Moment of Truth: Any interaction between a chiropractor, his or her office and his or her patients (both positive and negative, external and internal, animate and inanimate) that influences perceptions of service image.
I asked them to determine which were the most important, when it came to defining the service image ... the 4s and 5s on the 5-point scale. Here's what they told me. (Crucial Moments of Truth (MOTs) and suggested Action Plan to effectively deliver on each MOT.) What's particularly interesting is that if one is to excel in each of these Moments of Truth, many times it requires delivery of the WOWEDFactor components ... a "humanizing, engaging or connecting" interaction. I thought they did an excellent job.
Moments of Truth 4s and 5s
- First Impressions
- Description of Treatment Plan
- Patient Payment
- Dr./Patient Interaction During 1st Exam
- Report of Findings
- Follow-Up Appointments
- Patient Education
- Other Satisfied Patients
Action Plan
- First Impressions:
- Appearance of Building (external): Appearance of building: Well landscaped, easy access for disabled. Information message on sign. Professional signs. Exceptional landscaping.
- Office design (internal): Comfortable furniture, inviting décor, extensive kids area and fish tank. Clean, front door easily open, comfortable large seats w/arm rests. Stuffed toys or T.V. for children. Puzzles for kids and adults. Wide open spaces. Lively appearance. Décor.: Colors, pictures, plants and cleanliness. Clean office so staff see’s that you aren’t better than them. Wall for kids w/pictures, etc.. Atmosphere-clean, kid friendly, reading materials, plants and drinking water. Office should be clean, up beat, interactive (toys, videos for kids, books w/post-its for patients rather than magazines.) Hire corporate decorators. Cleanliness: Office must be clean. Clean bathrooms.
- Patients first appointment: Go out and greet them by name in waiting room. Explain everything you’re doing as you are doing it. Call them Mr. & or Mrs., respect, talk normal, shake hand or hug and greet with a smile. Be well dressed and smell good. Eye contact is important , because it conveys true interest, trust & empathy. Having a good attitude is everything. Balloons and toys for the kids. Active learning of concepts. Active listening. Appropriate time for patient questions. Do not overwhelm with information. Several opportunities for patient feedback. First interaction with office personnel-take tour of office. Offer a beverage. Friendly, to the point and name recognition. Use patients name. Some information on paper work already filled out. Prompt greeting. Waiting time - keep it under 30 minutes and make sure they have something to entertain them. Staff must be polite to one another. Friendly, dress the same, get to know the patients. Try to get to know about the patient and their kids, if they have any. Explain Chiropractic to patients. Welcome older patients. Show new patients around.
- Description of Treatment Plan: Be straight forward and not over their head. Make them truly believe that they will get better. Positive approach.
- Patient Payment: Work out payment plan if needed. Have a separate (private) area to discuss payment. Provide payment options.
- Dr./Patient Interaction During 1st Exam: Ask patient about expectations and any past treatment impressions. Face to Face conversations with eye contact. Keep mood light-hearted.
- Report of Findings: Interact with patient with friendly terms. Dumb it down and don’t make the patient feel like they’re being talked down to. Do not overwhelm patient with too much information.
- Follow-up Appointments: Place personal phone call to new patients. Follow-up calls. Dr. makes calls at night after an adjustment or acute injuries, birthday cards, greeting cards, sympathy cards and if patient has not been seen for a while. Pens , stickers and brochures when they leave to go home.
- Patient Education: Take some time out to go to lunch and ask ways to improve and incorporate existing patients to help in education and give own story.
firestone@wowedamerica.com
314-863-4000
