. . . A CUSTOMER IS VALUED

Below was a response to an article which was sent to many by Ms. Martha Brock. It addressed the evolution from the term "consumer" to the word "customer." (Bringing a New Customer to Social Services, Governing Magazine 11/09). It spurred some interesting discussion about terminology with regard to people who have been diagnosed with mental illness.
_________________________

It is challenging to have a dialog about how we define people (referencing people as "consumers" of social services), but the discussion is timely and warranted. NOW IS THE TIME FOR NORTH CAROLINA TO RECONSIDER THE VALUES AND PHILOSOPHY which have underpinned our service development and provision.

In our local community, even in 2004 (my CFAC days) we recommended the use of "customer" with regard to systems issues. As mere consumers we are not sufficiently valued in quality improvement processes or in needs assessments of the system. We are less empowered than "customers" are. For the word "customers" implies choice, even if, as in the case with the public MHDDSAS system, there are often few or no choices of service types and providers. However, there will always exist a choice by customers to reject services that are not accessible, engaging, accommodating, or of poor quality.

The difference between a consumer and a customer is that a customer is valued for his self-determination--his responsibility and privilege of making choices about his life or services, etc. Therefore, a service provider or a service system manager will seek and honor the input by customers, as this input guides the system development and implementation. The customers should help define the outcomes to be sought if the measures are going to be relevant and helpful to administrations. There are management books written about the "customer as partner" model of quality management and needs analysis.

As a person who tends to hear frequently from customers of this public services system, I would personally love to see our state's MHDDSAS system move toward a Customer as Partner management style. This is quite different from token consumer input (often) sought through advisory committees, where the issues are defined by the company (provider, LME, or state-level administration) and the consumers just comment--yet their recommendations can be dismissed (and often are) by boards and executive leadership.

Can such change be legislated? Probably not. But we can work together to learn more about how successful systems are informed and how to extend genuine welcome of us all into system participation. This will promote a change of consciousness which will very favorably influence progress in this state.