Customer Service Hygiene
Let's be honest. Nobody likes going to the dentist. But, I've been going to my dentist for about 25 years. And it's not too bad. When I got married they provided a free whitening treatment so my teeth would shine in all our pictures. When the phone rang and it was Barbara, I knew my appointment was a few days away. When I showed up for my appointment Maryann the hygienist asked me about things we talked about six months ago at my last appointment. She would set aside my favorite color toothbrush. She must have taken notes.
Then about two years ago the office underwent an extreme makeover. In addition to the new modern décor, and all new staff, the office has all the latest dental technology: digital x-ray machine and that high-fangled thing that measures the space between your gums and your teeth, "1, 1, 1, 3." The new hygienist knows all the latest techniques. I barely feel anything. There's even a new spit bowl vacuum (which I actually find a little scary). And, of course, a ceiling-mounted tv, complete with all my favorite cable channels.
Of course the changes were intended to make the dental appointment experience more pleasing for the patients. Unfortunately, the warmth, the personal touch, Barbara, Maryann, the kid's play area - which I now need - are gone. Sometimes the hygienist uses the remote to put on what she wants and doesn't pass it to me. And they now make us pay up front and get reimbursed by the insurance company.
So, this is more than just a rant about my soon-to-be-former dentist. It's more of a lament. I wish they would have asked someone like me why I went there for 25 years before they got rid of all the good things. And I hope when our associations decide to make sweeping changes to a program, service or experience that member needs, expectations and satisfaction are the priorities and not image, technology and money.
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Comments
Interesting dilemma we face - we can ask those who have been around for their ideas and then ask those who we want to be around. What if there's a collision? Who wins? I'm not saying that in this instance the dentist was right or wrong but faced with a decision that we in associations are also facing. Being the change agent comes with some bruising.
I'm working with an association is which those who were comfortable are crying the blues (actually screaming) yet we did ask and we did listen. Now they say they would have answered the questions differently had they known. Meanwhile, those who were dissatisfied or not involved are nodding and smiling.
We can demonstrate that we are addressing the member needs and that we believe it will address satisfaction. We are openly showing how we will track that.
I think we just need (and so need to figure out how to really coax) our members to be open, to talk to us every day (before change is in motion) about what they like and don't like, so we know what is the real difference. And can introduce the changes with a little education.
Interesting post ...
Posted by: Peggy Hoffman | July 12, 2010 11:39 AM
Peggy, I chuckled when I read they "would have answered the questions differently." And I felt thoroughly guilty by the end of your comments about not ever sharing how great Maryann the hygenist was!
On a side note, I'm in the middle of some dental work and returned to this same dentist today and had to watch a program I don't like. I will need to go back for follow up in a few weeks and you can be sure that I will request the remote and find something I like. And maybe I'll even ask what ever happened to Maryann.
Posted by: Carolyn Hook | July 14, 2010 8:58 PM
I loved reading the post and the follow on exchange. Reminds of when stores for example spend enormous amounts of resources in giving their stores a face lift, etc. But when you need service, there is no soul in sight. Very very frustrating.
It is my firm belief that the only way to sustain a competitive advantage is by building a culture of providing superior service, both internally and to members.
Innovation doesn't lasts long, quality gets improved and becomes less of a differentiator, certainly can't build a lasting organization based on being lowest cost provider.
Providing suprior service is THE way to lasting success.
Posted by: Vinay Kumar | July 15, 2010 4:05 PM