Improving the customer experience

Ross Drynan is Customer Success Manager at Software of Excellence.

Customer experience is a topic that is currently a high priority for many businesses, and companies that create an exceptional customer experience can really differentiate themselves from their competitors.

In the midst of increasingly difficult retail trading conditions on the UK high street, which has seen the demise of many household names, such as BHS, Patisserie Valerie and now Thomas Cook, understanding the value of great customer experience is now more important than ever.

Knowing its customers and its position in the market has seen leading sports fashion retailer, JD Sports prosper while its rivals struggle in a tough retail environment. Announcing its recent strong results, JD Sports' executive chairman Peter Cowgill attributed much of its success to the relationship it has established with customers. With a serious focus on listening to customers, the company has installed customer feedback technology at its tills across 360 stores to learn what customers want, how they want it, and when and why they want to buy.

The John Lewis Partnership is another retail giant that has built its reputation on the customer experience. Its long heritage and partnership model sets it apart from competitors and this in turn has delivered unrivalled customer loyalty. Despite disappointing recent results, it has sought to continually invest and experiment with new innovations - ranging from sushi bars to personal-styling studios, all aimed at exploring how its stores and online offering can become ever more meaningful in customers' lives.

Patients are customers too

The customer experience refers to all the interaction a customer has with a business. Products, services and the impression left at every stage of the customer journey, are now all a vital cog in the wheel of successful businesses across almost every sector. We all understand this from our own experience as consumers - our money is hard-earned and time is precious and now, more than ever, we have come to expect a more than satisfactory level of service.

The customer experience is not just crucial in the retail sector, it is just as relevant to healthcare services. The so-called 'patient experience' is essential for building patient loyalty, attracting new patients and for the sustained overall growth of the business.

Making it easy

As experiences go, a visit to the dentist may not necessarily be top of the list. However, practice owners can help to improve the experience of their patients by making all non-clinical aspects of their visit as streamlined as possible.

The patient experience starts before a patient even sets foot in a practice. Most patients looking for a dental practice now do so online, so every practice needs a strong online presence. A website that adapts to all digital platforms, one that is easy to navigate, fast and responsive is the first step to making a good impression.

Once a patient has clicked on a website it is essential to keep them there. Data show that nearly half of online bookings are made out of practice hours and if patients can't book straight away, there is the possibility, they will simply give up and go elsewhere.

Few patients want to be kept waiting when they enter a practice, and fewer still want to wait to check in whilst receptionists answer the phone, take payments or deal with administration. To overcome this problem patients can now check themselves in using a QR code sent directly to their mobile prior to the appointment. The code is simply scanned at the terminal in reception - a quick and effective solution that helps to create to an excellent patient experience.

Keeping in touch

Once the appointment is over, automated workflows make it easy for staff to encourage patients to book their next appointment before they leave, so reducing the need for recalls. Similarly, automatic prompts ensure that staff confirm patient contact details, update marketing consents and take payment. Keeping patient records up-to-date in this way is a vital aid to effective communication and being able to keep in contact with patients is a valuable way of encouraging patient loyalty. Automated recalls and reminders and informative emails sent out following treatment all contribute to a seamless, streamlined and superior patient experience.

The technology is here

The retail and business world has had to adapt and change to satisfy the expectations and demands of customers, and the dental profession needs to do likewise. It's now possible for patients to complete their medical history, patient details, consent forms, and FP17s etc, away from the practice on a secure patient portal before they even arrive at the practice door. The technology to help create a truly end-to-end customer experience now exists and is available as part of EXACT V13 from Software of Excellence.

Recent data show that, given the opportunity, patients prefer to fill out all medical forms at their convenience, before they come to the practice, with 62% of forms completed out of working hours.

Using the new tools available in this practice management software can help to streamline workflows, take pressure off the front desk team, improve patient communication and free up time so you can focus on what's really important - spending less time on admin and more time on patient care.

To find out more about Software of Excellence's patient experience call 0845 345 5767 or visit https://softwareofexcellence.co.uk/patientexperience/ .