Practice Pointer

Service Bookends




Bill Esteb recently discussed the marketing concept of “service bookends”. These are services that are intentionally provided before and after a product or service is supplied, in order to create a lasting impression.

At a restaurant, for example, the bookends are the complimentary assortment of freshly made bread brought straight out after you sit down, and the platter of fine chocolates that accompany your coffee or the bill. These often create the lasting impressions we take home with us.What service bookends do you have in your practice?Is the first impression people receive in your practice the caring voice and welcoming smile of your CA, or a five page questionnaire that is thrown into their lap by the CA who has too much on their plate?At your next team meeting, brainstorm some ideas. Here are a few bookends to get you going:
- A hug (with consent of course).
- A printed “thought-for-the-day” handout.
- A question: "What's the best thing that's happened to you today?"
- A compliment: "You look fabulous today" or “I love that colour on you”
- An energy pick-me-up piece of fruit from the bowl
- Support to straighten their collar
- Remembering to ask about their holiday or sick parent
- A special phone call to check how a client is doing (eg. they were upset during their visit because of a family or personal concern)
- A bunch of flowers for referring a client

Your service bookend will soon become a “USP” (unique selling proposition – Practice Pointer archives 2010, week 31) that your practice is known for when it is used regularly enough to become part of your practice culture.