It’s easy to find companies making a multitude of business mistakes so I am happy when I find an example of a great business. A few months ago I wrote about my experience contacting a potential dentist after I moved to a new community. The very short version is they made a marketing error that at first blush cost them my patronage.

Several of you emailed me and suggested I send my article to the dentist. I considered this and hesitated because I didn’t want to come off sounding arrogant. After some thought, though, I went ahead and sent the article to the dentist, marked “personal and confidential” along with a short note with the intent of being helpful.

A day or two after I mailed the article and my note, the dentist called me up! He was not defensive. He took responsibility and appreciated my feedback. He said he had shared the letter with his staff in one of their twice a day staff meetings and they had a good discussion about it and how to rectify it in the future.

I was very pleased. The upshot was I scheduled my appointment. I was happy about this outcome, because his practice really sounded like a good fit for me.

If you’re like me, you get sick of marketing hype and are wary of claims. Although this dentist sounded good from his website and subsequent materials that were mailed to me, I was waiting to see how it actually was being there as a patient.

I am pleased to say his marketing was not overblown. It was indeed the most professional dentist I have ever been to. I was given a tour of the premises, the dentist introduced himself and I sat in an automatic massage chair for 15 minutes before my digital X-rays were taken. (Those things are pretty darn good!).

For their clients they have snacks and drinks available. I was shown some excellent videos on a computer about various topics. The dentist was very down to earth and open to my opinions. The dental hygienist gave me a terrific cleaning. A week later I had some fillings repaired and again I felt I was in very skillful hands.

This is one of those great examples of an unhappy customer who, when their problem is addressed and handled, becomes a happier customer than they were before.
(Although in this case, I wasn’t a previously happy customer, I was an “almost never” customer.)

The takeaway for us business owners: When a customer complains, be grateful for the feedback, thank them and take action!

 
 
 

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