Training the team

Sarah Morgan argues for the importance of auxiliary staff training and illustrates this with a description of one such training programme

Optometric practices have to function in an increasingly competitive business environment encompassing fashion, advanced technology and clinical care. While there are many factors involved in attracting patients into the practice, once the patient crosses the threshold, the outcome is wholly dependent on the people within. Attention to knowledge, practice procedures and communicating effectively with prospective and existing patients, helps to ensure that the practice performs well.

FRONTLINE STAFF
Staff whose role it is to run the front desk must be skilled in the key aspects of how best to meet and greet people.  While some members of staff are good at assimilating the knowledge required to respond to customer enquiries, it is helpful to review how everyday questions are answered.  Careful thought given to the best words to use can have a significant effect on how the practice is perceived as well as the conversion rate of initial enquiries. 

A typical example of the utilisation of different language is the statement, 'If you have any problems, feel free to call in, or give us a ring,' which can leave the patient with a negative departure from the practice and virtually programmed to find fault with their purchase.

Clearly, it is essential that patients feel happy to return to the practice for more advice or adjustments, so substituting the word 'problems' for 'questions' transforms the sentence into a much more positive departure phrase - 'If you have any questions, feel free to call in or give us a call.'