How’s Your Dental Knowledge? Do You Know It All Already?

It’s been an interesting few days.

I’ve had reason to revisit my Special Report in detail.

Not because I’d forgotten something in it.

But rather, sadly, an email from someone dental came across my desk where the Subject Line was a *DIRECT STEAL* straight from my Special Report.

In this case, a Line from Page 3.

And this is not the first time that my material has been copied.

I guess they hoped I didn’t notice…

I should be flattered that people out there need to quote my stuff without quoting me.

But at the same time I’m disgusted at the feeling of violation.

Anyway, interestingly, in these past few days I’ve been an active participant on two rather long but serious threads of debate and discussion on a couple of online Dental Chat Forums.

And it’s been these discussions, and some of the responses from others, that have led me to revisit my Special Report.

You see in online discussions, it’s very easy for a subject to be hijacked away from the original topic or question to be discussing something far less relevant. And the hijacking sometimes is done by people with very little or no authority or experience to do so, apart from a desire to see their name on a thread.

There’s a whole wide world of experience way outside of the Hundred Acre Wood for those dentists who’d just take a step back and listen, or better still take a couple of steps forward outside of their comfort zones and look.

In much the same way that Columbus just trusted, as he sailed off west into the sunset to disprove the flat earth theory.

And we all know that the Horoscopes that some people look to today were designed in a day when it was believed that the Sun revolved around the Earth.

And that’s the point that I was looking in my Special Report for.

I was looking for the lines about not knowing what you don’t know.

Because there’s a lot of that about.

There’s a lot of people out there who are unaware that they don’t know what they don’t know.

Sadly, they don’t know it.

Who was the Sydney University Professor who opposed the concept of total etch with the statement, “Total Etch? Total Bullshit!”

How wrong was that?

And that’s the feeling I get when I hear people say or I read people writing that they know that they’re delivering Great Customer Service….

Because, more often than not, what they’re giving is maybe only slightly better service than what they think they were giving.

But truly great service?

Not a chance!!

It’s one thing to say that you offer good customer service. But if you’ve not got a consistent system for delivering great service time in and time out, then you’re really not offering a World Class Experience for your patients at all.

Because being nice, or being nicer, on an irregularly occasional basis, is neither here nor there.

As I said in the Special Report, I don’t mean to be confrontational, but it’s the truth.

Those who tell me they’re giving great service are often limited by what they know. Their frame of reference is off, because what they think is a good patient experience, and what’s really a good patient experience, are two, very very very different things.

Ever tried to self diagnose an illness from Dr Google?

You can be way way off, can’t you?

And it’s the same with Customer Service.

Your system of delivering customer Service to your patients needs to be so thorough, so complete, so water-tight that there are no cracks, no leaks and no gaps for patients to slip out through..

If your service is not predictable, reliable and systematic… then you’re really not offering a World Class patient experience.

At all.

The good news out of all of this is that while ever there are Dental Offices out there that believe that what they’re doing for their patients is *enough*, when it comes to customer service, there’ll always be comparison between what is average, what is good, what is great and what is truly World Class.

The beauty of offering World Class Service is that because it’s service, there’s little or no extra cost for the Dental Office.

But the cost to the business of *NOT* providing World Class Service?

The cost of lost patients, and lost opportunity?




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.

Email me at

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