What’s it like in your Dental Office: Real Service or Crappy Service?

by Dr. Ron Arndt

At EVERY point of contact you have with your patient, guest, or client, are you and your team delivering Real Service?

Without an honest inventory, we will not know what we don’t know! For practices that feel like they are struggling, I suggest they wake up and re-evaluate your direction and vision. Real Service is the distinctive competency that will separate you from all the others. Period! From my experience, less than 5% of those business owners will take the information I share around service and service excellence and apply it. That means 95% of those who have heard, read and have been trained in delivering Real Service won’t take advantage of this remarkable practice and life-builder.

how to hold your dental staff accountable for customer experienceWhere does that leave you? In a “sweet-spot!” Do what the 3-5% of those who implement do and set yourself apart from the rest. Don’t be fooled by a slick speaker or some “institute” to think that having the latest and greatest technology trumps Real Service.

Here is an exercise I invite you to do with your team at your next Monthly Gathering. Ask the following questions with the team and record the responses. Answer honestly. Don’t be afraid to identify any blind spots, as this is your opportunity to correct them. Then prioritize your list of ideas and identify a Champion (leader) for that initiative. Empower them with both the responsibility and the authority to take the task to completion, all with a time-line, budget and measurables.

  1. Customer expectations are always changing and today are at an all-time high…and rising! How are we keeping up with these expectations? Provide 5 examples from the past month.
  2. “There is only one boss, the customer, and he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” ~ Sam Walton. What is our “attrition” rate in this business? How much is going out the back door and for what reasons?
  3. You can say what you want about who you (think) are, but people believe what they experience. What is the “experience” our guests receive at every point of contact with our business (phone, marketing, face-to-face, hand-offs from one team member to another, financial discussions, personal contact, follow-up, etc.)?
  4. We want our standards to be what our competition considers above and beyond. What are our minimum standards? How do we define above and beyond? How do we differ from other service providers?
  5. “Different is not always better, but better is always different.” ~ Dale Dauten. How are we better? How do we know it?
  6. A recession is a terrible thing to waste. What are we doing to, not only survive, but thrive as we come out of the most current recession. Remember, in the majority of the cases, it’s NOT the economy!
  7. “In the end…there is only one point of view that matters, there is only one perspective that matters and there is only one perception that matters – the customer’s.” ~ Jeffrey Gitomer. Do we know, really know our customer’s perception? How do we know? How often do we check?
  8. Why is it so hard for many businesses to understand the need to focus on the way their customers look at them?

Be honest with yourself. Let me know how it goes.

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