In that article, I explained the need for thoroughly mapping out the entire journey of each and every customer and patient of your dental practice.
Once you have that complete process mapped out, then and only then do you need to dissect and review each and every one of those steps or stages.
What needs to happen is that you and your team need to selectively break down the goings on for each and every one of those stages.
Here are the four subcategories you need to divide every stage into:
1. Operational Standards
2. Service Defects
3. Experiential Standards
4. Above and Beyond Opportunities
Tasks that fall into the category of Operational Standards are defined as those tasks or procedures that would be performed in every Dental Office, no matter where that office is located.
Service Defects are defined as any obstacles and challenges that can occur at any stage during the customer visit that can ruin the customer’s experience.
Put simply, service defects are a list of those things that could go wrong at any time in each stage of the visit.
Experiential Standards are defined as a standard that your office sets for a task or step that is a regular item for your office to perform, but is not something that the average Dental Office out there would consider performing.
Above and Beyond Opportunities
Above and Beyond Opportunities are defined as random acts of heroism that your office do that are providing legendary service to each one of your customers.
Along with these four major sub-categories for each and every stage, your team members and you should also be putting together an additional list of the following additional sub-categories:
5. Service Recovery
6. Offer the OfferTM
Our Dental Office’s service recovery systems and the way we seamlessly swing them into action are what defines us as a business that cares unconditionally about our customers.
While these customers may complain about the service defect that just happened, they will be in awe at the way our business handles that defect through its service recovery processes….
Offer The OfferTM
Offer the OfferTM is our opportunity to make an offer that is rarely taken, where the offer of the offer is just as good or if not better than the doing of the offer.
Finally, throughout the patient visit, and even throughout their offsite communication with our dental office, all team members interacting with the patient need to be alert to the need and necessity of collecting what we call Secret Service Information about each and every one of our patients.
What is Secret Service Information?
Secret Service is defined as “the implementation of hidden systems that enable our staff consistently to exceed the client’s expectations and to make the client feel welcome, comfortable, important, and understood.”
Secret Service Information is therefore relevant and important matters relating to that patient that they the patient mention casually [that are unrelated to their dental needs] that when raised at a later visit or at a later point in their current visit, has the patient saying to themselves, “WOW!!”
In next week’s blog article I’ll explain exactly how you and your team will be able to tie all this information together into a manageable system.
My blog article last week about remunerating dental office team members for continuing education brought in a large number of responses in the forums that the article was posted as well as some very interesting private responses that were sent to me via email and also via personal messages.
And it appears that despite my good intentions of alerting the profession to be more aware of the proverb
Give, and ye shall receive.”
There still appears to be a definite group of employers out there who simply do not seem to get it.
And I hear you asking, some out loudly, and some asking under your breath:
“What is there to get?”
The simple fact of the matter is that it is better to have trained and educated people working for you.
But dentists keep saying to me:
“But what if I spend all this money on my team, train them up, and they leave me?”
To which the answer can only be:
“But what if you never train them up, and they stay?”
Who wants to work with a team that is untrained or poorly trained, when the alternative is to work with a team that is skilled and knows exactly how to do what is required of it?
Which team would be more pleasant to work with?
Which team would inspire more customer interaction and customer loyalty for your business?
Remember, people do business with people they like.
And inspired and educated workers are far more attractive to customers and patients than uninspired and untrained employees are.
The fact of the matter is that the small investment made in Continuing Education programmes for motivated team members is returned in spades to the business simply because of the trust that it shows in those team members and the inspiration that they then generate in their own minds because of the notion they receive that:
“Someone believes in me.”
When an employee feels valued, and feels invested in, they are inspired to strive for improvement, and show a return of that investment in them back to the business and back to the business owner.
Conversely, when an employee feels undervalued and underpaid for their extra-curricular learnings, then they will consciously or sub-consciously begrudge their employers any potential gains simply because of their negative and limiting beliefs.
I even was made aware this week of some dental offices who do pay their employees for extra-curricular learning, but at a lower hourly rate than they pay those same employees for their regular daily duties.
Which really still sends a message that undervalues the importance of the continuing education.
“You have to spend a dollar to make a dollar.”
This makes perfect sense when it comes to team education.
I’ve seen some of the most motivated dental teams ever when [as a coach] I’ve attended courses, and I’ve put on courses that are specifically designed for the purpose of educating teams and team members.
Money spent on the education in your team is an investment, not a cost.
When we decide to be of service to our fellow man, to our clients and customers and patients, we must “DO”.
Giving something a “try” is a weak half-hearted effort at best.
We must commit.
We must commit to DOING.
“Trying” is about a Plan B.
About having a safety net.
About saying that:
“I gave it a go, but it did not work out, but that’s OK, because at least I tried.”
But if you try and fail, and go back to where you were before, then what’s the point of that?
Don’t try and fail. Do and succeed.
If you are going to implement a Customer Service System in your business then you need to commit to the end result.
And the end result is a fully functioning system.
Not a bits and pieces style process of a little bit of this and a little bit of that….
Because incomplete processes have holes and gaps.
And it is through these holes and gaps that your customers will leak and drain straight out of your business and into the waiting arms of a business that does it better
Or just plain “does it”. Period.
What a Complete Customer Service System Is Not.
It is not just saying “please” and “thank you” some of the time.
It is not just speaking nicely to your clients and patients some of the time.
It is not some half-hearted paint job masquerading as a full-blown renovation.
A Complete Customer Service System Is This:
A complete system analyses and breaks down every step and every stage of the customer’s or patient’s journeys through your dental practice each and every time they visit for each and every type of visit that they come for.
A complete system also analyses and breaks down each and every step and process that your patient experiences when they deal with your dental office from an off-site location.
Once we know all of these steps and stages and we are sure that we have a complete and entire journey mapped out for each and every one of our patients, then we need to break each one of those steps or stages down into a number of sub-protocols and categories so that we can truly analyse our methodology and then move on in the creation of our creation of an Ultimate Patient Experience for each and every one of our valued patients.
Zig Ziglar said:
“You Can have Everything In Life You Want, If You Will Just Help Enough Other People Get What They Want”