Creating a Disney Experience in Your Practice

By Wendy Cruoglio

Think about the last time you visited a five-star hotel or restaurant: From the moment you entered the establishment and were greeted by name, the staff made you feel special. They let you know how much they appreciated you and your business.

The most successful businesses today run on the principle of great customer service. A perfect example would be the Walt Disney theme parks. The Disney "cast" (staff) is taught the concepts of "on stage" and "off stage." Cast members (from vendors to characters) are on stage any time a customer can see or hear them. They are off stage only when they are safely out of the public's eye.

Disney cast members are also taught that every customer is special and each interaction between a customer and staff is a link in the chain of the customer's experience. They understand if they do something wrong at their link, they are likely erasing the customer's memories of good treatment up to that moment.

But if they do something right, they have the opportunity to undo all of the wrong that may have happened before the customer got to them.

Taking Disney to Work - You can implant the Disney experience in your practice. Here are some simple - but effective - things your "cast members" can do:

  • Get ready for show time. Before the first patient comes in for the day, prepare for a great patient experience. Turn on soft music and the lights in all rooms. Change the headrest paper. Prepare patient files for the doctor.
  • When it is show time, leave problems with children, family, or anything else not work-related at the door. Focus totally on your patients.
  • Make patients feel special. Ignoring a patient, looking distracted, or making a patient feel unsure in any way are actions that will cause a patient to not want to return, and certainly not want to bring in family members.
  • When patients come into the office, attend to them. The computer and paperwork can wait.
  • Greet each patient by name. Walk around your desk and shake hands when a patient comes in. Show new patients where to hang their coats, how and where to sign in, and where to sit.
  • Take the paperwork to the patient. It's a little thing, but think about the difference between calling a patient up to get a clipboard full of papers and taking the paperwork to the patient.
  • Be reassuring and supportive. Always remember that many new patients are in pain and maybe also a little scared, because this could be their first chiropractic experience.
  • As you give the patient paperwork to complete, explain that a chiropractor takes care of the whole body, so even though there is localized pain, the doctor needs a complete history.
  • When the doctor brings the patient back to the front desk to set up a report-of-findings appointment, greet the patient like an old friend. This gesture affirms your support and is reassuring.
  • Help make health the patient's priority. Encourage patients to bring their spouses to the report-of-findings appointment. Explain you want them to bring someone who cares about them and their health to help with questions and to remember what the doctor says.
  • When you set up multiple appointments after that, they see that you make their health a priority and follow the treatment plan.
  • Work to make every encounter with a patient win-win. Adopt the motto, "The patient is always right" - even when you know better. As service professionals, you hold the power to make that happen. When patients are wrong, your role is to use your skills to help make them right in a manner that neither embarrasses nor blames.
  • Carry the message. Every person you do business with is a potential patient. Don't keep chiropractic a secret. Have your business cards ready to give out.
  • Customer service is very important at Disney, where the staff gets great satisfaction and a great job from pleasing customers.
  • As CAs, not only do we play a very important part in a successful office, but we change people's lives. We are part of the healing process.

Wendy Cruoglio is the Director of CA Certificationfor Breakthrough Coaching; a national company with ethical systems and impressive online tools designed to help you manage change in your office regarding documentation, coding, compliance, staff training and more. For more information call 800.723.8423 or visit