Most dental practices view patients as "a set of teeth" that needs care-and while these patients are generally treated well, customer service is not a top priority. But dental patients are customers, and they view themselves in that light. The most successful practices understand this, which is why they are always working to improve the overall patient experience.
If you want to be a top-tier practice, here are three ways to improve the overall patient experience:
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Think of every patient as a VIP. If the practice can develop a mentality that all patients deserve the highest level of respect, appreciation, and friendship, it will provide an entirely new level of patient experience. When team members and dentists express appreciation for a patient's decision to choose their practice for treatment, amazing things will happen. It will lead to fewer no-shows and increase case acceptance and referrals. This mindset of respect and courtesy must become a mandated part of the practice culture in order to be effective
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Develop better listening skills. In the business world, there has been an increased emphasis on being a good listener. Now, there are books and courses on how to ask questions and create curiosity. It may be difficult to understand how better listening skills increase case acceptance and practice production, but I can assure you that they do. After 40 years of consulting with dental practices, we have seen that the highest-level performers are those who listen to patients. They ask questions, do not interrupt, understand what a patient is really saying, and offer helpful feedback. I encourage you to consider how people communicate today. Everyone has an opinion, and social media has given many people the platform to express those opinions to others, especially younger patients. More than ever, people want to be heard and understood and receive clear communication in return; this applies to all areas of business, medical, or dental relationships. However, dentists often feel rushed. Putting in the effort to listen will help build patient relationships and increase practice success.
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Surprise your patients. Surprises such as checking in on patients the evening after their treatment, handing out five-dollar coffee gift cards for running late, and calling to thank them for a referral are all great ideas. Although these kinds of surprises take some time and effort, the rewards are great. People appreciate it when you go out of your way. One practice, for example, has reserved VIP times in the early morning for patients who need to get to work. Another has televisions on the ceiling, headphones, and iPads for patients to use while being treated. We even know about a practice that maintains a collection of 20 different beverages so they can offer patients the one they like best. All of these are unexpected things that will delight patients and create a better experience for them.
In conclusion...
If you want to have a highly successful practice, you must consistently provide your patients with a great experience. The recommendations in this column will be beneficial to any practice that wants to offer top-notch customer service.
