September 2004
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Creating Memorable
Patient Experiences
What is the most memorable customer experience you’ve ever had? We encounter multiple opportunities for outstanding service daily, yet, how many of those encounters create a lasting memory? And from those special encounters, what about them made them an experience never to be forgotten?
As you reflect on the times that created an indelible impression for you and consider what it was that made the experience outstanding, determine what you can learn from it to incorporate it into the service you provide to your patients.
My Most Memorable Customer Experience
My most memorable experience as a customer began 24 years ago, around the time my first child was born, with the purchase of a very expensive set of waterless cookware and knives from a door-to-door salesman.
As you can imagine, 24 years later, the cookware and knives show a bit of wear and tear. Recently, a handle broke off one of the pots. That, along with a dent and small chip on another pot, a few rust spots on one knife and the tip broken off another knife, had me annoyed. The cookware had a lifetime warranty, but when I divorced, I had not saved any documentation to prove ownership or that my cookware carried a lifetime warranty.
After finding a telephone number for Royal Prestige on the Web, I was delighted with the incredibly helpful Royal Prestige employee, Tracey that answered the phone. I told Tracey the approximate time I had purchased the cookware and what my surname had been at the time of purchase as well as informed her that I had no Warranty papers. Seconds later, Tracey asked if I had lived on Glenhill Drive in Cochrane, Alberta, when the cookware was purchased. She had accessed my entire file, even though the purchase had been made in a pre-computer time.
I felt Tracey totally heard and validated everything I told her. She promptly assured me that replacements would be sent as soon as they received my damaged cookware and knives in the mail. I was thrilled – and very much looking forward to the arrival of the new pieces.
Two weeks later, Noelle, another Royal Prestige employee, phoned to tell me that she was in the process of packaging my replacement items. She had just realized that I would probably not be very happy when my new knives arrived, as Royal Prestige had recently upgraded the knives they were selling, so my new knives would not match the remaining pieces of my original set. I immediately wondered how much she was going to try to charge me to upgrade the rest of my knives. What she actually asked me is: “Would you mind if Royal Prestige sends you a complimentary entire new set of knives? It’s very important to us that our customers are totally happy with our products!” Not only was I happy, I was ELATED!!
As I’m sure you can imagine, I have shared this story with numerous people. When something happens that exceeds our wildest dreams we want to share our experience with others.
As with any story exemplifying great customer service, there are a number of key factors that we can learn from.
Key Learning Factors
- Royal Prestige has fully empowered the employees that answer their phones to take care of customer requests and concerns.
- I was not passed on to a customer service department, that then referred me on to a help desk where they deal with customers who don’t have a warranty, where I was then referred some place else… The first person I spoke with fully took care of me – it was very refreshing to not be passed on down the line trying to find somebody authorized and/or willing to take care of me.
- My concerns were immediately validated, Tracey affirmed that my concerns were well grounded and should be taken care of as quickly as possible.
- Tracey sounded like she had been sitting there waiting for me call, delighted with the opportunity to provide me with outstanding service.
- The Royal Prestige offer to replace my entire set of knives – free of charge – exceeded my wildest expectations.
Questions to Ponder
- What is the most memorable customer experience you've ever had?
- What can you learn from your experience to incorporate into the service you provide to your patients?
- Have you empowered your team members to take care of patient requests and/or concerns? Or do your patients get passed on down the line before their needs and wants are met?
- Do your patients feel validated when they express their concerns with you and your team members?
- Are your patients ever made to feel like they are interrupting something – like an intrusion to your receptionist’s day – when they call your office?
- What does your team do to exceed patient expectations?
- What are the stories your patients tell about the service they receive in your Practice?
The more you are able to exceed patient expectations, the more memorable your practice will become. Best wishes as you create memorable experiences for your patients!
About the Author
CoraMarie Clark, MBA is recognized
as a highly effective Dental Practice Strategist.
She works with dentists that want to optimize
their potential both personally and professionally.
Her collaborative approach has helped teams develop
dynamic competitive strategies and achieve high
impact sustainable results.
If
you would like to explore the possibility of having
CoraMarie work with your Dental Practice or speak
for your Association or Group, contact us today.
CoraMarie
Clark
phone 403.686.6136
email coramarie@strategix-ltd.com
web strategix-ltd.com
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