Customer service – the star of the show?

The decision-making process

When a person or organisation approaches a purchase, there is a certain decision-making process that is followed. The larger the purchase and the greater its impact on the business, the longer and more involved the process. When it comes to a dental practice choosing between significant equipment or software that will integrate within its everyday routine, the practice owner and/or manager will embark on an extensive journey to ensure that the right decision is ultimately made.

The key stages of the process have been mapped for many years[i] and are often used by teams to structure their research into the options available. These include:

Recognition of need – identifying a problem or a gap in capabilities
Determination and specification of characteristics and quality of required item – what you need the new equipment to do, or what features you require
Research into potential suppliers that can meet these requirements
Acquisition and analysis of proposals – liaising with suppliers and evaluating the equipment and deals that they offer
Selection – making a final decision

Though this may seem like the end of the process, it’s not. There’s actually a final and very important stage that practices should consider – performance feedback and evaluation. That means reflecting on the product after installation, assessing your real-life experience of everything from its ease of use to its efficiency in the practice. Even more than this, the review should also include the service provided by the supplier.

All of these areas combined will not only demonstrate the overall success of the original product decision, but will also inform future decisions. For example, your satisfaction will determine whether you return to the same supplier for repeat purchases and recommend them to colleagues – or not.

So, what does good customer service look like?

Silver service

Different sources define good customer service differently, but put simply, it involves everything other than the product itself. To consider the quality of the service you receive, you should think about the following as part of your supplier evaluation:

Speed and accessibility

How easy was it to get in contact with the support team, before, during and after the sale was complete? How fast did someone respond to your queries or concerns? How quickly after an issue occurred did an engineer engage with you or find a solution? A fast response in these situations is essential to ensure a smooth sales process and to keep your practice running efficiently, even as you are learning the technology and overcoming the usual teething problems. Conversely, a delayed response could lead to significant downtime should equipment not be working correctly – something that could substantially impact the quality of patient care you can deliver.

Knowledge

How knowledgeable were the team you spoke to? Were they able to answer your questions and did they appreciate the nuances that impact you as a dental practice? The support team must not only know their technology inside out, but should also understand your specific needs as a dental practice, as well as any relevant regulatory or compliance issues. This will ensure that they provide the most appropriate and comprehensive advice and support.

Transparency

How honest and open have the team been during your interactions so far? Have they done what they said they would and at the price they agreed? It’s important to avoid sales teams that overpromise and underdeliver for obvious reasons. Equally, there is nothing worse than accepting a quote and proceeding with a product only to uncover lots of hidden fees and additional costs later down the line.

Time to thrive

No matter how long you have worked with a supplier, these areas should be regularly reviewed in order to put your business in the strongest possible position. By working with a supplier that delivers on the quality of both the product and the service, your practice can really thrive.

When it comes to practice management software, UK-based Aerona supplies one of the profession’s only truly cloud-based solution. The feature-rich software is designed to save you time and money across your business, enabling simple yet comprehensive data collection and management for effective practice growth. Aerona is renowned for its exceptional service – its newly expanded leadership team offers many decades of experience in technical and customer support, keeping customers front and centre of the organisation.

Customer service is not the only factor driving business supplier decision-making, but it is a vital aspect to consider carefully.