As Fun As A Trip To The Dentist…

Customer Service

Okay, quick… what was the first thought that came into your mind when you read that title?

A) Peace
B) Joy
C) Happiness
D) Excitement

What… you say? You don’t like the choices?

Well, then… how about an incredibly professional and friendly staff… or a relaxed, caring, customer-centric environment? How about a dental office that is so on-time at 2 o’clock in the afternoon that the patient (me) never felt the fabric of a chair in the waiting area.

Impossible… you think?


There’s an old adage that says that a satisfied customer might tell two or three others about your service… but that an unsatisfied customer will tell ten. Of course, that was written before our former vice-president invented the Internet… and with it, a way to tell ten thousand.

Thankfully, the beauty of technology is that it can just as easily be harnessed for the good… by people who strive to live on the positive side of life. And make no mistake, there is plenty of good… plenty of planned good.

You see, I don’t believe that my experience at the dental practice of Brian P. Schaefer, D.D.S. was a fluke. It wasn’t that they suddenly saw a bright, new face walk in, and conspired to fool me by giving me outstanding service. No… I believe that every one of their patients this week had about the same experience that I did. And many will respond the same way that I have.

It is worth noting that it was a referral from another happy patient, my dad… that got me to check out the clinic two days earlier. And it’s also not surprising that I personally referred four others within ninety minutes of leaving there yesterday, and will no doubt refer many others in the future.


Winning organizations have winning teams, and winning teams control everything that they can… beginning with their attitudes. That’s right… the team’s attitude is central to the organization’s culture, and as such… it is created, shaped, and modelled from the top.

In other words, great service doesn’t just happen. Activities and actions that transform relationships do not evolve from chaos. They are the result of a relentless focus on excellence… on adding life and warmth and humanity to what could otherwise be a very efficient (but cold) mix of technical skills, proficiency, methods, and processes.

Needless to say… I was impressed.

Which, of course, usually leads me to more questions, like: What if tomorrow they followed up by reaching out in some completely remarkable, memorable, unnecessary and unexpected way?

What would I do then? What would others do? What would their competition do?


Further considerations:

What would your business look like next year if you received four referrals per quarter, from each of your best (ideal) customers? How would it look in five years?

What can you do by the end of next week to have your customers thinking about you throughout the following weekend?

Who on your team would just love to head that effort up for you?


I look forward to hearing from you.


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