Creating a spectacular team

Customer service has traditionally been seen as delivered from behind the realm of the front desk, but things are changing and the new belief is that the whole team should be dedicated to delivering the highest standards of customer care.

Emma John has been providing training and consultancy for many years and believes that, while there are specific skills needed by those on the front desk, many of these attitudes should be followed through by all members of the team. 

She will be passing on her knowledge in a series of events in May run by the Business of Dentistry Events. Emma explains: ‘For me, the whole dental team is responsible for creating a good impression, with the front desk team setting the standards of practice customer service. In the past there has not been enough training out there for members of the front desk team. These essential staff have been overlooked.’

First impressions count

While the whole team should be responsible for customer service, it is important not to underestimate the importance of a dazzling front desk team. ‘First impressions really do count! The front desk team are the shop window for the service and set the standard of treatment that patients will receive from everyone. It’s important that they make the right impression on any patient or potential patient’ says Emma. The front desk team should not only offer the patients excellent customer service, but they should also have the skills to convert enquires into bookings and gain the trust and commitment of existing customers. A wide skill set!

By getting the team at the front desk right, the benchmark should be set for the rest of the practice team to follow. Emma lays out what she would look for in a good front desk team: ‘They should have the ability to listen and empathise with patients with excellent organisational skills and high standards of customer care. This is a multi-skilled role with a huge impact on the overall success of the practice.’

Get involved 

The Wow Factor events in May have been designed for the whole dental team and will demonstrate how each member plays their part in providing customer service. The day will be filled with practical advice from Emma on how to convert enquires to bookings and how to create a practice culture that promotes excellent customer service standards.

So gather up the team from dentists, treatment coordinators and hygienists to dental nurses. Bring everyone along to see how you can get the wow factor into your practice.

Events are being held in Birmingham, Manchester and Heathrow throughout May. To book your places or for more information call 01691 684135 or visit

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