Everything I ever need to know about customer service, I learned from my dentist! (Part Two)

In Part One, I explained how I ended up learning more about dentists and their relationship with their employees. It was surprising to see how certain dentists had no trouble attracting and retaining the best hygienists and dental assistants. I'd never thought about shopping for a dentist this way.

At first I wasn't going to bore everyone with my scary dentist stories, but since decided that in order to give us all a place to vent, perhaps I should give the short version. There seems to be an entire generation of Americans that had mean dentists.

Slapping children that cried was pretty common. Pinching one cheek, while putting the Novocain in the other side of the mouth was a standard practice. Physical restraints were used on the patient during a procedure, when the area to be worked on wasn't properly numbed, or even at all. (Even during a root canal!) One time I was in a severe car wreck on the way to the dentist. Another time the assistant lost her footing while she was standing, giving me the big shot. I've also had numerous oral surgeries, many crowns and root canals, and had braces for five years. The most recent experience had left me bleeding from both sides of my mouth for over an hour. I've seen a lot. Not everything but enough to cause the smells and sounds of the dentist office to put me in a state of terror.

Back to the story of customer service and how one dentist has shown me what it is all about...

The morning of my appointment I was a nervous wreck. How was I going to honest about my fears without this dentist thinking I was a wacko? I had just found out this dentist would not use gas. How else would I calm down enough that he could work on me? Just the antiseptic smells could cause panic attacks.

By the time the office manager let me know it was my turn to see the dentist, I was in tears. I wasn't led into one of those scary rooms full of torture devices. I was in his office. Like him sitting at a desk. It was like stopping by to see your friend in their office. It was clean and neat. There were pictures on the walls but they had nothing to do with teeth. He wasn't even wearing the scary smock or the funny goggles. He was a real, live person. He had a warm smile and a soft, soothing voice.

We talked, for close to an hour. He even had the office hold all his calls. He wanted to hear it all. Every bad experience, every memory. He asked intelligent questions. He didn't defend his profession. In fact, tears came to his eyes as he told me he was sorry for what had happened and he'd like a chance to earn my trust. My story, and stories like it, are what led him to be a dentist.

I felt so special. Little did I know.