Retail Observer

RETAILOBSERVER.COM JULY 2017 40 I t was the best experience; it was the worst experience. Maybe not the worst, but certainly different. To keep up with my regular medical screenings, I happened to schedule two appointments yesterday. I saw my dermatologist in the morning and went to my dentist to have my teeth cleaned later in the day. I've been a patient at both practices for years. My dentist, in fact, is the son of my previous dentist, Dr. Brett — a high school classmate who retired a few years ago. And I've probably been going to my dermatologist's office for thirty years. There's no question about the competence, knowledge or professionalism at either office, but the experience is completely different between the two. The dermatologist just moved into a brand-new office. They've been there just ten days. It is convenient with good parking, but it is sterile and cold. Its white and beige color palette left no doubt that it was a medical practice. The waiting room was unremarkable with standard-issue plastic chairs. If there was any art or decoration I don't remember it. The exam room had a couple of magazines but little else. The clerical staff checking me in for my appointment was efficient but not particularly friendly. My dermatologist was very warm. She shook my hand, asked a few questions about my health and life and took her time examining me. She truly cares about her patients. In passing she told me that the move to the new space was effected as part of the sale of the practice to one of the many for-profit medical conglomerates. Her medical assistant commented on the additional paperwork they now had to complete. I made another appointment and left. It wasn't until I got to Levin Family Dental that I noticed the difference. Dr. Brett has expanded the practice. There are now three dentists and six hygienists. The space has been remodeled a few times, including a recent expansion of the waiting room to accommodate the growing practice. The color palette is a soothing sea foam green and contemporary art and murals cover the walls. But more than the physical space, it was the people who made the difference. I was greeted warmly by a receptionist who knew who I was and used my name. I listened to cheery receptionists making reminder calls to patients with greetings of "Happy Birthday", "Have a great weekend", and "Looking forward to seeing you on Monday." There was a sense of camaraderie between the staff members. I'd had to reschedule so I didn't get to see my regular hygienist. Even though we'd never met before, Cara didn't treat me like a stranger. She was patient in asking me about my overall health and we even talked about a new diet that we'd both read about. At some point, I mentioned what a great team the practice seemed to have, Cara said that they were more like a family than co-workers. It certainly feels like a homecoming to at least this patient. When Dr. Brett came in to check my teeth after the cleaning, I told him about my experiences that day and how great his team works together and how warm and welcoming the practice is to patients. He said that was something they worked hard to create. They all meet weekly — dentists, hygienists, assistants, and receptionists. Assistants and hygienists attend conferences with the dentists to ensure they are all continually trained on the latest dental techniques. They have regular "lunch and learns" in the office. The group actively participates in the Smiles For Life Foundation of the Crown Council, which is a prestigious alliance of leading-edge dentists around the world who are strongly committed to promoting oral health, fighting oral cancer, and serving their communities through charitable work. In the past three years, Dr. Brett and Dr. Jen each took five other team members to the Dominican Republic to provide free dental care for needy kids through Smiles for Life. If you've read my columns before, you know the point of this story. Have you ever had a customer be so excited about the experience with your business that they sat down and wrote a column about you? Is your team exceptional or acceptable? Is your store experience magical or mediocre? With nearly 9000 retail locations closing this year, it's truly like Darwin's survival of the fittest. A few truly great dealers who give a personalized, differentiated in-store experience will not only survive, but take market share from those who don't. The choice is yours. Elly Valas is an author, speaker and retail consultant. She can be reached at elly@ellyvalas.com or 303-316-7568. Elly Valas Retail Views RO CHARLES DICKENS REDUX

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