Seven ways this office provides excellent customer service.

I must admit that my customer service experiences since the pandemic shutdown in March have been mostly terrible. When I call a business for service or assistance, I sit on hold for a long time. The employees in companies I frequent are grumpy and do not smile. I was recently in line at the grocery store, and the salesclerk yelled at me for placing my items too soon on the conveyor belt. I apologized and mumbled that I did not know. She glared at me and pointed to a sign with their policy printed in letters so small that I could barely see it.

In eyecare practices, we have experienced some of the same customer service challenges. If our team is short-staffed, we might feel frustrated or angry. Patients who are tired of increased procedures surrounding COVID screenings might raise their voices or make our lives difficult – even though our policies are for their protection! Amidst these challenges, we are coming to expect constant difficulty in our day-to-day lives.

So, imagine my surprise when I had a fantastic customer service experience! At my dentist’s office in Scottsdale, AZ, the team did everything right. Here are the seven ways this office provided me with excellent customer service.

1. Good design.

From the moment I called to make an appointment, I felt like the staff cared about me. My appointment process did not seem contrived or fake, but it did seem very well planned.

In ophthalmology, we have an opportunity to help patients feel like they have an experience when they call our offices. Instead of asking for a patient’s date of birth and insurance, spend a little time finding out more about the patient, such as their name and needs.

2. Credentialing providers.

The receptionist who took my phone call was very knowledgeable about the dentists working in her office. She quickly ascertained details about my previous dental care. She then identified a dentist who would be a good match for me and told me more about his background.

By the time she booked my appointment, she had very quickly put me at ease — helping me understand that I was in the best hands in the greater Phoenix area.

Many of our eyecare providers see patients for issues such as cataract surgery or retinal disease. When booking appointments with the doctors, consider spending time relating the provider’s credentials. I recommend creating credentialing statements for each provider in your office, such as: “Dr. Smith has been a retinal surgeon with our practice for over 15 years. She is one of the best providers in our area to deliver injections if you need them. I would trust my grandma in her care.”

3. Insurance and pricing information.

The dentist I selected did not take my insurance but could help me file for out-of-network benefits. The staff did such a great job telling me about their value proposition that I immediately felt that the service and experience would be worth the cost. They also assured me that the office would help me with my insurance, which gave me a great deal of confidence in their team.

Ophthalmology staff often work hard to help patients navigate their insurance plans. Practices that offer vision and medical services must educate patients on the differences of these benefits. As an ophthalmic professional, continually try to improve the way you explain insurance to patients. The ability to help patients understand insurance is a skillset many of us acquire throughout our careers.

4. The office.

When I entered the building for my appointment, the office was beautiful. The furniture and finishes did not feel overdone, but it was clean, contemporary, and comfortable. It was also free from clutter and neatly organized. The doctors had spent money and effort to make their space warm and welcoming.

Even if your office needs a remodel or could use a cosmetic update, the most crucial point is that the office feels welcoming and is free from clutter. A disorganized space, such as one with papers, sticky notes, and binders all over the desk, will leave a patient feeling underwhelmed by the atmosphere.

5. The employees.

The office’s assistance was stellar. Because I checked in online, my new patient paperwork was complete. The receptionist greeted me warmly and let me know who would be performing my workup. The assistant who performed my workup and x-rays was friendly. I am usually very nervous at the dentist’s office, but she helped me feel calm and almost excited to be there. I most appreciated the assistant’s description of everything she was going to do before she did it. She gave me clear instructions, made sure I was comfortable moving forward and proceeded with my care.

In eye care, we can provide the same stellar care to our patients. From the check-in counter to the workup technician, our teams can prepare patients for a speedy check-in process, along with a comprehensive workup for the doctor. It is especially essential to explain what will be happening before you do it in an eye exam. For example, patients should understand the tech is taking measurements for the doctor, and the patient should have an option to consent before dilating their eyes.

6. The dentist.

In a nutshell, he was kind. I did not get in trouble for failing to floss every night. His examination was thorough, and I quickly understood his explanations and treatment plan.

In ophthalmology, we sometimes forget that what we do every day is new or nerve-wracking to some of our patients. If the doctor needs a gentle reminder that physicians also are responsible for good customer service, please share this article.

7. Efficiency.

The office was also very efficient. My appointment lasted for about an hour. The office was not overbooked or stressed. Everyone seemed to understand their assignments and worked hard to take care of me.

Many practices continue to work on efficient processes in ophthalmology, trying to avoid long patient wait times. As a reminder, dilated, routine eye exams should take about 60 to 90 minutes, while some evaluations with diagnostic testing may take a little longer. Very few eye exams should take several hours to complete.

This visit helped me understand that life, amid the COVID pandemic, does not have to feel impossible. The world is going forward, even if it is perhaps in a different way than we expected. Customer service can return, and ophthalmology can ensure that our patients have the kind interactions they deserve. OP

Ms. Monroe is a senior consultant with BSM Consulting in Phoenix, AZ. Ms. Monroe specializes in helping practices with operations, planning, customer service, and HR.