The Secret of Referrals and Retention
Phyllis Frase
What's the secret? The magic pixie dust? The magic potion to creating patients that stay, pay and refer for a lifetime?
Think back to a moment when you have had the best experience somewhere, whether it was at a restaurant, hotel or your favorite store. What made you go back and tell all your friends and family about your experience?
I have a very simple answerthey made you feel special and they gave you a great customer service experience.
According to the 2011 Customer Experience Impact (CEI) Report explores the relationship between consumers and brands. Based on a survey commissioned by RightNow (acquired by Oracle in March 2012). The report reveals consumers want personal and engaging experiences that develop into relationships. Much like the trials and rewards of personal relationships, when done right, brand relationships can grow into lifetime commitments. When done wrong, they can lead to painful breakups." Or as we call it in the Chiropractic officefallen off the face of the earth. I found these statistics to be very interesting:
• 86 percent of consumers will pay more for better
customer experience.
• 89 percent of consumers began doing business with a competitor following a poor customer experience.
• 79 percent of consumers who shared complaints about poor customer experience online had their complaints ignored.
• 50 percent of consumers give a brand only one week to respond to a question before they stop doing business with them.
**The report reveals that consumers want personal and engaging experiences that develop
into relationships.99
You are asking yourself how these statistics apply to a chiropractic office. We don't have consumers, we have patients. We don't have a brand, we are JUST a chiropractic office. The definition of a consumer from the Webster dictionary is "a person who purchases goods and services for personal use." What are the services that you provide? A chiropractor provides relief from symptoms, well-being, and health.
As a Chiropractic Assistant you provide support, education, compassion and accountability to the patients care.
They may not have something tangible in their hands when they leave your office, but they are paying for the services you provide.
Your brand is what you stand for which is natural health without surgery or drugs.
So what makes a great experience? Consumer expectations continue to rise, but their requests are reasonable and within
reach. Consumers/patients want easily accessible, accurate information to make a well informed buying decisions. They want to be respected, treated well and have their issues resolved in a timely manner.
As a Chiropractic Assistant and attending Parker seminars throughout the years, I found that the simplest acts of kindness made patients happy and appreciated.
"It takes seventeen muscles to smile and forty-three to frown...better to smile", as the old saying goes. Remember when patients come to your office, sometimes you are their last resort and they have lost hope. A smiling face can change their day and their experience in your office.
As Dale Carnegie said, "Remember that a person's name is to that person the sweetest and most important sound in any language."
• Take the time to remember someone's name and greet them with enthusiasm every time they walk through your door. Be happy that they are there, because without them you wouldn't be there.
• Review the schedule before you start the day is there anyone that has a birthday or a milestone that needs to be acknowledged at their appointment.
• If a patient doesn't miss any appointments during their care plan, give them a certificate for perfect attendance.
• When they graduate from active care to wellness care give them a little gift, like an office T-shirt.
• Sending birthday cards and thank you notes for patients referring patients to you.
• Communication that is genuine and caring.
it Remember that when patients come to your office, sometimes you are their last resort and they may have lost hope. A smiling face can change their day and their experience in your office. 99
As a Chiropractic Consultant in my prior life, offices would always ask me to get them more new patients. I realize new patients are the lifeline of your practice, however, if you are in service to your existing patients and show them your value to their health and wellbeing, they will refer their friends and family
to you all day long. If you review where your new
patients come from you ^|H fmd the mfJ°nty °f Ask those patients why
they referto you.
You will find the general response will be your staff is friendly, they are concerned, the doctor is thorough and on time. They like coming to your office and being part of your chiropracticfamily. Their insurance is filled in a timely manner and they always know where they stand from a financial standpoint. These general comments are based on the relationship that you have with each other and the patients. The offices with the highest patient retention and the most patient referrals are the ones where the support team and doctor or doctors, have a great relationship with each other. Consumers/patients make their buying decision on logic and emotions.
The stresses of an office like insurance filing, denials, follow up and documentation and other stresses in an office, can take your focus away from great customer service and being the best you can be as a Chiropractic Assistant. You are the front line and the lifeline of your doctor's practice.
As Sir Richard Branson of the Virgin companies said, "Customer service can make or break a business. If you treat each other well, you will be happy. Happy staff are proud staff and proud staff deliver excellent customer service, which drives business success."
Be proud of our Chiropractic profession, your doctor and yourself and serve the masses.
Phyllis Frase has been serving the chiropractic profession for over 25 years as a chiropractic assistant, trainer, office manager and speaker. Her love of the profession is endless and her passion for chiropractic is a foundation that has allowed her to speak to and motivate chiropractic teams to take their growth to the next level. She has served as a team teacher for the Parker Seminars for 16 years, has spoken nationally and internationally to state associations and chiropractic colleges and has served on various committees for chiropractic. Phyllis works for Parker University as the Director of Recruitment promoting the profession to future chiropractic students all over the country.
