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GMCP Ep. 066 – The Simple R.M. Williams Customer Experience that Caught My Attention

GMCP Ep. 066 – The Simple R.M. Williams Customer Experience that Caught My Attention


This is the Grow My Clinic podcast by Clinic Mastery where we help you deliver amazing client experiences to grow your clinic Welcome to another episode of the Grow My Clinic podcast. My name is Ben Lynch. Today, I’ve got a story for you. This time, it doesn’t happen in a cafe. Out of the ordinary. Know this experience happens at RM Williams. For those of you playing at home RM Williams is an iconic Australian brand, the producer of many hard wearing clothes and Items to protect you from the weather. A lot of the farmers will use RM Williams because of its hardiness, things like boots and jackets and hats. It’s really tough stuff. And of course the brand has become iconic in Australia. For many years I’d wanted a pair of leather boots, RM Williams leather boots. So, I popped them down to their famous prospect store here in Adelaide. I got myself fitted for some boots, and it was a great experience. I got home, and I realized I’d forgotten about the leather protection and conditioning stuff. I knew that I needed to take care of the leather over time, if I wanted some longevity out of the boots. And I’ve forgotten about it. So I thought “I gotta call them. I gotta call them.” And I want to share with you the story and how this played out because there’s some subtle, very subtle distinctions that I want to share with you about how this call went and perhaps what you could apply today or tomorrow next week into your clinic. And and it particularly is about the reception, the reception that I received on the phone from a beautiful lady called Steph So this is how the phone call went. I called. “Bring, bring! Bring, bring!” “Hi. Welcome to RM Williams. My name is Steph. How can I help you today?” Let’s stop right there. First of all, I was like, “Wow, I’ve never been greeted like that on a phone when calling a business.” It’s always, always rushed, isn’t it? I mean the other version of it would be like this Hi. Welcome to RM Williams this is Steph. How can I help you?” Don’t you always feel when you call a business that you are interrupting them? But you are the client or prospective client. But you always feel like it’s a rush, rush, rush, rush, rush and I’m gonna spit it out and get to the point real quick. But why? Why is it that way? When someone walks in your front door at the clinic, do you or your reception team, they speak really quickly like that at the person and almost like an attack like, “What are you here for? Tell me! Tell me! Tell me!” They don’t! But our phone manner seems to change. And I think there’s a great opportunity in that. So first of all, the rate of her speech had slowed. It was a sense of calmness, a sense of presence that, “Hey, you’re not interrupting me. I’m here for you, and I’m gonna welcome you, greet you and make you feel like it’s okay to tell me what your problem or challenge is, and I’m gonna help you.” It’s a subtle distinction and look you can choose to accept this or not. You might think, “No, that’s pretty superfluous. No real made for me to do that on my admin team.” But I tell you, here I am raving about them. And there are people out there that pay attention to these sort of things. And if that’s the sort of clientele you want to attract, people who acknowledge the value that you provide to them and they rave about it to their friends, their family members. And maybe they just keep coming back because they feel valued. And perhaps this is for you. Otherwise skip to the next episode. So Steph greeted me with this just presence in her voice. The right and intention behind her voice was so calming and I actually said to her – I stopped I said, “Steph, wow. That was an amazing way to be greeted on the phone, you know. Because I pay attention to these things.” And she’s like, “Oh, thank you so much. um How can I help you today?” I said, “Well, Steph. I bought a pair of boots the other day and I remember them talking about you know protecting the leather and getting the most out of the leather in the long run. But I can’t remember what I needed to do and I need your help.” She said, “Great. So just tell me. What color are the boots?” I said, “Well, they’re brown.” She said, “Is it the chestnut brown?” I said, “Yeah.” She said, “Great. So what you need to do are two things. Number one, number one is you need to condition the leather. You need to make sure that that leather stays pliable and it doesn’t crack and split and go funky. And so there’s a conditioner that we have. Then what you do is you put about a ten cent piece. That’s the size. You put about a ten cent piece on a rag and you massage it in every six weeks. Every six weeks, you put it in and you do the boots. Does that make sense?” I said, “Yeah, it does.” She said “Ben, I’ve got some conditioner here. Would you like me to put some aside for you?” I said, “That’d be great!” She said, “Then, number two is that you’re going to need the polish. Now you said your boots are Chestnut, is that correct?” “Yes, they are chestnut.” “Okay, so what we’ve got then is a chestnut polish and for the chestnut polish, what you want to do is you want to put about the same amount a ten-cent piece onto a rag. But this time Ben, you want to do this every four weeks. You want to put the polish over the boots to keep that beautiful, chestnut color shining on the boots every four weeks. Does that make sense?” I said, “Yes, it does.” She said, “Great. Ben, I’ve also got some chestnut polish in stock. Would you like me to put it with the leather conditioner and keep it aside for you?” I said, “That’d be great.” She said, “Then, when will you be able to come in to collect those?” I said, “Well, I’m actually available this afternoon. Would I be able to come then? And she’s like, “That would be fantastic. I look forward to seeing you then.” And that’s how the phone call went, and I’m just sharing with you the nature of the communication that was part of that phone call. It might have gone a little bit longer than the standard type of call that you or a receptionist, an admin team member might have on the front desk. But the intention, the purpose behind it was just – it resonated so much. And she did it in a very educational way. She did it in a way that wasn’t rushed. I didn’t feel like she had other things to do. She was totally present with me. Why does our phone behavior change from the in person behavior that we might have? And hey, I bet the doctors get a hard rub for this when you go to a doctor’s clinic that it’s just seems so under the pump and perhaps says allied health, we’re not as under the pump as a GP clinic. But still, there’s so much merit in the way that you communicate with people, in person or on the phone that is focused. It’s genuine. It’s present. And it’s there to help that person navigate their challenge and lead them to a solution. I wanted to share that wonderful experience with you because there’s so much merit. Heck, share it with your admin or reception team, if you have a team because it’s a couple of pauses at the right time that create the effect. “Welcome,” is the word that also distinguishes this. If you can use the word “welcome” more often, It’s so much more warming and different to “Hi.” And still say that, “Hi. Welcome, John. Hi. Welcome, Susie. Great to see you again.” The word “welcome” and a few strategic pauses really brings the focus and attention of the listener, right to where you are. It gets their attention and you’re on point with your attention and focus to serve that person. So I challenge you. Number one, use the word “Welcome” and number two, when you’re delivering the scripts or those reception, welcome messages in person or over the phone, if you can just carefully use a well-timed pause, It will absolutely help [inaudible] someone’s focus and they will be right there with you. Give it a shot yourself when you’re speaking with a patient. Get your admin to give it a shot in person and especially, over the phone. This will make a huge difference. Reach out if you have any questions or comments. I would love to continue the discussion. As always actions are fraction. Use this podcast recording. Don’t just listen to it. Use it practically. Infuse it into your operations today, tomorrow or next week. And we will see you on another episode of the Grow My Clinic podcast very soon. This is the Grow My Clinic podcast by Clinic Mastery where we help you deliver amazing client experiences to grow your clinic

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