SCRIPTOPEDIA

The Consumer View: Part 1

Create an enjoyable experience and consumers will return

MARK HINTON

A total of 86% of consumers will pay more for a better customer experience, and 70% of purchasing experiences are contingent on how consumers feel they’re treated, reveals a recent Customer Experience Impact Report.

Here, in part one of this two-part series, I provide a look at the consumer touchpoints of the front desk and pre-examination room and what your team must do to create an enjoyable experience.

Front desk

The five ways this team can create a positive experience:

• Smile when answering the phones. It has been proven that people can visualize and hear a smile over the phone. A smile is contagious and improves the mood of the receiver.

• Smile in person, and stand to greet each consumer. “We’re so happy you’re here so we can provide you with a terrific experience during your visit with us today!”

• Ask the consumer’s preferred name. People like the sound of their name and appreciate (and are often surprised) when you care enough to know them!

• When making requests, start with the benefit for the consumer. Instead of “We need,” say, “Donna, so we don’t miss anything today that may be important for you, may I ask for. . . ?”

• Create excitement. Mention something new about the practice: “The new seasonal eyeglass frame collections have arrived in the optical, and they are fabulous!”

Pre-examination room

Have your tech do the following to show he/she cares:

• Smile. This will keep the momentum going.

• Be present. Make eye contact with the consumer, and interact with her. This shows genuine interest in her well-being.

• Be enthusiastic. “Donna, we are very excited that our patients understand the value and importance of being proactive with eye health to improve odds and reduce the risk of developing eye disease!”

• Continue using the consumer’s preferred name. Connect and CARE!

• Ask eyewear questions to plant its importance in the consumer’s mind: “Donna, are you wearing your most current prescription in the glasses you’re wearing today? What about your SUNglasses?” or “Would you enjoy the added comfort of a pair of computer, reading-only or TV-only glasses?”

• Discuss light adaptation. “Donna, I’ll check your everyday glasses for light-adaptation so you can use them when your sunglasses aren’t handy!” Have a UV activator in the pre-test suite to create interest in photochromic lenses.

Next time

In part two of this two-part series, I’ll discuss what should be done in the exam room and optical to make patients happy with your practice. OM

MR. HINTON IS CEO AND PRESIDENT OF EYEFACILITATE. E-MAIL HIM AT MARK@EYEFACILITATE.COM, OR TO COMMENT ON THIS ARTICLE, VISIT TINYURL.COM/OMCOMMENT.