1. Creating Patient Loyalty
Staff Meeting Presentation Series

2. Staff Meeting Goals
Explain the importance of patient loyalty to our mutual success
Review proven techniques to increase patient loyalty

3. Eye Care Market Facts
Fact
Implications
There is one eye doctor dispensing glasses and contacts for every 4,000 people needing vision correction in the U.S.
Surveys show most patients are “satisfied” with the competence and friendly service their current eye doctor provides
There is no captive market for our service
Our patients have many acceptable options for their eye care
Merely “satisfying” patients will not differentiate our practice from others, or cause patients to seek us out

4. Eye Care Market Facts (Cont.)
Implications
Few patients can remember any exceptional service their eye doctor ever performed
In urban areas, most “satisfied” patients will switch eye doctors if they move more than 15 minutes away from the office
Eye care is a routine, forgettable experience for most patients
Unexceptional service is unlikely to produce referrals
We must go beyond “satisfaction” to retain patients and gain new ones

5. Creating “satisfied” patients is not enough
Creating loyalty is a must

6. Traits of “Satisfied” vs. “Loyal” Patients
Service meets expectations
View service as competent, but ordinary and unexceptional
Seldom or never talk about the service to others
Never initiate a referral of the practice
Likely to switch if a more convenient provider becomes available
Service exceeds expectations
View the service as memorable
Likely to tell “stories” about the practice to others
Likely to recommend the practice to others
Likely to be a patient for life

7. Creating Patients for Life
Lifetime Value of a Patient
Annual
Lifetime Value of Patient
Professional Fees
$55* X 40
$2,200
Vision Center Purchases
$150
$6,000
Not including:
Revenue from other family members
Revenue from referrals
* Based on average for all Wal*Mart and SAM’s Club affiliated doctors

8. Universal Mission Statement for Service Companies
Treat every customer in such a memorable way that when the transaction is complete, the customer tells someone else how great it was
From “Customer Satisfaction is Worthless: Customer Loyalty is Priceless”
Jeffrey Gitomer, 1998
For Discussion:
Do we achieve this standard?
What do our patients say about us?
Are we satisfied with competent, unremarkable service?

9. “Word of mouth is the lowest cost form of promotion
“Word of mouth is the lowest cost form of promotion...and the most compelling.”
Michael E. Cafferky,
Let Your Customers Do the Talking

10. Most eye care practices are great at efficiently processing patients
Few excel at truly servicing patients
Great service is mainly about relationships and feelings, not efficiency and logic

11. Service Standards Basic: Expected, creates satisfaction
Exceptional: Unexpected, creates loyalty
Technical competence
Timely, efficient service
Courteous, friendly treatment
Provide functional solution to vision care needs
Made to feel like the practice’s “most important customer”
Sincere concern demonstrated for both the patient’s personal ocular health and emotional needs
Most technically advanced products dispensed

12. For Discussion
Do our patients feel treated as welcome, honored guests?
Does every patient leave the office and Vision Center with all of their questions answered and concerns addressed?
Does every patient leave knowing they have been presented the very latest and highest performance products available to satisfy their needs?

13. Best “Policies” Never use the word “policy” with patients
Tell each patient upfront what to expect
Always make patients believe they have won any dispute
“You never win an argument with a customer”
Say “YES” first
Find the solution that satisfies

14. How to say “YES” First…
Example: Patient calls and asks for a copy of his CL Rx.., but the assistant sees that the Rx is expired and the last exam was 1 year 6 months ago.

15. Response A: Say “NO” First
“I’m sorry Mr. Smith, but there is nothing I can do. Your prescription is expired. Our policy is to not provide any lenses if you have not had an exam within one year. You’ll need to make an appointment for a comprehensive eye exam and contact lens evaluation.”

16. Response B:Say “YES” First
“Mr. Smith, you’re in luck! I can get you in tomorrow for a check-up, and then your prescription will be up to date. I can also offer you a free pair of lenses to hold you over if you need them.”

17. Patient Relationship Basics
Greeting the Patient
Smile
Maintain eye contact
Address the patient by name
Attend to the patient’s comfort
Demonstrate you consider the patient an honored guest
Ask each patient about any vision problems they are experiencing, any unanswered questions they have, and about the solutions they are seeking
Listen
“There is a big difference between listening and waiting for your turn to talk”

18. Patient Relationship Basics (Cont.)
During the Pre-Testing
Briefly explain each procedural step in layman’s language
Avoid jargon, acronyms, technical terms
Avoid rushing
Respect the patient’s time
Reinforce the doctor’s expertise and concern for the patient’s welfare
If the patient has a complaint, take personal ownership
Thank the patient for allowing us to care for their eyes

19. Forbidden Phrases It’s our policy…
We don’t, we never, there’s no way, we’ve done all we can…
Sorry we’re closing in five minutes, please call back tomorrow
That offer ended yesterday
I don’t have the time right now to check for you
I don’t handle that, you’ll have to talk to…
I’m just doing what I have been told to do. I’ll lose my job if I…
You should have…
We have no record of that

20. Loyalty Generating Phrases
It’s great to see you
I’ll be happy to
My pleasure
Certainly
Thank you

21. How to say NO…(if you really have to)
“In order to be fair to everyone…”
“In order to protect your eye health…”
“In order to provide the excellent service we stand for…”

22. + Service Recovery Snafus and service disconnects are inevitable
When service fails, the event should be turned into a positive, recovery story
Recommended approach to service recovery
Fix the Problem
Offer Something Extra
Listen & apologize… “Oh, that’s horrible.”
No excuses
No delay
No referral to higher authority
Achieve total satisfaction
Offer make-up gesture
Future discount
Gift
Erases the negative and makes the experience positive and memorable +

23. Treat every customer in such a memorable
Our Mission Statement
Treat every customer in such a memorable
way that when the transaction is complete, the customer tells someone else how great it was
From “Customer Satisfaction is Worthless: Customer Loyalty is Priceless”
Jeffrey Gitomer, 1998