1-888-353-5012These days, when consumers have a problem to solve or a need to fulfill, there is no shortage of businesses offering solutions for them to choose from. And when it comes to one business vs. another, the quality and quantity of info available to help with that decision is significant. Take a moment and think back 10 years… when you needed to find a reliable mechanic or a great new place to eat, where did you look? With access to google and other review sites, information to help us choose which business is best is at our fingertips. And while that can certainly act as a good new customer acquisition tool, it also means we must constantly do better and be better… because the details of our customer experience, as seen through our customers’ eyes, are more accessible than ever.
In my suburban community (as is the case in many others), there’s a popular Facebook group where residents often ask for local business recommendations, many wanting to avoid a drive into the city but still get a trustworthy endorsement that they can count on. And when a recommendation is requested, the answers are usually heavily weighted to one preferred local business in its category. THAT is exactly how I found my new, favorite… Dentist.
Just like you, Dentists are in a highly competitive market. In my small community, the market is oversaturated, with at least 11 dentists to choose from. And as consumer preferences and behaviors continue to evolve, just like you, Dentists need to remain competitive with their pricing and services and they must use effective marketing to differentiate themselves to attract and retain patients.
If you were to take a poll, people would likely tell you overwhelmingly that the dentist is uncomfortable, scary, expensive, painful, and possibly embarrassing. So how could one possibly stand out? How could they make an “unpleasant” service, pleasant? Well, after 50 or so years of seeing a Dentist, I finally found one that I LOVE going to. And in addition to getting ME excited to visit, they illustrate some important lessons we can learn from and apply to our businesses.
How Customers PERCEIVE Your Business Is EVERYTHING.
Customers begin to create perceptions of your business (even BEFORE they visit) based on what they see, hear, smell, touch and taste (if taste applies to you). For this reason, and at least once a year, we recommend you complete a 360° walkthrough and audit of your business, as if you were a customer. When we are too ‘close’ to something, like we are with our businesses, we can fail to see its faults and weaknesses. A regular audit, following a clear, predetermined format and completed with a clear, unbiased perspective is critical. The goal? See your business and every aspect of your customer’s experience through a customer’s eyes and identify ways to improve it.
First Impressions Count.
We’ve all heard the phrase “Curb appeal” and we all know that the exterior of our business says a lot about what happens inside – it should be professional, clean, welcoming, easy to access, well lit, with clear signage and well-maintained landscaping. A business with good curb appeal will often draw more attention and foot traffic, as it gives a positive first impression and can make people more inclined to visit your business.
My Dentist’s office is a converted heritage house, surrounded by an incredible, professionally maintained garden and pond. It is beautiful in every season, which immediately sets the tone as you walk to the front porch. There is plenty of parking, accessible for all levels of ability. The house itself is well maintained, no peeling paint, uneven steps, or dirty windows. Plus, there is a large, clear sign that can be easily seen from the road. It is completely different from all the other dentists in town.
- What does the exterior of your building say about your business? Is it easy to park and get to the front door? What could you do that no other business like yours does? Can you add plants? Does your sign need a refresh? Is it easy to identify from the road so people can easily find you?
SECOND Impressions Count.
The initial customer greeting and ambiance in your business plays a crucial role in shaping the customer experience. As soon as they enter, customers should feel relaxed like welcome guests, not as interruptions or irritations. As soon as I arrive, the receptionist looks up immediately, clearly well trained, and experienced. After giving my name, I’m directed to a waiting area that feels very much like a living room with a fire in winter, beautiful art, a bubbling fountain, and fun but appropriate music. I rarely wait more than a few minutes though; they have been expecting me and are prepared. Soon after, the smiling hygienist comes to get me herself. The exam rooms are open and bright, yet still provide privacy. Once in the chair, I look out the window to the garden where bird feeders hang, or at a bright interesting piece of art. (There aren’t posters of dangling cats with “hang in there” like my old dentist!) Best of all, there is almost always a dog strolling around, or lying in a sun beam. They are staff members’ dogs, well behaved and friendly. And if you don’t like dogs, they’ll not have them near you. But if you want a dog on your lap for comfort, one is available.
- Is your entrance/waiting area welcoming, clean, and comfortable? Or dark and gloomy? Can I get a cold glass of water? Do customers get acknowledged immediately upon arrival? Are you prepared for whatever it is they’ve come in for – an appointment, a quote, to pick up food, to dine?
Business Walkthrough Checklist
At the end of this article, we’ve provided a 360° Business Walkthrough Checklist to help you ensure every one of your customers leaves your business a raving fan.
Technology, Systems & Processes.
Do not underestimate the relevance your internal systems, processes, and even equipment have on your customers. A positive customer experience is one clear of confusion. Customers should be swiftly guided through their visit by a well-trained, well-versed team. (No one likes to be left wondering what they are supposed to do next.) If your equipment is outdated, or your team doesn’t have the tools they need to deliver the best service possible, your customers WILL notice.
My Dentist’s team works like a well-oiled machine. Everyone presents professionally, with clean and pressed matching scrubs. They have all the latest training and tools, and their services constantly get upgraded to the latest efficiencies. It is clean, state-of-the-art, yet very comfortable. They take the time to explain new processes and if you have anxieties and fear around procedures, they are empathetic and have various solutions to help. When I leave, I get a new toothbrush, flossers, lip balm and printed quotes for any other treatments I might need.
- Does your team project professionalism, cleanliness, and skill? Do they look clean, pressed, prepared? Do they conduct themselves with confidence? Do you have the tools and equipment needed to provide the best product and service possible?
A Strong Team with Professional Habits.
Weak management results in employee turnover and poor performance. My previous Dentist was not friendly. I often heard her speaking in a condescending manner to her team, and not surprisingly the team members seemed to come and go through a revolving door. In fact, when I decided I needed a new Dentist, it was largely because I did not like seeing how she treated her team. Now, as I sit in the chair, I am surrounded by familiar faces, the murmur of happy voices, laughter between team members and clients, and everyone speaks to each other respectfully and professionally.
- What do your customers see and hear when they are in your business? How do staff engage with each other? What does their body language tell you? What changes in times of pressure? How do they act and present when they are NOT busy?
Clear, Accessible Communication & Marketing.
Communication is key – especially for a busy person who would prefer not to frequent. If I am overdue for a checkup, I get a reminder postcard in the mail and once my next appointment draws near, I get another email and text reminders. While my previous Dentist had me feeling like all my teeth were going to fall out without her intervention, here there is never any sales pressure. My Dentist offers suggestions, explanations, and helps me plan. So, when he tells me something that needs urgent attention, I trust him.
- If you own an Auto Repair Shop, do you send appointment reminders for regular services? Do you prebook when your client is already in front of you? How can you educate and prepare your clients without pressuring them?
As a Royalty Rewards® Merchant, we ensure your customers receive professional, clear marketing communications, follow-up, and surveys. And if you aren’t already using our email on demand program, ask your Coach about several of our new ready-to-go templates, designed to be used weekly to monthly to help keep your customers engaged and our relationships with them solid.
My experience at my new Dentist is a great reminder of the importance of customer perspective.
Below, we’ve provided a 360° Business Walkthrough Checklist. If you’d like to download and print a copy click here.
Use this tool to walk through your business using your customers’ eyes, find areas for improvement, and then build a plan to implement your findings (and ensure every one of your customers leaves your business a raving fan!)
Business Walkthrough Checklist
Use this tool to complete a 360° walkthrough and audit of your business, writing down everything you see, notice, hear, etc. from a customer’s point of view. Next, develop a plan to implement all the improvements you identify.
Pre-Visit Experience:
Arrival and Entry:
- – Google Listing up to date, accurate
- – Google Reviews, rating and business responses
- – Website usability and responsiveness
- – Ease of Online booking or reservations
- – Ease of advance communications
- – Exterior appearance (curb appeal, wear & tear)
- – Ease of parking
- – Landscaping (well-maintained, trimmed)
- – Cleanliness (windows, walls, sidewalks)
- – Accessibility (pathways, ramps, handrails)
- – Signage & Branding (clear, consistent, easy to read)
- – Seasonal Considerations (décor)
Greeting and Reception:
Ambiance:
- – Prompt acknowledgment upon arrival
- – Warmth and friendliness of staff greeting
- – Offer of assistance or direction to relevant areas
- – Waiting areas (comfortable, clean, well maintained)
- – Interior cleanliness and organization
- – Lighting levels
- – Smells (pleasant, expected)
- – Music or background noise appropriateness
- – Temperature
- – Overall ambiance (welcome, inviting)
Product/Service Presentation:
Staff Interactions:
- – Clear, accurate product descriptions and pricing
- – Visibility, attractiveness, presentation of products/ services
- – Merchandising displays
- – Product/services match expectation
- – Staff availability
- – Staff presentation (uniforms)
- – Overall professionalism and courtesy
- – Overall knowledge
- – Responsiveness to customer inquiries or needs
Sales Process:
Departure Process:
- – Clarity and transparency in pricing and policies
- – Assistance with product selection or services
- – Up-selling or cross-selling opportunities presented appropriately
- – Efficiency and speed of transaction
- – Clarity of pricing and payment options
- – Courtesy and gratitude during checkout
Post-Purchase Experience:
Facility & Amenities:
- – Follow-up communication (e.g., thank-you, survey)
- – Availability of customer support
- – Opportunities for feedback or reviews
- – Restrooms (signage, availability, cleanliness)
- – Seating areas (comfortable, clean, cleanliness)
- – Accessibility features for customers with disabilities
- – Floors (clean, free of clutter)
- – Shelves (clean, organized, neatly stocked)
Safety and Security:
Special Considerations:
- – Safety compliance (e.g., fire exits, first aid kits)
- – Security measures (e.g., surveillance cameras, staff awareness)
- – Exterior Lighting (functional, well lit)
- – Handling of special requests or accommodations
- – Response to customer complaints or concerns
- – Personalization or customization (if applicable)
- – Overall layout, easy navigation
What else can you do?
- – Read your Customer Survey Results. Customers have valuable feedback. Listen to it.
- – Ask your team. What would make their job easier, faster, more efficient? If necessary, do it anonymously.
- – Audit Competitors. Use this tool to audit competitors and determine what you can learn.