presented by charlene doucette, osinsoptometrists.com/2014_agm_conference... · be as important as...

Presented by Charlene Doucette, OSI

Define Outstanding

Service

Uncover and Address

Service Gaps Develop Your

Customer Service Skills

Measure Your Service Quality

Your Goals:

1) Identify Opportunities 2) Implement new Strategies 3) Improve your Customer Service to the Outstanding Level

• Welcome patients immediately upon entering clinic and USE THEIR NAME 2 times

• Make eye contact for count of 3 and smile

• Walk to the patient, don’t make them come to you

• Be genuine and interested in your patients

“What brings you in today?”

“I would be happy

to….”

Nothing on this screen should be as important as the client in

front of you!

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• Acquiring new customers can cost 5X more than satisfying and retaining existing customers

• The average company loses 10% of its customers each year

• Customer profitability rates tend to increase over the life of a retained customer

Source: “Leading on the Edge of Chaos” - Emmet C. Murphy & Mark A. Murphy

But My Customers Are Satisfied…

• 10% of patients who rate their service provider as “good” will refer their provider to someone else

• 50% will refer for “very good care”

• 85% will refer for “excellent”

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Eyecare Business: Marketing and Strategy by Gary L. Moss & Peter G. Shaw-McMinn

Recognize there is a significant difference between customer loyalty and customer satisfaction:

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What makes an optometry practice’s service mediocre?

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• Staff don’t smile or make eye contact• Staff chewing gum or eating during work• Patients left sitting for long times or with no entertainment• Patients overhear personal conversations• Appointments running behind schedule• Staff do their tasks, but seem unpleasant• Equipment/Instruments not properly explained• Patient left in exam room without knowing Doctor’s name• Staff appear rushed or don’t listen• Glasses not delivered on time

How are customer impressions of service quality formed?

1. What service providers say and do.

2. How the physical environment looks.

3. How efficiently service is provided.

11 Source: Disney Magic in Optometric Practice - Model 1: Management & Business Academy Disney Approach to Service Excellence

Service gaps can happen anywhere:

• Over the phone • At reception • Pre-test area • Exam room • Dispensary • After sales service 12

Same Day Glasses

Service Gaps

1. Combustion Points • Words, actions, and appearances that create a negative

patient impression • Points during a customer experience where the process

sometimes breaks down and causes complaints

2. Neutral Impressions • Experience points in the normal flow of a patient visit

that are neutral and result in no impression • Missed opportunities to make an emotional connection

or lasting impression 13

Source: Disney Magic in Optometric Practice – Model 2: Management & Business Academy Disney Approach to Service Excellence

POOR GOOD OUTSTANDING

Phone “Hello, Doctor’s office.”

“Good morning, Delta Optometry.”

“Thank you for calling Delta Optometry, Julie speaking.”

Patient Arrival Wait for patient to find the coat rack

Point out the coat rack

Offer to hang a patient’s coat

Pretest “Put your chin here. Don’t blink. Good.”

“Please put your chin here so we can take a picture of your eye.”

“Mrs. Jones, we’re going to take a digital image of your retina for the Optometrist. Please rest your chin here.”

Optometrist <silence> “I’m going to look at the back of your eye.”

“Sarah, I’m going to examine your eye carefully. Just relax and look over here.” 14

Reception Service Gaps

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Patient Experience Points Service Gaps: Inconsistencies, Neutral Events, Combustion Points, Deficiencies

Exterior: Parking/Building

Arrival: Reception Desk

Greeting

Check-in

Reception Area

Wait Time

Hand-off

Where did we go wrong? What makes a neutral impression?

Adapted from Disney Magic in Optometric Practice – Model 2: Management & Business Academy Disney Approach to Service Excellence

Pre-Test Service Gaps

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Patient Experience Points Service Gaps: Inconsistencies, Neutral Events, Combustion Points, Deficiencies

Pre-Test Room

Equipment

Thorough Explanations

Friendly, Professional Staff

Testing Procedures/Process

Hand-off

Where did we go wrong? What makes a neutral impression?

Adapted from Disney Magic in Optometric Practice – Model 2: Management & Business Academy Disney Approach to Service Excellence

Dispensary Service Gaps

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Patient Experience Points Service Gaps: Inconsistencies, Neutral Events, Combustion Points, Deficiencies

Dispensary First Impressions

Greeting

Selection

Friendly, Professional Staff

Merchandising

Needs Determination

Explanations

Where did we go wrong? What makes a neutral impression?

Adapted from Disney Magic in Optometric Practice – Model 2: Management & Business Academy Disney Approach to Service Excellence

What does every customer want?

Recognition & Respect

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Show you Care!

Reception

5 mins before each exam look at the name, last exam date, last OD and whether patient bought glasses or contacts

Confirm information rather than ask it if patient has history

“Are you still at 404 Elm?” “Would you like your Gucci’s

cleaned today?”

Dispensing

Get to know the patient before the eye exam

Remember to educate first and foremost. Sales will follow if the client is comfortable with the product

“You have choices, but let me tell you about the lens that may best suit you first…”

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• Customer service starts with the right attitude

• Believe in yourself

• Become a problem solver, not part of the problem!

You are the key component of the customer service equation

Make Customer Service Part of Your Job Description!

• Answer phones? • Book appointments? • Perform pre-screen

tests? • Perform eye exams? • Sell frames and

lenses?

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What is your real job? Is it simply to…

What might a better job description be?

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To give the best possible care and service

resulting in patient satisfaction, loyalty, and

referrals.

• “Our Services” brochure

• Newsletters

• Interactive displays

• Posters

• Community events

• Ask Your OD newspaper column

• Thorough explanations

Handout and/or Website

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Deliver information you trust to the people who trust in you!

High Tech Education

25 Eyemaginations 3D animated software

Thorough Explanations

“Mrs. Smith this is our retinal camera/Optomap. This instrument takes a digital image of the back of your eye. You won’t feel a thing, but it allows us to see what is going on with the retina, blood vessels and macula. The Optometrist will review the image with you and use it to ensure that your eyes are healthy and everything is working well.”

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Don’t let this happen in your

clinic...

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Think of your clinic as a theatre:

• You are the performers • Never come out of character • Remain in costume • Treat patients as guests • Offer them compensation if they don’t

like the show!

Entertain Patients with… • Interesting décor • Interactive displays • Children’s play house • Wii console • Current reading material • High tech educational systems such as Eyemaginations • Interesting artwork • Fish tank/lizard aquarium • Antique glasses display

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• Wow factors create “raving fans” who wouldn’t think

of going anywhere else for their eye care needs

• Fans who tell all of their friends about the outstanding service they received

• The wow factor is what makes patients remember you and gets you referrals

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What’s Your Clinic’s Wow

Factor?

• Upon arrival, offer to clean patients’ glasses and sunglasses • Espresso bar • Wii video console • Amazing design/merchandising • Patient appreciation evening • A 2-Year Warranty on glasses • Retinal photography • Kids get to choose a small gift from the treasure chest • Hand out roses on Mother’s Day, chocolate eggs at Easter, etc. • Free bottled water with your clinic logo on it

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What’s Your Wow Factor?

Since the future of all optometry practices lies in

keeping their customers happy, think of ways to elevate yourself above the competition:

• What can you give your customers that they can’t get elsewhere?

• What can you do to follow-up and thank people even when they don’t buy?

• What can you give your customers that is totally unexpected?

Source :10 Commandments of Customer Service by Susan Freidmann http://customerservicezone.com/cgi-bin/links/jump.cgi?ID=5881

Most customers don’t complain…

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40% of consumers switch to the competition because of poor perceived service, vs. only 8% switch because of price

• Because they feel it won’t make any difference • It’s difficult • They feel awkward…so they just don’t come back

Eyecare Business: Marketing and Strategy by Gary L. Moss & Peter G. Shaw-McMinn

Why not?

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Therefore treat every complaint ... like a gift!

What happens when a complaint

isn’t properly resolved?

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Check your Online Reputation

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A broken promise should lead to an apology and correction, not

an EXCUSE! A broken promise requires urgent

and sensitive care. Make it right and DO IT FAST!

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1. Ensure that a customer

never has to voice their complaint more than once

2. Do more for the customer than simply re-performing the service

3. Compensate patients for the “hassle factor”

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• Make after care follow-up routine for all of your patients

• Develop follow-up call to be delivered 1-2 weeks after patient receives eyewear

• Gives clinic the chance to fix problems that you wouldn’t have found out about

• Communicate with your patients all year long

• Offer after sales service: warranty, adjustments 40

Follow-Up

“Sounds good, but we don’t have time to do surveys...”

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Survey Centre

In-Clinic 2 Question Survey

1. How well did ______________________ (insert experience point) meet your expectations?

Surpassed Met Less than

2. How important is ____________________ (insert same experience point) to your overall satisfaction?

Very Moderately Not at all

44 Eyecare Business: Marketing and Strategy by Gary L. Moss & Peter G. Shaw-McMinn

the friendliness of our staff

the friendliness of our staff

Over-the-phone Survey Script

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“We are trying to improve our optical service and selection at ABC Eyecare, do you have a moment to answer two questions regarding your recent visit?

Our records indicate you had a change in your prescription recently, but didn’t purchase any new eyewear at our office...

1. Was there a particular reason why you didn’t purchase your eyewear from our optical?

2. Did you purchase your eyewear somewhere else? If so, where?”

Over-the-phone Survey Script

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“Thank you for taking the time to do our little survey.

As a token of appreciation we’d like to offer you $25 off of your next purchase (or free cleaner, enter to win a free pair of sunglasses, etc.)

Just mention this conversation when you come back in to receive your discount.”

On-Line Survey • Post survey on your

website • No postage or paper

required • Environmentally

friendly option • Saves you time &

money • Patients can answer at

their convenience 47

Tell us how we did Take our Survey

• Customers now expect outstanding service • It costs less to keep your existing customers than

attract new ones • Identify service gaps and fix them • Create an emotional connection with your customers • Ensure you have the right attitude • Acknowledge, Educate, Entertain, Wow and Follow-

up with your patients • Always deliver more than expected • Monitor and measure your customer service results 48

Sources 1. “Leading on the Edge of Chaos” - Emmet C. Murphy & Mark A. Murphy, as quoted on:

http://www.1000ventures.com/business_guide/crosscuttings /customer_retention.html

2. Eyecare Business: Marketing and Strategy by Gary L. Moss & Peter G. Shaw-McMinn, 2001 Butterworth-Heinemann pp. 165, 170, 180 - 182

3. Disney Magic in Optometric Practice - Models 1&2: Management & Business Academy Disney Approach to Service Excellence series slide #’s 3,4,14,16,27,49,50

4. Going beyond customer satisfaction http://customerservicezone.com/cgi-bin/links/jump.cgi?ID=5859

5. David Carole – “United Breaks Guitars” lyrics

6. The Customer Driven Company by Richard C. Whiteley, 1991 The Forum Corporation, Addison-Westley Publishing Company Inc. p. 47

7. Source :10 Commandments of Customer Service by Susan Freidmann http://customerservicezone.com/cgi-bin/links/jump.cgi?ID=5881

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For Eyes On-line Customer Survey

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Thank you!

Presented by Charlene Doucette, Regional Account Manager Atlantic for OSI