Providing a positive customer experience has become crucial for a successful orthodontic practice, according to Barry Lyon, DDS.
Dr. Lyon, a chief dental officer for the division of orthodontics and pediatric dentistry for Dental Care Alliance, recently spoke with Becker's about the importance of customer service in orthodontics.
Editor's note: This Q&A is part of a weekly series featuring Dr. Lyon focused on topics in the dental industry and DSO field. This response was lightly edited for clarity and length.
Dr. Barry Lyon: No one can argue that providing strong customer service in a dental office is an absolute necessity. With a dentist on seemingly every corner, patients have many options when seeking a provider. The office that provides the best customer service has the most loyal patients. Customer service, in general, is often felt to be lacking today. NPR reported 74% of Americans say they've had a product or service problem in the past year, and the incidence of problems has more than doubled since 1976.
Strong customer service provides many benefits, not only to the patients, but also to the office staff. When patients are happy, interaction with office staff goes more smoothly and that only enhances an office’s culture. Dealing with difficult and insensitive patients requires tact and understanding. Unfortunately, we’re very often asked to draw upon those qualities today.
Because of the unique dynamics of an orthodontic practice and the relationship between the parents, the patients and the orthodontist, strong customer service is even more essential to keep everyone happy; and it revolves around expectations. Understand, the parents of orthodontic patients have committed two years of their time keeping appointments, plus the considerable expense of one of their largest purchases, which is not easy for many families today. Moreover, their greatest expectation is that the orthodontist is going to make their child attractive. Providing solid customer service is an ideal way to build strong relationships, avoid potential conflicts and keep everyone smiling.