Fans come in all forms. There are fair weather sport fans and those that enduringly love even their losing teams. Go Phillies. There are fans of actors and bands who can recite complete filmographies or discographies. And those obsessed with fictional characters like Harry Potter. So why not fans of hearing care professionals that partner with their clients to help them manage something as important as their hearing?
Fans can be described as enthusiasts who are often in a spectator or passive role. Though if you have ever witnessed a Star Trek convention or a screening of the Rocky Horror Picture Show, I think we can safely say that isn’t always the case.
Fans typically feel a connection to, advocate for, and spend money on those who they admire. If our clients are fans, then they are probably very satisfied with their care, and have had a great experience. Client fans are success stories - clients that have had their needs met or exceeded. And isn’t that the goal for all of our clients?
From client to fan
A client doesn’t become a fan because of a rational, intellectual, or even conscious choice. It’s not because you use the latest equipment or have the cheapest prices. They become a fan because of the way you make them feel. An article in the Harvard Business Review explains, “…[a] trend of rapidly growing importance is customer experience. But experience isn’t how websites or apps or stores look and feel; experience is how customers react and feel when pursuing a purpose important to them. If the company has done a good job of understanding a customer purpose and is making it easy for them to achieve it, customers will experience something like excitement, anticipation, joy, confidence, peace of mind, or satisfaction.”
And a bad experience can be very detrimental – to the client, but also to the business. A Khoros survey found that 67% of customers have told others about bad experiences, and 65% have switched to a different brand. Conversely, 43% of customers are more likely to buy something after good customer service.”
Five steps to help turn clients into fans
Of course, everyone wants to provide the kind of care clients will cherish. But sometimes it’s hard to know exactly how to go about it. Here are a few simple ways to make your appointments memorable for all the right reasons.
One: A person-centered culture: Person-centered care should be part of the strategy and philosophy of the clinic. If it is only delivered periodically or by certain people, then the care clients receive is like a game of chance – unpredictable and inconsistent. Care should be built around the client from their first phone call or visit until the final touchpoint well after they leave. That means front-of-house staff, clinicians, and owners must all work together to put the client at the center of care.
Learn: Inspired by Ida and Inspired by Ida for Support Staff
Two: Prioritize staff well-being: Being client-centric and person-centered is difficult if those charged with doing it feel undervalued, overworked, or stressed. And if clients are perpetually unhappy and unsatisfied, staff are unlikely to feel satisfaction with their work. Prioritizing employee well-being is vital. Remember, you cannot pour from an empty cup.
Watch: Watch: Clinician well-being: the science of self-care
Three: Invite family and friends: Communication challenges affect the person with hearing loss as well as those they communicate with. Family and friends bring important perspectives to appointments and play a key role in the rehabilitation process. In fact, clients are more likely to have successful outcomes with the support of their family.
Try: Communication Partner tools
Four: Listen: Let the patient tell their story without interruption. Research shows that clinicians often interrupt patients after only 21 seconds. Give your undivided attention and don’t judge what your client is saying. Give them the stage and encourage them to elaborate. This shows that you value what they have to say.
Read: The Six Elements of PCC - Active Listening
Five: Make time to reflect: Looking back at appointments is a great way to improve future interactions. Consider what worked, what didn’t, and what you could do differently next time. Then, make adjustments to become more effective and efficient in future appointments.
Reflect: The Reflective Journal
Turning clients into fans is ultimately about ensuring they believe you have done all you can to help them, and you have their best interest at heart. Let them know you are in this together. And while even your biggest fans may not go to the extremes that some sport, music, or literary fans do, you may just find they’ve become a valuable ambassadors for your approach and your clinic. And that’s something to cheer about.