Great customer service builds a great practice
By Susan Hoy

Creating a successful business of any kind is largely dependent on customer care and service. It is no different in your chiropractic practice.

Your goal should be to create an extraordinary experience for your patients so they will want to tell everyone about your office. Creating an extraordinary practice is dependent on three things:

• Building a positive, caring atmosphere. Your goal is to make your patients feel important and cared about. Creating this atmosphere begins with a warm and welcoming telephone presence and extends to adding special touches that create the perception of quality care and attention to detail.

• Creating a consistently good experience. Your patients should have a great experience each time they enter your office. How to do that? Consistency springs from having and following policies and procedures.

• Showing genuine care and respect. You and your entire staff must have respect for the patient and a sincere desire to serve. It is from those motives that the patient begins to trust you and your recommendations.

Tips for quality care

Here are some suggestions that will help to create quality care and extraordinary service:

1. Change your greeting. Never ask a patient, “How are you?” Instead, say, “It’s good to see you,” “I’m glad you’re here,” or, “You’re looking better today.”

Or, just give a sincere compliment. A sincere compliment has the capacity to make a person’s day. (In fact, “Make Their Day” would be a great slogan for your entire team.)

2. Create a positive impression. The reception area should be clean and comfortable, with fresh furnishings and current reading materials.

3. Train your staff. Your goal is to have them work efficiently but with a service orientation. Instill in them a “do whatever it takes” attitude.

For example: If a patient requests that your CA coordinate her appointments through her office assistant, empower your staff to do it! If a patient requests a particular appointment time, tell your staff to do your best to give it to him.

Or if a patient is usually in a hurry, find an appointment time when she doesn’t have to wait.

In other words, get to know your patients as individuals and always give a little more than they expect.

4. Use a timer. It will help you make the impression that you are efficient, organized, and in charge of your schedule.

5. Be on time. Show up on time for work. If you schedule patients at 8 a.m., be ready by 7:45. Patients resent doctors who do not respect their time.

6. Communicate. Scheduling delays happen. If you are running behind schedule, let your patient know. If a patient has been waiting in an adjustment room too long, communicate the delay.

Give your patient options, such as: “Would you like to go on an errand and come back?” or “Would you like to see our associate doctor?” or “Would you like to reschedule?”

In other words, acknowledge that you are inconveniencing them and give them some control. (If you find this happening on a regular basis, however, recognize that you have a scheduling problem that should be addressed.)

7. Be prepared to fix problems. If a patient is unhappy because of improper scheduling or a service problem, be prepared to fix the problem before he or she leaves.

Train your team members to handle specific situations smoothly; teach them to alleviate the problem immediately.

For example: You may authorize a “no charge” visit or a complimentary massage.

And if the patient leaves your office unhappy take steps to make the situation right, such as personally calling the person or writing a note of apology.

8. Show your appreciation. Let your patients know they’re special and that you appreciate their business.

Some suggestions you can easily implement: Hold patient appreciation days two or three times a year. Give a flower on Valentine’s Day or a daffodil on the first day of spring.

Good customer service is in short supply in today’s hurry-up world.

And that’s too bad, because it really doesn’t take much effort to create an extraordinary experience.

Treat your patients with respect; accept them as they are; do what you promised to do; give them individualized attention; and thank them for their business. In turn, they will reward you by being loyal and referring others.

Susan Hoy is an award-winning team trainer and consultant. She can be reached at 215-674-0130; suzzhoy@aol.com; or through her Web site at www.beefitup.net.