Dos and don'ts for customer service: Scripting your way to greater practice success

Excellent verbal skills are a key ingredient in the success of dental practices. Every practice system -- scheduling, customer service, and case presentation, to name a few -- depends on communication. The better you and your team communicate with patients, the more successful your practice is likely to be. For cosmetic and elective services, communication plays an even greater role in affecting patient perceptions.

Use scripts to create value. Scripting does more than just inform (although that's also important). Effective scripts also build value for the practice, doctor, and treatment. They motivate patients to accept treatment, adhere to office policies, and remain active in the practice.

Don't recite scripts word-for-word. Reading a memorized speech does not work. Rather, staff members should use their own words, paraphrasing the scripts, so that the essential information is communicated to the patient in a natural and positive way. Scripts should be used as a map, providing staff members direction and suggestions on the best ways to communicate with patients.

Roger P. Levin, DDS, is the chairman and CEO of practice management consulting firm Levin Group.

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