Those of you who follow my work will know that one of my tenets for a successful business is to model excellence. That is if you notice someone else or another business is doing something really well, unpick what they are doing and replicate it for yourself.
As you know I work with dental practices and an increasing number of independent optical practices. The Tesco’s in my area has recently opened opticians so I thought I would pay them a visit. I was curious what I could learn from the UK’s most successful retailer.
On Thursday I received my text message reminder for my appointment the next day. The Content stopped me in my tracks and questions began to bubble in my mind.
• What is the % of cancellations from appointments as a result as text reminders?
• What is the average value of each patient appointment?
• How much money is Tesco loosing as a result of their well intentioned and poorly crafted text reminders?
I did contact the optical customer services and Tesco’s about this – I am still awaiting a reply.
My allotted appointment came I was taken into a darkened room by a gentleman who started performing tests on my eyes. I had no idea who he was, what he was doing or why.
Then I noticed his name badge, he was “Andrew Photography assistant”
When Andrew had finished his tests, he took me into the waiting room and left me there. I was then joined by a young girl who took me into another room. Again I did not know who she what her role was what she was doing or why. After several closed questions about my medical health she noted “You are a doctor?” I replied “No, I am a dentist, well actually I am a business coach specialising in working with health care practices making their good practices great. Based on my experience so far, Tesco’s optical services are not doing very well.”
The young’s lady’s reply really impressed me, “Really, will you give us some feedback on how we can do better?”
“Of course I can”
The examination continued and I am pleased to report that I have excellent eye-sight.
The young girl then introduced me to her manager, Bob, explaining that I was a business coach for healthcare businesses and that I had some feedback for them.
Initially I asked the the manager what the stats were for cancellations as a result of text message reminders, he was not sure, and thought it may be about 7%, I asked him to calculate what the potential loss of income was as a result of cancelled appointments. Which he was able to do, and was shocked by, especially when he extrapolated over the 140 stores. Curiously, he told me that he did not know what the text messages said as they were dealt with at head office. I happily showed him the text I received and then showed him how by changing one word, the cancellation rate would be massively reduced. Both he and his assistant were disturbed by the content of the text, the significance and impact that would be created by altering one word.” We agreed that it would be a really interesting study to take the 140 Tesco Optical stores and do a double blind study changing the text reminders for 50% of the stores and then comparing the cancellation rates. I am certain that if the change I suggest were implemented the cancellation rates would plummet and the fees generated as a result would rocket.
Next I explained to the manager, Bob, that I had been examined by two people, and that I had not been introduced to them, or been explained what they were doing, why, or the benefit to me. The young lady was aghast as she realised that she had not introduced herself or explain what she was doing. Twinkle, the optician and I did short role play where I took the place of the optician, introducing myself and letting my ‘patient’ know what was happening. Both Bob and Twinkle were amazed by the simplicity, impact and low cost of what I showed them and agreed that when they embrace that approach it would significantly improve the customer experience with no extra investments.
Then I invited Andrew to join us and explained to both Bob and Twinkle that I knew Andrew’s name as he was wearing a badge. I went on to point out that as a customer I was also wondering “Why is a photography assistant was testing my eyes?” Bob, Twinkle and Andrew were stunned by what I was showing them and what it was potentially doing to undermine their professional reputation and revenues.
In just 10 minutes I shared with Bob and Twinkle simple tips that don’t cost anything that when implemented will generate amazing increases in gross revenues and profitability.
Within a few moments Bob was asking me to spend some time with them, training their staff as he could see what a difference it would make. It will be a delight to do so, and first he has to get approval from head office.
To summarise my experience at Tesco’s opticians
Customer service 4/10
Openness to embrace new ideas 10/10
What as a dental business coach can I share with Tesco’s or any other health care practice?
The importance of understanding KPI’s
The significance of the language we use and the impact it has on your client’s behaviours.
How to implement awesome customer service that costs little to implement.
And much much more.
Contact me now and find out how.
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