6 Tips For Handling Customer Complaints

Customers are the cornerstone of any business – they bring in the money,  act as your PR agency and help to build your brand. Building customer loyalty and trust takes time. Despite our greatest efforts to deliver excellent services and products, there are times when our clients may be unhappy.

Often, our management staff needs to “solve” a situation, on their feet, acting swiftly for a peaceful and agreeable solution. At Acara, we like to use the THANKS method to diffuse and resolve customer conflicts. It is an acronym for a set of actions that can easily help to resolve any customer situation.

T  :     Thank the customer for bringing the situation/problem to your attention.   Customers like to be heard – let them talk first and you listen.

• 26 out of 27 customers who experience poor service do not complain, they just never come back.
• Use the opportunity to build customer loyalty.

H  :     Hear the complaint fully without interrupting the customer. Listen carefully.

• Be prepared to be the best listener in the world.
• Keep yourself focused, you want information to lead to a solution.

A  :     Apologize for the inconvenience the customer has experienced.

• You are not accepting blame, but acknowledging the customer’s displeasure and inconvenience.
• Find a point that you can both agree on.

N  :     Need more information.  Sometimes the above may not lend you all the information that you need to make a reasonable and fair decision.

• Encourage customer “Tell me more” or “Walk me through the situation.” 
• Expand your customer’s knowledge.

K  :     Know a solution for the customer and be prepared to propose it.  If you don’t know the answer, go the extra mile to provide appropriate information in a timely manner.

• Ask the customer how they would like the situation resolved. ” What can we do right away to get this situation straightened out?”

 S  :    Solve the problem or find someone who can. Be familiar with the company policy for returns and complaints.  There is nothing more irritating to a customer to have to wait for a result.  You want to provide immediate resolution to the conflict.

In handling any customer complaint you want to be sure that you take action and have follow through. Showing sincere interest and concern about resolving any situation is what the customer wants to hear, even if you can’t give them exactly what they want.  Be sure to give specifics about whatever action plan is developed, if immediate follow through is not possible, give specific dates and times the customer will hear from you. Follow up and follow through are the keys to developing and retaining customer trust and loyalty.

How to Conduct a Successful Employee Interview

Every business needs to conduct employee interviews. How well you plan for and execute these interviews can directly impact the quality of the staff you hire.  I am sure that you have interviewed hundreds of people, but at times we can lose sight of some of the most important factors in the process.  Everyone has hired “poorly” and wondered, “how did we get this person, they are not a fit for our company.”  We need to go back to basics and set the foundation for successful interviewing.

Before you even being the process with any candidate, you need to do your homework. Every position in your business should have a detailed job description, outlined with roles and compensation clearly defined. You also need some standardized forms to use in the interview that you will use with all potential candidates.

Pre-Interview:

• Review all candidates’ resumes and check start/end dates, titles, and duties.
• Review education and outside interests.
• Develop your core set of questions. They should be a combination of fact finding, problem solving questions, and behavioral questions.

*Please note that you may not ask questions relating to the following: age, religion, disabilities, sexual orientation, marital status and credit record. There are other exceptions and you can refer to your state’s laws for guidance.

• Schedule the interviews and practicals (if necessary for the position to be filled).
• Create an interview agenda. This agenda will detail the who, what, when and where of the meeting.

Interview:

• Conduct the interview and a quiet and private place. Limit all interruptions until interview is concluded.
• Open with an introduction and an open ended question, “so I see you live in Boston, do you enjoy the city?”
• Clearly outline the position, and give the candidate details about position.
• Make the interview a conversation, not just a question and answer session.
• Listen. Do not dominate the talking, you want to really listen to what the candidate is saying.  Ask for more detail, such as “tell me more about that.”

Here are some sample interview questions:

1. What were/are your last/present job responsibilities?
2. Could you describe a typical day at your past/present job?
3. What attracted you to this type of work?
4. How do you define success?
5. What did you find the most challenging part of your previous job and how did you manage that?
6. What might be the toughest aspects of the job if you were to accept the position? What will be the most enjoyable aspects? The least enjoyable?
7. What do you think your greatest contribution to the job will be? Where and how do you think you would be able to make your greatest contribution?

Concluding the Interview:

Be clear with the candidate about the next steps. Inform them that there are other interviews. Let them know that there will be reference checks and if they are selected for the position you will let them know by a specific date. Advise them as to how you will be in contact – either by phone or mail. If second interviews are part of your process, also let them know this.

The next steps are fill out your interview form and check references. Select a few candidates and have second interviews if needed. Finally, you want to make your hire decision and let them know.

Planning is the key for all good hires. Like most small businesses, we need good people, so use your current staff and clients for potential hires.  After all, they are your best advocates.

Protecting Your Business From Social Media Fraud

If social media fraud sounds scary, that’s because it is.  Identity fraud and misrepresentation online are concerns for businesses everywhere, and especially for medical spas and doctors. The major issue of social media fraud rests in the dissemination of incorrect information by a patient or someone pretending to be one.  Although there are no actual statistics describing how frequently or infrequently this occurs, many business do not have the safety nets in place nor the training necessary to combat this issue when it arises.

How can you deter social media fraud?  There is no way to prevent someone from impersonating you and posting as a client or patient who visited your business, however, there are certain safety measures that you can follow.

Here at Acara, our client’s online reputation and safety is one of our top priorities.

Lauren Levy, our Digital Marketing Manager, states “I devote my attention to online review sites and verify that reviews are being posted by real people.  Because we actively monitor them, we have found fake reviews and have had them removed.”

In addition to actively reviewing sites such as Yelp, Facebook, and SpaFinder, we also use Google alerts on all clients and implement other SEO strategies to keep our client’s online reputation in check.

If you manage your own social media — you need to aggressively monitor your social media footprint.  Be sure to Google yourself and your business to ensure that the desired results are correct.  In addition, one may set up Google alerts with your name and business name to audit the online dialogue.  Another important note — claim your business or personal name on any social media platforms that you are not using, so that no one else does.  Finally, be sure to have all privacy settings properly activated on all platforms that you are engaged with.

If you are not sure how to manage your own social media platforms or how to protect yourself from social media fraud, consult with our expert team at Acara to put your mind to rest.

Hiring for Your Medical Spa

The success of any business is based upon its most important resource, it’s employees. You can have the most beautiful facility, best equipment, stellar location, but none of this will determine your success or failure.  What will, the staff you employ. They are responsible for your clients experiences from the beginning to end and ultimately your reputation.  With so much riding on your employees, hiring the “right ones” out of the gate is a sure step to securing your businesses success. Because hiring is a timely process, being efficient and organized will help to maximize the quality of hire.

So how do you hire right and smart?  

Try these following tips for building your companies team:

• Have a detailed and thorough job description for each position in your facility.
• Have a solid employment package.
• Be constantly recruiting and keep a file of “potential employees” that you can tap into when needed. 
• Pre-screen candidates extensively by phone. How they handle themselves over the phone will often determine how they will be in person with your customers.
• Owners need to be involved in the interview process as well as other key employees. Having staff involved, gives more insight about how a person may work with the group and if they are a fit for the company culture.
• Depending on the position, service provider or front desk, be sure to conduct practical evaluations of the candidates abilities.
• Have a standard list of interview questions that you use for all potential employees. Be sure that they are targeted and detailed to reach the information you need. 
• Always check personal and professional references.
• Use your intuition when it comes to hiring. If you are unsure for any reason, go with your instinct, it’s usually right.

Finding the people with the right fit for your business takes time, persistence and energy, but the payoff will be well worth it. The staff you employ helps to shape and mold your company culture and temperament. When everyone is working together with passion & drive plus order & balance the success of your business knows no bounds.

Acara knows how important hiring is to your business and we have all the tools you need to do it successfully. If you would like to speak with us about how to hire right, you can reach us at 1-203-488-0028 ext 305.

Acara is Seeking a Full-time Dermatologist for our Leesburg, VA Client

Acara is actively seeking a full-time BC/BE Dermatologist for a staff position at a well-established cosmetic medical practice located in Leesburg, VA.  A candidate with cosmetic experience is preferred but not required.

This is a fast-paced, busy practice and the candidate needs to be able to develop positive patient relationships and be a practice builder. Excellent interpersonal skills are required to work professionally with both peers and subordinates. The practice is offering a compensation package commensurate with experience and a partnership opportunity.

Acara manages and develops medical spas and cosmetic medical practices nationwide for hospitals, investors and physicians. More information about Acara is available on our website www.acarapartners.com.

If you are interested in speaking to us about this opportunity, please contact Colleen Acunzo at Cacunzo@acarapartners.com, or call (203) 488-0028, Ext. 305. All inquiries will be kept confidential.

Advanced Laser Resurfacing with Jason Pozner, MD, FACS at Sanctuary Medical Aesthetic Center

On Friday, May 18 I was very fortunate to join noted plastic surgeon, Dr. Jason Pozner FACS at his Sanctuary Medical Aesthetic Center in Boca Raton, FL for a one day Advanced Laser Training.  It was a packed house with everyone going between didactic presentations and clinical training.

By far, this was one of the best laser trainings I’ve experienced in aesthetic techniques. Plus, Sanctuary is undoubtedly southern Florida’s premier aesthetic and plastic surgery center with its state of the art facilities that are complimented by a very stylish interior design.

Unexpectedly, but most welcomed, Dr. Pozner requested that I provide a marketing talk over lunch.  The group was very receptive and hopefully by sharing my recent blog post on “Marketing to Generate Leads and a Sales System to Optimize Patient Conversion” I added value to the days training.

Learn to Accelerate Your Practice

Join me on Saturday April 28th when I will be speaking with plastic surgeon, Dr. Jason Pozner at a Sciton Aesthetic seminar.  This event takes place at the New Hampshire Motor Speedway to promote the theme of accelerating your practice.

My topic will be “how to race past your competition by accelerating your practice with Best Practices in management, sales and marketing.”

Saturday, April 28th, 2012

New Hampshire Motor Speedway
1122 Route 106,
Loudon, NH
603.513.5700

Questions?

Contact:
Dan Sullivan
dan.sullivan@sciton.com
202.320.3219

Speaking at Sciton Aesthetic Conference in Raleigh

I will be joining Dr. Stanley J. Kovak to present a Sciton Aesthetic Seminar this upcoming Saturday.  This one takes place in Raleigh, NC.  Dr. Kovak will focus on the clinical results a medical practice can achieve with a Sciton laser and I will be discussing Best Business Practices for aesthetic medical practices and medspas.

It’s not too late to join us if you go to the Sciton website you can register.

Saturday, April 21st, 2012
9:00 am to 2:30 pm
Registration at 8:30 am
Breakfast, Lunch & Lecture

Renaissance Raleigh North Hills Marriott
4100 Main at North Hills Street
Raleigh, NC 27609
(919) 278-1275

Contact:
Greg Kile
greg.kile@sciton.com
704.577.2332

Incentive Pay Reset — The Day it Stops Raining

One of the most common compensation missteps that we see occur in the business world of aesthetic medicine is the “incentive pay reset.”  This occurs when an incentive program is developed for a sales consultant and the sales consultant achieves sales goals that are higher than anticipated thus receiving their just reward for the practice’s success.  Essentially they become a rainmaker for the practice, a very valuable partner in building the business.

The problem occurs when the physician/owner decides that the “just reward” is just too much reward.  When this happens the physician oftentimes resets the incentive program making it almost impossible for the sales consultant to earn the same compensation level that they had in the past.

Every time that we have seen this situation occur the sales consultant has quit their job.  Needless to say that every time a physician asks us what they should do we give them the exact same advice.  Celebrate your success and be grateful that you have such a fantastic sales consultant!  If you’re making $500K a year vs $250K why should you be bothered paying your sales consultant $100K?

The only outcome to adjusting compensation down is losing a great employee and worse, in this case your rainmaker.  At first, he or she may only be a disgruntled employee but eventually he or she will leave.  In business, it’s a sad day when it stops raining.

FXA

Top Medical Aesthetic Sales Guru Shares Insights

Colleen, our in-house medical Aesthetic sales guru shares a few of her consultation tips with everyone this week:

• At the beginning of the consultation, always give a brief background on the medical team and the passion behind your practice.  Keep it short and interesting; remember, the client wants to know about your expertise.  Share your wonderful story.

• Listen to the clients concerns and take notes.  Typically the first area of concern the client verbalizes is their top priority.

• Ask more questions during the consultation to allow the client to “open up” about themselves.
  • When were you thinking of having the procedure/injection done?
  • What made you decide to do something about your skin now?
  • Do you have an upcoming social event that you’d like to look great for?
  • Are you flexible with the downtime the procedure may require?

These questions (or some of your own based on the way the consult is going) will help you uncover what the client wants.  Make the consult a fun, informative session.  Be yourself and the sales will follow.

• Be very careful not to give “technical information overload”.  Not only does it increase the amount of time the consultation will take but most clients will feel lost in all of that information.  If a client wants to know the technical aspects of the recommended treatment they will ask.

• Some clients will have a laundry list of things they are interested in learning about.  Remember to listen and take notes.  We do not want to overwhelm them with pricing (many items may add up to tens of thousands of dollars) when it comes time to review the quote sheet.  For a new client sometimes “slow and steady” will win the race.  Especially if the client has never had cosmetic work.  Make it doable and they will return.

• Listen to and pick up cues such as “looks like I’m going to need to refinance my house to afford this”.  This is the perfect time to review CareCredit with the client.  A typical script would be something like:

“Are you familiar with CareCredit?  Let me explain how it works.  CareCredit is a company that offers financing to clients interested in managing out of pocket expenses for cosmetic procedures.  You will be given a line of credit based on your credit history.  Once you’ve been qualified for a line of credit you can use some of it or all of it.   We offer 6 and 12 months interest free financing as well as all of the extended payment options.  Let’s take a look at the chart to see what your monthly payment would be.”

• Be sure the client knows that they can get as creative as they wish when it comes to payment.  They can pay a portion of the procedure using CareCredit, a portion of it using another credit card or cash.

• Think about putting together a PowerPoint presentation to show before and after photographs.  This allows the person doing the consultation to stay in control and focus on the individuals specific areas of concern.

These are just a few of the many insights that Colleen has to offer about performing successful Cosmetic Consultations.  For more of her insights, join both Francis and Colleen on Tuesday, May 8th, 1:00 p.m. EST for Successful Patient Consultations for the Aesthetic Medical Practice.

Register here.