In 1949, music composer Nashad introduced a 13-year-old girl as a playback singer in the film Aiye. Mubarak Begum sang “Mohe Aane Lagi Angdaai” in a style reminiscent of Noor Jehan and a duet “Aaiye Aao Chalen Chalen Wahan” with another fledgling talent, Lata Mangeshkar. That year, Mangeshkar got her first hit song “Aayega Aanewala” from Mahal, while Mubarak Begum’s career never quite hit the same high notes.
The 80-year-old singer died on July 19 after a prolonged illness. She had been living in the northern Mumbai suburb Jogeshwari for the past several years with her son, daughter-in-law and granddaughter. Her health is said to have deteriorated after her daughter’s death in September 2015, and there were reports that she was struggling to pay her medical bills.
Mubarak Begum was born in 1936 in Sujangarh in Rajasthan and raised in Ahmedabad in Gujarat before moving to Mumbai. In a television interview for Rajya Sabha TV’s show Shaksiyat recorded in 2012, the frail-looking legend recalled her childhood and the moment when she decided to become a singer – after watching a movie featuring the voices of Noor Jehan and Suraiya.
Her father put her in the Kirana gharana of classical music, where she trained with Ustad Riazuddin Khan and Ustad Samad Khan Sahab. She also began performing for All India Radio, which led to her break with Nashad.
After a few years, Mubarak Begum sang for Kamal Amrohi’s Daera (1953). Her voice emerged in the bhajan “Devta Tum Ho Mera Sahara”, composed by Jamal Sen and featuring Meena Kumari. The film flopped, but the song boosted Mubarak Begum’s popularity. She got a solo number “Woh Na Aayenge Palat Kar” in Bimal Roy's Devdas (1955) with music by S D Burman. Roy used her voice once again in Madhumati (1958), in which she sang “Hum Haal E Dil Sunaenge” for music composer Salil Choudhury.
By this time, her voice had come to be associated with mujra songs. She broke the jinx when she sang the soulful “Kabhi Tanhaiyon Mein” for the Kidar Sharma film Hamari Yaad Aayegi (1961). The song remains one of her most well-known.
Legend has it that the song was initially offered to Mangeshkar, but she did not have the time to record it. The track established Mubarak Begum’s versatility. She that proved she wasn’t a fluke when she sang the melodic duet “Mujhko Apne Gale Laga Lo” with Mohammed Rafi for composers Shankar-Jaikishan in the film Humrahi (1963).
Despite her talent, Mubarak Begum remained on the fringes. She remained a second choice for playback singing, which had begun to be dominated by the sisters Lata Mangeshkar and Asha Bhosle. Without naming names, Mubakar Begum recalled in a 2010 interview, “Music composers wanted to give me work but these singers, who later became globally famous, ensured I did not get work as it would have meant competition.”
Mubarak Begum went along with the flow, singing duets with her female peers, such “Hume Dum Daike Souten Ghar Jaana” (Yeh Dil Kisko Doon, 1963) with Asha Bhosle and “Nighahon Se Dil Ka Salaam” (Cobra Girl, 1963) with Suman Kalyanpur.
Mubarak Begum’s career wrapped up by the 1970s, barring a stray song every few years in a film that didn’t succeed. One of her last songs “Saanwariya Teri Yaad Mein” was for Ramu To Diwana Hai (1980).
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.