Are you Giving A Customer Experience Like Jetstar or Emirates?

The question isn’t really, “Why is customer experience important?” It’s more so, “How do I show that customer experience is important?”

I don’t need to convince you why one’s customer experience is important. I just need to make sure you prioritize it.

What gives your dental practice the WOW factor? The DOUBLE, if not TRIPLE WOW factor?


In short, happy customers lead to more money, growth, and sustainability.

But, you already knew that, didn’t you?

Yes, one’s customer experience matters. 

Making a good first impression means looking outside…..

What does your parking lot look like?

Every interaction with your patient cultivates or corrodes the relationship and as you very well should know, every team member is involved in providing great customer experience. 

And, this is where seven-star customer service comes in. 


Most people claim to give four to five-star service, but in this era of hardship

and competition, we need to step up and stand out. We need to provide a 7 Star Customer Experience!


An Italian restaurant opened up next to my house a few years ago,

and we went with the whole family. 

We were met by an Italian waiter with an Italian accent.

“Buongiorno e benvenuti”

He greeted us and helped us to our table. He went through the daily

specials, and recommended some wines.

I was already convinced that it was five-star service. But what he did

next, is what I call seven-star.

He disappeared with our order and a couple of minutes

later came out with a plate of small antipasti.

He placed them on the table and said “The chef is trying out something

new today and he would love your opinion on them.”

That is seven-star customer experience.

Now to be honest, I don’t remember the meal I ordered, or whether

the food was good or not, but I left with a great experience of service

and care. And do you think I went back and told my friends about it?

You bet I did. I’ve even told thousands of people this small story because

it’s what I remember.

Patient-centred experience is the key to any successful business, and dentistry is no different. So, here are seven service-oriented qualities to inspire you to strive for the best service you can provide.


Tip #1 – The Greeting & Creating a Warm Environment 

A positive and warm manner towards your patients can calm their nerves and help them feel at ease. Empathize with their anxiety or dental phobia by using verbal reassurances. Having a fun-loving personality and character will ensure your patients always feel welcome when they step foot inside your practice.

Two of my favourite airlines are Singapore Airlines and Emirates, and

if you have ever travelled business-class with them, you know it’s a cut

above the others.

I want you to think about what are you doing at the moment. Is it a first-class or economy experience?


Tip #2 – Use Love Language

Use love language. Language that is open and supportive and kind such as:

Thank you, My pleasure, Certainly, Of course we can help you, You’re welcome, Great question, I’ll find that out for you!

Never say: 

I don’t know, That’s not my problem, That’s not my job, It’s policy. There’s nothing I can do, Just look on the website .


As Mark Twain rightfully states, “The difference between the almost right word and the

right word is really a large matter—’tis the difference between the lightning-bug and the lightning.” 


Tip #3 – Offer your patients tea & coffee

Many people relax with a nice warm drink.

Also, sometimes the dentist is running a bit late so offering them something while they wait is polite.


Tip #4 – Inject a little humour

Now, I know you’re a dentist not a stand-up comedian, but you will benefit greatly from learning how to lighten the mood in your practice.

Being at the dentist isn’t the way people want to spend their

day, so what can you do to make it a little easier?

Remember, like all strategies – it’s about getting it right because getting

it wrong is detrimental to your practice.


This is an example of what not to do.

Patient: It must be tough spending all day with your hands in someone’s mouth.

Dentist: I just think of it as having my hands in their wallet.


Anything that emphasises pain, drilling or horrible experiences is best

left unsaid.


Tip #5 – Offer a wet towel

Ever been on a plane and they offer you a warm wet towel? It’s refreshing and feels lovely. You know the classy type you get from airlines and high-class restaurants.

Imagine you’ve got a cleaning done or a filling done. You feel better

when you can freshen yourself up, wipe your face and hands in a lovely

warm towel.


Tip #6 – Offer every new patient a gift

Give your new patient a little gift to say thank you for choosing us.

We often give one of those high-grade aluminium water bottles,

or maybe you can think of something your patients would love and


A recent study revealed that shoppers at a candy store who received a

free sample of chocolate upon entering were 42% more likely to purchase

candy than those who did not receive a gift.

However, there is a caveat to this – the gift must be meaningful,

unexpected, and customised.


Tip #7 – The Exit

Walk your client to the door and open it for them. It’s not hard to do.

It’s simple and yet getting rarer these days. We would say:

“Looking forward to seeing you (name) and looking after you next


Seven-star customer experience is not difficult. It just needs to be in place. It’s so

simple that people forget to do it, or don’t think it’s that important.


Be Positive, But Encourage Improvement 

As Dentists, we understand the importance of oral hygiene, such as brushing, flossing, and diet. Avoid being judgmental if their oral hygiene isn’t up to standard. Praise them for their healthy habits and gently remind them about the areas where they can improve. Patients appreciate honesty and clarity. 


Now, did you know:

• 75% of people continue to spend more because of a history of great


• More than 80% are willing to pay more for the great experiences.

• More than 50% who’ve had great experiences are three times more

likely to recommend your practice to others.

Ultimately, the best dental practices are patient-centric, so focusing on the comfort and happiness of your patients are the most effective ways to grow your new patient numbers and operate a productive and profitable dental customer experience. 


One of the strategies I train dental teams in is providing a 7 Star Customer Experience. 

My approach is to inspire team members about the importance of this subject. I have found that this unique strategy I teach, has led to a more energetic, fun and enthusiastic team culture. 

If you would like to know how I can help your team provide this 7 Star Customer Experience to your patients, please reach out to me for further details.

My next article will discuss the most advanced and proven case conversion formula in the world! Stay Tuned! 

Dr Kinnar Shah

He is walking the talk as an example in this field. Practicing 2½ days per week has allowed him to work “on” and grow his practice seven fold over the last 3 years. His marketing strategies allowed one of his practices -Smile Concepts- to drive 220 New Clients a month. He is now teaching others to achieve this same growth.