Customer Serivce in Unlikely Places

By June Van Klaveren

Having written about customer service for as long as I have, I make it a habit of taking note of customer service, good or bad, in some unlikely places.

Which leads me to my most recent sighting of exemplary service--a dentist's office.  From experiencing a variety of bad dentists as I grew up, I am familiar with the discomfort and pain that can happen at the dentists's office.  And from those experiences, I thought all dentistry was alike.

That is until I met Dr. G.  As I reflect on the way he conducts his "business," I find that customer service techniques  I've observed in his office can be applied in any business.  Here's what I learned from Dr. G and some tips on applying these rules in your own business.

Rule #1.  Be concerned with your customer's comfort.
Despite the natural discomfort of dental procedures, Dr. G. continually stops to ask, "You doing OK?  Let me know if it hurts."

Do you regularly check on your customer's comfort in doing business with you?  Do you make it easy and painless?

Rule #2.  Have a pleasant place to work.
Dr. G's office has lots of windows and lots of space, but what's more important is the fact that it seems like a pleasant place to work with no raised voices, background music (though we differ on our musical tastes) and occasional laughter.  Though Dr. G. may think I'm listening to the music while the hygienist cleans my teeth, I'm really eavesdropping on conversations around me.

Is your office a pleasant environment or do you hear raised voices and other indications of a "not too happy" workplace?

Rule #3.  Use up-to-date technology.
Dentistry has come a long way, thanks to technology and so has your business.  X-rays appear on a computer screen, cleanings are accomplished with a little-power washer tool and dental products have greatly improved.

Do you seek new and more technologies and learn how to use them well?  Or do you rely on the "old ways?"

Rule #4.  Treat your employees well and they'll pass it on to your customers.
I overhear Dr. G. talking to his staff, kindly and positively.  Then this kindness trickles down to his patients through the staff.

Do you make a special effort to treat your employees as you'd like to be treated?

Rule #5.  Develop relationships with your customers.
Through the years of cleanings and other procedures, Dr. G. has shared enough about himself that I feel I know him.  We now trade movie preferences and occasionally talk about one of my passions, marketing. 

Do you make an effort to get to know your customers to be able to have a friendly conversation?

So there you have it-five principles to incorporate into customer service at your company.  (And if you're in St. Louis and are looking for the best dentist ever, email me at june@compelcom.com, and I'll share his name and number with you.)

June Van Klaveren, owner of Compelling Communicationis, helps her clients attract and keep customers.  To contact her, call 800-779-0067 or email june@compelcom.com.