PracticalDermatology

We all know the customer service mantra “Service with a smile!” and probably wonder how it can stand true while wearing a mask. Smiling is not only a physical act, but a frame of mind. When greeted with a smile, people view us as friendly and trustworthy. By honoring that mindset and making necessary adjustments, excellent customer service can still be offered—with a smile—despite the mask.

Overcoming the Mask Barrier

Quality customer service is built on good people and great relationships. During tough times such as these, we must focus on and enhance those foundational elements to attract and retain patients. Yet how can that be done while abiding by safety guidelines? The answer: By being extremely mindful of our actions and interactions with patients (and as always, with each other).

Below are eight ways to make a good impression on others and provide excellent customer service in our new normal.

1 Smile. You may be asking, “How can a smile show behind a mask?” A genuine smile shows through your eyes. Referred to as a Duchenne smile, this form of a smile appears when you contract both the muscle that raises the corners of the mouth (zygomatic major muscle) and the muscle that raises the cheeks (the orbicularis oculi muscle), which coincidentally is the culprit of crow’s feet. Many people now refer to the Duchenne smile as “smizing,” or smiling with your eyes. Smiling also changes the tone of your voice, making it sound warmer and friendlier, thereby reinforcing what your eyes are communicating.

2 Make eye contact. This is the simplest form of nonverbal communication and shows the person you’re interacting with that you are truly listening to what is being said. Make eye contact, but don’t stare, as it can cause discomfort. Use eye contact appropriately—and most effectively—when you:

1. Greet and acknowledge the patient.

2. Listen to the patient’s needs.

3. Say “goodbye” and “thank you” to the patient.

3 Be aware of body language. We communicate a lot through nonverbal means. In fact, it is widely recognized that 93 percent of communication is nonverbal. Many nonverbal cues fall under body language—eye contact, facial expressions, gestures, posture, and physical distance. Use body language to your advantage when communicating with patients. Incorporate friendly gestures (e.g., waving and smiling) and avoid inattentive gestures (e.g., lack of eye contact and slouching) in patient interactions to build rapport.

4 Modulate your voice. Vocal tone is another nonverbal cue. Your vocal tone consists of your pitch, rate, and volume of speaking, all of which can express everything from excitement to anger. Remember to project your voice and speak slowly and clearly when wearing a mask, as it can inhibit speaking. Frustration can sometimes arise when someone asks you to repeatedly speak up or repeat what you just said, especially when you feel rushed or anxious. Make sure to keep your patience with patients who may be having a difficult time understanding or hearing you (and vice versa). When speaking, remember to keep your voice friendly and use PAVE: pause, accentuate, volume, and emotion—and don’t forget to smile!

5 Use your words. Remember, it’s not just how you say it, it’s what you say! Express gratitude to patients through words. Use positive phrases and incorporate the patient’s name to keep interactions personal. As a best practice, also mention your name when talking with patients to further build rapport and serve as a point of contact within the office. Here are some simple phrases to use in your daily patient interactions:

1. “Welcome back, (patient name).”

2. “(Patient name), it is a pleasure to see you.”

3. “(Patient name), we appreciate you and thank you for your business.”

4. “My name is (employee name), if there is anything I can do for you, please let me know!”

6 Overcommunicate. As our world continues to reopen, businesses are constantly adapting and changing the way they operate. It is our job to make sure patients are aware of any changes to post-COVID office procedures prior to coming for their appointment. Communicate changes to all potential and existing patients either through verbal means (e.g., over the phone) or written means (e.g., text message or on the practice website). Notifying patients upfront of new practice operations by answering the questions below will reduce the chance of them getting frustrated from a lack of knowing.

1. Do they need to call the office when they arrive?

2. Will they be screened upon arrival?

3. Do they need to enter through a specific entrance?

4. Are they required to come alone?

7 Listen with empathy. While we are all in this together, it is impossible for us to truly know how much COVID has impacted the lives of our patients and co-workers. For that reason, remember to not make assumptions or judge any situation. If anything, always give people the benefit of the doubt. This will allow you to stay curious and take the time to truly understand the situation. Listen to the needs and concerns of others by paying attention to their nonverbal cues and using the LAER method:

1. Listen. Listen intently and show that through your body language by leaning in (while maintaining social distancing) and tilting your head.

2. Acknowledge. Show you understand by using brief verbal affirmations like “I see,” “I understand,” and “What I hear you are saying is …”

3. Explore. Ask open-ended questions so you fully understand what is being said. Use the 5 Ws (who, what, why, when, and where) to help with that endeavor. When asking questions, be careful to not come across as interrogating or assumptive.

4. Respond. Once you have all the information needed, respond accordingly.

8 Ask for feedback. You may not be able to gauge patient satisfaction under a mask, so ask patients a few questions about their experience. Depending on the situation, you may ask, “How was your treatment today?”, “Have we addressed all your questions?”, “Is there anything else I can do for you?” Use that feedback as a guide to provide an excellent patient experience in the future. It will not only inform you of the areas where the practice can improve—perhaps even providing an opportunity to fix an unsatisfied patient experience on the spot—but affirm what the practice is doing right.

Continue to Refine

Remember, this global pandemic is a new challenge for us all, and it is likely a challenge that is here to stay for the foreseeable future. Yet, as always, we must ensure our employees have the tools and skills to be able to provide excellent customer service. With that said, take the time to role play the eight tips above with staff, hold frequent discussions with staff to gauge how everything is going, and inform them of any practice or guideline changes. By keeping communication channels open you can continue to refine your customer service strategy to overcome the challenges of COVID—mask and all.