You may think this is just another article about customer service. The truth is that companies talk about customer service constantly and then do not deliver at a high level. It is generally not a lack of caring, but a lack of focus. Business is busy and there is so much to do that many people simply cannot keep up with their jobs much less think about the value-added element of customer service. And so, if you want to have great customer service …
You have to do more than you think
Customer service is not easy. Nor is it simply being nice to patients. Customer service, in its essence, is about creating a wow experience for every patient, every hour, every day, every time. You can only achieve this type of consistency when you create a system for customer service. Systems are the key to practice success whether it is scheduling, case presentation, hygiene productivity, financial management, insurance protocols or customer service – and that is where the first mistake usually comes out. Most practices do not think of customer service as a system.
Customer service is hard to measure. If every day you got a score between 0 and 10 for your customer service that day and you found that, for the last week your scores were three or four you would be all over that! You would look for ways to improve your score as quickly as possible. Dentists, even more than many businesspeople, like scores. But it is unlikely that most dental practices are going to research, investigate and engage in this type of scoring. So, the key is to keep it simple and implement a system you can rely on to deliver excellent customer service every day.
A simple customer service system
One of our principles is to always recommend the simplest approach to getting a job done. Here are some examples of the elements of a simple (but effective) customer service system.
An elaborate greeting
Every patient gets a big greeting from the front desk team. The greeting includes welcoming them to the practice, asking how they are and giving them a report immediately that things are running on time. Stand up to say hello to patients. Smile (even in a mask) and look pleased that they are there to start their appointment off on the right foot.
Learn one thing every visit
People love when you take an interest in them. Make it a priority to learn one new personal thing about every patient every visit which will deepen your relationships with patients, increase satisfaction and patient longevity and indirectly lead to increased case acceptance and referrals.
Moments of magic
A moment of magic is when you find a way to do one extra thing for a patient each visit. It could be checking offer offering them an umbrella out to the car if it’s raining, providing blankets, pillows, and drinks in the office, checking in on them if they have been waiting to be seen or checked by the doctor. Doing little extra things goes a long way to creating a wow level patient experience.
Calling patients at night
Quick check-ins (50% of which will go to voicemail) are very powerful ways to show patients that you care and are providing outstanding service. It is so rare that anyone follows up to see how patients are doing in the dental and medical world that your practice will stand out. People will actually tell other people that you called them because they will be so pleased and impressed.
Financial options
The more options you have for anything the better from a customer service standpoint. Patients love options and they love the opportunity to know that they have different ways to afford treatment. Interest-free financing is one of the most powerful. Many Americans have trouble coming up with even a small amount of extra money in an emergency. This lets patients know that your practice is flexible and open to helping them with treatment.
Gift cards
One of my favorites is offering a Starbucks five-dollar gift card to affected patients when the practice is running more than 10 minutes late. A simple gesture that you acknowledge that their time is valuable and offering them a chance to have a cup of coffee on the practice will literally shock many patients. They go from agitated to very appreciative.
Summary
Customer service is a system and must be implemented and applied to each patient appointment every day. If you want to quickly create a customer service system implement these strategies and build from there. Over time you will have a more positive culture, happier team and patients and a continual improvement mentality for the entire practice.
Editor's note: This article originally appeared in DE Weekend, the newsletter that will elevate your Sunday mornings with practical and innovative practice management and clinical content from experts across the field. Subscribe here.
