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Disappointingly Proud–An OXYMORON?

As a parent, I often wonder if any of my words of advise; insight; and wisdom have had any value to my children (now both are adult young women)?  So many times I feel like my life message has either missed its mark or simply not been “sticky” enough.  Well, my “favorite youngest daughter”, Brianne, just shared her story about her recently scheduled visit to see a urologist.  After hearing her explanation, I was pleased to have real-live evidence that something (just one) that Dad taught her actually “sunk in” and she acted on it.  Incidentally, it is the same message I continue to share with my clients…oft times to a “deaf ear”.

Paying attention to the customer; staying in relationship; communicating with your customer; are all keys to P.O.S. (Positively Outrageous Service…a term coined by T. Scott Gross, the Service guru).  However, haven’t you noticed that damn-near everyone who advertises; who wants your business; who has what you need or want tells you how they are “high on customer service”?  Until you enter into a business relationship with them.  What a bunch of crap that is routinely just not true.

Brianne scheduled to see the specialist and had made arrangements to travel the 15 miles to see this guy because her Aunt M. knew him as a very close friend.  Aunt M. insisted he was wonderful.  Bri also meticulously arranged the appointment to fit into her Spring break from her last semester in college so she would not miss classes.  She arrived for the appointment; knocked on the SLIDING GLASS WINDOW (dammit, don’t you just hate those things?); registered with her name; handed a clip board with a cheap pen tied with four square knots to prevent theivery and told to fill out the information; then was told to have a seat by this ”Nurse Ratchet-type” person; instructed that the doctor would be with her soon; and to have a seat.

Brianne filled out the cold and routine information, turned it in to “Nurse Ratchet” and had her seat………..for over an hour and a half!  No acknowledgement; no explanation; no neck and shoulder massage; not even a smile from “Nurse Ratchet” who from time to time opened and closed the glass window for the other poor unsuspecting patients who were now doomed to this same uncaring and insulting wait without explanation.

Here comes the point where Dad becomes very proud of his “favorite youngest” daughter.  After 90 minutes of waiting in a non-descript “waiting room” for 90 minutes, Brianne approached Nurse Ratchet and says: “will you please return my co-pay to me?  I have have been waiting for an hour and a half and there has been no indication that I will be seeing the doctor.”  Nurse Ratchet says: “oh, okay…would you like to reschedule?”  My incredibly bright daughter says: “are you kidding….I am choosing to take my personal medical care to another health care practitioner as this is not the kind of service I choose to pay for.”  Nurse Ratchet replies with the following…”oh, okay……well, good luck!”  Indescribable.  I wonder how long this M.D. thinks his customers are going to continue to visit him…or how much longer he can survive with this business model?  This chick and this totally out of touch medical doctor should read this statement about the Voice of the NIce Customer.

While I was disappointed to hear of this story (I had a similar one last year with my gastroenterologist…notice the trend here?), as her Dad and a business coach to dental doctors, was very proud of how Brianne handled herself.

Morale of the story:  pay close attention to your customer (patients) and never, never presume that they will “hang around” and put up with inattention; poor service; smart-ass, uncaring attitudes at the front desk for very long. Brianne didn’t!  We are going to schedule with another.  You may want to read more about what T. Scott Gross has to say in his books and his weblog.  One more thing, I would suggest an “audit” of your front desk patient communications.  What’s really being said to your patients?

Dr. Ron, THE DENTAL COACH

Dr. Ron is the only Master Certified Dental Coach (MCC) on the planet. He has blended 20 years of clinical dental practice with executive roles in financial planning and investment management along his graduate business training to provide his clients with the tools, support, and accountability to accomplish more. About Dr. Ron, "I count you as one of life’s best finds", says Dr. Gary Imm of Reisterstown, Maryland. He has authored many articles; manuals; ThinBooks ^tm; TeleClasses and if you visit http://www.drarndt.com you can receive one of his FREE reports, "9 Painful Mistakes Dentists Make in the Hiring Process"

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7 Responses to “Disappointingly Proud–An OXYMORON?”

1. John Gerstenmaier Says:
   March 18th, 2007 at 9:40 am

   I will share this with my office staff. It is funny that while you are busy treating patients you rarely get to watch the front. But when and I am sure that we all will have slow times you do get the chance to watch. This is sometimes a very revealing and often sad experience. You realize the lack of attention your patients receive. You then call this meeting and try to explain this is not what you stand forand they always say they know! But the behavior has to be so often reinforced. It is funny how people do not realize you need to treat people ilke you want to be treated.

   Thanks for the article it is right.

   Have a great week!

   John

2. Ashley Hammond Says:
   March 18th, 2007 at 9:52 am

   I’m surprised she waited that long! Way to go Bri.

3. Young Michael Says:
   March 19th, 2007 at 10:58 am

   Ashley and I think alike. I told Brianne that she should have walked up to the window at 3:20 and asked what was going on, especially if she was there at 2:40 for a 3:00 appt. . . Doctor’s get paid all these big bucks and are suppossed to be there to help people get well, that’s their job, if they don’t care about their patients, or hire front office people who don’t care, why the hell are they in business? One might figure the very least a front office employee could do is to be aware enough and at have the courtesy to keep patients updated on wait time.

4. Dr. Ron, THE DENTAL COACH Says:
   March 20th, 2007 at 6:23 pm

   Young Michael……you said it better than the Coach and from a “non-doctors” perspective. I hope at least some of my readers will “digest” your comments.
   Dr. Ron, THE DENTAL COACH

5. JE Says:
   March 26th, 2007 at 6:26 pm

   Brianne should write a letter to the doctor, marking it personal (or send to his home if the aunt has his address). She should let him know of her experience in his office. He may have no idea what goes on because his staff keeps him so busy. Wouldn’t you want to know if you were the doctor?

6. Fred S Hecht Says:
   April 24th, 2007 at 1:30 pm

   lawyers letter, request compensation for your lose of time and report to the state board for having his team praciticing medicine without a valid license

7. Dr Stephanie Teichmiller Says:
   April 30th, 2007 at 3:41 pm

   Dr Ron, how would you suggest that we “audit” the conversations at our front desk? Thanks!

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