Why Customers Don’t Return?

The answer to this question could be easy or complex. There are varying degrees of “tolerance” for every client and what could be a deal breaker for one person, may not be for another.  Personally, I know that there are some things that are deal breakers right from the get-go.  We have all had incidents of varying degrees in an array of businesses — issues that are out of the owner’s control and those for which they are responsible.  We tend have more tolerance for issues that are out of the owner’s control, however, those that “are” in their control are the deal breakers. 

Let’s run down the list of why a customer would not return to your business:

1. Rude front desk staff
2. Lack of information to make a decision
3. Forceful or pushy sales team
4. Lack of professionalism from staff
5. Uninspiring facility and decor
6. Dirty and unclean facility
7. Unwelcoming facility and waiting areas
8. Treatment rooms needed a facelift
9. Outdated technology
10. Lack of marketing materials
11. Poor social media profile, such as website or Facebook accounts
12. Tarnished online profile 
13. Staff that comes across as too “sales-like” and not personal enough
14. Difficulty to reach your business — location and parking issues
15. Cost: is your pricing competitive with those in your marketplace?
16. Poor product return and exchange policy
17. Poor customer service

These are just a small sample of things that can drive a client away.  The biggest issue is that when someone has a bad experience they tell at least 10 people, but if they have a good experience they share it to only half of that.

So how can you ensure that your clients return?  There are a number of ways, but first you need to know why they didn’t return.  Reaching out to your clients post-treatment within 24 hours is a great way to get feedback and develop a relationship.  A 2011 American Express survey showed that 90% of customers prefer to resolve service issues by phone.  People tend not to like confrontation, therefore they would be more apt to talk on the phone than in person at your front desk.  Show your customers appreciation when they are in your facility and look at the above list, making sure that you are not in violation of any items.  If so it may be time for some retraining.

Customers are the “face” of your business — treat them with the courtesy and consideration they deserve .

How to Build a Customer Centric Medical Spa

Acara visits medical spas and aesthetic medical practices on a regular basis. We see a wide variety of business practices and,  almost 100% of the time the quality of clinical services is outstanding. The ambiance is beautiful, however a majority of the time the quality of the customer service is mediocre to poor.

I know that sounds shocking, but it is true. (for the purposes of this post I am using the term customer: a person whom exchanges money for goods or services versus patient or client) How can a business be so successful in so many ways, but falter in their customer service?

Typically it is a reflection of deep rooted business customs and  practices that the business executes day to day.  This is not a situation where a set of new customer service protocols will solve the problem.  You need to take a look at a few areas, starting at the top then move through your business with a 360 degree approach.

Here are a few steps to begin the process:

1. Do not even attempt to spend time improving customer service unless you, as the physician or manager, are willing to completely embrace the process and lead by example.  You must become a Customer Centric Leader. Practice makes perfect. 
2. You need to show not just tell your team what excellent customer service looks like.  As an exercise, script each interaction that your team has with your customers (phone and in person). Write these scripts down and  hold a team meeting where everyone is involved in the role playing. As you move through this process you will uncover areas of weakness, and then have the opportunity to improve . Add these scripts to your Operating Procedure Manual. 
3. Make every operating decision based upon the customer: hours of operation, quality of care, accounting practices and principals, phone system, staffing levels, equipment purchases, facility management, etc.
4. Each time you make a business decision ask yourself and your team: “Will customer service improve with this change, will it remain the same or will it be negatively impacted?”  Based upon the answer to the question you should have your decision.

Being customer centric takes practice and then most importantly, execution. If you are thinking about how your business can be improved, a company to look at is Disney. They are at the top of customer centric companies. Your every desire, interest and wish is fulfilled. It has been anticipated before your arrival. You don’t need to be Disney, but you can sure get close.

Customer Centric Telephone Answering

I recently did a blog post on running a Customer Centric Aesthetic Medical Practice or Medspa.  I talked about how all your business decisions need to be made with the customer in mind.

I made a call today to a cosmetic medical practice and the phone was answered in a brusque voice, “Doctor’s Office”.  Here is a classic example of a non-customer centric business decision.  Essentially, the decision was made to answer the phone as simply as possible with the least amount of effort.  There is no greeting, no personal introduction and no gracious offer i.e. “how may I help you”.  Just a curt, easy to remember, easy to manage approach (a staff member will never forget the correct way to answer the phone in that office…just 2 words “Doctor’s Office” thus nothing to manage).

Can you tell that this is a pet peeve of mine?  Small example of a big problem!  If the aesthetic medical practice that I go to ever did this, I’d spend my money elsewhere.

FXA

Selling, the Highest Form of Customer Service

I looked online for a definition of “selling” and here is what I found.  Selling: to persuade or induce others to buy.

This definition is simple and understandable but it does not reflect what truly occurs within the best medical spas and aesthetic practices throughout the world.  I believe the Acara definition does…

Selling: the act of discovering client needs and identifying the most appropriate solutions.

It is based upon this definition that I always say “selling is the highest form of customer service”.

If you are not working diligently through a consultation and diagnostic process to discover what your client needs then you are doing a “dis-service” to your clients.  Selling, as in accordance with my definition, is truly the highest form of customer service.

To learn in detail about Acara’s Sales System, join our Sales Guru, Sandi Unkur starting next Tuesday February 9th for three consecutive weeks as she conducts a 3 session training:

Sales & Consultation Secrets: Training for the Aesthetic Medical Professional

FXA