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If we told you a year ago you’d be willing to wait in line 45+ minutes just to get into Costco for the pleasure of buying a maximum of 2 packs of toilet paper, you probably would have had a good laugh. Or if we told you it might take 3 months to get that new sofa you want, you’d think we were talking about some super high-end, hand crafted thing from an artisan in Italy.
But here we are. More specifically to the aesthetic industry, wait times to schedule surgery have skyrocketed and even nonsurgical procedures are booking up quickly. And there seems to be no end in sight for this unprecedented demand.
Communication Is Key
We’ve seen a range of responses to shortages, staff unavailability, and increased demand. Most businesses are very apologetic and doing their best to communicate about changed expectations and circumstances. But unfortunately, you still run into businesses that think it’s OK not to respond in a timely manner or set communication expectations. Just a few examples from our staff:
- A payroll company that does not respond to multiple email requests or answer their phone help line after a 20 minute wait.
- A pizza place announcing on Facebook that they deliver but not responding to messenger when you try to order.
- An ecommerce site failing to send out a gift due to backorder and not responding to multiple follow-up messages.
- A realtor who says she will do some comps and be in touch about a home for sale, then falls off the radar.
- A Mexican restaurant that subbed in an item not ordered because the ordered item wasn’t available, with no communication.
Don’t “Just Get Through”
Of course we all need to give each other a lot of slack right now with so many people facing a lot of difficulties. That said, it’s time to ditch the mindset that we’re all just triaging a situation that will improve shortly. Covid and its aftereffects have dramatically altered the way we as a society approach each other and our economy. Sure, a more “normal” landscape may be on the horizon, and there are many encouraging signs. But it’s a mistake to think that we will be back to the old routine by Thanksgiving as if nothing ever happened.
If 2020 taught you anything, it should be that any planning you do needs to be taken with a big grain of salt. We encourage clients to actively evaluate their surgical and nonsurgical calendars weekly and provide guidance to front office staff for setting expectations with prospects. We assume that all of our busy doctors are looking for ways to free up their schedules a bit so they can handle the increased workload and still find a little time to unwind and maintain perspective. That’s a healthy thing, and the bright side is that maybe it will lead to more long-term efficiencies for your office.
Look for How You Can Give Extra
Everyone is used to the idea of getting a bit less for their money at this point. Sure, you can hit your favorite restaurant, and the food might still be good, but you don’t get the ambiance because you can’t eat inside. Sure, you can get paper towels, but not the brand you really like and not at the price they used to be.
In this environment, if your practice is able to offer anything extra, even the smallest thing, it can earn you a patient for life. As an example, one of our vendors recently sent a small succulent to us with a thank you note. Getting something unexpected in the mail (especially when some of the things you expected may be delayed or unavailable) is a huge ray of sunshine.
And you don’t need a lot of your own staffpower to make this happen. Check out a company like Postal that partners with businesses to send relevant swag and freebies to keep business relationships strong. Or just do something on your own – have a little gift waiting for patients when they check out, thanking them for making the trek to the office and being understanding about all the new protocols and procedures.
Customer Service Will Never Die
Without a doubt, many changes have occurred in the past year and many more are on the horizon. As they say, the only constant is change. But delighting your patients/customers is simply always going to be an essential component of a successful business.
