| 1. What does offering world class client service do | | | | exercises… |
| for your business? | | | | - Attend review and maintenance |
| | | | | appointments as advised. |
| There are countless benefits to your business | | | | - Pay for treatment as requested. We |
| when you embrace excellence in client service as | | | | accept cash, personal and business checks and |
| your highest business value. Here are only a few | | | | most credit and debit cards. |
| of these benefits: | | | | - Talk to us. Let us know what you think |
| | | | | of what we do: right and wrong. |
| - Your clinic will be strongly positioned in | | | | - Help our practice grow by |
| the marketplace for all of the right reasons. | | | | recommending us to your family, friends and |
| | | | | colleagues. |
| - When you listen to your clients, they | | | | |
| can lead you into new services you may have | | | | |
| ignored or resisted, very lucrative new services. | | | | II. The Welcome Back Letter to Existing Patients |
| | | | | |
| - Your return and referral business will be | | | | Dear Patient |
| exceptionally high. | | | | |
| | | | | Please note that your next physical therapy |
| - Your team of employees will be highly | | | | appointment will be on … |
| engaged and fulfilled. | | | | |
| | | | | Can we remind you that regular attendance is |
| - You will have the practice and business | | | | essential to maintain your physical health, aid your |
| you dreamed of, one that offers you fulfillment, | | | | recovery, and minimize the need for treatment |
| freedom, and financial success. | | | | over the long-term. |
| | | | | |
| Focusing on customers can boost the profits for | | | | If you have any problems in attending at the time |
| your physical therapy clinic. Here are thought | | | | and date shown above then please let us know - |
| provoking ideas I’d like you to consider: | | | | can we remind you that there is no charge for |
| | | | | changing or canceling appointments, provided we |
| 1. When you retain your clients, you can double, | | | | are given at least 24 hour notice. |
| triple, or quadruple your real growth significantly. | | | | |
| For example, the typical Fortune 500 Company | | | | Enclosed with this letter you will find a copy of |
| has a real annual growth of 2.5%. Retaining just 5 | | | | our New Patient Welcome Pack. This is now being |
| % more customers each year can triple real | | | | sent to all new patients who join the practice, |
| growth to 7.5% (Business in Vancouver April | | | | before their first visit, and is intended to give |
| 2006. Article Author: Anne Graham) | | | | them an overview of a our philosophy and |
| | | | | standards. |
| How can you retain your clients? Spend some | | | | |
| time with your clients talking with them and | | | | We feel that, as a matter of courtesy, we would |
| watching them use your services to look for | | | | like to send the same pack to you. Please take a |
| opportunities to help them do even better. | | | | few moments to read through. |
| | | | | |
| Five to 10% of your clients can likely do more | | | | 1. We look forward to seeing you. |
| business with you almost immediately. If you | | | | yours .... |
| don’t ask, you won’t get. Always ask in a | | | | |
| way that creates value for your clients. | | | | III. The End of Treatment Letter |
| | | | | |
| 1. Most businesses lose a higher percentage of | | | | Dear Patient |
| their clients than they think. When was the last | | | | |
| time you examined your client list to find out your | | | | Now that we have come to the end of your |
| retention rate? | | | | current course of treatment, we want to |
| 2. | | | | express our appreciation that you have placed |
| 3. Research repeatedly says that most clients | | | | your confidence and your business with us. |
| leave due to poor or indifferent service. Assess | | | | |
| your services carefully and regularly to identify | | | | If there are any problems in connection with the |
| your client service issues: reliability; assurance of | | | | treatment you received, please don't hesitate to |
| your staff’s knowledge, confidence and | | | | give us a call on 123456789. |
| courtesy to really help clients; ensure every client | | | | |
| touch creates a great impression; empathy; | | | | At this time, we like to remind our patients that |
| responsiveness. | | | | our business grows primarily through word of |
| 4. | | | | mouth recommendation - we want to build our |
| 5. Research shows that about 10% of your clients | | | | business working with people like you. With this in |
| are likely accounting for 100% of your profits | | | | mind, I enclose 3 copies of a referral business |
| when all costs are factored in. Have you done this | | | | card and would be grateful if you could pass them |
| math lately? Consider making some changes by | | | | on to any friends, family or colleagues who you |
| targeting more profitable clients into your practice. | | | | think would benefit from a visit to a practice like |
| 6. | | | | ours. |
| 7. Price increases of up to 10% are typically well | | | | |
| tolerated by clients. There are many approaches | | | | Many thanks for this. We look forward to serving |
| to increasing visible and less visible prices, rather | | | | you for many years to come.yours .... |
| than a 10% increase directly onto your fees. | | | | |
| Consider services you offer at no cost today and | | | | IV. Ideas |
| add a fee. Update costly services that were | | | | |
| formerly free and charge for them. | | | | - In the practices where excellence in |
| | | | | clients service is high they have a "Client Journey |
| What Clients Really Want | | | | Champion" (CJC) -a member of staff who would |
| | | | | take responsibility for making sure that the client |
| What is it that clients are looking for? Research | | | | service practices that were implemented in the |
| tells us that most clients would tell a service | | | | practice are maintained, in the face of day to day |
| professional they want the following: | | | | "stuff". The champions are nominated from within |
| | | | | the team. |
| - Do what you say you are going to do and be | | | | |
| on time about it. | | | | The Client Journey Champion responsibilities may |
| - Be there when I need you. | | | | include some of the following: understands the |
| - Help me get the most helpful and highest impact | | | | steps and the actions that have been agreed by |
| services from you, and help me translate these | | | | the team and how they will be implemented; |
| services into personal success. | | | | should be able to explain, discuss and agree how |
| - Be a good fit for the specific needs I have. If | | | | the training will be applied to the individual's |
| you’re not the best fit, help me find a | | | | circumstances-and be flexible enough to agree |
| provider that is. | | | | common sense changes; be a good listener |
| - Make me feel like we are, as a client, important | | | | -listening involves eye contact, body language and |
| to you and your team. | | | | genuine appreciation; be an example. |
| - Deliver great services. | | | | |
| - Be careful and do your homework before you | | | | - Client Satisfaction Surveying |
| suggest a course of action for me. | | | | |
| - Stay on top of the developments and trends in | | | | Client Satisfaction Surveys offer many significant |
| your industry and mine. | | | | benefits to your physical therapy business. Here |
| - Understand me so you can come up with ideas | | | | are ten benefits: |
| relevant to me. | | | | |
| - Help me understand what you’re doing so I | | | | 1. It enlists your clients as advocates in selling |
| can apply it. | | | | your services. |
| - Run an efficient operation and constantly | | | | |
| improve so I don’t pay for your inefficiency. | | | | There is compelling evidence that highly satisfied |
| - Be pleasant and fair, and work with me through | | | | clients tend to tell their colleagues and friends |
| communication and other breakdowns. In essence, | | | | about superior services. The ideal situation to |
| treat me like a person. | | | | create, therefore, is to have your clients |
| | | | | promoting your services because their credibility |
| What insights have you gained from reading this | | | | and enthusiasm is your most effective marketing |
| list of what clients want? Where can you begin to | | | | tool. An efficient client satisfaction survey |
| make changes that will result in improved client | | | | process provides you with the insights to develop |
| services at your clinic? | | | | these highly satisfied clients. |
| | | | | |
| How do you create a world class client journey in | | | | 2. It supports retention because it earns you loyal |
| your clinic? | | | | clients. |
| | | | | |
| Start from scratch; thoughtfully and thoroughly | | | | Client satisfaction surveys enable you to keep |
| assess your patient’s journey to and through | | | | your clients informed about the progress you are |
| your clinic. Here are some of the most obvious | | | | making in addressing their needs. This ongoing |
| areas to review. | | | | dialogue builds trust and loyalty because clients |
| | | | | feel heard and appreciated. |
| 1. Visibility | | | | |
| | | | | 3. It insulates you from the impact of your |
| - How do your patients find you initially? | | | | mistakes. |
| How easily would they find you if they were new | | | | |
| to town? | | | | Mistakes are inevitable. However, if you have |
| - When a prospective patient finds you in | | | | maintained a dialogue through regular surveys and, |
| print or on-line, do they receive an inviting | | | | therefore, developed a degree of trust with your |
| message that tells them you provide the level of | | | | clients, there is much more tolerance for |
| customer service they are looking for? | | | | mistakes. |
| | | | | |
| 1. What happens when a prospective patient | | | | 4. It keeps you in contact with your clients. |
| makes the first contact with your clinic, when he | | | | |
| calls? How perfect is your greeting and how | | | | In today’s world it is paramount to keep in |
| consistently is it delivered? The | | | | regular contact with your clients because their |
| perfect greeting is” Good morning, Smiths | | | | needs and desires change frequently. Client |
| Physical Therapy, Mary speaking, how can I help | | | | satisfaction surveys keep you current with these |
| you? | | | | shifts in your market so that you can promptly |
| 2. Information and answers | | | | adapt your services accordingly. |
| Identify the top 20 questions people ask when | | | | |
| they first call your clinic. Next sit down with your | | | | 5. It allows you to clear up misunderstandings. |
| team and agree on what the answers are going | | | | |
| to be. Then ensure that these answers are | | | | In my experience, it is quite common for clients |
| adopted by everyone who answers the phone. | | | | to demonstrate misunderstandings, particularly |
| Also be sure that the phone is always answered | | | | around expectations about the scope of services |
| with a smile and a genuine desire to help. Can you | | | | offered. Controlling expectations is critically |
| guarantee that this is happening – every time? | | | | important because clients rate services and |
| | | | | therefore businesses according to their |
| - Before the first visit | | | | expectations. Client satisfaction surveys alert |
| | | | | you to these misunderstandings and enable you |
| A prospective new patient should receive a | | | | to correct them in time to avoid adverse |
| professionally created Welcome Pack that includes: | | | | consequences. |
| a cover letter explaining what happens in a first | | | | |
| visit; directions and parking; practice mission | | | | 6. It helps you flag possible problem areas and |
| statement; meet the team; terms and conditions | | | | clients. |
| of business; customer service agreement; price | | | | |
| guide. | | | | |
| | | | | 7. It keeps you improving your services. |
| - First visit | | | | |
| | | | | One of the best ways to keep ahead of your |
| What are the impressions given by your reception | | | | competition is to be continually improving your |
| team? | | | | services, and regular client surveys show you |
| | | | | how and where to make the improvements that |
| This is an example of | | | | your clients want. |
| great greeting: | | | | |
| | | | | 8. It allows you to determine client support. |
| Good morning, can I help you – with eye | | | | |
| contact and a smile. | | | | |
| | | | | 9. It tells you what your client’s value and |
| Yes, my name is Erika Trimble and I’m here | | | | what they are willing to buy. |
| to see ...for a physical therapy session. | | | | |
| | | | | What client’s value often comes as a |
| Oh yes, Ms. Trimble. welcome to Smiths Physical | | | | revelation to us. Client surveys will alert you to |
| Therapy. My name is...and I’m a member of | | | | what clients value about your services and to |
| the reception team here. | | | | what they want to buy from you. |
| | | | | |
| Before you are seated, we would appreciate if | | | | 10. It provides you with data to demonstrate |
| you would complete this Medical History | | | | how satisfied your clients are. |
| Questionnaire and Body Check (something fun and | | | | |
| funny). | | | | Imagine how much more credible and compelling |
| | | | | an ad to solicit clients for your organization and |
| - Meet the therapist. | | | | services would be that read, “91.4 percent of |
| | | | | our clients rate our service as |
| The Client Journey: | | | | ‘excellent’” as compared to “we |
| Your Road Map for Creating World Class Client | | | | offer outstanding service”. Better yet, how |
| Service | | | | much more credible is an ad that can state |
| | | | | “Our commitment to client service has |
| When we talk about your client’s journey we | | | | enabled us over three years to improve our |
| are talking about the complete experience your | | | | ‘excellent’ rating from 82.3 percent to |
| client has with your clinic from hearing about you | | | | 92.6 percent. “ Clearly, the information you |
| to leaving you, that is, temporarily until the next | | | | glean from your client satisfaction surveys |
| or return experience with you. | | | | empowers you to offer meaningful data that |
| | | | | substantiates your claim to be a provider of |
| I am giving you a comprehensive road map in this | | | | superior products and services. |
| feature article, the road map for creating world | | | | |
| class client services in your clinic. | | | | - A Sample Survey |
| | | | | |
| A client’s journey with you is determined by | | | | Start simply with a survey of 8 questions – |
| 3 key areas of your business: | | | | something like the questions below. |
| | | | | |
| 1. Structure What does your physical | | | | 1. How satisfied were you with each of the |
| and visible environment say about you? | | | | following aspects of our service? |
| | | | | (These are questions about their frontline |
| - Company image -Name of your | | | | experience)(Add you own here to total 5) |
| business, the tag line, the logo | | | | |
| - Physical space -your office, relationships, | | | | - Time required to |
| culture | | | | obtain the service |
| | | | | - The courtesy of our |
| 2. Process What is your client | | | | staff |
| experience in dealing with you? | | | | - Comfort of the waiting |
| | | | | area |
| 3. Outcome Did the client | | | | |
| get what they came for? | | | | Is there anything else we could have provided |
| | | | | that you would have liked? |
| It is very important that you assess all of these | | | | Please specify what this is… |
| three areas to determine how well you are doing | | | | |
| in your efforts to creating world class client | | | | 2. How satisfied were you with each of the |
| service. | | | | following aspects of our services? |
| | | | | (These are questions about their service |
| Here is a chronological look at some of the key | | | | experience) (Create a list of 10) |
| experiences in a client’s journey: | | | | |
| | | | | - The actual service you |
| - The telephone enquiry and/or first visit | | | | received |
| | | | | - The information you |
| - The pre-first appointment paperwork | | | | were given |
| | | | | - How appropriate the |
| - The arrival at the Reception | | | | information and advice that you received were |
| | | | | - How well staff listened |
| - The Patient Lounge | | | | to you |
| | | | | - Getting answers to |
| - The journey to the treatment room | | | | your questions |
| | | | | - How respectfully |
| - The initial conversation | | | | service staff treated you |
| | | | | |
| - The clinical examination/assessment | | | | Is there anything else we could have provided |
| | | | | that you would have liked? |
| - The treatment planning discussion | | | | Please specify what this is… |
| | | | | |
| - The treatment plan | | | | 3. Of the following list of services we offer which |
| | | | | ones have you used? |
| - Delivering the treatment | | | | |
| | | | | Physiotherapy |
| - Back to the reception | | | | Massage therapy |
| | | | | Acupuncture |
| - The post-visit action and paperwork | | | | . |
| | | | | . |
| Tools to Help You Create Client Service | | | | . |
| Excellence in Your Clinic: Ideas, Examples, Sample | | | | |
| Scripts | | | | 4. Which services did you not know we offered?... |
| | | | | |
| I am giving you some of the best tools – | | | | 5. What other services would you like us to |
| ideas, examples, sample scripts – I know to | | | | provide? (List some options that you have been |
| help you immediately launch your improvements | | | | considering or would consider.) |
| to client service excellence in your clinic. | | | | |
| | | | | 6. Please help us by telling us one way we could |
| I. Promises and Expectations: A Nice Way of | | | | improve our services? |
| Saying It | | | | |
| | | | | 7. What is the most important thing to you when |
| We promise to: | | | | you need services like ours? |
| | | | | |
| - Welcome you into a caring and | | | | |
| professional environment. | | | | 8. Overall how satisfied were you with your |
| - Listen with respect and respond to your | | | | experiences at Smith Physiotherapy? |
| concerns. | | | | |
| - Clearly state the cost of treatment in | | | | For the relevant questions use a satisfaction scale: |
| advance. | | | | |
| - Do our absolute best to keep to time. | | | | 1 very dissatisfied |
| - Perform our very best standard of | | | | 2 dissatisfied |
| physical therapy for you at all times. | | | | 3 neutral |
| - Make no charges for appointments | | | | 4 satisfied |
| changed or cancelled where 24 hours notice has | | | | 5 very satisfied |
| been given. | | | | |
| | | | | Start by giving out this survey to all of your |
| We appreciate your commitment to: | | | | existing clients every December. You can do this |
| | | | | in person or offer it online from your website. |
| - Arrive in time for your appointments. | | | | Another good time to ask your clients to fill out |
| - Follow our instructions for follow-up | | | | this survey is at the point of service completion. |