Customer satisfaction is a perception. It is not based on some calculation of value
received. Cost may certainly be a factor, but what is expensive is also a perception that varies widely from person to person. To me, a $17,000 Apple Watch is too expensive. To someone trying to impress people with how much money they have to buy whatever they want, or how successful they are, it’s worth every penny.
Understanding this is essential in any business. Pretending it’s not true, that human beings are completely rational in their decision-making, in their assessment of value, in their responses to situations, is, well, completely irrational.
Think about it.
Whether you were treated well is a perception.
Whether you were greeted nicely is a perception.
Feeling respected is a perception. So is feeling disrespected.
Feeling talked down to is a perception.
Feeling understood is a perception.
Trustworthiness is a perception.
Feeling appreciated is a perception.
Notice that none of these are calculations people make are based on a column of numbers or a list of provable facts.
Most important, they are all integral parts of the patient experience. And the patient experience, much more than the clinical result, is what compels a person to write a positive review, or recommend the practice to a friend or family member, or borrow money in order to get comprehensive treatment.
Which is why the little things matter.
Which is why listening is so important.
Which is why price is not the primary factor in patient retention, unless it’s the only thing they hear.
Which is why genuinely caring about your patients, more than about making money, matters.
Which is why, quite simply, everything matters.