Can Customer Service Increase Practice Production?

Roger P. Levin, DDS

Throughout my career, I have had a major focus on the subject of customer service. Customer service is one of those concepts constantly talked about, but not so regularly implemented in businesses, including dental practices. This is not to say that most dental practice teams aren’t relatively nice. Most patients have relatively good experiences. However, there is a difference between a relatively nice practice where patients have relatively good experiences and the positive effect that 5-star Customer Service can have on practice performance and production.

One of the most important insights is that customer service is not an accident. It is a system that needs to be carried out the same way every day, every patient, every time. Customer service is not only about reacting to problems (as many people believe) but it is about proactively creating an environment that sets the stage for an incredible patient experience. Practices with excellent systems often perform 30% – 50% better in regard to practice production. Customer service is one of those systems that takes the practice to much higher levels of performance and long-term excellence.

UNDERSTANDING CUSTOMER SERVICE

Over the years of studying customer service, Levin Group has routinely observed that most practices overestimate the level of customer service provided. For the vast majority of practices, when asked if they provide 5-star customer service, a term that most people generally understand, the answer is yes. However, only a small minority of practices actually provide 5-star customer service. Many practice teams confuse being nice with reaching a high level of customer service that stimulates patients to take specific actions that are beneficial to the practice

Most practices provide 3 or 4-star level customer service, which is not bad, but it is not 5-star. There is a significant difference between 3 or 4-star customer service and 5-star. In a video course that I produced entitled “Wow Every Patient,” I highlight 50 or 60 strategies that can be used to build a 5-star customer service environment. When I interviewed practices to prepare for the book, I found that most practices typically have 10 or fewer. Again, this is not bad, but not 5-star customer service, and the difference is important.

WHAT IS THAT DIFFERENCE? 5-STAR CUSTOMER SERVICE

DIFFERENTIATES A PRACTICE AND PROVIDES THESE 5 BENEFITS.

Practices with 5-star customer service have higher production. The reason is that patients in a 5-star customer service practice trust the practice more and are much more open to accepting recommended treatment. When patients experience incredible customer service it translates into trust, and trust is the major factor in case acceptance – another key practice system.

Practices with 5-star customer service increase referrals. Many patients become ambassadors, referring others without ever being asked and without even realizing they are doing it. This is one of those effects of a 5-star customer service environment. People tell others and others come. New patients are the life- blood of a practice. New patients bring major benefits to a prac tice. For example, the average new patient provides 2 to 3 times higher production in the first 12 months compared to current active patients.

Practices with 5-star customer service have a higher number of positive reviews. Some patients will feel so good in that environ ment that they will write a review. The reason is that they feel bonded to the practice when they are treated extremely well and are happy to do anything they can that is positive for the prac tice. About two-thirds of new patients read reviews before they come to a practice. Positive reviews increase new patients and enhance their willingness to accept treatment.

A 5-star customer service practice retains a larger percentage of its patients each year. Part of the protocol for delivering great customer service is reminding patients about their next appoint ment. We have found that 5-star customer service practices lose approximately half the number of patients versus other prac tices. Patient longevity is one of the key factors in increasing production.

Five-star customer service gives you an edge. Most dentists don’t spend their days thinking about competition. However, competition for patients is real. As dentistry becomes more competitive, and insurance companies are restricting increases in reimbursements, customer service can make major contributions to practice success. Patients who experience tremendous customer service trust and respect the dentist and team, which of course leads to greater case acceptance.

Summary

A 5-star customer service environment has incredible benefits as outlined above. Most practices rate themselves as a 5-star customer service when in fact, they are 3 or 4-star. 4-star customer service practices have satisfied patients, but do not get the same effect and benefits as a 5-star practice. It is worthwhile for every practice that is serious about increasing production annually (which should be the goal of every dental practice) to protect the future and work toward becoming a 5-star customer service practice.

Roger P. Levin, DDS is the CEO and Founder of Levin Group, a leading practice management consulting firm that has worked with over 30,000 practices to increase production. A recognized expert on dental practice management and marketing, he has written 67 books and over 4,000 articles and regularly presents seminars in the U.S. and around the world.

To contact Dr. Levin or to join the 40,000 dental professionals who receive his Practice Production Tip of the Day, visit www.levingroup.com or email rlevin@levingroup.com.