The Importance of Hospitality
I read this terrific post on the importance of hospitality in business and it reminded me to talk with you today about a recent visit to my doctor’s office. After several years of my phone calls not being returned, I decided to leave my (now former) primary care physician and go in search of another.
Trying Again . . . .
In February, I went see to Dr. Kari Barton for my first annual physical exam with her. She was excellent . . . . She was engaged, took her time, and listened carefully before offering her judgment and suggestions for my health care. She didn’t avoid the difficult conversations. She took a proactive and preventative approach. In short, she was everything that I had hoped for and I am looking forward to a long term relationship with this smart and savvy young doctor.
Uh-oh . . . .
However, her front office staff was less than ideal. They were not warm. They were not friendly. They did nothing to welcome a new patient or put her at ease. They grumbled to each other about having “too many things to do” (and that was within earshot of three patients waiting to see their respective doctors). They were not ranking high on the hospitality index.
Enlightened Hospitality
Just because they serve you, doesn’t mean they like you. ~ Clerks, 1994 In Dave Morgan’s post, What’s Your Hospitality Index?, he writes about the “legendary restauranteur,” Danny Meyer and his “secret sauce” for opening 20 restaurants in 20 years without one closing. Meyer’s secret? “Enlightened hospitality.” Meyer points out that most businesses assess the quality of the location, the product (clinical competence?), and the price but fail to give consideration to their “hospitality index.” Meyer’s management has been described as “maniacal about hiring people who express a spirit for caring for others, that have the emotional capacity to deliver extraordinary hospitality.”
Your Hospitality Index
Now I know what you’re thinking . . . that this should be a no-brainer for those of us in the health care professions, right? After all, surely we care about our clients . . . don’t we? But, the truth is that it’s not a no-brainer . . . and sometimes we don’t care . . . or at least it can seem like that to our clients . . . . In any case, I think it’s worth your time to consider (and, yes, even measure) your hospitality index . . . not your intentions but whether or not your clients actually feel taken care of.
What is it that you are doing that actually lets your clients feel that you are taking care of them above and beyond the professional standard of care? Let’s give them something to talk about!
Great article! Here are a few things I do:
return calls on weekends when possible
provide free 15 minute consultations for every person who calls
offer support in navigating the process of therapy, even when I know that person won’t be my client.
Have a committment to starting sessions on time
provide a comfortable and light space for people to relax in prior to their appointment.
There are so many opportunities to provide warmthand support. At every step of the process.
Hi, Miranda! Thanks for dropping in to share some of the ways you take care of your clients! Returning Calls on weekends is definitely not expected by most clients. And, I especially appreciate you noting that taking time to offer support even when you know the client will not be yours. I don’t think clients really expect that either! Nice ways to let others know that they matter!