the human touch.
As customers become more vocal and assertive of their needs, their expectations are changing across industries. Consequently, customer service has gone from being a hygiene factor to actively influencing the customer’s choice of product or service. This trend is also being seen in the healthcare segment. Today good healthcare service is no longer defined by just qualified doctors and the quality of medical treatment offered. The overall ambience, convenience, hospitality and the warmth and friendliness of staff is becoming a crucial way for hospitals to differentiate themselves.
A study by the Deloitte Centre for Health Solutions in fact indicates that good patient experience is also excellent from a profitability point of view. The study, conducted in the US, analyzed the impact of hospital ratings by patients on overall margins and return on assets. It revealed that hospitals with high patient-reported experience scores have higher profitability. For instance, hospitals with ‘excellent’ consumer assessment scores between 2008 and 2014 had a net margin of 4.7 percent, on average, as compared to just 1.8 percent for hospitals with ‘low’ scores.
This clearly indicates that good customer service in hospitals boosts loyalty and goodwill as well as financial performance.Many healthcare service providers are thus putting their efforts behind: understanding constantly evolving customer expectations, solving long-standing problems in hospital management (such as long check-out times) and proactively offering a better experience by leveraging technology and human interface.
The evolving patient
Healthcare service customers, who comprise both the patient and his or her family and friends, are more exposed today to high standards of service across industries. As a result, hospitals are putting patient care right on top of their priorities. An example of this in action can be seen in the Sir Ganga Ram Hospital. In July 2015, the hospital launched a ‘Smart OPD’ system — an integrated mobile health system under which the entire medical ecosystem of the hospital was brought together on a digital app. Patients could use the app to book/reschedule doctor’s appointments and doctors could use it to access a patient’s medical history, write prescriptions and schedule appointments. To further aid the process, IT assistants were provided to help those uncomfortable with technology.
The need for such initiatives and the evolving nature of patient care were among the central themes of the recently concluded Abbott Hospital Leadership Summit. The speakers included pundits from marketing and customer relations along with leaders in the healthcare space.
Among them was the illustrious speaker Larry Hochman, a globally recognised name in customer service. According to Mr. Hochman, who has worked with British Airways and Air Miles, patients are rapidly evolving from passive recipients of treatment to active consumers who are evaluating their overall experience with a hospital on social media and creating a ‘word-of-mouth’ economy. He talks about this in the video below.
As the video says, with social media and other public platforms being available today to share experiences, hospitals need to ensure that every customer walks away with a good experience.
The promise gap
In his address, Mr. Hochman also spoke at length about the ‘promise gap’ — the difference between what a company promises to deliver and what it actually delivers. In the video given below, he explains the concept in detail. As the gap grows wider, the potential for customer dissatisfaction increases.
So how do hospitals differentiate themselves with this evolved set of customers? How do they ensure that the promise gap remains small? “You can create a unique value only through relationships, because that is something that is not manufactured. It is about people, it’s a human thing,” says Mr. Hochman in the video below.
As Mr. Hochman and others in the discussion panel point out, the key to delivering a good customer experience is to instil a culture of empathy and hospitality across the organisation. Whether it is small things like smiling at patients, educating them at every step about their illness or listening to them to understand their fears, every action needs to be geared towards making the customer feel that they made the correct decision by getting treated at that hospital. This is also why, Dr. Nandkumar Jairam, Chairman and Group Medical Director, Columbia Asia, talked about the need for hospitals to train and hire people with soft skills and qualities such as empathy and the ability to listen.
Striking the balance
Bridging the promise gap also involves a balance between technology and the human touch. Dr. Robert Pearl, Executive Director and CEO of The Permanente Medical Group, who also spoke at the event, wrote about the example of Dr. Devi Shetty’s Narayana Health Hospitals. He writes that their team of surgeons typically performs about 900 procedures a month which is equivalent to what most U.S. university hospitals do in a year. The hospitals employ cutting edge technology and other simple innovations to improve efficiency and patient care.
The insights gained from Narayana’s model show that while technology increases efficiency of processes, what really makes a difference to customers are the human touch-points. As Mr. Hochman says, “Human touch points matter more because there are less and less of them today and are therefore crucial to the whole customer experience.”
By putting customers at the core of their thinking, many hospitals have been able to apply innovative solutions to solve age old problems. For example, Max Healthcare, introduced paramedics on motorcycles to circumvent heavy traffic and respond faster to critical emergencies. While ambulances reach 30 minutes after a call, the motorcycles reach in just 17 minutes. In the first three months, two lives were saved because of this customer-centric innovation.
Hospitals are also looking at data and consumer research to identify consumer pain points. Rajit Mehta, the MD and CEO of Max Healthcare Institute, who was a panelist at the summit, spoke of the importance of data to understand patient needs. His organisation used consumer research to identify three critical areas that needed work - discharge and admission processes for IPD patients and wait-time for OPD patients. To improve wait-time, they incentivised people to book appointments online. They also installed digital kiosks where customers could punch in their details to get an appointment quickly.
These were just some of the insights on healthcare management gleaned from the Hospital Leadership Summit hosted by Abbott. In over 150 countries, Abbott is working with hospitals and healthcare professionals to improve the quality of health services.
To read more content on best practices for hospital leaders, visit Abbott’s Bringing Health to Life portal here.
This article was produced on behalf of Abbott by the Scroll.in marketing team and not by the Scroll.in editorial staff.