The Real Secret About Providing World Class Customer Service In Your Business

When it comes to Customer Service the airlines do a pretty good job.

I fly a bit.

And on most flights there are different types of seating and different “classes” of travel.

First Class. Business Class. Economy Class [Americans read: Coach Class].

And yet as far as I’m aware all three of these forms of travel all reach the destination at exactly the same time.

So why do some passengers pay the excess cost for the more expensive classes of travel?

Is a seat up the front of the plane really that much better?


On a long haul flight, wouldn’t it be more economical for the passenger to pay for a Coach or Economy ticket and then have an extra night of accommodation to sleep off the discomfort?

Is flying up the pointy end really all its cracked up to be?

Is the service really better up that end?

And if it is, why is it better for those passengers and not for all passengers?

Why shouldn’t all passengers receive the same high level of customer service regardless of their choice of seating allocation?

Well let me ask you this…

If you had a champion racehorse, would you cram him into a shoebox for sixteen hours of a long haul flight, and expect him to perform at his best once he arrived at his destination?

The answer is probably no you would not.

No you would not subject your champion to the unnecessary torture of the confined space and also no, you would not expect your champion horse to perform at its best on arrival.

So why do we do that to ourselves?

The thing about flying up the pointy end of the plane is that there will always be people who want to fly up there and are willing to pay for the service and for the privilege of doing so.

And there will always be a percentage of the population who will see value in those seats and are happy to purchase them so long as there is a perceived point of difference.

And that’s the same for nearly everything in life.

There will always be people who prefer to fancy dine out rather than eat fast food, although both types of food serve the same need [of filling a hunger] and although both types of food will be only a memory some forty eight hours later.

Although the fancy dining is an *experience*.

There will always be those who prefer to take the bus than to travel by Town Car or chauffeured limousine to a destination.

And after all, they all get you to the final destination safely.

Yet the limousine ride will be an *experience*.
In dentistry, there will always be dentists who are looking to undercut their competition on price as well as on service and quality, in an attempt to “capture” a share of the market.

But at what price?

I heard last week of a US dentist who decided to stop seeing Insurance patients, and only would see full paying fee for service patients.

And in the first instance what happened was that his collections for his practice dropped by some 40%.

Yet in the same time frame that dentist’s net profit rose by 20%, indicating that he was doing a lot of insurance based dentistry at a net loss to his practice.

This dentist had confused busy-ness with net profit.

And if net profit suffered at the hands of the extra collections, then the practice certainly did need to take a look at the services it was providing, especially if those services were being under-rewarded and were costing the Dental office serious money.

In business, it costs no more really to be nice to your customers.

To be pleasant.

And to be more pleasant.

And to be polite to them as many times as you can.

Rather than to be “adequate” only.

The thing about common courtesy these days though is that it’s getting very much like common sense.

And that is that it’s not very common.

For a business to make it its mantra to be the best that it can be, to be *the* difference in its customers’ days, and in its customers’ lives so much so that they notice and appreciate and go out of their way to make a recommendation and to become a raving fan of that business, well that’s a true point of difference.

It’s as easy as the difference between the front and the back of the aeroplane.

So why shouldn’t every visitor to your Dental Office experience the best service at all times?

Not just now and then.

Or when we think about it?

But at every possible moment during their visit and during each and every interaction they have with our Dental Office?

Why not at all?

Maybe it’s because it’s like travelling Coach Class?

Maybe we’re just herding them in and herding them out of our Dental Office?

Rather than concierging them….

At every possible moment.

Is there an advantage to be taken in the market place by providing World Class Service at all times during the dental visit?


My upcoming in depth two day workshops will be held   in London in August.

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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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