No one enjoys a trip to the dentist, at least that I’m aware of and I am no different. But my trip this morning to the dentist was a very different experience than past visits, demonstrating a text book lesson in customer service.
For many years, I went to a family friend’s dental practice. Honestly I didn’t much choice in the matter as not going there would have been interpreted an insult. That practice was run the same way it had always been run since the early 1970s, with very little focus on its patients, helping them to be comfortable – or as comfortable as can be expected – with the semi annual visits.
I don’t know what they are teaching in dental school these days, but I’m guessing that along with all the latest in dental health they are discussing how to conduct a business and how to treat a customer as a part of their attempts to modernize dental practices. At least they are discussing it more now than in the past. And I’d say it is paying off. My experience reminded me of an episode of CNBC’s The Profit, with the way the team displayed exemplary examples of the core beliefs of that TV show’s host Marcus Lemonis; focusing on people, process and product.
My new dentist office is a model of efficiency. They have the process down, and move a large number of people through each day. I referred to my visit to the dentist to my wife as a visit to the ‘dental factory’. They move people through the process quickly, with the dentist visiting each patient suite to handle his part of my exam. I didn’t feel slighted or that I was given inferior service despite only having a few minutes of face time with the actual dentist. Quite the opposite actually, as I received exceptional care and personal attention throughout their process. The way they handle their processes and their product is exceptional.
But even better was how they connect with their customers. They understand the people part of the business equation very well. The dental business has the fight the fact that nearly two-thirds of people have a fear of doing business with them — a fear of going to the dentist.
During my visit, my comfort was their top priority. In the lobby, they try to make you forget you’re even at a dentist with a hotel lobby like décor. In the patient suite, I have a remote control and full access to watch TV during my stay. All of this is designed to create a comfortable environment, but what stood out most was how they connected with me.
The hygienist and the dentist each were experts in small talk. Calling me by name, they paused frequently during the exam to make sure I was OK and if I needed anything. I don’t have a fear of going to the dentist, but still I appreciate the efforts to keep my stress levels down.
In my job, now that I’m the guy getting called on by media sales reps I appreciate when a salesperson makes the efforts to connect with me. Small talk is great, but I appreciate being asked about my needs and wants rather than just being sold products.
I’ve always said that sales is simply two things; solutions to problems and good feelings. Find out what my problems are and solve them. Pretty simple. The good feelings comes from connecting with the customer, providing exceptional customer service.
That customer connection was the subject of a recent training session at my job. At that training, a video was played to drive home that point. In this video, its not about selling coffee. It is about selling happiness.
If you have a sales team, a customer service team or even a crew at a dentist office watch that video as a staff. The art of customer service is quickly being lost in all aspects of business, making the companies that still cling to it as a principle stand out. Low employment rates mean less training for staff. It also means higher turnover and less experienced people being pushed into roles in front of your customers. Your customers that are prepared to spend thousands on a widget or advertising, or $3.50 on a cup of coffee.
It doesn’t matter what you’re selling. Connecting with your customer and providing amazing customer service will improve your bottom line if you stick to it as a business principle, not a fleeting trend.
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