The document discusses the importance of providing excellent customer service throughout the entire customer service cycle in an eyecare practice. It outlines the different stages a patient goes through when interacting with a practice, from first visiting the website to follow-ups after appointments. The stages discussed include first impressions online and in person, interactions during waiting times, exams, purchasing glasses, and follow-ups. The document stresses focusing on exceeding patient expectations, welcoming patients, addressing problems, obtaining feedback and using it to improve.

1. The Customer Service Cycle
in an Eyecare Practice

2. Great Customer Service = Excellent Patient Care
Your patients expect certain things from your practice,
but just meeting the bare minimum of expectations isn't
enough to make your practice stand out from your
competition.
If you really want to make your practice stand out from
your competition, you need to exceed your patient's
expectations throughout the entire customer service
cycle.

3. Exceed Customer Expectations
We're going to walk you through all of the different areas
in your practice when customer service is important, and
discuss a few scenarios that might pop up. We'll start with
your online presence, and guess what? We'll end up there
too when we are through the cycle!

4. With the rise of technology, customers
often search online to discover their
healthcare options. This means that
patients are forming their opinion of you
before they ever step into your practice.
The Impression Before the First
Impression

5. What does your practice website say about you? Try
exploring your website as if you were a potential patient,
or better yet, get feedback from an outsider. Seeing
your website through their eyes can point out which
areas could use improvement and help you make
necessary changes.
About Us Schedule
Welcome!
Learn more about our practice
or schedule an appointment.
Eyecare Practice
Enhance Your Online Impression

6. When a new patient enters your practice, it
should be your goal to make them feel as
welcome as possible. Remember that most
patients have a choice of where they go for
their eye care, and they picked you.
The First Impression

7. You should always use age appropriate greetings for each
patient that enters you practice. Welcome them with a
smile, even when talking to a patient on the phone (yes,
they can tell).
Tailor Your Greeting

8. It is important to always be considerate of
your patients' time, especially in the
waiting room. No one likes to wait, so if
you're running behind, be sure to update
the patient, and apologize for any
inconvenience the delay is causing them.
In the Waiting Room

9. Front desk staff should stay visible while the customer
is in the waiting room, making themselves available
to address any needs the patient might have. Never
take a personal call in front of a patient, and avoid
talking negatively while patients are present.
Maintain Professionalism

10. If a customer is engaging with the front desk, they
take precedence over any in-coming phone calls. Give
them your complete attention.
In Person Patients Take Precedence

11. Ask and listen to your patient's needs at the
beginning of the exam in order to provide
the best care possible. The ability to read
body language will also come in handy.
Understanding what your patients are saying
non-verbally can help you determine
additional needs the patient may have
trouble expressing vocally.
During the Exam

12. Your practice's dispensary is probably the
biggest opportunity for creating great customer
service in your practice. This is the stage where
patients are likely to ask the most questions. If a
patient is vocalizing a concern, listen fully
before responding, you never want to interrupt
a patient. Utilize internal reporting in your
practice to keep staff updated so they are never
caught off-guard by a patient's question.
In the Dispensary

13. Everyone makes mistakes, what is important is that you
are open and honest about them with your customers.
Take responsibility, and always admit your mistakes
(even if you catch them before a patient does). When
proposing solutions to your patients, create
communication, not correspondence. Your customers
don't want an automated response to their concerns.
IfaProblemArises

14. When offering potential solutions to patients, always
use positive language as opposed to negative
language. For example:
"Those frames will be available next month. I can place
your order now to ensure you get them as soon as they
become available."
Sounds much better than:
"I can't get those frames right now,
they are back-ordered."
Power of Positive Language

15. Smile when saying goodbye to your patients.
Make sure you thank them for choosing your
practice, and encourage them to return. You
want your patients to feel welcomed back to
your practice in the future by leaving them
with a positive impression as they exit.
As the Patient Leaves

16. If a patient experienced a problem during
their visit, make sure you follow up with
them to ensure the concern was addressed
and solved. Also, provide opportunities for
your patients to provide feedback on their
experience in your practice. All customers
want to feel they have a voice in the services
they receive, especially in healthcare.
Follow Up & Feedback

17. There are several ways you can provide feedback
opportunities in your practice.
Some of them include:
Through your practice website
Via email surveys
In-practice surveys
Ways to Obtain Feedback

18. It isn't enough to just receive feedback, you
need to use it! Customer feedback can offer
important insight on which areas your
practice can improve to better serve
patients. Thank patients for providing
feedback, and then show them you are
listening by making the necessary changes
in your practice.
Make the Most of Your Feedback

19. With the advances of technology, more
customers are returning to online platforms
to rate their experiences at businesses. Happy
patients equal great online reviews for your
practice. Customers looking for new services
read these reviews, and the customer cycle
begins again.
The Return to Online

20. Since great customer service is important in every
stage of the customer cycle, it is the responsibility of
your entire practice. Make sure you train your staff to
practice these important skills that make for great
customer service.
Empathy
Patience
Consistency
Adaptability
Knowledge
Thick Skin
Clear Communication
Ability to Listen
Ensure Great Service Through Every Stage

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