The
Out-of-synch Office
This is a real call made when we were researching for our newsletter.
We'd already visited the practice website and read their page about
Fraxel.Dr.'s Office: "Hello, this is Faces Forever. How may I
help you?"
DNews: "Hi. I'd like to get some information about Fraxel.
Will this work on Acne Scars?"
Dr.'s Office: "What?"
DNews: "Fraxel. I'd like to find out if Dr. XXX uses it
for Acne Scars"
Dr.'s Office: "Can you hold on a minute? How do you spell
that?"
DNews: " F-r-a-x-e-l"
Dr.'s Office: "Thanks. Let me ask if we have that."
Dr.'s Office: (2nd staff member) "Yes, we have Fraxel.
Did you want to make an appointment?"
DNews: "Does Dr. XXX use Fraxel for Acne Scars?"
Dr.'s Office: "Oh, I'm sure he does. It's great for
everything."
DNews: "Do you know how many treatments it will take and could
you tell me the costs?"
Dr.'s Office: "Oh, no more than three. You'll have skin like a
baby."
Now, if I were smart, I'd hang up the phone and try the next number.
Those 2 phone receptionists literally destroyed that doctor's
credibility in about 20 seconds. Would I ever go there? Why would I? Why
would anyone?
But, what if If I were more desperate and "bought the hype", paid for
three treatments and found out I did NOT get baby skin? The doctor and
his practice would be toast in my book and I'd be more than just a
little upset. Everyone I knew would hear exactly what I thought. Even
if the doctor did not make those promises, a member of his office
staff did, and THAT is what I would have been expecting.
Don't let this happen to you. Your staff is your front line,
your reputation, your credibility. It's your job to help them
make you look good. Make sure they get it right!
(By the way, we called this doctor later,
spoke with him personally, and relayed the conversation. Nicely of
course...we weren't out to get anyone in trouble. He was justifiably
upset to "hear" how the staff were handling queries and also
distressed to discover how much they didn't know.
We suggested he institute weekly staff
meetings to make sure everyone was up to speed on what he offered and
how it should be explained. You can bet when we call back, it will be
an entirely different experience.)
|
