Read the following case study and answer the questions that follow:

PERFORMANCE MANAGEMENT IN A HEALTHCARE ORGANISATION

Zikode is a Customer Care Representative for a large South African private healthcare provider.

Customers of health care providers often need assistance finding information about products and

services, placing orders, and resolving issues. In these situations, Customer Care

Representatives handle a large volume of inbound and outbound calls for hospitals, medical

offices, clinics, insurance companies, and nursing homes. In many cases, Customer Care

Representatives must be a positive contact point between their company and its customers.

When Zikode did his performance contracting, he was made aware of these responsibilities and

the performance standard he must meet. However, he appears not to enjoy his job and does only

the minimum to satisfy his line manager. His performance review for the first quarter was lackluster

but sufficient to keep his manager from implementing further action. His line manager is often

puzzled by his behaviour in that Zikode comes across as an intelligent and capable person, but

his performance standard is not impressive and customers have raised their dissatisfaction with

his service. During the mid$-$year performance review, his line manager decided to send a

questionnaire to senior employees, his peers, a number of internal customers, for example,

company representatives in the hospitals that belong to the group, and a random selection of

external customers who have called in for assistance and were assisted by Zikode.

Zikode$$s line manager has just received the last questionnaires and is going through the feedback,

which will be sent to Zikode anonymously for his consideration. The questionnaire explores

different aspects of Zikode$$s work including interaction with people inside and outside the

company. The results indicate a strong thread of similar opinions in certain areas, for example,

the responses show that Zikode lacks the expert knowledge needed in his role and his

communication skills are very poor. Clients become frustrated with his inability to communicate

clearly and this increases his anger and negativity towards customers, very often escalating the

situation to a customer complaint. This has further affected his interpersonal relations with clients.

Upon reviewing this feedback, his line manager gave him a low rating score. Zikode is not pleased

after receiving the feedback and lashes out at his line manager. He doesn$$t come to work the

following day, and on his return requests a meeting with his manager, in which he says he

recognises, after thinking about it$,$ that he needs guidance and support. He says he feels very

demotivated by the negative feedback, but recognises his behaviour is unacceptable at times,

and that he would like to improve. His manager responds very positively and says he will get back

to Zikode with suggestions of further action.

$1\mathrm{.}1$ Identify and explain the performance appraisal method used in the case study and provide

justification for your answer. $(5)$

$1\mathrm{.}2$ What are the advantages of using this method in Zikode$$s case? $(5)$

$4$

$1\mathrm{.}3$ Discuss performance management stages present in the case study. Support your answer

with relevant extracts from the case study. $(9)$

$1\mathrm{.}4$ Identity the stages that were not implemented in the case study and explain how these

stages should have been implemented in Zikode$$s case. $(6)$

$1\mathrm{.}5$ Advise the line manager on the process to follow in response to Zikode$$s performance

feedback. Outline the process in detail with the various options available.