It is often easy to assume that if your team is offering a high level of dental care and has great subject knowledge, then your practice is delivering a good service level. Whilst these things create a strong foundation, it is also important to consider the full extent of things that work towards guaranteeing high quality service.
We typically associate five star service with the hotel industry but it is important to know that your practice is rated in the same way by your patients. Service can range from anything as small as the individual deems necessary and so it is important to try and exceed in all areas. The level of service that a patient receives is often used to determine how much they spend, if they return and how likely they are to recommend you to a friend and so it is vital you are always asking yourself ‘how can I get from offering good and reliable service to being highly recommended and one that guarantees a great experience?’.
The one mantra that I feel carries great importance is ‘every patient, every time’. This is a saying that I picked up during my years of working within customer facing positions and one that I feel holds so much value.
Take a moment to think about this… If George Clooney walked through the doors of your practice tomorrow, what would you do to accommodate him and how would he be treated? I am sure that you could think of details as small and unusual as dusting down the toothpaste bottles on display behind reception or updating the information leaflets in the waiting room. Now put yourselves in the shoes of the other patients you see day to day and picture the difference in experience from their own to the one of George. If you were to evaluate your service offering with George Clooney in mind, what small and simple adaptations might you make to better the customer experience that can be applied to each and every patient that walks through your doors?
I am not saying that you need to go out and buy top quality items for your practice or reinvent the wheel, but think about the small things that would cost very little time or effort that would add value to their experience.
The top three things that come to my mind are;
REGULAR CONTACT
Whether your Treatment Coordinator follows up with each new patient with a courtesy call to find out how they got on, a friendly check in can boost service levels instantly. Likewise, once a patient has visited the practice, something as small as the sales team sending a follow up email will keep you in their mind. If each patient that has invested in your service feels as though they are valued and taken care of then they are likely to see the value in their investment, continue to come back to you, leave a good review and recommend you to a friend.
LEARN THEIR NAME
Personalisation is key to building a relationship with your patient. Using a patient’s name a minimum of two times in each encounter is one of the oldest tricks in the book but is still effective. This is likely something already done when calling your patient through to the treatment room, but think about how you start your consultation. I recommend something like ‘Hello NAME, how are you today?’ Continue using their name throughout your conversation (in a way that is natural and not forced of course). By adding this level of attention to detail you allow for a bond to be created which will in turn promote their loyalty.
GET TO KNOW THEIR NEEDS
Often, patients will come in and express their requirements and what they are looking for but the key to great service is more than just listening to their requests. Great customer service levels come from truly understanding their requirements and articulating the most suitable course of action in the most appropriate way. Each and every patient will have their own way of understanding and communicating information and so it is invaluable to understand how your patient works in order to alter your approach to best suit them. This will not only hugely increase customer satisfaction, but also increase your success in selling treatment plans.
We all know the benefit of great customer reviews and so if you would like further support in increasing feedback or developing your sales process, get in touch now.
