Issue 3 - February 2003

Success File With Bob Levoy
Little things count the most

Most chiropractors agree that loyal patients deserve preferential treatment. What many DCs and their staffs may not realize is that loyal consumers fully expect preferential treatment – whether they’re at a chiropractor’s practice or a bank.

Market research proves the point
People feel strongly about being treated as a preferred customer when visiting a branch of a financial institution, according to a recent research study by Atlanta-based Synergistics Research Corp. Consumers were asked to rate their level of agreement with the statement, “When I do a lot of business with a particular bank, it is important to me to be treated like a preferred customer.”

Nearly eight in ten “strongly” agreed with this statement. Another one in six “somewhat” agreed, making overall agreement with this statement almost unanimous. These findings were based on a telephone survey of 1,041 consumers, age 18 or older, with household income of over $25,000. The sample also included 201 individuals with a household income of over $100,000.

“These findings indicate it may be the little things that cost the least, which count the most,” says Genie M. Driskill, COO of Synergistics.

What is “preferential treatment?” It’s an environment, whether it’s at a bank or a chiropractor’s office, that makes people feel special. It’s remembering patients’ names. It’s coming in early or staying late as a special accommodation for a loyal patient for whom an appointment time is not available. It’s returning their phone calls as quickly as possible. It’s knowing patients’ likes and dislikes – and catering to them.

Above all, it takes teamwork to make special treatment happen. That treatment will result in high patient retention.

Action step: Schedule a staff meeting to discuss the kinds of preferential treatment that would be most meaningful to your loyal patients. The discussion alone will get everyone rowing in the same direction.

Bob Levoy is a management consultant. He can be reached at 516-626-1353.