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May 18, 2013| 888-742-9737
Boost profits by capturing the customer's point of view
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Seeing our organizations as our customers do is critical to achieving excellence. The customer’s point of view is the only perspective that counts.
Triple Customer Complaints: Boost profits by capturing the customer’s point of view helps determine how your customers define excellence and establishes quantifiable ways to improve processes so that you can meet—and exceed—customer expectations.
Written for executives and process owners facing the real-world challenge of creating and keeping customers, Triple Customer Complaints shows readers:
1) How to walk in their customers’ shoes to best identify which quality and operational performance measures should be tracked.
2) How to use a structured roadmap that defines all aspects of a process as perceived by customers.
3) How to use process qualification to achieve early, measurable results.
4) How to create a complaint management system that “vacuums up” all valid customer complaints.
5) How to identify and map an organization’s processes so as to ensure that the customer’s point of view is primary.
| “Triple Customer Complaints provides the practical material that is missing from current approaches, including six sigma and lean.”
—Dave Nave, Process Architect & Associate Editor |
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Was your organization one of the 83 applicants for the 2010 Baldrige? |
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Baldrige Ambassador available to speak to your Organization As a volunteer Baldrige Ambassador/Alumni Senior Examiner, James Shaw often speaks to hospitals, businesses and other groups about the Criteria for Performance Excellence and/or the Baldrige Award. His most frequently requested topic is one that introduces organizations (including nonprofits, governments, and/or education) to the Criteria for Performance Excellence. To schedule him to speak to your group, contact him at: Toll Free: 888-Shaw-Res (888-742-9737) or via email: Jim@ShawResources.com
© 2010 All rights reserved,Shaw Resources, Issaquah, WA |
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Copyright © 2006 Shaw Resources
The Economist reported that only 15 percent of Americans have a great deal of confidence in healthcare organizations. Unable to perennially lower healthcare costs, managed care must contend with intense public scrutiny. Physicians are caught in the middle, tasked with providing quality care while controlling costs. To stay a provider of choice, managed-care companies must invest in more customer-friendly solutions. In addition to growth, health care services are now focusing on efficiency, competition, and productivity to gain a competitive advantage.
Well-handled complaints can create loyal patients and increase profits. There is always something positive that can be done about a complaint. The focus of an organization is to create and keep patients – and effectively addressing a complaint is really an opportunity to create a positive experience with customers – in addition to preventing them from going to a competing clinic or hospital. At the very least, a complaint is an opportunity to strengthen your relationship with the complaining patient. Resolving patient complaints makes for a healthier the bottom line as the cost to replace a current patient can be 10 times the cost of keeping them.
A patient complaint is tangible evidence of what they expect you to do to meet their wants and needs in order to continue to use your hospital services. You need to make it as easy to complain as possible. If you make it difficult for patients to complain, you will never know what you could have done differently and keep their business. They will drift away to the competition and you will lose invaluable feedback that can help you improve your organization’s ability to satisfy and keep patients returning for additional services over time.
Make it easy for patients to submit a complaint through the extensive use of centralized customer help-lines, 1-800 numbers, complaint/comment cards at the point of service, and easy-to-use customer appeal processes. Web forms and even simple emails addressed to specific mailboxes for complaints give your patients 24/7 access to your hospital staff.
Complaints can be the symptom of deeper, underlying process problems, so you can’t afford to lose them. There a number of ways to handle a complaint: 1) You can ignore it. 2) You can respond politely to the customer then still change nothing. 3) You can solve the issue by slapping on a Band-Aid fix. Or,4) you can use the complaint to make permanent process changes to prevent the issue from recurring.
People sometimes confuse process improvement with problem solving (aka Band-Aids). They think that if they find a problem in the process and fix it, they’re improving the process. While problem solving may be a first step, it rarely results in an improved process. Problem solving fails to consider how solutions relate to one another, to the process as a whole, or to the outcomes of a process. Process improvement, on the other hand, considers the entire process, maintaining a steady focus on what outcomes the patient receives.
The best-in-business health care organizations design their complaint management processes with input from both patients and staff. They develop a culture that supports teamwork with the patient as part of the team. The complaint management process is designed with commitment from top management, performance goals that are measured and carefully monitored, and a direct link to core processes.
One organization has their patient relations personnel monitor feedback gathered from patients. They select a small number of items that patients complained about most often as target issues. Once these issues are identified, individual patient satisfaction committees are formed that link those issues with mission objectives. The complaint process is monitored to correct root causes of dissatisfaction, and the results for these target issues are reported regularly to the Executive Committee. This is a “best in business” kind of approach.
When patients have a negative encounter with a health care provider, they are less likely to use that provider again, more likely to talk negatively about the provider, and more likely to shop for and switch to another provider. One way an organization can ensure repeat business is by developing a strong customer service program that includes service recovery as an essential component.
Service recovery means that the service provider takes responsive action to “recover” lost or dissatisfied customers and convert them into satisfied customers. Service recovery cannot take place if the provider is unaware of dissatisfied customers. However, only 5-10 percent of unhappy patients actually complain following an unsatisfactory experience. Instead, many leave silently with the intention of never returning, and the organization loses the opportunity of addressing the problem.
In a study supported by the Agency for Healthcare Research and Quality (HS09446), researchers identified six steps involved in using complaint management as an effective service recovery tool:
For more information, see “The role of complaint management in the service recovery process,” by Drs. Bendall-Lyon and Powers, in the May 2001 Joint Commission Journal on Quality Improvement 27(5), pp. 278-286.
Research has shown that customers (patients) who have had problems with a company (hospital) or product (service), but felt that the company (hospital) made honest efforts to correct the problem, become some of the more vocal “evangelists” for the company or product. “By resolving the customer’s (patient’s) complaint using quality service, you can often move a customer (patient) from “dissatisfied” to “completely satisfied” – and you can usually get an increase in loyalty of 50 percentage points.”
Source: John Goodman, Jeff Manzal and Eden Segal, Creating a Customer Relationship Feedback System that has Maximum Bottom Line Impact, Customer Relationship Management, March/April 2000 pp 289-296
Patients who have had their problems satisfactorily and quickly solved often tell their friends and neighbors, and they are not easily won over by the competition. Patients therefore reward organizations that quickly solve problems by remaining loyal to that organization. A speedy response can add 25 percent to customer loyalty.
The best complaint departments set goals to fix the problem at hand, satisfy the patient and make systemic improvements to prevent the problem from recurring. They strive to prevent problems through revised procedures and have support for on-the-spot and post-event complaints recovery from the front-line staff and managers – and all the staff know how well they are meeting this goal.
In general, if you have to call the patient back or the patient has to call a second time, satisfaction and loyalty are decreased by 10 percentage points (and your costs are doubled due to the second call and related telephone tag).
Source: John Goodman, Jeff Manzal and Eden Segal, Creating a Customer Relationship Feedback System that has Maximum Bottom Line Impact, Customer Relationship Management, March/April 2000 pp 289-296
Without a well-designed front-line resolution capability, complaints are often handed off to different offices for response, delaying the remedy and increasing the cost of the solution. Strive to provide one-stop resolution, and if hand-offs are necessary, make them transparent to the patient. Remember, your patient doesn’t care how you are organized; they aren’t interested in hearing that the “matter has been sent to another department for resolution.” Resolving the problem on the first phone call with the patient is an element of world-class complaint handling.
Everyone goes through an event with expectations particular to their background and prior experiences. Expectations are preconceived mental ‘scripts’ of how a patient thinks things should happen while hospitalized. No matter how advanced your technology, if the patient’s expectations are not met, they may still complain – and not always to your organization.
So, how can you address a patient’s expectations? Take time to give the patient a briefing as to what to expect during their procedure and stay. Ask if they have any questions that were unanswered during the briefing, and listen to and address any fears or hesitations they might express. This sets the stage in the patient’s mind of what they foresee happening.
Remember: Policies, processes and procedures do not make a ‘patient-friendly’ hospital. Caring and responsive staff who meet and exceed patient expectations do.
Health care organizations also need to keep in mind that admitting physicians and staff are professionals who can also impact the bottom-line. If enough admitting physicians get fed up with problems and unheard complaints about your organization, they may have other options and take their business elsewhere – a competing hospital or specialty clinic. These issues have pushed the emergence of specialty clinics and medical practices that take a large bite out of hospital revenues.
Finding out what the real priorities of your admitting physicians can help realign fiscal priorities and reallocate dollars to upgrade technologies identified by physicians as necessary.
Success in physician satisfaction can aid your hospital in a number of areas: to recruit more established practices, to retain referring doctors, to convince physician residents to establish their private practices at the hospital, and open up the possibility for gaining patient referrals from doctors outside the current medical staff by sharing success stories in marketing campaigns.
When staff know that the health care leadership is focused on doing a good job for the patient rather than on finding someone to blame for problem, they respect managers and concentrate on the serving the patient. This requires the right “complaint culture” within your organization. It may take time to change the ingrained negative feelings towards complaints. We all know organizations that do little more than finger pointing when there is a problem; however, the payoffs in improved quality, decreased costs from “having to do it over,” as well as increased patient loyalty and confidence over the long run are well worth the time, effort and nurturing required.
Likewise, when admitting physicians feel that the hospital listens to their suggestions regarding treatment options and technology innovations, as well as pay heed to any process-related complaints they may have, those physicians are likely to keep referring patients to your organization. Better relations with admitting physicians can produce yearly increases in inpatient admissions and add physicians to your medical staff through recommendations from existing medical staff members. Additional benefits include increased occupancy rates, and experiencing favorable financial results when other hospitals in the region are operating at a loss or closing.
Copyright © Shaw Resources, 2006, all rights reserved. (888-SHAWRES), email: Info@ShawResources.com;www.ShawResources.com. You may reproduce this article provided: 1) each copy you generate is of the article in its entirety, without modification of any kind; 2) you receive no fee whatsoever; and 3) this copyright and permission notice, including the contact information, must be prominently displayed on each copy produced.
by Hal Moyers, James G. Shaw, and Wayne New, FACHE
Copyright © 2004 Shaw Resources
With the concepts of Total Quality Management and Continuous Quality Improvement being introduced to hospital operations over the last fifteen years, hospital executives and quality improvement managers have had differing degrees of success. Knowledge and skill levels have increased as different methodologies of quality improvement have been studied, transferred from non-healthcare industries, and implemented in hospitals. Hospitals have expended enormous fiscal and human resources implementing leading methodologies, achieving some short-term successes but then becoming frustrated and uncertain as quality and cost effectiveness initiatives are not sustained. Executives continue to be dedicated to quality improvement but are left with the question – “What is the quality improvement methodology that is right for success in my organization?”
The purpose of this analysis is to review four leading quality improvement methodologies utilized in the market today to help you answer one of the most important questions that healthcare executives face today– How do you choose the one that’s right for your organization? The quality improvement methodologies reviewed in this analysis are:
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All the above methodologies rely on application of rigorous statistical and analytical techniques. Three of the above methodologies were developed for, and are primarily found in, manufacturing organizations. Only one of the methodologies,Customer-Inspired Quality (CIQ), was created for the healthcare service industry, addressing quality and cost effectiveness from a holistic perspective as seen by the patient.
Do the three manufacturing methods bring value to service organizations? Certainly, addressing specific problems or constraints will definitely improve quality. However, the manufacturing originated methodologies approach things first from management’s point of view, not the customer’s. By employing a ‘management perspective’, it is difficult, if not impossible, for these methodologies to be used as the vehicle for attaining top performance in high-touch patient-care environments or similar service settings.All the above methodologies rely on application of rigorous statistical and analytical techniques. Three of the above methodologies were developed for, and are primarily found in, manufacturing organizations. Only one of the methodologies,Customer-Inspired Quality (CIQ), was created for the healthcare service industry, addressing quality and cost effectiveness from a holistic perspective as seen by the patient.
In summary, the Shaw Resources’ Customer-Inspired Quality methodology is the quality and performance improvement methodology that is best suited for success in healthcare due to the following reasons:
Copyright © Shaw Resources, 2006, all rights reserved. (888-SHAWRES), email: Info@ShawResources.com; www.ShawResources.com. You may reproduce this article provided: 1) each copy you generate is of the article in its entirety, without modification of any kind; 2) you receive no fee whatsoever; and 3) this copyright and permission notice, including the contact information, must be prominently displayed on each copy produced.
By Marti Benjamin and James G. Shaw
Copyright 1993 Shaw Resources
Like many other small and midsized businesses, San Jose Medical Group in California needed to upgrade its computer system to keep up with increasing computer needs. So, in the summer of 1990, new software and hardware were installed. The system interfaced with many of the clinic’s key administrative processes, such as patient scheduling, patient registration, charge entry, insurance claims submission, and collections.
In the months following the upgrade, the process of billing insurance companies for payment deteriorated rapidly. The seriousness of the situation emerged when, after 120 days on the new system, accounts receivable had climbed by almost $1 million. By the 180-day point, accounts receivable had more than doubled compared to the pre-upgrade level. Shortly after that, reduced cash flow began to threaten the clinic’s existence.
Management had to act quickly to avert disaster. It already had a process improvement effort under way to resolve an unrelated, but equally critical, situation involving the movement of medical records between the main clinic and eight branch offices. A quality improvement team (QIT) was formed to solve the problem. Within 60 days, the medical records situation began to improve dramatically) Since the same techniques that improved the movement of medical records could also be applied to the deteriorating cash flow situation, management decided to form a second QIT.
The second Q1T consisted of executives, middle managers, and line personnel. The team met for 90 minutes each week. Since the team members weren’t proficient in applying quality improvement techniques, an outside quality improvement expert was retained to facilitate team meetings, provide statistical quality control support, perform analyses, and train team members as needed.
Prior to upgrading the computer system, an in-house data entry department scrutinized claims before sending them to the insurance companies for payment. After the upgrade, the clinic contracted with a clearinghouse to perform this task. The clinic now sends its claims electronically to the clearinghouse, which validates each data field on the claims by applying tests to the data. The claims that pass the tests are forwarded to the appropriate insurance carrier for payment. The ones that fail are returned to the clinic within a day or two along with a note indicating why they were rejected. if the clinic were to submit an erroneous claim directly to an insurance carrier, three to four weeks would likely pass before the clinic would be notified of the error. By using the clearinghouse, the entire process of reworking errors is accelerated.
Management believed, however, that the clearinghouse was rejecting an abnormally high number of insurance claims. Therefore, the QIT’s initial meeting focused on the reasons why payment claims were being rejected. A Pareto diagram was constructed showing the main reasons for payment rejections over a two-week period (see Figure 1).2 The team concentrated on the “vital few” causes displayed to the left of the 80/20 line (i.e., the causes of 80% of the rejections) and concluded that the principal problem was incorrect patient insurance information (e.g., wrong policy number, wrong member number, or incorrect social security number). Since this information was entered during the patient registration process, the team’s corrective action initially focused on improving the registration process.
In hindsight, the registration process was an obvious starting point in the improvement effort. There are literally thousands of insurance companies, preferred provider organizations, and health maintenance organizations (payors). Each provides its members with identification cards displaying the insurance information in creative, non-standardized formats.
Given the wide variety of identification card formats, it is difficult for the person registering the patient to obtain the proper information. Therefore, the clinic had come to routinely expect registration errors.
Prior to converting to the new computer system, the clinic believed its claim rejection rate was about 4%. The new computer system, however, did not generate reports regarding the clearing-house’s claim rejection rate. Thus, the QIT had to estimate the current rejection rate by manually tallying several weeks’ worth of claims. That exercise indicated that the clearinghouse rejection rate was about 20%. Assuming the rejection rate of the tallied claims was generally accurate for all claims submitted for payment, it meant the clinic was experiencing a fivefold increase in claim rejections compared to the pre-upgrade average.
The team members decided their initial goal should be to get the rejection rate back down to the pre-upgrade average of 4%. They also decided that the process should be continuously monitored to verify that each change made by the QIT resulted in an improvement. The QIT contemplated developing a run control chart to distinguish special cause variation from common cause variation, but the computer runs were too sporadic, and the necessary computer-generated data were not routinely available.3 (Sometimes certain key programs weren’t run for a week or more because of the computer’s slow processor speed and lack of disk space.) Rather than manually gathering the data, the team opted to continue using only the Pareto diagram coupled with an occasional manual calculation of the claim rejection rate. This approach meant revising the Pareto diagram before each meeting so that it reflected only the output errors related to the payment rejections received since the last meeting.
Since any one of more than 70 employees might enter patient information at any one of more than 100 different terminals, the QIT collected the payment rejections on a “by reason by location” basis. Location information was tracked only at the branch level because the computer software wasn’t capable of tracking data entry information by user identification or terminal identification. A check sheet was manually constructed and completed to summarize each week’s claim rejections. (Computer-generated reports showing such information were not readily available.) The total listing of rejections by reason was then displayed in a Pareto diagram at the team’s weekly meeting. During the meeting, the team would brainstorm and prioritize the possible causes for the various rejections. Action items were developed, given due dates, and assigned to team members.
At first, team members used only a single bar in the Pareto diagram. It wasn’t long, however, before they wanted more information displayed. This was understandable because the basic Pareto diagram shows only one aspect of the data being tracked on the check sheet. Only a count of rejections by location or a count of rejections by reason could be shown-not both.
Since the team members had quickly grasped how to interpret the Pareto diagram, the facilitator introduced them to the stacked-bar Pareto diagram shown in Figure 2. Whereas the basic Pareto diagram ranks only one factor, the stacked-bar Pareto diagram ranks two. The team readily grasped how to interpret this chart and found it much more useful than the single-bar version because it showed both the count of rejections by location and the count of rejections by reason.
The stacked-bar Pareto diagram became the primary tool for monitoring the process’s performance. It was easy to construct using the available personal computer (PC) spreadsheet software. In fact, a macro was developed that allowed a clerk with no knowledge of spreadsheets to transfer the most recent check sheet counts to the PC spreadsheet and print the stacked-bar Pareto diagram prior to each QIT meeting.
Unintentionally, one stacked-bar Pareto diagram was printed in color. The team members reacted positively; they felt that the use of color made it much easier to understand the displayed data. Co-workers also seemed to like the colored chart better; they paid much more attention to it than they did the black-and-white ones that were previously hung in their work areas. From then on, the charts were always printed in color.
During the first few months of its existence, the team developed and implemented more than 100 action items. The initial action items focused on getting the new computer system to better validate the information at the time of data entry. Although the data were entered on-line, the new computer system wasn’t able to check the data for much more than numeric or alphanumeric content. Instead of verifying the data in real time, the system depended on the clearinghouse to detect errors. Thus, no one in the clinic was notified of data errors until several days after data entry. By then the patient was gone, and it was not easy to correct the suspected information.
The team felt that, ideally, the software should have provided data validation feedback at the time the patient was being registered. That way, if errors occur, they can be corrected while the patient (and the patient’s insurance card) are at the terminal and still readily accessible. The fact that the new system didn’t have this capability proved disappointing to the team members because it increased the difficulty of their task.
Once the team members accepted that the computer system could not be modified, they decided that the quickest way to improve was to make every user an expert in the system’s limitations and possible circumventions. Therefore, the next phase of improvement action items was targeted at intensely training computer users. Early in this phase, the process was flow-charted as shown in Figure 3. A training program for employees was then developed.
The program was pilot tested in one location and then phased in at other locations. Revisions were common during the early stages, and the training manual quickly grew to more than 50 pages. This training program proved to be significantly better than the initial one provided by the software supplier.
Team members were eager to see results, so each weekly meeting began with a review of the most recent stacked-bar Pareto diagram. The team brainstormed the main causes for the prior week’s rejections and developed action assignments designed to prevent the problems’ recurrence. The team also reviewed the status of each open action item at least every third meeting.
Collecting data to prove conclusively that the process was improving was difficult since the computer software would intermix payment resubmissions with first-time submissions (see Figure 3). In addition, the computer system reports, when available, did not distinguish between rejections of the resubmissions and rejections of the first-time submissions. The team was able to satisfy itself that incorrect patient insurance information was no longer the leading reason for payment failure by manually screening the rejections based on date of service and by using the stacked-bar Pareto diagram.
By the 12th week, the team began focusing its attention on some of the original “useful many” causes of rejection (i.e., the causes that initially accounted for only 20% of the rejections). By this time, the useful many causes had moved up in the stacked-bar Pareto diagram because the other leading causes were eliminated or controlled.
A plot of the clearinghouse’s total number of rejections during the first five months of the improvement effort showed a distinct downward trend (see Figure 4). In fact, the total errors per month had fallen by more than half of what they had been at the beginning of the improvement effort. Since this total count of rejections included payment claims that were being reprocessed a second or third time, the clinic’s first-time error rate was presumed to be even lower.
The stacked-bar Pareto diagram produced for the QIT’s 20th meeting, however, displayed a sudden reversion back to the original causes for rejection, but only within one branch. Investigation revealed that the source of the errors was a part-time employee who was on vacation when the training was conducted. A crash course for that person prevented the problems from recurring.
Throughout the improvement effort, an occasional manual calculation was performed to track the rejection rate. By the 22nd week, these calculations indicated that the rejection rate had indeed been reduced to 4%. The team members had achieved their goal. They did not, however, terminate their efforts. Instead, they set a new goal: reduce the rejection rate to 2% or less. As Figure 5 shows, the team eventually achieved that objective, and as a result, the clinic achieved its lowest-ever rejection rate.
Although the clinic’s computer system upgrade almost meant disaster for the organization, the quality improvement team was able to turn the tables by using the stacked-bar Pareto diagram and other quality tools and techniques. Not only did the team reach its initial goal of getting the rejection rate back to the preupgrade status, it also reduced the rate to an all-time low.
References
Marti Benjamin was the director of marketing at San Jose Medical Group, Inc. in San Jose, CA. She currently is a manager of ambulatory care at Lucile Salter Packard Children’s Hospital in Stanford, CA. She received a bachelor’s degree in management from Marylhurst College in Marylhurst OR.
James G. Shaw is the principal of Shaw Resources. He received a degree in physics from the University of California at Riverside and master’s degree in business administration from the University of California at Berkeley. Shaw is a member of ASQC and a past senior examiner member of the Board of Examiners for the Malcolm Baldrige National Quality Award.
Copyright © 1993 by Shaw Resources, Cupertino, CA. All rights reserved. First published in the September 1993 issue of Quality Progress, pg 103-107
Reprinted in cooperation with the American Society for Quality.
Copyright © Shaw Resources, 2006, all rights reserved. (888-SHAWRES), email: Info@ShawResources.com; www.ShawResources.com. You may reproduce this article provided: 1) each copy you generate is of the article in its entirety, without modification of any kind; 2) you receive no fee whatsoever; and 3) this copyright and permission notice, including the contact information, must be prominently displayed on each copy produced.
Copyright © 1999 Shaw Resources
New clients are often startled to hear the consultants of Shaw Resources make their first promise for results -”we will double or triple your complaints!”
“Obviously, we don’t recommend that companies deliberately lower their quality, but that they develop a system to vacuum up customer problems that already exist,” said Jim Shaw, president of Shaw Resources, a Silicon Valley consulting firm. “The fact is that only one customer out of every eight unhappy with a company will lodge a formal complaint.”
Shaw said many managers mistakenly believe that providing customers with a brief survey form means the company is doing a good job in monitoring how well the organization is meeting customer needs and expectations.
“Many managers mistakenly believe that providing customers with a brief survey form means the company is doing a good in monitoring how well the organization is meeting customer needs and expectations.”
“Those little cards inserted with bills or set on table tops are not designed to elicit an accurate measure of the customer’s experience with that company,” he said. “They’ll give some tepid information on the level of customer satisfaction, but they are not a useful complaint system.”
A true customer complaint system should meet these criteria:
A manufacturing plant following the advice of Shaw Resources used complaints to reduce its accounts receivable balance by $5 million. “Customers were unhappy and holding back on paying their bills. The sales rep would take the customer to lunch and smooth things over, so the company never heard about the specific problems that were causing customer dissatisfaction. The new complaint process gave them an entirely new picture of what was going on and they were able to correct and adjust internal procedures,” he said.
Shaw Resources helps organizations design continuous improvement programs. Jim Shaw served on the 1994 through 1997 Board of Examiners for the Malcolm Baldrige National Quality Award. He has also served as an alumni examiner.
Copyright © Shaw Resources, 2006, all rights reserved. (888-SHAWRES), email: Info@ShawResources.com; www.ShawResources.com. You may reproduce this article provided: 1) each copy you generate is of the article in its entirety, without modification of any kind; 2) you receive no fee whatsoever; and 3) this copyright and permission notice, including the contact information, must be prominently displayed on each copy produced.

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