It's hard to imagine anyone in the US (and a good part of the world) is unfamiliar with Starbucks. I'd even bet that most of the clinicians reading this have spent more than a few minutes in a Starbucks Switzerland prices. Chances are excellent that you have had your own "Starbucks Experience".
The Starbucks Experience: 5 Principles for Turning Ordinary into Extraordinary (2007, Joseph A. Mitchelli, Ph.D) discusses the principles that Starbucks empowered their "partners" (i.e., employees) with. These principles are simple and yet have had a profound effect on the success of Starbucks. And what's fantastic about the subject is you can apply any or all of these principals to the very own process and make a impressive expertise for your very own clients and people.
So what on earth are these principles and how will you use them?
Make it Your Own. This principal encourages employees to be engaged in their work. One of the ways they do this is by giving them a structure that allows them to "inspire customers in a legendary way". This structure is call the "5 Ways of Being" and includes be welcoming, be genuine, be considerate, be knowledgeable and be involved.
Questions to ask: How well are patients welcomed into your practice? Are they treated with respect? Do they know you really care?
Everything Matters. That means all the little details in your business. The atmosphere and environment, the quality of your own "product", the people who are working there. Everything.
Questions to ask: What are some of the details in your exercise and company that need attention?
Surprise and Joy. Think about the "prize inside" the Cracker Jack box. While customers (and patients), what consistency, just about everyone wants to be shocked and pleased.
Questions to ask: What are some ways you can surprise your patients? Do you acknowledge their birthdays or anniversaries (not just a wedding, but even their anniversary of becoming your patient? What about surprising and delighting a co-worker or staff member?
Embrace Resistance. Every business gets feedback from their customers. At Starbucks, they embrace it and try to correct the situation. In order to grow, you must embrace the resistance. Questions to ask: How do your so you staff respond to judgments and grievances? Do you view them as an opportunity to strengthen your relationship with your patient and to improve your practice? What are your "missed" opportunities?
Leave Your Mark. This I think is integral to what each of us is about. It's about making a difference in the world, about being socially responsible, being involved in our communities. Clinicians as a group are involved, we are socially aware. We went into this work to make a difference in the lives of our patients.
Questions to ask: How is your training and business conveying your social consciousness to your patients? How involved are you in your local community, and the community at large? Are your patients aware of this?
Creating a remarkable practice will go a very long way in terms of your growth. A positively remarkable practice will have your patients talking about your and also you practice. They will become raving fans (even more than they already are), which is invaluable when it comes to marketing and growing your business.
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