I’ve always been a fan of “service-oriented” businesses. Now I’m not talking about businesses that provide a service. I mean businesses that focus on providing top-shelf, high-quality, five-star service in any market space. The kind of service you would expect to receive at posh hotels like the Ritz Carlton or Beverly Wilshire (my home away from home when I’m in LA) or at department stores like Nordstrom’s.
In a past life when I ran Sports Physical Therapists, Inc, we applied and competed for the prestigious Malcolm Baldrige National Quality Award. The award is annually presented by the President of the US to companies that excel in quality and performance excellence. Out of 160,000 application requests in the year 1993, we progressed to the Top 10 in the Service category; but unfortunately, we were beaten for the ultimate honor by the Ritz Carlton Hotel chain.
Every time I go to the dental office of Dr. Robert Spennato - who we affectionately call “Bobby Smiles” - I leave with the impression that there’s not another practice on this planet that stresses customer-service to the degree Williamsburg Dental does. I’ve even suggested that he should apply for the Malcolm Baldrige Award. He’d kick ass!
I know just the thought of going to the dentist is painful. But until the day comes when we can receive virtual annual check-ups and cleaning, as well as cavity care and root canal performed over the internet, a visit to Bobby Smiles is the next best thing.
This past week I had to go back to Bobby Smiles for a follow-up visit. During my annual check-up he spotted a crack in one of my old crowns. Damn karate tournaments. So a couple of weeks ago he painlessly yanked my old crown and fitted me with a temporary one. It fit like a glove. And yes, I did take a shot of Novocain prior to him drilling out the old cracked crown. But even that needle didn’t hurt. He put a swab of some minty ointment on my gum that superficially numbed the specific area to be injected. I’d like to try that ointment on my head the morning after a hard night!
Seriously, the mission of Bobby Smiles and his entire staff is, as the sign on the counter says, “excellence!” And the excellent experience begins the moment you walk into the waiting room. Lovely, smiling receptionists - starting with Marie - look you in the eyes and say hello using your name during the salutation. Next, there’s an offer for bottled water or an array of individually-packed coffee and teas while you wait. Then, more smiles as one of his dental assistants – Cathy or Leah – escorts you to the dental chair at your appointed time.
Now check this out. There is a massage seat cover fitted on the dental chair for your vibrating pleasure. And then a second series of gracious offers: TV? Satellite music? Noise-reduction headsets? Pillow? Blanket? I wondered if these ladies made house calls!
Bobby Smiles, with the help of his attractive dental assistant, Cheryl, always performs his passion with the skill of a surgeon. But unlike surgeons, who demonstrate their wares while you’re mummified, Bobby has his fingers in your mouth when you’re wide awake and have the emotional urge to bite someone. That’s probably the reason he repeatedly asks: are you okay? Fortunately, I’ve never had the opportunity to answer “no.”
My new “tattooed” crown was implanted with no sweat in about 15 minutes. I’ve suffered telephone calls that are more painful. As you can see from the picture below, I had a “peace” sign impregnated onto my new crown. My granddaughter, Pascale, goes by the nickname “Paz,” which translates to “peace” in Spanish. The Jolly Roger crown from years ago now represents my newest grandson Charlie Morgan – a pirate to the bone!
Oh, and as I was leaving, in addition to “goodbyes” by every staff member, I was handed a bottle of cold water and an offer of Philly soft pretzels. Nice! I was thinking I should make a weekly appointment!
My “peace” tooth for Paz!
The Jolly Roger for my little pirate Charlie Morgan!
This entry was posted
on Saturday, October 4th, 2008 at 8:08 am by Pat Croce
Leave a Reply
October 4th, 2008 at 10:46 pm
Does Bobby Smiles have Phillies crowns? Go Phils!
October 6th, 2008 at 10:13 am
Pat, where do I start? First of all, It would be nice if all medical practitioners heeded the example of your dentist. I wish my doctor’s office did! That being said, I could have done without the close ups…ha!
I can only imagine how easy it could be to identify your body, if all that was left were your teeth. I also find it funny (in a cute way) that they offered you a Philly pretzel while you were still on novicane. I guess you have to save it for later.
October 13th, 2008 at 6:49 pm
Pat, Greate Bay has just as high quality service as any a5 star estab. Those girls know everyone by name and always have a smile.
October 15th, 2008 at 7:13 am
Jay,
I appreciate the compliment. We are so proud of each and every one of our employees. Be sure to use the club throughout the winter! Pat