The customer journey

1
The customer journey
Touchpoint three
2
Getting there, first impressions welcome

• Touchpoint three

3
Getting there, first impressions welcome

• Merchandising display
• Arrival greeting
• Communication skills
• Understanding needs
• Action planning

4
Merchandising display

• Review practice appearance displays regularly
  Daily audit
• Remember the objectives
• Make customers aware of products services
• Inform customers where products are
• Think A.I.D.A.

5
Merchandising display

• A.I.D.A.
• Attention stop look
• Interest attract think
• Desire consider want
• Action need buy
• We decide within six seconds whether we will
  make a purchase from an outlet

6
Arrival greeting

• Acknowledge arrival - eye contact smile
• Ask general open questions How are you today?
• Stand to greet
• Remember most impressions during face-to-face
  communication are due to body language

7
Communication skills

• These are a combination of the following
• Listening active passive
• Verbal what is (not) said
• Non-verbal body language

8
Communication skills

• Conversation structure
• General open questions to begin
• Specific open questions to establish needs
• Leading closed questions to confirm

9
Understanding needs

• Consider using patient lifestyle questionnaires
  to understand needs better
• Develop some questions that you might use to
  understand you patients visual needs better

10
Getting there, first impressions welcome

• Action plan
• As a practice team discuss and decide how to
  improve the way patients are handled when they
  arrive for an appointment.