The Dentist's Office

This last week I went to the dentist to have a tooth filled (a previous filling had fallen out).  As I walked in and up to the counter I waited for the woman behind the counter to acknowledge me.  It took her about 10 seconds to look up and smile at me.  Without waiting I said "I'm here for an appointment." (this should have been obvious but I was nervous).  She continued smiling and said "Go ahead and have a seat.  The doctor will be right with you Tyson."  I was shocked that she knew my name.  This was only my second time to the dentist and the first time was a little more than three weeks prior.  I didn't even remember seeing her the first time I was there.  I looked at her and said "Wow, you guys are good.  You already know me by name."  She kept right on smiling and said "It only takes me once or twice to remember someone."  I then sat down.  I was still shocked.  I had just experienced what I had been telling my team at work for the last five months and I relished the feeling.  I felt important, even if just for that moment.  I was in a dentist's office and I was happy to be there (until I remembered why I had come).  I felt like that office cared about me, I wasn't just another customer (patient). 

This simple experience, that took place in just a few moments, teaches a great lesson.  By learning someone's name and then calling them by it you can make them feel special, important.  These are the feeling that build customer loyalty.  And what did it cost the dentist's office?  Almost nothing.  In fact, I would be impressed if it cost more than a few pennies at most to learn my name.  Maybe the receptionist spent 1 or 2 minutes committing it to memory (at $10.00 an hour, which is a generous wage for BV, that would have cost her employer $0.16 to $0.32).  What an investment!  If I go back just one more time for a cleaning because of my experience they will have increased their revenue by over $100.  That's more than 312 times more than what it cost to learn my name.

This is common sense.  Treat people like people, not numbers or "just customers."  It's the golden rule applied to business.

Kudos to "Smiles on Magnolia" in downtown Buena Vista, VA for your excellent customer service.  Not only was my filling done professionally and the price was reasonable, you made me feel important.  My only regret as I look back is that I still don't know the receptionist's name.  But be sure that next time I go (and there will be a next time) I will learn her name too.