Why Customer Experience Builds Brand Loyalty

Recently I had the opportunity to interview John Brinkworth, owner of Buffalo HD.  John and team took home HD’s very prestigious Platinum Award.  Translation…out of 590 dealerships in the US, they are in the top 1%.   
Think about that for a minute.  What comes to mind when you think of Buffalo, NY?  Yes, the powdery white stuff and a lot of it…for 6 months a year.  What I’d add that many don’t know…Buffalo is consistently ranked as the second poorest city in America.  So what can John teach us about customer loyalty? Click here
Top 1% Customer Experience:
1. Know your customers’ name
From dealerships to dental practices, the experience feels the same when someone there knows your name. When being a number reflects the initial tone of your experience, you should feel a tapping on your shoulder by your guardian angel of reality.

~ Reality wakes up loyalty ~

2. Know what they ride.
I drive an Acura MDX.  I’ve had it serviced at the same dealership for 8 years.  And although my service has been great, computer age and all, what do you imagine the first question they ask me once they’ve finally figured out who I am? 
“What car do you drive?”
Harley knows what I ride. The year, model down to the custom rims and get this … I didn’t even buy it from them. Do you know what your customers ride?
3. Know how to create an experience.
Being a road warrior, our dog Gibbs spends a few days a month at Love Your Dog day care.  What makes us love, Lover Your Dog so much?  Here’s an example.  One simple piece of paper that shares…what Gibbs did while we were away.  What new friends Gibbs made.  That he shared his treats.  And he watched his favorite movie, Balto. Think about that.  We not only talk about how cool his report card is, we carry it, post a pictures of it and what are we discussing right here, right now?
~ Customer experiences drive a brand’s legacy ~

Problems will happen. Perfection is an illusion. Be the solution. That is an experience worthy of loyalty. 
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3 Branding Lessons From The Reign Of Prince

“Despite everything, no one can dictate who you are to other people ~ Prince”

The Purple Reign of Prince

Brand association.  It speaks to us through a name, a symbol and even a color. No one knew that better than Prince…well and maybe Warner Bros in 1993. And as his music and memory will live on, so will these three brand lessons I learned from his purple reign.

    1. Your Brand Is A Relationship Not Ownership

Prince was his brand. He breathed it. He knew his brand would thrive on relationships built by him, not for him. He  emotionally reached his audience with an encouraging sense of freedom not force. He built trust, nurtured loyalty and, as a result, experienced massive profitability. 

The only ship your brand should set sail on is the relationship. 

Ownership dictates who you are to others. In my industry, I’ve witnessed the HUGE decision our future leaders in dentistry must make following graduation: 
(1) group or corporate dental practices that have pre-determined brands and messaging or (2) private practices that nurture their own message and cultivate their brand of who you are … celebrate your core values. 

2. You’re An Influencer 

Prince knew his niche and grew within it. He networked and empowered his followers and fellow influencers. 

Harnessing the power of influence in your niche demands you to be relentless in creating content and strategizing when and where your content will be seen. You’ll need to actively connect with your audience on social platforms and take calculated risks you believe are in alignment with your reputation. 

3. Rejection & Relevance

Do you know how many times Purple Rain was turned down by Hollywood?

I can’t tell you how many times I’ve heard no. Rejection only stings. It isn’t poisonous. It’s a detour. Shift gears and evaluate your value added verses value perceived services. Become even more resourceful in your network. Engage in groups on social platforms. Encourage feedback and apply it. Enhance your relevance with your audience. 

Detours drive us to explore possibilities whose destination is the highway of yes.  

View Guest Blog by Jill Schiefelbein here

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Why Dental Patients Have A Cleaning Mindset & What We Can Learn From Starbucks

How Starbucks Language Changes Mindsets 

In 2007, I decided to write a book on how assisted hygiene would work in a dental practice, titled “Just a Cleaning? Breakthrough Methods to Maximize Patient Care and the Bottom Line”. My hope was to begin a movement in our profession by extinguishing those first 3 words.
Fast forward to 2016, where I witnessed a local commercial encouraging viewers to call the practice for their “cleaning”. Yes, the struggle for all that legally encompasses your dental hygiene visit is very real.
There are 3 reasons your patients and consumers continue to have this mindset:

1. You Are Responsible For What You Teach Your Patients

Why do your patients believe it is just a cleaning? Do they know all that is encompassed in the dental hygiene visit? Could they list what is accomplished other than x-rays, scraping, and polishing teeth?
You and your team are responsible for what you teach your patients. When it comes to the valuable services you are providing them with, it’s up to you to educate them.

Think of it this way: do you remember your first time in Starbucks? They taught you their language when it came to the size of your drink. And if you said small, medium, or large, the barista confirmed your choice with their language – tall, grande, or venti. They taught us their culture.

Years later, what do we say when we order either at Starbucks or another coffee shop?  You can do the same thing in your practice by communicating clearly with your patients on what you are doing, why you are doing it, and what the benefit will be for them.

      2. Your Message Must Be Clear 

What words or actions reflect the service your dental hygiene team provides your patients? Consider health, wellness and prevention.
Even if you are not taking blood pressure, consider discussing additional health conditions that are not on the health history template such as:

1) Potential dangers of e-cigs/vaping and hookah sessions
2) HPV vaccine AND discussing HPV as a risk factor for oral cancer
3) Note medications for heart disease, diabetes AND discussing that link to gum disease, a chronic infection without a cure
4) Ask about food allergies and discuss gluten free oral hygiene products
5) Share nutrition choices from sugar in juice boxes to food/beverages that increase caries risk for infants, children to adults for additional concerns being enamel erosion.
6) Make recommendations for an oral hygiene fitness program by dispensing oral hygiene products you believe in from toothpaste, toothbrushes to mouth rinses that target bad breath. 

When your message is clear, you dissolve their fear for joining you on the the highway to health!

 3. You are treating it as “just a cleaning”

What is accomplished in the 60 minute hygiene appointment? Do your patients feel like a number? Have you asked them? If the hygiene visit is a quick assembly line it is a drive thru service whose message is to actively choose to ignore the existence of chronic diseases, side effects of lifestyle choices or health conditions and more. 
Be relentless in your communication to emphasize the added value you provide them, infuse current news from your publications or CE programs. All patients deserve to know.

          Personally, I believe the word for a dental hygiene visit is wellness. Think I’m crazy?

I challenge you to go to Twitter and hash tag two words. #teethcleaning and #wellness.It won’t take you long to realize which word unleashes the value of health or abundance of areas oral health is linked.

This exercise may be the first step to share with your team and your patients in understanding why the meaning of a dental hygiene visit spans far beyond a “cleaning”. 

Take What You Learn & Make A Difference With It!

Original blog posted Safco Dental Supply

3 Things To Learn From Lady Gaga’s NFL Performance

3 Things To Learn From Lady Gaga’s NFL Performance

NFL Super Bowl 50 was the 3rd most watched TV broadcast in U.S. history!

Whether your teams played, or you wanted to watch the much anticipated half time show, Lady Gaga’s performance singing our National Anthem remains the highlight for many. 

3 Things We Can Learn From Lady Gaga’s Triumphant Performance
1. Learn To Infuse Emotion. 
She sang with heart, conviction and vulnerability that somehow reached every single one of us. Remember that goose bump feeling or how your eyes teared with such a sense of pride and joy to be an American that moment? Inject the power of emotion into your business, presentations, articles and clients. 
2. Prepare for the Dare. 
The initial announcement that Lady Gaga was chosen to sing our National Anthem at Super Bowl 50 may have had some thinking …. the entire NFL was suffering from concussions. 
Can you imagine the preparation for this incredibly majestic & musically challenging anthem? Lady Gaga accepted this dare and weaved her robust vocal range into an exceptional experience few had every accomplished. She had a new opportunity to grow and blaze another trail instead of being the same and stale. 
Do you seek new opportunities or are you stale? What strategies can you hold yourself accountable for professional growth. 
What would it be like IF you prepared new stories FOR your audiences, expanded your robust vocal range FOR your tribe on your blog, coaching, product development, video, presenting, clinical skills? I DARE you to see what happens!

3. Brand Awareness. 
Lady Gaga IS a brand. SHE breathes it.
It isn’t about reinventing. It’s about being fully aware of who you serve. It’s about strengthening your ability to willingly adapt and deliver the connection you created with your clients, patients or audiences. When you inhale innovation and invite diversity you’re on the right track baby … 

Thank you for joining me on this road trip! 
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