O.D. to O.D.

PATIENTS WON’T COME BACK

WHAT ARE THE CONSEQUENCES OF POOR SERVICE? SEE ABOVE

Scot Morris O.D., F.A.A.O.
Chief Optometric Editor

LAST WEEK, as I was waiting for a hotel elevator, I witnessed an incident that provided the content for this month’s column. A woman with two young children was trying to check in to the hotel. Behind her was a businessman, who appeared to be in a bad mood, followed by an elderly woman who looked uncomfortable — probably because of the lack of air conditioning. Behind the reception desk, three staff members — two from reception and one from maintenance — were having a discussion.

IGNORING THE FIRST PRIORITY

These staff members continued talking for more than five minutes, wholly ignoring the three people in line. The children started screaming, which made the businessman erupt about horrible service and how he was never coming back to the hotel.

The elderly woman gave a large sigh and leaned on her luggage, which, in turn, fell over. Fortunately, she was not hurt but neither the staff members nor the other folks checking in did anything to help her. I ran over and picked up her stuff and asked a simple question, loud enough for everyone involved to hear: “I guess the consumer is NOT first priority here, is it?”

DID YOU FORGET?

Now, I am sure that none of our practices run like this business, right? Then again, are we sure? I have visited four offices since this incident, and I have witnessed similar scenarios playing at reception desks, waiting rooms, exam rooms and in the optical.

For some reason, which I don’t totally understand, many people have forgotten who actually pays them — the consumer. And if we provide bad service in a world of instantaneous gratification then, at best, people simply will not come back. Worse, they will tell everyone they know about their experiences. We have spent many issues since I became chief optometric editor talking about workflow enhancements, but this month we will talk a lot more about the consequences of poor workflow, increased wait times and failure to provide a great consumer experience. I can summarize the consequences in four words: THEY WON’T COME BACK!

INVEST IN THE EXPERIENCE

Many practices spend thousands of dollars or more trying to recruit new patients only to provide an experience that is less than ideal. They wonder why patients don’t buy anything or come back as regularly as they should. Ask yourself and your staff two simple questions: Would you shop here? Who pays you? If you don’t get the answers you expect, it may be time to roll up your sleeves and spend a little time working on the consumer experience in your practice. As many of our columnists will describe, it doesn’t take a lot of money or effort. It just takes the desire to improve the one thing that drives our success or our mediocrity more than anything else — the consumer experience. Just something to think about! OM