I am very fortunate (especially in the current economic state) to work in several offices. This has given me the unique opportunity to observe many different practice models, evaluate what works and what doesn’t work, and gives me just a special perspective of dental practice. As an associate I am a practitioner but I do not own the practice. I get to focus on patient care, whatever they might need – my schedule is set for the day and I get to go home and not worry about overhead, tomorrow’s schedule, or bills. People’s lives and livelihood are not dependent on my success during the day.
One office that I work at recently lost an employee – the reasons are many, but one of them was that she did not exhibit excellent customer service. While regrettable on many levels, I realize now more than ever that customer service is a key element in the dental world and is what will set an office apart from another. Just as yeast is to the leavening of bread, SERVICE is to dentistry. When patients come to the dentist their needs are not limited to just clinical evaluation (although that is the primary focus) but patient needs extend to the many details that require attention such as dental insurance information, efficiency, and the basic human element of kindness and fairness.
I have read many YELP reviews. In today’s economy the public is embracing technology and the digital age and turning to each other to help find restaurants, small business establishments, AND health professionals through sharing reviews! And dentistry is truly being affected by this!!! While many people write rave reviews that you know if there was an option for more than 5 stars they would have put it, there are also just as many complaints – and those are the most damaging to a small business. If you look at most complaints some are about the financial aspect of the dental procedures. But 8 times out of 10 – the complaints discuss their unhappiness in how they were TREATED. For example, not greeting them upon entering, making them wait a long time either being late seating them or making them wait in the chair a long time, making them feel like they were not the primary focus throughout their procedure and their overall feeling of a lack of caring and empathy. Patients are also very aware of order and who came into an office first, and who they feel should be taken care of first. They are aware of the friendliness of the office and the empathy exhibited by the entire staff.
Not every person is going to be the easiest to help, nor can we promise that every crown and filling will never fail. Not every patient experience is going to be the most positive, but if we take care of our patients and there is an element of basic kindness and fairness, people will trust you that you have their best interests at heart and return to your care. So while I understand that we cannot please everyone, just as we can’t get along with everyone in the world, it is imperative that excellent customer service be one of the most important things that an office can provide for the patients. While finances can be controversial for many, that is separate from the clinical aspect and overall patient IMPRESSION of an office, leaving them with a GOOD or BAD aftertaste.
In the end, I think in any establishment, we have to remember that CUSTOMER SERVICE will help to make or break your practice. Competence and comfort and truly being treated well – in all aspects of life, is what makes people keep returning to an establishment. And in the dental world we all want patients to leave with a GOOD taste and return to us again...and of course remember us when their friends and families and colleagues need our services.
Image: courtesy of pd4free.com
