From previous posts, I have said that successful businesses have one aim in common.
And that is to have Raving Fans. As a medical practice, your aim is no different. Yes, you have patients but patients consume healthcare which make them customers.
Many medical professionals think that providing good medical services results in raving fans. Sometimes. But not often. Good service will give satisfied patients. But satisfied patients leave.
Ever had a patient you felt you have given value and service but then they left unhappy? Did it leave you wondering why? That’s because they were satisfied but not raving about you.
Medical services are unique. Many patients have absolute trust with their doctor. But times are changing.
Raving Fans come about because you do something over and above what is expected. And in this world of automation, we sometimes forget that there is a need to have a human touch too.
My business is no different and I am consciously aware that too much technology could be making my business more effective but less personal. One thing all patients say. They would like their practice to be more personal with access to doctors.
It’s also about innovating your service offering. I like to think we are close enough to our clients that they will tell us what they think and tell us their wants so that we can adapt and change.
I first learnt about raving fans when I researched a US company called Zappos. In 1999 they set up an online shoe company. Yes, in the age of dial up selling shoes online was a bit more than risky. It was uniquely challenging trying to sell shoes to women without them trying them on.
They did OK. But always struggled. Why? Well it’s obvious – women like trying shoes before they buy. Buying online ran the risk of buying shoes that don’t look right or fit and paying postage for them too. You see women have a special relationship with their shoes. My wife has a bit of a shoe collection. I say ‘a bit’ but in truth I could open a shop. Maybe even a warehouse.
Once Zappos understood that relationship the sky was the limit. They worked out it was not about the shoes – it was about the feeling – the experience.
So, you would think that a Jaguar dealer would understand that. But I think like most businesses and medical practices they think that doing the job is enough. Here’s my story.
I had an issue with my car. I dropped it off and was told that to inspect the car would cost $260 plus any additional work. And two days later I received an email and an automated system asking me to approve costs. No phone call, not any other communication.
Once my car was ready, I received another email. All efficient so far but it would have been nice to talk to someone. I go to pick up my car to be handed a bill which was $260 more than I approved. That was because what I approved excluded $260 so naturally it was disappointing to know I had to pay more even though I was initially told this would be charged.
Then they brought the car out and it was dirty. Now when I gave it to them for repair it was dirty. Its just that it came back even dirtier and that was more disappointing. I just felt that if they were prepared to give me back my car in a worse looking condition then when I gave it to them, did they do they repairs that way too.
Here’s the thing. I wanted my car fixed. Did they do that? Yes, they did.
Was I satisfied? I guess I was but the whole experience was well disappointing.
You see as far as the Dealer is concerned, they solved my problem and, therefore, I should be happy and prepared to be a customer for life. What they don’t realise is that it wasn’t about fixing the car. It was how I felt. And it did not feel good. It did not feel special.
Now here’s the crunch. A few days later a get a warning light about the same issue I had repaired. So immediately concluded that the repairs were not done correctly – although that may not be the case.
If on the other hand they had WOWed me, would I have come to the same conclusion? Probably not.
A satisfied customer will leave when small issues occur, and I have already decided I will probably go elsewhere next time. But on the other hand, if I was a raving customer I would be prepared to put up with a little frustration even if the job is not always to satisfaction.
I know what you are thinking. You don’t sell shoes. And you don’t fix cars. But you are still in the business of giving feelings. And there is no bigger business that deals with feeling than healthcare.
From the moment a patients decides to book an appointment with you, their experience with reception, the wait times, the reception look and feel, the consult and the conclusion is all part of the service. If you concentrate just on the consult and ignore the other parts you will never get raving fans.
And this is what we all need to remember in business. It not about what you sell whether it is a service or a product. Its about how you make people feel. Understand that and you are on your way to a great success.
