Jan Carlson, president and CEO of Scandinavian Airline Systems (SAS), is credited with popularizing the term “moment of truth.” Taken from the lexicon of bull fighting, it refers to any episode in which a passenger (or prospective passenger) comes into contact with an SAS employee. For example, moments of truth include the points at which a passenger makes a reservation, checks into the airport, boards the plane, retrieves luggage, or makes contact with an SAS employee during the flight.
As Carlson explains, “Nothing is more fragile than the fleeting contact between a customer in the marketplace and an employee on the front lines. When you establish contact, that’s when you establish SAS.”
In a recent year, SAS carried 10,000,000 passengers, each of whom experienced an average of five encounters with SAS employees. The result: 50,000,000 “moments of truth” to meet, and if possible, exceed, passengers’ expectations for quality and service.
The moments of truth that occur in a chiropractic practice are no less important to your image and patients’ satisfaction. Consider for example, the critical moments that occur when:
- a patient or prospective patient calls for an appointment, especially one involving acute pain;
- a patient arrives at your office – perhaps accompanied by a child;
- a patient is escorted to the exam room;
- a patient is first greeted by the doctor;
- X-rays are taken;
- the report of findings is made to the patient;
- treatment is initiated;
- future appointments and/or payment for services are made at the front desk;
- a patient departs your practice.
In each case, the patient’s lasting impression of your practice is determined by how competent, concerned, accommodating, understanding and professional you and your staff members are — not just on the first visit but every time a patient calls or visits your practice. Make sure you and your staff use your moments of truth wisely.
