I remember moving to a new city and having to get established all over again. It was agonizing enough to think of finding new stores, a church, and a favorite library for my family. But to think of doctors and getting that right was agonizing. As a single mom at that time I was hoping we would not need to use those services too often so that meant I needed to nail the decision from the beginning. When you only have once or twice a year to visit and get a feel for a place you don’t want to waste your time.
My first big decision was finding a dentist. I had no idea where to go as I had no friends to ask. I ended up going to a large practice in Charlotte, NC that advertised on the local Christian radio station. It seemed as good as a place as any. (Please note this was before marrying an orthodontist so my dental IQ at the time was moderate, at best.)
I remember calling the location to set up appointments for myself and my 3 young kids. I was taken aback…in a good way, by the voice I heard on the phone. Tracy was amazing! She had me at, “Hello.” She paid attention to me and answered all my questions. Tracy told me what to expect and reassured me we were in great hands. She caught my attention from the first contact. But wait…there’s more…
The day arrived with 3 freckled kids in tow when we walked up the stairs to the reception room. The greeting we had was as if we were long lost, friends. Tracy looked at my oldest son and asked, “And you are?”
“Jesse,” says my 10-year old.
The Super Powers
Tracy then drew upon her powers of deduction (and the pre-patient paperwork) to greet my 8-year old daughter and 6-year old son by name! By name, y’all! She greeted each one personally and with a compliment that made each child beam. Now you know what that did to this momma?! I was sold! But then I wanted to see if this was her authentic self so I strategically placed myself in the reception room to keep an eye on her.
As we waited I witnessed her greeting and sending off everyone with true joy and the same enthusiasm she provided to my kids and me. And this happened time after time…year after year!
The key thing is, SHE is the ONLY one I remember from the practice. That practice was so huge I never saw the same hygienist or dentist twice in my entire 8 years in Charlotte…or at least I don’t think so. The care was fine. I actually would have preferred a smaller practice where I could have some consistency, but I STAYED because of Miss Tracy! She sold me on the practice!
The New Reality
THIS is how important not only your administrative team is, but everyone on your team to create a lasting and impactful experience.
Chris Bentson nails this on the head when he was on Episode 3 of Elevate Orthodontics podcast. Around minute 29 he states the following:
“That’s what we’re worried about, making the telephone ring and then…how do we effectively communicate…I think that will be the next generation of practice-management and skill-set learning that practice owners are going to differentiate themselves with. Are they delivering excellence in the communication chain with consumers…if they can get the phone to ring first, and then after they do, are they NOT losing those people? …we’re moving from a very clinically-centric specialty to a hybrid business-centric, clinically-centric in this business aspect. We know the nuts and bolts of where our numbers should be, we’ve heard a lot of lectures about that and we share a lot of information about that. But these softer sides of business are really the differentiators and you think of companies like Apple…Google…Mercedes…Tiffany’s…Pottery Barn Kids, and things like that where they can really have an experience that their consumers have with them that’s predictable and repeatable and that occurs over and over again and then this whole word-of-mouth thing begins to happen and THOSE are the practices that tend to be doing very, very well in today’s environment.” (20170214)
That is what Communicate Excellence is all about. We provide training and coaching to ensure the experience your team provides is positively memorable. We want your team to communicate excellence so consumers would never consider going anywhere else.