I love my dentist.
That’s not something you hear too often. And after years of dreading visits to the dentist I’m surprised I’m saying it. It’s not just that he’s a nice guy (which he is). It’s the great experience he delivers consistently, every time I go. Over the last couple of weeks I’ve visited him twice – once for a cleaning and once for a filling – and I took note of what he does that makes him so great. I’ve generalized my observations so they can be applied to the delivery of any service, not just dentistry.
Some principles for delivering a good service experience:
- Respect me and my time
I’ve been going to my dentist for over 10 years and I have never once had to wait more than 5 minutes past the start time of my appointment. (Unfortunately being on time is almost unheard of in the medical profession, so this is a big deal.) Once I’m in the chair my most recent x-rays are ready for review and the hygienist is ready to start. (None of this getting me in the room/chair and making me sit another 15-30 minutes.) And I’m always out on time, if not early. Nothing says, “I don’t care about you as a person or customer” as much as wasting my time. - Complete focus on me as a person (I’m a person first, customer second)
Every time he comes in to examine my teeth he shakes my hand, sits down in front of me, looks me in the eye, and asks me how I’m doing and if I have any concerns. He then explains (in non-Dentist language) what they found in my checkup and x-rays and what he recommends should happen next. When we’re finished he asks me if I have any questions, shakes my hand again, tells me it was good to see me and to have a good summer, Christmas, or whatever happens in the next 6 months.
Focusing on the person you’re talking to communicates they’re important to you and that you care. - Thorough, proactive communication
I’ve already described some of the ways he communicates but it’s especially important and appreciated when he’s doing some sort of “procedure” like putting in a filling. Before beginning I get a description of what he’s going to do and why (which is always nice when my mouth is involved). Then as the work is being done, he’ll explain what he’s doing and what I might feel. He also tells me what I shouldn’t feel and to let him know if I do. And the day after I had a filling he (not his receptionist) personally called me to make sure everything was ok and to ask if I had any questions or concerns. (I was amazed.)
Strong communication is foundational to any good relationship but it’s especially important when someone is under stress or is in an unfamiliar situation. - Care and respect for staff
I can tell his staff is cared for and respected by the way he speaks to them, speaks about them, and treats them. Each time he concludes a checkup he thanks the hygienist (by name) before leaving. It’s not a huge deal but it goes a long way.
Want to make sure your staff delivers a great service experience? Make sure they know they’re cared for and respected. - Expertise builds confidence
Great service is all well and good but if the service provider doesn’t know what they’re doing it’s pointless. It’s clear that Dr. Franz stays on top of the latest research, technologies, and techniques and applies them where it makes sense. Whether it’s using a CNC machine to create perfectly fitting crowns or digital displays to review x-rays I have confidence that he’s delivering the best service possible.
There are a lot of companies that have superior expertise but crummy delivery. There are other companies that have the delivery nailed but don’t know what they’re doing. A truly great service experience requires both superior expertise and delivery.
At the end of the day a business has to make money. And making more money is a good thing. Delivering a great service experience will ultimately deliver more money to the bottom line. Case in point: My dentist is not on the preferred provider list for my dental insurance so I pay more for each visit than I would if I switched dentists. But I haven’t switched because I know I’ll get amazing service and great care for me and my family. I hope he somehow outlives me because I have no interest in changing dentists ever again.
I’m a completely loyal and devoted customer. Isn’t that what every business wants?
(BTW, if you live in the area Northwest of Denver and are looking for a great dentist, I happen to know of one: Dr. Wayne Franz, DDS.)
