The Insider’s Guide to Customer Service

This is a guest post by Siobhain Meacham. Siobhain is one of our fabulous customer service representatives at our branch office in Rocky HIll, CT. I asked Siobhain to tell us a little bit about how to get the most out of your next call to her department.
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My co-workers and I were chatting the other day about helping our customers. Someone turned to me and said “How do you get the most from Customer Service? It’s you Siobhain, it is all YOU. You should write a blog!” Quite frankly that kind of freaked me out a bit. I thought # 1 I am too shy to put my thoughts down, and #2 what do I know about customer service?

After thinking about it, I realized that I actually know a fair bit. After all, I have been on both sides of the fence, and I have inside information that I should share. I was a dental assistant for 19 years and have been with Patterson Dental for the past 4 years answering the phones as a customer service representative.

When I was an assistant, I was the “go to” gal in the office. Like many over worked, over stressed assistants, I made myself available for all kinds of tasks; placing orders being the most daunting. I know that it’s not an easy job being on that end of the phone line. With my 19 years in the dental office, I know about all those unseen pressures in the background. Some of them even have voices, but they all have the same thing in common, they all are demanding.

So now I want to give back and try to help make your day just a little easier. Here is my insider’s guide to a great experience next time you call customer service.

It’s easy. The first thing I want you to know is that we are there to help you. When you are calling in frantically looking for your missing order, or you just opened that last box of gloves, please know that we are going to do whatever we can to expediently and efficiently help you. A sense of humor can be helpful too. Having a laugh always releases some of that tension that you may be feeling.

It’s important to breathe. Relax your shoulders, speak calmly and clearly. When I would call customer service, I would speak in run-on sentences all in one breath. This proved to be a bad strategy as I would have to repeat the information all over again, sometimes for a third time.

Here are the key bits of information that will get you squared away in record time:
1. We first need to know who you are and where you are calling from. We could guess but then the call may take a while.
2. Tell us what’s going on so we know where to start
3. Details. Item numbers are always a plus, but in the event you don’t have one, provide as much info as possible (ie: size, color and manufacturer). The manufacturer’s reference number is also very effective.

There is a sort of partnership with the person placing the order and the customer service rep. Sometimes I feel like I am on a mission, it’s me and my customer against all odds. The only weapons we have are a color, a brief item description, or an illegible product number. Together, we can do it. We have the determination, the motivation, and the information.

Is Everything OK?

I was out to dinner last night with my in-laws at my favorite restaurant. My wife’s parents are gluten free and have several other dietary needs that make going out to eat difficult at times. I knew this restaurant would be very accommodating and they were with a gluten-free menu and the promise to cook the meal however was necessary. The food is always great and last night was no exception, but the overall experience left something to be desired.

If we look at this from a buying process point-of-view it went something like this:

1. Customer had a need (hunger) and some stipulations (gluten, salt, and dairy free)
2. Sales person had a solution and promises of a great experience.
3. Customer buys the solution.

What happens next is were great products and brands take the hit. All too often, the solutions and promises don’t match the real life experience. Last night it went like this:

4. Someone other than the waiter delivered the meal, and the plates were put in front of the wrong people. One meal also came out wrong.
5. Waiter returned after a few minutes with the correct dinner, but didn’t acknowledge or apologize for the mistake.
6. Waiter never returned to ask if everything was OK.
7. Waiter did return to sell more wine.
8. Desert order was taken by someone else.
9. Desert came out wrong.
10. Waiter wasn’t even aware of the mistake and delivered the check with a smile and a cheesy joke.

My wife and I always rave about the food at this restaurant, but it would be difficult to recommend them again without mentioning the poor service we received last time. None of the issues were major, but they all left a mark on the brand. Last week I talked about ‘gottas’. You gotta get the service and support right in any business. Your customers have too many choices, and if you get it wrong, someone else will get it right.

How does this apply to your business?
Most of the competing products that you will consider for your office will have similar features and benefits. With the type of technology and equipment that is needed to successfully run a dental practice, one of the most important pieces to any purchase is knowing how you will be supported after the sale. What does the training look like? Warranty? Support, and service? Partnering with someone who can provide the highest level of support after the sale can sometimes be more important than the features and benefits that were promised.

How do you handle follow-up in your business?

I Don’t Know

What do you do when you don’t know the answer? Through our formative years, we are taught that we need to be able to recall answers and information on command. During our school years, we are conditioned to think it’s very important to have the answer immediately. Standardized tests and exams are timed, pressure packed events. In the real world, isn’t it OK to not always have the answer? Sometimes the answer that gets blurted out may not be correct. I find that if a doctor asks a question about a particular item and I don’t know the answer, it’s usually because it’s the first time I’m hearing it. Instead of rushing to get the “right” answer, I’d rather ask why. Why is that piece of information important? Why haven’t I been asked that before? What happens if the answer given isn’t what you hoped or expected?

Often times, the questions we are asked as professionals are not cut and dry. Maybe taking some time to consider the question will give us the opportunity to be more creative with our answer or solution. Maybe we don’t have a good answer, and that should be OK too. You can’t be everything to everyone, and sometimes our need for approval leads us to spit out an answer or solution that might not be completely thought out.

Have you ever turned an everyday question into a creative solution?

But Do They Look Good?

I had a great buying experience yesterday when I went to buy a new pair of running sneakers. I’m a pretty basic person and I don’t love to spend money. I buy things when I need them and I am typically not fun to shop with. I come with a mission to buy something and I get out. I also don’t like to be sold. Sound like any of your patients?

Usually when buying shoes the 1st thing you consider is how they look. Then 2nd is probably the price, and finally, do they fit? Isn’t that backwards? We will overpay and risk losing a big toe if a shoe looks great. I was thinking about my new shoes this morning when I pictured my run, and I couldn’t come up with how much I paid for them, or even remember what color they were. I ran to get the box and found the receipt, turns out they are the most expensive pair of shoes I’ve ever purchased. For the fashonistas, they are stark white with a bit of red – they look fast!

I started thinking about the woman at the store and how I ended up with these shoes. She came up to me and asked, “How can I help you?” I gave my typical mission control response and said, “Just looking.” She didn’t go away though, she could see I had some clothes in my hand and was obviously trying to complete the look. She kept asking questions, “Are you a runner? How many miles do you run? Do you under or over-pronate? What kind of shoes do you have now? Why are you looking at a new pair?” She never launched into a big presentation or even made a statement about any of the shoes for sale. She did a great job of coaching me on the shoes I already had. She helped me to discover for myself what I was looking for in a new shoe. As her questions continued, I discovered what I needed in a shoe, not what I wanted (look & price). It wasn’t until I was committed to finding the “right” shoe that she measured my foot, suggested a shoe, or had me try a pair on and run around.  Her transition from coach to consultant was perfect.

Doug Young talks about your dual role as a coach and consultant. He says a good coach asks questions and actively listens to the answers. This is the patient’s time to talk about what’s important to them. During this time, the coach should ask powerful questions, “Why is that important? What if we did nothing today? How will you know if this is right for you?” It’s important to support your patient during this time as they gain a deeper personal understanding about why their oral care is so important. As you move to the consultant role, you will become the expert who takes records, educates and makes recommendations. Cosmetics and financial fit will be a part of your presentation, but a self-aware patient is already committed to moving forward.

Go Ahead, Make My Day

I had an appointment with a financial guy, Chris, at my house the other night. While I was waiting for him to show up, I decided to get started on the leaves. Raking leaves is pointless in New England this time of year, but it still has to get done. As I was raking, I was thinking about work and relationships, and I started fantasizing that Chris would come meet me in the back yard and help me rake while we had the meeting. I pictured us talking and really building a great working relationship. We were living happily ever after in our client/rep world. It was pure bliss, and it would’ve made for a great commercial.

Some history – A few weeks back, Chris’s senior partner Anthony, had originally made contact with me and set everything up to come out to the house to meet. He came with Chris who was silent through most of the meeting, and I assumed he was learning the business. When I completed the homework and emailed Anthony for a second meeting, it was Chris who had responded, mentioning that he would be managing my account. I put him off a few times and probably would have left it at that; until he caught me on the phone a week ago. I was honest when he asked why I had not returned his messages. I told him I didn’t appreciate the bait and switch, and that I’d like to get to know the person I’d actually be working with. I suggested we start over and he come out alone.

Unfortunately my fantasy was not meant to be. Chris didn’t join me in the yard, and my second rake sat unused. Our meeting was fine, but as we were saying goodbye, the leaves came up and I joked that next time, he should bring a rake. The punch line: he said he saw me raking and was going to help, but for some reason didn’t. How often do we miss the opportunity to step out of our comfort zone? How often do we miss the chance to make someone’s day? It probably didn’t cost him the business, but it certainly would have locked it up.