In my mind, the three words in the title of today’s post are sort of the consumer equivalent of three other words: “We Love You.” Let me explain and let’s see if you get to the same place.
There’s no business with which one does business that’s more intimate or important than your doctor. I’m sure we’d all like to think of those practices as something other than a business but let’s be real; and as such, they need to consider the same things all of our businesses do with respect to customer service. I hasten to add, by the way, that in their case, lousy customer service can result in consequences far worse than the water company misplacing your account info.
In any event, I have a great side by side comparison for you to ponder.
When we moved to the town where I live 30 years ago, I found a doctor who was highly recommended. He retired about 10 years ago and I moved on to another MD within the same practice. This guy has the personality of wallboard but it’s not his personality that’s the issue – it’s the way the practice handles patients. When you call, it’s almost impossible to get a human. When you finally do get through, any question you ask will require hours of time for a response, generally since they really don’t know who you are. The last straw for me was when the practice spent a lot of money last Fall trying to get patients to pay an additional fee for “concierge services.” This would get you direct access to the doctor (thousands of dollars for his cell number? Puh-leeze…) as well as some other preferential treatment, most of which seemed to be stuff that any business should offer as part of great service.
I switched practices a few weeks ago and it’s night and day. I called there this morning to ask about some tests. The MD’s assistant picked up the phone and knew who I was and where the test results were (on her desk and “I’ll call you as soon as she gives them back. I’ll also mail you a copy before we close today.”). The “Hi Mr. Ritter” that started the call was a lot better than the typical “yes?” followed by silence to which I had become accustomed at the other place.
What’s the difference? The new guys may not care any more than do the guys I left, but you sure feel as if they do. They seem to have made sure a every touch point to focus on a good patient (customer) experience. We all know that’s not something that just happens – it takes planning and work – and if we’re not focused on making sure it does than we’re really dumb.
Three little words and I’m hooked. Maybe I’m easy, but how are you putting out the welcome mat to consumers just like me?
Consult Keith 