The six cardinal rules of customer service

There are a lot of “rules” in customer service, but few more important than the six bright ideas listed here, writes Nancy Friedman

Each of the following six rules makes a valid statement, and following them will increase the satisfaction of your patients.

Cardinal rule 1
Personal responsibility/accountability: don’t pass the buck
One of the most important attributes the dentist or staff member can possess is personal responsibility and accountability. Those who have it refuse to accuse, blame, and complain. Those that do accuse, blame, and complain break one of the most important cardinal rules. “Who” statements accuse and blame—for example, “Who took my stapler?” We should use a more positive manner and take personal responsibility by saying: “I seem to have misplaced my stapler; has anyone seen it?” Remember to take full responsibility with the patient, as well. Patients don’t like to hear accusing, blaming, and complaining statements. They know when you’re passing the buck!

Cardinal rule 2
People before paperwork
When someone walks into your practice or calls you while you’re working on something, the second cardinal rule suggests that you drop everything and attend to that person. Remember, paper and other tasks can wait, people should not. We’ve all been ignored when we go into an office because the staffer is doing something else.
Or how often do we get the message on the phone stating: “Your call is very important to us. We’ll be with you shortly.” After that message has looped more than twice, it is really annoying. It is just a flat-out lie. If that is how your system works, you are basically telling patients—current or prospective—that their call isn’t that important to you. Let’s not abuse our own patients. Remember: people before paperwork.

Cardinal rule 3
Don’t rush your patients
Certainly, you may understand something very quickly, but rushing the patient along will only lead to them feeling intimidated. Remember to mirror their speed. Also remember that many patients seeking implant treatment are senior citizens whose hearing may not be the best. Trying to be “done” with a patient as quickly as possible might be perceived as rude and uncaring. Rushing also threatens patients’ equilibrium. Take your time with each and every contact.

Cardinal rule 4
Don’t use jargon
Have you ever received a report from a company and not understood it? Some professions, especially dentistry and medicine, have jargon that could make the FBI or CIA wonder what’s up. Be very careful not to assume that your shorthand or jargon is understood by your patients. You and your employees may understand it very well, but the patient may not. If you use it, you’ll only cause a lot of unnecessary confusion. Spell things out for your patients, use simple words and try not to abbreviate. Remember, don’t use military language on civilians.

Cardinal rule 5
Don’t be too busy to be nice
Hey, everyone’s busy! That’s what life is all about. Being busy does not give you carte blanche to be rude. Remember, you meet the same people going down the ladder of success as you do going up. They’ll remember you. (What’s worse than being busy? Not being busy.)

Cardinal rule 6
Be friendly–smile before you know who it is
There’s a good lesson to be learned here. One of my sayings is: “Smile before you know who it is.” Otherwise, often it’s too late. Being friendly before you know who it is will earn you classic customer service points. Patients need to know you want to work with them, no matter who they are. Remember, sometimes it’s way too late to smile and be friendly after you know who it is.

Any one of these tips can boost customer service and patient retention!

Nancy Friedman is a featured speaker at association and corporate meetings around the world. She has appeared on “Oprah,” “The Today Show,” CNN, “Good Morning America,” CBS “This Morning,” and Fox News. Her articles have been published in the Wall Street Journal and USA Today, as well as hundreds of other print outlets. She is also the author of seven best-selling books. For more information, log onto the Telephone Doctor website at www.telephonedoctor.com or email Nancy at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .