When I was a kid you couldn’t get away from 1-800-DENTIST commercials. I remember seeing them ALL. THE. TIME. Well, last month I was fortunate enough to see Fred Joyal, founder of 1-800-DENTIST, speak. In preparation, I read his most recent book, Becoming Remarkable. I still need to read his first book, Everything is Marketing, but I wouldn’t me if I didn’t do things a little out of order.
I actually listened to Becoming Remarkable, which I recommend. Fred reads it himself and does a great job. You’ll probably also want a physical copy of the book because you’re going to want to refer back to it. Exhibit A:
Becoming Remarkable is about creating a remarkable patient (customer) experience in dental practices. Though this book focuses on the dental field, many of the best practices apply to business in general. Here are a couple of my favorites:
Value is a perception
This is obvious once you think about it. The value of a service or product is measured by how we perceive we need it. Customer experience is also subjective and based on perception. As Fred points out, some of the most common elements we use to make a purchase decisions are based on our perception:
- Was I treated well?
- Was I greeted nicely?
- Did I feel respected?
Perception is a key driver for customer satisfaction. That’s why it’s important to ask our customer’s for feedback. If we don’t know how they perceived an experience, service, or product how will we know if they are satisfied. This holds true for learning. If someone attends a class, but doesn’t perceive that the content is relevant to their role or they can’t immediately use their new skills the value of that class is gone.
Trust is a substitute for knowledge
In my 20’s I was not great about seeing a dentist regularly. Once I finally found a dentist based off a recommendation from a family friend I knew I would need some work done. This dentist gained my trust because he diagnosed what treatment I needed, but didn’t rush me to get it all done immediately. He spread it out so I could use my dental benefits over time and identified what had to be done first. This made me feel like he cared about me as a person and not a bag of money. The perception of being cared for resulted in me trusting him. I didn’t feel the need to get a second opinion or question his motives for future treatment.
In my years of facilitating training, I’ve found that building trust with the learners is essential in them perceiving the training is valuable. When the learners trust you they’ll be open to trying out new skills in a safe environment and not question your ability to teach them those new skills.
Your Team is Your Persona
This was one of my favorite chapters in the book. For leaders, creating an exceptional culture should be task number one. For a team to thrive employees should be encouraged to learn and grow, supportive, honest, hold each other accountable, and have a sense of accomplishment. I thought Fred summed it up well when he said, “A remarkable culture is the gravitational pull of great employees”.
If I wanted to share all of the best practices and tips that I found helpful I would end up just retyping the book here… so go check it. If you do read it let me know what you think.