Presentation on theme: "Creating Patient Loyalty"— Presentation transcript:
1 Creating Patient Loyalty Staff Meeting Presentation Series
2 Staff Meeting GoalsExplain the importance of patient loyalty to our mutual successReview proven techniques to increase patient loyalty
3 Eye Care Market FactsFactImplicationsThere 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 providesThere is no captive market for our serviceOur patients have many acceptable options for their eye careMerely “satisfying” patients will not differentiate our practice from others, or cause patients to seek us out
4 Eye Care Market Facts (Cont.) ImplicationsFew patients can remember any exceptional service their eye doctor ever performedIn urban areas, most “satisfied” patients will switch eye doctors if they move more than 15 minutes away from the officeEye care is a routine, forgettable experience for most patientsUnexceptional service is unlikely to produce referralsWe 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 expectationsView service as competent, but ordinary and unexceptionalSeldom or never talk about the service to othersNever initiate a referral of the practiceLikely to switch if a more convenient provider becomes availableService exceeds expectationsView the service as memorableLikely to tell “stories” about the practice to othersLikely to recommend the practice to othersLikely to be a patient for life
7 Creating Patients for Life Lifetime Value of a PatientAnnualLifetime Value of PatientProfessional Fees$55*X40$2,200Vision Center Purchases$150$6,000Not including:Revenue from other family membersRevenue 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 wasFrom “Customer Satisfaction is Worthless: Customer Loyalty is Priceless”Jeffrey Gitomer, 1998For 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 patientsGreat service is mainly about relationships and feelings, not efficiency and logic
11 Service Standards Basic: Expected, creates satisfaction Exceptional: Unexpected, creates loyaltyTechnical competenceTimely, efficient serviceCourteous, friendly treatmentProvide functional solution to vision care needsMade to feel like the practice’s “most important customer”Sincere concern demonstrated for both the patient’s personal ocular health and emotional needsMost technically advanced products dispensed
12 For DiscussionDo 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 expectAlways make patients believe they have won any dispute“You never win an argument with a customer”Say “YES” firstFind 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 PatientSmileMaintain eye contactAddress the patient by nameAttend to the patient’s comfortDemonstrate you consider the patient an honored guestAsk each patient about any vision problems they are experiencing, any unanswered questions they have, and about the solutions they are seekingListen“There is a big difference between listening and waiting for your turn to talk”
18 Patient Relationship Basics (Cont.) During the Pre-TestingBriefly explain each procedural step in layman’s languageAvoid jargon, acronyms, technical termsAvoid rushingRespect the patient’s timeReinforce the doctor’s expertise and concern for the patient’s welfareIf the patient has a complaint, take personal ownershipThank 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 tomorrowThat offer ended yesterdayI don’t have the time right now to check for youI 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 youI’ll be happy toMy pleasureCertainlyThank 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 storyRecommended approach to service recoveryFix the ProblemOffer Something ExtraListen & apologize… “Oh, that’s horrible.”No excusesNo delayNo referral to higher authorityAchieve total satisfactionOffer make-up gestureFuture discountGiftErases the negative and makes the experience positive and memorable+
23 Treat every customer in such a memorable Our Mission StatementTreat every customer in such a memorableway that when the transaction is complete, the customer tells someone else how great it wasFrom “Customer Satisfaction is Worthless: Customer Loyalty is Priceless”Jeffrey Gitomer, 1998