Dentists are renown for being intimidating places. From childhood to the more senior end of the spectrum, the thought of going to the dentist isn’t one that glimmers a ray of sunshine upon a day.
The ominous uncertainty behind every visit can be unsettling to customers, but dentists don’t always help themselves. A lot of practises carry a cold, clinical and uninviting feel to them. Whilst it’s in a patient’s best interest to regularly come to the dentist, it’s also in a dentist’s best interest to make that visit as enjoyable and comforting as possible.
1. Give people something to do
People like the option to engage in their surroundings. Put out some literature for patients to read. Toys for the children. Background music to listen to, or at least to lessen the painful silence that resonates around so many waiting rooms. Informative pamphlets to allow patients to read up on procedures.
It’s not about giving your patients the time of their life, rather about not putting a downer on their day.
2. Be up to date
The world moves fast – keep up with it. You magazines should be the latest issue. Your advertised pricing should be true to what you charge. Advice and guidelines should be taken down once out of date. Proactive, not reactive. Nobody will feel comfortable in a dental practice where the posters on the walls were new in 1995, and the most recent magazine is the September issue from 2012. You’re the expert. Don’t be behind the times.
3. Refreshments
People don’t like waiting. The least you can do is make their wait more enjoyable. Offer refreshments in your waiting rooms. Not hard boiled sweets or fizzy pop. You’re a dentist. A class of water, selection of fruit or cup of tea will do the trick. Make your patients feel at home. Their visit shouldn’t be fronted by gruesome wait to have their teeth combed over. Rather, a relaxing and welcoming experience.
4. Know your demographic
Always know your demographic. Don’t put toys out when your customer base are all over 60. Be smart with your decor. It doesn’t need to appeal to you. It needs to appeal to your customer base. You might like the idea of a sleek glass table – kids won’t.
Tailor your practice to suit the people who will be using it. It all adds to the experience of their visit. If you ever think you’re putting too much thought into making your customer experience as smooth as possible, you’re on the right track.
5. Be Friendly
“Yeah, obviously” you’re thinking. No, it’s not obvious. People often take the customer for granted. You’re having a bad day. You’re busy. Overworked. Behind… all manner of different excuses to feel down and disengaged. They don’t cut it with the customer. Be friendly, welcoming, kind and considerate.
6. Be open to criticism
Put out a suggestions box. Ask your patients for feedback. Have a “What could we improve form”. Any way of encouraging your patients to share their experience is better than nothing. The customer knows best about what the customer wants. Never be scared of negative comments. They can be improved on. Positive ones can only be enjoyed.
Put the customer first
It can be very easy to get lost in the busy work day, and forget about the reason you’re in work. Without customers returning to your practice, your day would get a lot quieter, a lot quicker. Remember that the customer comes first, and if they’re happy, this will infuse throughout your practise – customers, staff and visitors.
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