It’s hard to overcome crummy customer service

Here’s a novel idea to differentiate your practice.  Make a small shift in how you and your staff define and deliver service to your patients.

Don’t define your Mission as the delivery of quality eyecare.  Instead, make the total patient experience the focus of your practice.   Here’s why:

Patient blasts his eye doctor on Facebook

Last week I blogged about the patient who blasted his eye doctor on Facebook for all the world to see.

“This is THE most PATHETIC customer service I've ever experienced...

They want NO contact with their customers... None!

They not only have a sign at the front window saying keep the window shut... But they are very clear that customers are not to "tap" on the glass!

Sign in and Sit down! And wait.

We've been waiting more than 40 minutes to see the Dr. and we're still waiting! At least it's giving me time to share this story with all my friends.”

What the Facebook poster didn’t say

Doctors, please note that this highly vocal and disgruntled patient didn’t find fault with outdated equipment, the thoroughness of the exam, the lack of a brilliant diagnosis or the accuracy of a spectacle Rx.

He was, however, irate about three things that are extremely important components of good customer service:

1.     No personal acknowledgement when he and his family entered the office

2.     An office sign that he felt said ‘sit down and shut up’

3.     Having to wait over 40 minutes in a crowded hall

It’s almost impossible to overcome crummy customer service

Many elite doctors might look at this situation and think, “I’ll make up for those little inconveniences like long waits and being ignored with outstanding clinical care.”

And that very well may be true for some highly specialized branches of medicine.

But, I’ve got news for you. Crummy customer service is very difficult for even the best private practice OD to overcome with stellar performance in the exam room.

Focus on the ‘total patient experience’

For that reason, I suggest that you make a small shift in how you and your staff define and deliver service to your patients.

Don’t define your Mission as the delivery of quality eyecare.  Instead, make the total patient experience the focus of your practice.  

Do that, and consumers will be singing the praises of your practice. Not blasting you on Facebook. 

Regards, 
Jerry Hayes, OD

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