You're in an unfamiliar department store far from home, shopping for a gift, and worried about catching your flight. So you ask a salesperson for directions to the toy section. She doesn't tell you where to go. She doesn't even point the way. She invites you to follow her as she heads off to the far corner of the store. As you walk along, you talk... she asking who the toy is for, you thanking her more than once for going so far out of her way to help you.

By the time she leaves you among the toys, you're thinking, "Wow! What a nice person! What a great store!"

To me, that is what customer service is all about. Whatever the business at hand, when there's a person-to-person interaction, we can choose to make it a positive, enjoyable experience. There are two excellent reasons for everyone on the practice team (including the doctor) to do this:

• It makes patients/parents feel good about getting ortho treatment from you. They value the relationship and will not only keep coming back but will also encourage family members, friends and fellow workers to become your patients.
• It makes your workday much more enjoyable and rewarding, and less stressful. You're not just performing tasks, you're helping people you've come to know and care about.

Meeting patient/parent expectations is the least you can do. Exceeding their expectations—surprising them with the unexpected—is an art worth practicing.