Customer service: the dental edge

By Michelle Kratt

I have worked in the dental profession for 19 years. My positions have ranged from assistant to front desk to practice manager. I guess you could say I’ve done it all, and I’ve seen many things as well.

Dental practices are to be commended for their outstanding customer service. As a parent I have spent a lot of time in the waiting areas of medical offices. Being in the profession forces me to pay closer attention than an ordinary patient to events that take place “behind the window.” My daughter has gone to the same pediatrician’s office for almost five years now, and I cannot tell you the name of any employees other than the doctor and one nurse practitioner. None of the staff members wear name tags; they do not state their name when making or receiving phone calls. Basically I walk up to the window (which is always closed and sometimes has a shade that is also closed), and the employee looks at me until I finally break the awkward silence. There is no greeting — they only want my insurance information, to take my co-payment, and to tell me to take a seat. It could be hours before I hear another word from them. If I dare ask how much longer, the attitude comes out. I wonder if they have so many patients that they don’t care if patients are happy with the practice.

In most dental practices one or two people work at the front desk, and I bet that most of them know patients by face. Many team members can give detailed information about patients and can repeat a few things about their personal lives. Customer service is very important in the dental practice, and it does not stop at the front desk. Doctors, assistants, and hygienists follow through as well. Plenty of opportunities exist in the operatory to go the extra mile for patients. For instance, someone can ask, “Mrs. Jones, would you like to brush your teeth before the appointment? Is there anything special you would like us to play on the television or radio?”

Patients are often afraid to visit the dentist. Many have a hard time even making the call to schedule the appointment. Do you think people would want to schedule with your office if the first phone call was an interrogation? “What's your insurance? How many X-rays have you had?” By engaging in conversation rather than interviewing patients, your office sends the message that you care about patients and not just what insurance they have or how they’re going to pay. Showing care and concern right away could earn your practice a dedicated patient for life.

It is very important for us to cater to our patients with exemplary customer service. Spending a few extra minutes learning about patients goes a long way. People love to talk about themselves, and they really love it when you remember an event or special occasion.

As a manager, I love the comments, letters, e-mails, and phone calls about our team members. The comments consist of how nice everyone is or how we all go out of our way to make patients feel comfortable. Our favorite patients are the ones who bring us goodies because they appreciate how well they were treated at their appointment.

Remember — all it takes is a little extra effort to make patients feel comfortable, and that little bit goes a long way when they talk to their friends and family. It is not because of the doctors that I don’t refer anyone to my daughter’s pediatrician. It is because of the way I’m treated by the staff members. Look to your own relationships with nondental care providers — we truly know how to provide service. Keep up the good work and your patients will continue to smile!

Author bio
With almost 20 years of dental experience, Michelle Kratt is currently working on dual fellowships with the Association of Dental Implant Auxiliaries and the American Association of Dental Office Managers (AADOM). She is also the president of NEDAT Study Club, a study club for dental administrative team members, and was recently recognized by AADOM for her efforts. She can be reached by e-mail at [email protected].