Deliver good experiences to your customers

Of course, many professionals still show some resistance when we say that it is necessary to go beyond technique. To clarify, I often mention that services like Dentistry are called negative demand services, that is, people buy because they need, not because they want to. For services of this kind, we create positive experiences by lowering the inherent burden. Thus, the service already carries the displeasure, discomfort and even dissatisfaction, because people have to invest in something they would not like. Thus, when we can design a care process that diminishes these sensations, we are consequently improving this experience.

And how can I improve the experience?

There are several ways to reduce this burden, but the main one is the suitability of the service to a specific group, or even to a customer. As a rule, people with certain desires have a behavioral pattern that, if we study, we can create something with which they identify and feel welcomed. When we segment the market, we are seeking the loyalty of a group by saying, "I like to provide services to people like you, and I will prepare to meet your longings."

In practice, we achieve this when we work on the tripod: environment, people and processes, that is, when we try to make our commitment to welcoming this group tangible, meeting it the way we want. To illustrate, let's imagine that your target audience is mostly seniors. You'll need to match from the reception sofas to the office music, after all, it's all part of this experience. Another good example is professionals who are young, time-conscious, and sophisticated-minded, A-class entrepreneurs. Only this information makes us understand that it would be necessary to work on essentials, such as different hours of service and visual communication that extols the technological resources.

To sum it up: When people are met on their specific needs, they feel less uncomfortable, making treatment less costly and, consequently, better, which ultimately creates more value for the service.

Pay attention to the details and observe your clinic or office as if you were the patient. If you find points that need improvement, do not hesitate to take the first step towards change.

Ricardo Lenzi: Health Business Consultant; Speaker on topics of Entrepreneurship, Management and Marketing; Owner-owner of Altera - Service Intelligence Center.

Source: Implant News Prótese News. Available at: http://www.inpn.com.br/Materia/OdontologiaNegocios/132244. Access on: 08/10/2020.
Image: DragonImages, de envatoelements