Practice Building 101: Focus on Customer Service

Focus on Customer Service

By Mark Moore

In America today, it seems that anything other than bad customer service is good customer service. Are your customers only satisfied because their expectations are so low and because no one else is doing any better? Transforming one’s practice into a customer service focus practice evolves a core set of fundamental truths that you must decide, discover and deliver.

Decide upon and define your unique selling proposition (USP). Can you articulate everything about your practice and what makes your practice unique? Why should people patronize your practice? What all of the advantages, uniqueness and attractive aspects of our practice? Once you have answered to your own satisfaction ask yourself if all your employees can do the same thing. Most business owners make the mistake of trying to be everything to everyone. Then when they fail, they can’t understand why their extraordinary efforts resulted in little or no advantage over their competition. But being able to “do everything,” while it may sound powerful, isn’t nearly as important as establishing a definitive identity that will; literally chart your future course. Businesses that have no unique selling propositions (USP), is a rudderless, non-descript, non-appealing business that offers nothing distinct. Decide what your unique selling proposition (USP) is and integrate it into every aspect of your practice. It is vitally important to indelibly etch a strong, clear, compelling unique selling proposition (USP) in the minds of all your patients. Rule of thumb, your unique selling proposition (USP) should be able to be articulated in thirty seconds or less by everyone in the practice.

Discover what the customer wants. Create a vision of perfection centered on when the customer uses your product or services. Discovering your customer’s wants is also a process in discovering what you want. Make sure the customers’ wants and visions are in line with the wants and visions of the practice. Good customer service does not mean looking after every whim of the customer but only within the window you have defined in your wants and visions of the practice. Customers want to transact with businesses that are:

  1. Desirable (Right product and/or service)
  2. Easy to receive the product and/or service-(not complicated)
  3. Appealing (right place- right time-right people)
  4. Fun (enjoyable experience)

Deliver what the customer wants. Deliver your product and your service properly time after time without fail is the foundation of great customer service. Consistency creates credibility. At the core of every great customer service organization is a package of systems and training programs to guarantee consistency. Systems and proper training are what allows you to guarantee 100% delivery. The worst thing you can do is meet expectations one time, fall short another, and exceed every now and then. I guarantee you will drive your customer’s right into the hands of the competition the first chance they get. To ensure that this does not happen, here are some points to remember:

  1. You can not service too much.
  2. You can not over educate.
  3. You can not inform too much.
  4. You can not offer too much follow up or follow through.
  5. You can not invest too much time and energy into your practices training program.
  6. You can not make coming into your practice too desirable.

It is never too late to build a customer focused practice.  In fact, you should build your practice from the customer up.  Practice owners are realizing that their organization will go nowhere without the loyalty and commitment of their customers.  After all, if you don’t take care of your customer somebody else will.

Mark Moore is the Co-Founder and Chairman of InnerScope Advertising Agency Inc. and has been finding innovative audiological solutions for the hearing industry for more than 30 years.

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