The dentist’s commitment to excellent patient care must be matched by a dedication to excellent customer service if patients are to perceive the value of the dental practice. For example, one need look no further than hospitals and medical institutions, which have learned that customer service is part of a quality patient experience. One way to enhance customer service is as simple as getting to know patients on a more personal level.
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BUILDING INTERPERSONAL RELATIONSHIPS
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Better interpersonal relationships among dentists, staff members and patients make the practice less stressful and more fun. Improving customer service can have a dramatic impact on the level of case acceptance by patients or, at the very least, can give patients a better sense of value for the fees they pay. This sense of value is extremely important to convey because dentistry is not a product that can be tried in advance.
Despite the presentation of educational software, waxed-up models, before-and-after photographs or even composite mockups, dentistry cannot really be understood by a patient until after a case is completed. A consumer wanting to purchase an expensive sports car can take a test drive behind the wheel. Getting a good sense of a particular car is as simple as a ride around the block.
In dentistry, there is no such luxury. Patients cannot simply try out dental cases, even large ones requiring a substantial investment, to determine whether they will be happy with the outcome. Patients do not have an opportunity to test-drive a higher-level option versus a lower-level choice from the standpoint of quality and fees. Dentists do an excellent job of helping patients understand the potential treatment, but there is another important factor in how patients make final decisions: the interpersonal factor.
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THE INTERPERSONAL FACTOR
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Each time patients say "yes" to an unfamiliar treatment, it is essentially a leap of faith based on the level of trust they have in the practice. One of the best ways to help patients accept the treatment they need or want is to develop a strong interpersonal relationship, leading to a high level of confidence in the dentist.
Remember that simply asking "How are you?" is not a conversation starter. Asking "How are you?" typically will yield an answer such as "I’m fine." This is certainly not enough to spark a meaningful interpersonal communication. There are three simple inquiries that a dentist or a team member can make to advance the level of the interpersonal relationship with any patient:
- – "Tell me a little bit about yourself." People generally enjoy the opportunity to talk about themselves with an interested listener. This is a general question but often will be enough to get a conversation going. If your patient doesn’t open up naturally, move to questions 2 and 3, which require a specific response.
- – "Tell me a little bit about your family." Typically, parents will talk about their children. You may hear about the child who is an honor-roll student or an athlete on a sports team. Each time the patient comes in, you can inquire about that child’s progress. Asking about family also is a subtle way of determining if other family members are receiving care in your practice.
- – "What are your hobbies?" This is useful in two ways. If you are unfamiliar with the hobby, you can ask questions about it. Your patient will be flattered that you are interested. If you happen to share the same hobby, you have a natural opportunity to "talk shop," so to speak. Once the hobby question has been asked, you have a natural conversation starter each time the patient comes into the office. And, of course, your patient will be impressed that you remembered the previous conversation.
These three simple lines of inquiry (and others the dentist and staff members may develop) immediately encourage patients to open up to the dentist or team. Many dentists who follow this little exercise have told me that they are amazed at how quickly patients will begin talking about themselves. Furthermore, they say that they can immediately sense a level of comfort developing in patients as these discussions take place.
Many dentists assume that this series of questions is mostly for new patients, even though there is a great deal they do not know about their current patients. For example, can you name the spouses and children of most of your patients? Many of your patients? Some?
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SUMMARY
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Interpersonal relationships are a critical factor in any service business. The stronger the relationship between the patient and the dental team, the better the patient will feel about the practice. He or she will assess dental recommendations much more carefully, and it certainly is possible that even referrals may increase. People love to talk with others about the positive experiences in their lives.
Three simple questions can make a tremendous difference in how patients perceive a practice, whether they will trust the dentist and team, and what level of treatment they ultimately will accept. Dentists who want to provide the highest quality of care to as many patients as possible will have a greater chance of achieving this goal if interpersonal relationships in the practice are strong.
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BUILDING INTERPERSONAL...
THE INTERPERSONAL FACTOR
