Commitment To Being Better…

Service is defined as the ability to put the wants and needs of others ahead of those of ourselves.

Pretty Simple.

When the recipient of our service feels that we have gone out of our way, have gone that little bit extra, and done more than they had expected, then that’s where service really kicks in as a differentiator.

Great service really allows those who receive it to make the decision that “this place is different”.

The consumer makes the mental note that this person looking after them has done more than just the bare minimum.

Why even bother giving bare minimum?

For the same reason that consumers know and recognise good service, great service and exceptional service, they also recognise and categorise bare minimum service and poor service.

And with those categories and levels of service out there for consumers to slot their experiences into, you’d have to wonder what on earth would be the reason for anyone serving to offer poor service or “vanilla” bare minimum service.

No customer wants to be treated poorly.

No customer wants to be ignored.

And with this in mind, why would anyone with the interests of their business or their employer in mind, offer up poor service.

Recipients of poor service will always take their business elsewhere.

There is so much choice out there now for consumers that the images of the Seinfeld Soup Nazi are purely just fictitious.

There’s no product that good that would allow a vendor to behave in such a manner.

Well, maybe a government institution.

Like a Post Office?

Or the ATO or the IRS?

But any decent business with half a brain should be going out of their way to provide each and every customer with some form of “experience”.

And as a business owner, in some businesses, there are instances and moments where it is difficult to “put on your best face”.

Because some times, there are some moments there are some customers there are some industries, where an experience, where a relationship between consumer and the business, are often not even remotely suggested.

And why is that?

If we look at dining out, isn’t our dining experience a better one where our servers are engaged with us rather than robotic?

Isn’t it a more pleasant evening when the server makes their own personal suggestions and recommendations on the menu items, rather than just leaving it up to us to decide or worse still, having to ask questions?

And if the server recognises a special event at your table then sometimes there are surprise factors that they can initiate that really add to the memorability of the evening.

One of our favourite Chinese restaurants always brings out a samurai sword [replica] for diners to cut their birthday cakes cake with.

Or other times it’s a giant tree saw.

All good fun and all good theatre to make the evening more memorable than “just another restaurant”.

But it must be difficult being a food waiter when the majority of customers place their order by saying:

“I’ll have…”

“And then I’ll have….”

Rather than simply saying:

“Could I please have….?”

Have you ever noticed this amongst your dining companions?


In Dentistry the Customer to Dentist relationship can often be just as unfortunately unpleasant.

“You know I don’t want to be here…”


“Have you finished yet?”


“Don’t take this personally, but….”

These sort of comments day in day out really can and do grate upon us, as Dentists.

Wearing at the very fabric within us that needs us to stand tall and be stronger…

So how would it be to turn the attitudes of those who make these comments on their head?

That’s quite simple, but difficult at the same time.

Because it takes commitment.

Commitment to being better.

Commitment to wanting to be better.

Commitment to change.

Knowing that the end result of being better is indeed a better place to be working in.

The beauty of offering an environment of greater consistent service is that it allows you to ask for and command a higher fee for your product than those who don’t offer a point of differentiation.

And in so offering this service, your customers will recognise that great service is worth that little bit extra.

Because it makes them feel good.

Customers who feel good about the product they purchase are happy to pay a premium for that product because the service has a value.

And they value that you’re making a point of difference.

And customers who don’t value service, who demand your product, will often decide that the extra freight you charge is not worth the spend to them.

The increase in service and the associated premium fee go hand in hand in creating a more pleasant environment with far more pleasant customers.

And that’s a win for everyone.

It’s a win for the customer.

It’s a win for the employees.

It’s a win for the business.

I spoke last night on the phone to a Dentist who had recently attended one of my One-Day Workshops.

He told me that one of his big take-aways from the day was the fact that not everyone would appreciate the extra attention to service, but that those who did, would add value as a result of the “connection”.

And so he immediately saw the benefit in his practice, of “raising the bar”.

Sometimes its just that slight re-focus that is all that is needed…


My One-Day Workshops cover in greater depth how to address simple changes that create BIG RESULTS.
For more details about my Australian workshops in July August and September, CLICK HERE.


Have you read my book , How To Build The Dental Practice of Your Dreams [Without Killing Yourself!] In Less Than Sixty Days.

You can order your copy here: Click Link To Order



The Ultimate Patient Experience is a simple to build complete Customer Service system in itself that I developed that allowed me to create an extraordinary dental office in an ordinary Sydney suburb. If you’d like to know more, ask me about my free special report.

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