PracticalDermatology

The origins of the term “white glove service” is often linked to the classic white gloves worn by English butlers, signifying their dedication and respect to those they serve.¹ Today, Merriam-Webster defines it as “marked by special care or attention; meticulous.”

It’s also a phrase associated with select companies and used to describe best-in-class customer service at all levels. When you think of white glove service, businesses like Amazon, The Ritz-Carlton, Walt Disney, and Apple may come to mind. And for good reason—these companies are known for providing unparalleled service, helping them to stand out from their competitors.

As the medical aesthetics industry grows more competitive every day, you need to ask yourself: What makes your practice different from the other 50 practices within a five-mile radius? If you answered the selection of your products and services, your expertise, or your pricing, all those items can be replicated by your competitors. Therefore, the best way to differentiate yourself is to take your cue from the businesses mentioned above—providing top-notch customer service, otherwise known as white glove service.

It Starts with Your Employees

To have happy customers, you must first have happy employees. Employee morale has a huge impact on how staff interacts with patients and the atmosphere of the practice. Try to create a positive work environment with these tactics:

• Set job expectations and properly onboard employees.
• Pay a competitive rate for your market.
• Acknowledge employee “wins,” whether through praise, bonuses, or other rewards.
• Provide performance feedback for future development and advancement.

When you show your employees respect and care, it nurtures a positive culture that trickles down to the customer experience.

Creating a Great Customer Experience: From Beginning to End

There are several touch points throughout the patient journey that influence customer satisfaction. Below are where those interactions occur as well as recommendations on how to create a great customer experience each step of the way.

Social media. The first touch point for potential patients is your digital presence. This includes your website, Facebook and Instagram posts, Google ranking, online reviews, etc. We live in a world where reputation goes way beyond word of mouth; it lives online for all to see and find. To ensure you make a good digital impression, you can:

• Ensure your Google My Business information is accurate and up to date to set proper customer expectations and improve your SEO ranking.
• Confirm you are on the Google Map Pack for all search topics related to your practice, so you are easily found both in the physical and digital landscape.
• Credential the expertise of the practice, providers, and procedures/products on all your digital platforms, including, but not limited to, your website, social media platforms, and medical listings. (For more on credentialing, see “Credentialing’s Role in White Glove Service” below.)
• Respond to all online reviews, including negative ones by offering help offline to show you care about all patients.

Telephone. If you’ve created a positive impression through your digital presence, the next customer touch point is likely the telephone. To create a pleasant phone experience that entices callers to book with you, staff can:

• Be upbeat to start the conversation on a positive note.
• Credential the practice, providers, and procedures/products to reassure callers that they would be in expert hands.
• Offer personal testimonies to create excitement around results.
• Refer callers to the practice website or social media for more information or to see before and after pictures.
• Answer questions with a question to provide more tailored responses.
• Finish the call with a next step or call to action (e.g., booking an appointment) to help capture potential business.
• Collect the caller’s contact information for follow-up inquires.

Check-in. When customers walk through your practice doors, your dedication to providing superior customer service cannot waver. It’s imperative to reaffirm those entering your office that they made the right choice in selecting your practice. Staff can help by doing the following when greeting patients:

• Make eye contact and smile at customers as they walk in to create a warm welcome.
• Call patients by name at check-in to establish rapport.
• Offer them a beverage to help them relax.
• Thank them for visiting the practice and, again, credential the practice, provider, and procedure/product.
• Inform customers of any office specials or reward programs that can be applied toward their treatment to help ease any potential financial burden.

Consultation. This point in the patient journey is key. It’s here when patients decide if they want to be treated by you. Since physicians or providers are the ones mainly interacting with patients at this stage, they play a large role in their decision. To create a favorable outcome, physicians and providers can:

• Escort patients to the exam room to signal their personal dedication.
• Introduce themselves to establish rapport.
• Provide a credentialing statement to establish their expertise and gain trust.
• Practice active listening with patients to confirm they are being heard.
• Answer all questions and concerns to relieve any worries.
• Guide the conversation toward a treatment based on patient feedback and personal expertise for best results.

Check-out. Once the consultation concludes, the appointment is quickly coming to a close. The check-out process is one of the last chances to make a good impression on patients and encourage them to come back. To help customers leave with a positive experience, providers can:

• Escort customers to the check-out desk to show they care.
• Inform check-out staff what was discussed, what treatment was completed or considered, and next steps so that responsibility doesn’t fall onto patients.

Once handed the baton, check-out personnel can:

• Repeat patients’ name to strengthen rapport.
• Provide additional credentialing to relieve any lingering concerns.
• Give a personal testimony to reassure patients of results.
• Discuss next steps to confirm the path forward (e.g., purchasing skin care regimen products, making a follow-up appointment, scheduling the next treatment).

Follow-up. Don’t let the treatment or product purchase be the end of your patient engagement. It is essential to show people they are worth more to you than what they bought. Keeping in touch with your customers helps them feel cared for and increases their loyalty to the practice. Here are some ways and reasons to reach out to customers once they’ve left your office.

• Call them (this is ideal) to inquire how they are doing post-treatment.
• Text them to remind them of their upcoming appointment, confirming that the date and time still works for their schedule and credentialing the practice or provider in the message.
• Email them to inform them of practice specials or discounts that they may be interested in.

It’s Never Too Late

White glove service: Three simple words that can make or break your practice. Despite its importance, implementation isn’t difficult, just follow the tips above. Also, it is never too late to try to repair a bad customer experience! Learn from your mistakes and try to do better next time. When you always strive to do the best for your customers, you will naturally rise to the top.

1. Point to Point. “The Role & Importance of While Glove Services.” Averitt Express,