But a doctor can be judged by us on what we do know. We understand what clean and tidy looks like. We know what friendly looks and seems like. We understand what waiting overly long feels like. And with previous encounters we can judge how our doctor visit stacks up to those encounters. And based on the entire encounter we'll decide whether to return or maybe not, and depending on the encounter, will either send our buddies or tell the whole world to avoid with an online awful review. Is that logical? Certainly not, but as management consultant Tom Peters says,

"Customers perceive service within their own distinctive, idiosyncratic, emotional, irrational, ending-of-the-day, and entirely human terms. Perception is all there is!"

While a common manager in a spa hotel up north interior plants in Mi, I served as an adjunct instructor for several years educating customer support at the local community school. To their credit (pardon the pun), the college made my customer care course a pre-requisite for the medical management paths and office management. They recognized that it's not everything you understand; it is how you say it. At the end of the term, a study was given to the pupils on how I did. Was I available after hours? Most of the study questions were focused in the instructor. Within the course session discussing client feedback, I studied the students on their school experience. My query was, "If there was anything you can improve in your education expertise, what would that be? Not many answers were particular from what the government thought was the faculty experience. Logically, nothing. Yet to the feminine student who is taking night courses, everything. What exactly does the public toilet have to do using the teaching offered? Nothing. But as a female pupil wrote in her study, "During the winter, the restrooms are so cold, I can not even believe after moving in there."

Several weeks ago, I needed to see a dentist. When I asked a friend to get a referral, she gave me the name of her dentist. I inquired why she thought the dentist was so good. She mentioned the waiting-room had wireless fidelity, they provided free bottled water and juice and there was a big flat display TV in the waiting room. And, as an afterthought, she mentioned the dental practitioner was nice, too. The most crucial features of her dental encounter were the touch points that removed the waiting period and angst of the perception of visiting the dentist for initially.

So do not be overly focused on just your expertness. Your clients have no method to judge you on everything you understand. Nevertheless they can rate you to another touch points that they have experienced before. Take some time to check out your whole customer experience. Identify most of the possible dissatisfiers and remove them. Afterward replace them with something favorable.

What potential plants for hire dissatisfiers in your client experience have you been leaving unattended?