An ongoing challenge that faces many business leaders is how to separate their organization from the competition in the market. Will the differentiator be their product or service or how their customers are treated?
There are numerous dental offices and individual practitioners who offer implant services, some even guarantee a perfect smile in one day. I had the opportunity to interact with an office in Scottsdale, Arizona, that clearly separates itself from its competition by the excellent level of service they deliver to their patients. AZPerio is a group of periodontists with numerous offices that provide implant and other periodontic services. The practice doesn’t compete on price; it just provides superior service.
Its staff, including its dental assistants, office staff and technicians are all “patient focused” and practice in a culture of excellence. I am a patient who has received implant services twice from the AZPerio team of professionals. From the time you enter the office as a referral from your personal dentist, you are treated with respect and subjected to a high level of care.
Once you have the procedure scheduled, the dentist will contact you and answer any questions you may have. When the procedure is complete, the staff is there to support you with aftercare information and treatment if required. Included in your care instructions is a contact number if a problem occurs. Within a few days after the implant procedure, you receive a call from your periodontist asking how you are doing. I needed to call the emergency contact number when I was out of town, and received an immediate response, even though it was on a weekend. By Monday morning, I was scheduled to see my periodontist and the problem was resolved. Not only does AZPerio guarantee its work for life, it sets up additional follow-up appointments in set increments to ensure that your implant is performing at the highest level.
So, what can we learn from AZPerio’s example? The initial interaction with your customer, office personnel or patient is critical to the professional relationship. It is very hard to overcome a negative first impression. Your receptionist, salesman or customer service associate could be the first person a potential customer interacts with and forms an impression of your organization. You certainly want that impression to be a positive one. So, what have you done or are you doing to make sure that this is the result?
The answer to this question is found in several processes including hiring and training. Are you hiring applicants who are really customer focused? Do your procedures and orientation processes support your customer-focused strategy? Do you reward employees who constantly deliver superior customer service? Do you have a feedback mechanism in place that provides your customers the opportunity to comment on your services, products or service providers?
AZPerio has a mechanism in place where patients can complete “Knock Your Socks Off” comment cards. When complete, they donate a pair of socks to a local charity.
The motivation is clear: “Help us be a better provider, and we will help keep someone’s feet warm.” The completed cards are displayed in the office so other patients may read them. Many of the feedback cards are anonymous, others have the patient’s name and contact information. This constant flow of information provides AZPerio the feedback they need to continue to set them apart from the competition.
