THINKING BUSINESS
a blog by Chris Barrow

Revenge or reward – which do you deserve?

Last week I wrote about the growing importance of reviews in the new patient research process – in summary, more patients are now reading your reviews before they contact you.

Getting patients to write reviews remains a challenge and I remind you of Dr. Robert Richter, who spoke at last year’s “Stars of Dentistry” conference and shared with his audience that 100 patients visit his clinic every day and, on average, 1 writes a review.

Manage your own expectations on this and those of your team – it takes a lot of asking to get a review.

Equally, make it as simple as possible for the patient to submit the review.

I bought a new camera last week at Dixons duty free – Manchester Airport. My customer service experience was simply excellent – the chap serving me was enthusiastic, super-helpful and a pleasure to deal with (he even sprinted between Terminals before my departure to secure the model I wanted).

Even though I was motivated to reward him with praise – the resulting email from Dixons required a visit to a web site and around 10 pages of questions to answer “about my experience” – you know, all those multiple choice options – the kind of review that you get from a hotel chain.

After giving a 10/10 on the first page, I was told that I was 8% (?) of the way through the review process – bugger that. Page closed and back to my emails.

Back to my title – the patient will write a lousy review to seek REVENGE for a lousy customer service or clinical experience – you have been warned. If I had been disappointed at Dixons, I may well have been motivated to complete the laborious journey to claim my revenge.

Patients will write lovely reviews to REWARD you for looking after them – provided you make it simple and quick for them.

It’s a simple enough formula for you and your team to pop onto a staff room cork board:

WHEN WE ARE LOUSY THEY WILL SEEK REVENGE WHEN WE ARE LOVELY THEY WILL OFFER TO REWARD ASK FOR REVIEWS MAKE SURE WE GET THE RIGHT KIND
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