Orthotown December 2019 - 42

Discover even more
about core values-
and earn CE credit!
In his online CE course taped live
at Townie Meeting 2017, CEDR HR
Solutions CEO and co-founder Paul
Edwards discusses how to identify
core values to help align your team
and lead to exceptional performance,
and how to translate values into
an action plan you can implement
immediately. To watch the course,
and take the test to earn 1.5 CE
credits, go to orthotown.com/ce.

Chick-fi l-A, for example, has a strict
recipe for its chicken and how each sandwich
is made. But before new hires are trained
on the sandwich they must fi rst pass an
extensive customer service training program.
And just as it has a tried-and-true recipe
for their sandwich, the company has a
tried-and-true recipe for its service. It starts
with four core values: creating eye contact,
sharing a smile, speaking enthusiastically
and staying connected to make it personal.
Chick-fil-A's core-values training covers:
* Being genuine. Actively listening,
which includes body language,
making eye contact and giving
customers their full attention.
* Being proactive. Anticipating
guests' needs.
* Being personal. In an opportunity
to connect-remembering a guest's
name or favorite meal.
In addition to its core values, the company also has three "second-mile service"
behaviors for employees to follow, going
above and beyond.
* Delivering meals to high-needs guests.
* Performing table "touch-ins."
* Carrying large orders to cars.
These core values essentially describe
treating others the way that you'd like to be
treated. They also provide a great example
on how you can develop the recipe for
exemplary service in an orthodontic setting.
The concept behind outstanding customer experience is simple, but executing it
consistently can be very difficult. Studies have
shown that 65% of businesses have a vision,
but only 14% of the employees understand
it.4 There must be clear expectations and a
defined process in place. Setting a culture
takes strategy and intent, starting with:
* Visualize how you want people-
both staff and patients-to act and
feel as soon as they enter the practice.
* Take this vision and create your core
values. Introduce those values to the
team and discuss their importance.

42

DECEMBER 2019 // orthotown.com

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Hire, train and fire based on your
vision. When you start to interview
people with your vision and culture
in mind, you will automatically find
a better fit.
Create a specific onboarding process
that includes your values and goals.

The perfect vision
What is the vision for your practice?
How do you want patients treated? How
are they spoken to? What do they see, hear
and smell in your office? You may know
what you want, but you must also have a
team that understands and delivers at every
opportunity. Each of us has a vision of what
an "amazing experience" is, but your team
members' visions may be different from yours
because of their unique personal experiences.
A practice mission statement can be
a starting point for developing your core
values, but that's only a start: The team also
must understand it and incorporate it into
their everyday work environment. Without
implementation, a mission statement is
simply empty words.
Training your team to deliver the consistent level of customer experience you've
developed takes five steps:
1. Welcome. Show that you know the
patients and can be trusted. This
includes a warm welcome, a personal
greeting and friendly body language.
2. Engage. Listen to patients and show
you understand. This means a smile
in your voice, actively listening and
engaging small talk. This can happen
on the phone or working with the
patient in the office.
3. Respond. Individualize your response
and show patients that you care.
4. Solve. Act in your patients' best
interests. Confirm that you
understand their concerns or
questions.
5. Close. Make patients want to come
back! Thank them by name, explain
what to expect, give a warm goodbye
and ask if they have any questions.
http://www.orthotown.com/ce http://www.orthotown.com
Orthotown December 2019

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