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Professional News Articles : FRONT DESK by Mary M. Byers, CAE : Banish these phrases

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Banish these phrases

August 28, 2009

How you communicate with patients deeply influences their perception of your office. As you know, those who have a good experience with you often become your best source of word of mouth advertising. Those who don’t have a good experience will also be responsible for word of mouth — but not the kind you want.

As you examine all aspects of the patient experience, consider the words and phrases you use to communicate. Banish the following phrases from your office and you’ll increase the chances of making a positive impression on the individuals you serve.

“I don’t know.” Patients despise hearing this phrase, unless you follow it with the words, “But I’ll find out.” Too often staff uses their lack of knowledge to get off the hook regarding patient questions. But patients expect more from their oral health care providers. By offering to help — especially when it takes extra work on your part — you position yourself as a partner with your patients. They value this partnership and it creates goodwill. From now on, vow to follow up the words “I don’t know” with “I’ll find out” and you’ll win both the hearts and minds of patients.

“We can’t do that.” When patients hear this phrase they naturally think, “Can’t. . . or won’t?” Instead of using the word can’t, which is a negative approach, use the word can. When possible, provide the patient with a couple of “can” alternatives to choose from, such as “We can do this or we can do that. Which is better for you?” Eliminating the word can’t from your vocabulary shows a can-do spirit and helps build bridges between you and the patients you serve.

“Our policy doesn’t allow that.” Though every dental office needs policies and systems to help it run smoothly, patients don’t like to hear “the policy” used as an excuse as to why you can’t more fully meet their needs. Instead of referring to what a policy won’t let you do, focus instead on how you handle things in your office. Replace “our policy won’t allow that” with the more friendly, “Here’s how we handle that. . . ” Patients will view you as cooperative and helpful rather than firm and inflexible.

“The doctor isn’t in.” Like the other phrases above, this one stops short and therefore isn’t helpful. Patients are likely to think, “And your point is. . . ?” While it may be true that the doctor isn’t in, you should explain why that makes a difference to the patient or volunteer to help in the doctor’s absence. Your reply might sound like this: “The doctor isn’t in, but I’ll be happy to take your name and number and have him call you when he returns next Monday.”

Great customer experiences often require going “above and beyond.” Listen carefully to how you communicate with patients this week and ask yourself if you’re guilty of stopping short. If so, become more mindful of how you’re doing so and work to banish the phrases that position you as unhelpful — and replace them with phrases that show your can-do approach to patient satisfaction.

CDS presents Front Desk, a column addressing problems dentists and staff members experience in the office. Front Desk is prepared by Mary M. Byers, CAE, a professional speaker and freelance writer. Ms. Byers may be reached at mbyers@marybyers.com or www.marybyers.com. Send suggestions for topics to be covered to review@cds.org.

© 2009, Chicago Dental Society