Think about the last time you received top-notch customer service. Did your doctor call to check up on you the day after a procedure? Did a restaurant give you extra sauces and napkins with your delivery? Did your accountant send a handwritten note on your birthday?
Now think about the last time you received terrible customer service. How many friends and family members did you tell? Did you rant about it on Facebook? Did you write a scathing Yelp review?
The truth is that the customer experiences we remember are the ones that were either fantastic or truly awful. And unfortunately, it’s usually the latter that gets the most attention:
Customers who have a bad experience are 2-3 times more likely to write a negative review than happy customers are to write a positive review.
Needless to say, bad reviews are bad for business:
80% of people will choose to go elsewhere if they read bad reviews about your business online.
A positive customer experience is key to building loyalty. As the saying goes, “a happy customer is a loyal customer.” And you can’t underestimate the value of loyalty:
Loyal customers are 5 times more likely to purchase again and 4 times more likely to refer a friend.
During my years working in a private practice in Florida, I oversaw all our community outreach events (health fairs, hearing seminars, Lunch & Learns, etc.). Anyone who knows me would tell you, I’m perfectly suited for this type of work. When I wasn’t in the office, I was out in the community, talking to people, learning about their hearing history, and conveying to them how important hearing is to their relationships, livelihood, and overall health.
Once you scheduled an appointment with me, you were my patient. I sent my patients appointment reminders, I called them the day before their appointment to confirm, and on the day of, I made sure to greet him/her upon arrival (“George! Welcome! It’s so nice to see you again!”). This didn’t happen overnight—it took time to build these relationships and good habits. I was fortunate to have a boss who pushed me to do more, be better, and try harder. Sometimes it was difficult, but the outcome was worth it.
I realize the Coronavirus has complicated what good customer service looks like. Healthcare providers have had to quickly adopt new safety and sanitation protocols to protect staff and patients while continuing to provide the same high level of care.
But the pandemic has also made exceptional customer service all the more important. Even something as small as extra bread with my takeout pasta seems to mean so much more. Years from now, it’s the people and businesses that took the best care of us during this challenging time that we’re going to remember most and be loyal to.
Below are sure-fire ways to increase patient satisfaction and build greater brand loyalty—not just today, but in the months and years to come.