Optometric Management Tip # 246   -   Wednesday, October 04, 2006
Analyzing Your Practice: The Front Desk Greeting

I often recommend that doctors act as their own consultants by analyzing every step that occurs during a patient encounter. I call this process Influence Point Analysis (IPA). An influence point is any factor where the practice interacts with the patient. Conducting an IPA is a large task, but letís take it one step at a time.

My favorite place to start analyzing a practice is at the front desk when a patient first walks in. This is the first impression and the tone of the visit is set here. I believe this point of contact is extremely important to the success of your practice, yet it is often allowed to wallow in mediocrity. Doctors become too busy with clinical duties to even notice what happens and receptionists can easily change the desired positive tone into a negative one if they are having a squabble with a co-worker or have personal problems that they bring to work. Doctors would do well to stay aware of this first greeting and office managers should definitely be monitoring it.

Is there anyone even at the front desk?

This is a very common problem and I recognize that it canít be totally avoided in all cases. But I also believe that many offices simply stop trying to keep someone at the front desk. I donít recommend that. Maintaining top-notch customer service is an important competitive advantage for a practice and it pays big dividends in patient loyalty and higher fees. A warm greeting that is nearly immediate is key to that level of service.

Itís easy for the legitimate reasons for a coverage lapse, such as retrieving an old record or a bathroom break, to turn into longer absences. We discuss the importance of the greeting at staff meetings and we brainstorm ways to maintain coverage. Quite a bit can be done if everyone tries. Frequent absences at the front desk signal the need for an additional employee. Of course, very small offices such as those with only one assistant are the most vulnerable, but as the practice grows, I would look to remedy that.

Training receptionists

Receptionists should receive training about the importance of presenting a positive practice image to all visitors; one canít just assume that warm, friendly behavior is intuitive. I view it as part of the job and I tell my business office staff that they play a role much like a good hostess in a fine restaurant. They are goodwill ambassadors for our practice. When we hire for that position we seek people who smile easily and project a friendly personality.


Multitasking

Ideally, a receptionist will be kept busy at the front desk while being available to greet people. Answering the phone, scheduling appointments, accepting contact lens orders, preparing files and confirming insurance benefits are a few of the many duties that keep this employee productive. Itís important that the receptionist be able to do more than one thing at once. Itís not difficult to look up while speaking on the phone and make eye contact and smile at a patient who walks up. Holding up one index finger and nodding as if to say ďIíll be right with youĒ makes a world of difference to the person who walks in. To ignore the visitor seems to project that he is an interruption.

Whatís in a name?

A lot if itís your name. It always amazes me that receptionists will not seize an opportunity to use a patientís name, even when they know it! Iíve seen it happen many times, an established patient with an appointment walks in. The receptionist looks up and says ďHello, may I help you?Ē The patient states his name and says he has an appointment. The receptionist acknowledges and instructs. It seems like all went well, but did it? I often ask later if the receptionist knew that patient by name before he said it and most often, the answer is yes. Letís not forget that she has the list of todayís appointments in front of her, and staff often recognize patients they have worked with before. Think how much more powerful the scenario would have been had the receptionist said ďGood morning, Mr. Jefferson. Itís a pleasure to see you again! The doctor is right on schedule and weíll be with you shortly. Please make yourself comfortable in the reception area. May I get you some coffee while you wait?Ē That kind of greeting builds relationships and cultivates loyalty.

Try to avoid bad news

If your office is really clicking in the area of customer service, your staff will not have to deliver bad news very often at check-in. Ask them if they do. Examples include:

Some of these issues could be discovered long before the patient shows up in person, some could be prevented and some are really not all that important. Work toward keeping your needs invisible to the patient and try to make their visit easy and pleasant.


Best wishes for continued success,

Neil B. Gailmard, OD, MBA, FAAO
Chief Optometric Editor, Optometric Management