Front Desk Dental Personnel: Your Public Face and Voice

author: Dr. Dorothy Kassab, CEO Dental Claims Cleanup

edited by Kevin Wilson

Positive first impressions are important. We tend to believe that we should have more power to influence this critical outcome than we actually possess, but sadly, much is dependent on the other party’s character, worldview, and/or mood at the time. For a more effective perspective, take away the word ‘first’ from the phrase and look at what you’re left with: impression. A good first impression is so coveted because there’s only one of them, but what about the thousands of other moments that reinforce, or overcome, that first impression one way or another? In other words, you may have only one chance to make a good first impression, but don’t worry… you’ll have plenty of chances to ruin everything later because one false move can torpedo the relationship you’ve labored to create and maintain.

What’s often overlooked is whether or not this positive impression we wish to influence reflects reality, and if we dentists, owners, and practice managers can live with what we’re projecting. It’s important for every employee as well, beyond that, because a positive, professional office environment inspires loyalty, pride, and team spirit. Therein lies three-quarters of the patient relations challenge, for the impact of backlash when the hoped-for positive impression cannot be successfully upheld is much greater than the impact of converting a potential patient into an actual patient. We actively prevent existing patients from becoming former patients because “I decided not to go there” is nowhere near as damaging as “I decided to stop going there.” The latter may represent a failure to meet a patient’s expectations consistently—the operative words being ‘expectations’ and ‘consistently.’

One particular staff role contributes to the whole picture in a way represented, in golf, by the one-inch putt: front desk personnel, the first point of contact anyone will encounter as they walk or call into the office. Each and every time. You must deeply consider what kind of person you want to represent you, because ‘each and every time’ represents a series of repeated precious moments, interactions where potential gains are small and add up over time, but losses can be instant and catastrophic. Another word to consider is ‘reception,’ hence the moniker ‘receptionist;’ what kind of reception are people given consistently?

There is no excuse for repeated uninformed, negative, aloof, judgmental, uncaring, dismissive, or otherwise unprofessional communication by anyone on the team, but it is the top job of reception to consistently prevent this at the initial point of contact. They’re the kind face or vivacious voice-first met by those who approach, or the dragon that guards the gate to minimize the unnecessary distraction of other team members. Their body language subtly reinforces their speech. Secondarily, the front desk serves as one-stop shopping for information and direction that results in one of two outcomes: connecting someone with whom they need to speak, or meeting their simpler needs directly without unnecessary involvement of other team members. These friendly, approachable, understanding, dependable, and informed individuals inspire confidence that yes, you’re in the right place and we can help you. They also have tasks to complete, but none of these take precedence.

Able to read a situation correctly and react appropriately, the front desk staff purposefully validates patients and respects their concerns without showing a lack of confidence in any team member or their skill set. This both projects and protects the positive image of the practice. They can make the difference between a patient feeling dismissed and exasperated, or satisfied and secure, regardless of the immediate outcome of an encounter. The team supports them, knowing the front desk has their backs and will keep them informed of whatever develops.

The rest of the time, reception keeps busy with assigned tasks and/or facilitating operations as otherwise necessary. The exact version of this will vary between practices; clear and realistic expectations for performing tasks prevent frustration and given the nature of their position they must not be put in a position to be easily frustrated or overwhelmed. This isn’t all up to them and their character! It is in the nature of business management skirt the line of overload and maximizes productivity, but this can be a disastrous strategy for managing individuals who need to be level-headed and responsive to the needs of patients at all times. Consistent overload is often distracting and lowers morale. If their primary purpose is to project and protect a positive public face, don’t make it more difficult than it has to be. Customer service is what separates good businesses from great ones in the eyes of the public.

All reception personnel must share, and thus will confidently communicate, your core business philosophy and ethics. Some walk-in with this, but they don’t have to! When screening job applicants, don’t make the mistake of carefully sifting to find those who already share your vision. Instead, share your vision with them. Are they willing and able to buy in, or hoping to be inspired? You can work with either. Start with articulate individuals who are genuine and sincere (these are not the same thing!), as these are the foundational qualities of a trust builder. Adequate measures of intelligence and social savvy are ideally coupled with empathy and emotional stability. Add to these team orientation and communications skills you can stand on or easily build, and you may have a viable candidate. The front desk is also a busy position, so it’s important to determine how well they can handle the pace and not lose sight of tasks that require follow-up. They must also be able to project confidence and poise when presented with a question or challenge, regardless of their ability to answer the question or resolve the problem. After that, it’s all up to the team, because as training and experience exposes—then overcomes—weaknesses while building strengths, the team sets the example for professionalism and respect.

Always bear in mind that your first line of defense against patient dissatisfaction is the front desk—a window, not a wall, to the public. Properly equipping them, and then allowing them, to do that job effectively can make all the difference.

This article is the second in a series covering aspects to harnessing the unique and powerful potential in developing a relationship-oriented dental practice. The next few articles will continue to delve more deeply into each of the different staff positions within the practice, followed by articles oriented toward surmounting the challenges that practices face building and maintaining relationships that help your practice thrive.

The next article will detail the key role of the leader who should be firmly planted in the driver’s seat for any dental practice—the office manager.

Dr. Dorothy Kassab, CEO

1810 Erie Blvd East

Syracuse, NY 13210

www.dentalclaimscleanup.com

800-652-3431

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