A soft touch

I hated going to the dentist. I have great strong teeth, have only had 2 cavities in my life, but I hated going to the dentist. Why?

Because the dentists I had seen before were almost universally nasty. Nasty and condescending. Every time I would go, despite having no cavities and brushing twice a day, I would get the shaking head and the sucking of teeth about my “dedication” to gum health. Or what about my “sincerity” in avoiding tooth decay?

Last week I went to a new dentist. A phone call to let them know I was running a few minutes late led me to the knowledge that there had been a snafu when my appointment was made, and I wouldn’t be able to get the cleaning I was expecting. I could, however, still see the doctor.  Grumpily, I made my way to the offices of The Family Dental Group. The office is nothing special from the outside, a little gloomy actually. I walked to the door ready to do battle (I hadn’t been to the dentist for nearly 4 years).

I announced myself to the receptionist, and a moment later, the hygienist walked out and announced that her next appointment had just canceled. She looked at me, asked if I was Jason, and proceeded to fend of the doctor saying that she would rather get me a cleaning today as opposed to having me wait over a month for the next appointment. One point for the hygienist.

The cleaning was a bit rough, but really not all that bad. The amazing thing was that throughout the 30 minute process she apologized and cooed over how much it probably hurt. Not once did she give me the sidelong threat of future pain that I was expecting if I didn’t resolve my “irresponsible” lack of office visits. She knew that I knew that had I made regular office visits this process would have been less onerous for BOTH of us. Her approach, however, was so far from what I expected that she actually got my attention. I cared what she had to say afterward when she handed me the toothbrush, floss, and gum stimulator and explained how to use the last as though I already knew but, “just in case I needed a reminder”. I have been following her instructions, and I have already made my next appointment. The doctor who filled my small cavity followed with much the same openly caring attitude.

The humanity of the service was unexpected. It was remarkable. Every other dentist, and their hygienists, that I had visited previously behaved in the same supercilious way. The Family Dental Group changed my perception. Just another example that going to the edges can change the game. The Family Dental Group isn’t the cheapest, it isn’t the closest to my home, but I don’t dread the idea of my next appointment. For that, I am willing to pay extra and travel further, and all they had to do differently was show genuine care for me (not just my teeth).

I can’t help but think, “how hard would it be to show a little extra concern for our customers?” We already treat our customers well, but I am taking this as a personal challenge. If everyone took a little extra time, showed a little more genuine care, I bet life would get a lot more pleasant in a hurry.