Denta +

In Denta +: A Case Study of an Experience Economy Enterprise - published in The CEO Refresher, Bob Holder describes an exceptional example of creating a unique and most memorable experience for customers. Here are several excerpts from the article.

Exceptional customer experience and Russia seem as similar as going to the dentist and being happy about it. Yet, Denta+, an Omsk Russia dental clinic, seeks to "wow" customers. Denta+ is more than a dental clinic. The firm has made going to the dentist not only an experience in receiving exceptional service but also a memorable one. The firm is not just "world class" in providing dental care and interventions. It is also a world class provider of "memorable experiences." Denta+ has lessons for not only Healthcare firms but any business that wants to improve customer retention and attraction, word-of-mouth marketing and seeking to provide new economic offerings.

Customers are greeted by a smiling receptionist when entering Denta+. She presents them with feet covers when their shoes are dirty and/or wet from snow. She asks to hang-up their coats. They are also asked what they care to drink and/or eat. They are provided with choices. They are escorted to the waiting room. They aren't asked the, "Do you have the cash" question before they sit down and are given coffee and tasteful pastries and cookies.

The waiting space is a dental and art museum. The furniture is tasteful and comfortable. Nadya, the owner, has an appreciation of the "sitting experience." It contained plants as did most of the rooms. Plants improve air quality by removing potential office pollutants. They can also improve people's moods. This has enhanced the customer's "waiting experience" as have other things such as art, displays, TV and a stereo system.

The waiting room and dental furniture are comfortable. This allows the client to escape from the problems of Russian life. He or she can also escape the normal waiting boredom. It is also entertaining as is the artwork and the waiting space that contains various dental items that Nadya has collected during her global education and training. The clinic is filled with various artworks. They range from the humorous, a large lip picture, to tasteful pictures. These are esthetic dimension examples as are the tasteful furniture, plants and furnishings. These are esthetically pleasing for Russian women.

Work spaces contain art and plants. They also contain charts, exhibits, models and professional certifications. The latter serve to enrich customer knowledge of staff competencies and skills. The former are used to educate customers. Some are even used, for example, to entertain frightened children or to present a bit of humor through the use a large tooth model.

Denta+ also illustrates customer surprise. Most people expect high quality dental services. However, they don't expect a "memorable experience." They don't expect to be able to watch their favorite TV show at the dentist. They don't expect to wait for their appointment in an interesting and comfortable space. Most expect uncomfortable seating and a boring space that is found in most dental clinics and even alternative Healthcare practitioners who speak about treating the whole person. However, most ignore that people's attitudes can be improved by a beautiful space while stressing a positive attitude. Nadya understands that it's important to transcend expectations. This is an idea that needs to be used by those who speak about customer satisfaction.

Denta+ is not only in the dental business. It's also in the entertainment, education and the "escape the everyday problems of Russian life" business. Nadya recognized people hated going to the dentist. She recognized that just providing good service wasn't the answer. She hit upon the theme of a dental salon. Nadya designed the clinic to be a relaxing, entertaining and enriching place where the customer would feel better leaving than before entering. She recognized the importance of props in conducting a great performance and work as theater in her use of the model, graphs and exhibits. Nadya also understands a great performance engages the senses to improve the experience. Props engage the customer visually; thereby augmenting the verbal and enriching the performance.

Nadya role models how employees ought to perform. She is continuously improving her professional knowledge; thereby allowing her to improve the educational experience realm. She shares this knowledge with her associates. Nadya treats customers as if they are dear friends. She educates her employees in how customers are to be treated. She is entertaining in her educational performances.

Denta+ has refreshed its experience through customer suspense. This can be characterized as changing something that the customer remembers. The firm wants the customer to wonder what will be added and/or changed. Denta+ didn't begin, for example, with its full entertainment experience menu of video, CD, tape and radio. It has added these items through time. There have been additions to the art, product displays and museum items. This staging through time has supported customers in expecting refreshing and yet, not being actually sure what forms of enrichment will appear.

Using the experience economy idea requires thinking about the business as theater. The key questions are: How can we provide customers with an ongoing unforgettable experience? How can we refresh the experience so customers won't become bored? How can we customize our offering so the customer does not experience customer sacrifice? Finally, team members must think of themselves as actors in a real life performance. Theater is not a metaphor. It is a way of doing business.