Extraordinary Service in the Least Expected Place
In the little more-than-a-year I have had this blog, I have seldom recommended a single business. However, that is all about to change. Not that it will do you much good, unless you live in— or near—a little known, Illinois town called Clarendon Hills (population 7,610, plus my twins—7,612) .
What is the one place everyone hates to go to? The dentist. But Dr. Goers (rhymes with “mowers”) and his team—to whom I have trusted my teeth for more than fifteen years—do some pretty special things to make people want to go to the dentist. These things cost very little but they make all the difference in the world to a scared or cynical patient. I put these out there to challenge you to come up with the equivalent of these innovations in your own company or business.
Here is what they do for me for even a routine cleaning: When I arrive at the office I am seated immediately. Always. There is a waiting room but I don’t think I have ever seen anyone waiting. It’s the loneliest waiting room in America.
Before I sit down in the chair they place sun glasses on me to guard against the harsh lights before putting a heated pillow around my neck and and another under the small of my back (obviously these had to be prepared ahead of time). Then they hand me headphones and a portable DVD player that has been pre-loaded with my favorite artist (whom I am too embarrassed to identify). Then they put expensive cocoa cream on my hands, cover it with Saran- wrap-like gloves, and cover that with heated, heavy duty, thick cotton mitts. They then make sure I am properly medicated before beginning the cleaning.
I checked their brochure to see if they advertise any of these services and all I could find is a single sentence that states cooly that [Dr. Goers] “is well-versed in bridging the gap between technology and patient comfort.” That is certainly an understatement, as they combine certain aspects of an expensive spa treatment with state-of-the-art dental care (and do not charge for those value-added services).
There are multiple doctors and hygienists and other people with sunny dispositions wherever you turn. But it wasn’t always like this. This is a rags-to-riches-to-burgeoning dental practice story. If you want to hear the rest, you will have to wait for the book or the movie. But if you are not receiving these accoutrements from your dentist, show them this blog posting and ask where they keep the hand cream and the heating pads.