The Disney Experience in Orthodontics: Elevating Customer Service

Growing up, my plan was to play basketball. As mentioned earlier, I grew up with a father that played in the NBA. Following his career, he became an orthodontist.

Spectacular Smiles, Superior Customer Service: Today’s Orthodontics 

Bill M. Dischinger, DMD

Key Takeaways

• Orthodontics is not just about straightening teeth; it’s about transforming lives and boosting self-confidence.
• Exceptional customer service creates a positive environment where patients and families genuinely enjoy their visits.
• A great orthodontic office should aim for the “Disney Experience,” prioritizing attention to detail and care for the entire family.
• The goal is to make every appointment the highlight of a patient’s day through a culture of kindness and fun.

As a kid, I naturally assumed I would be in the NBA. Somehow the basketball world overlooked my talent and I had to make other career plans. My introduction to the orthodontic world came the summer after my freshman year in college.

I didn’t have my summer job lined up yet and my dad needed somebody to fill in a position in his lab at the office. It didn’t take me long to see what a great profession this was. People’s lives were transformed on a daily basis.

The Impact of a Smile

You may doubt that, but research shows that people with nice smiles have better jobs, are better liked and feel better about themselves. It’s unfortunate this is the world that we live in, where judgments are made based on how a person looks, but it’s true. I saw that orthodontics could impact lives in a way few other professions can.

But it was more than that. The office had an environment that I’d never seen anywhere else. Every person on our team had one focus; one purpose: to deliver the best customer service experience possible to every person who passed through the door.

Patients and parents were genuinely excited to be there. I decided that summer I would be an orthodontist. I loved everything about it.

A Culture of Service

Unfortunately, in today’s world, a great customer service experience is few and far between. Heck, even avoiding bad customer service experiences is hard to do. My dad used to say:

“We have no idea what is going on in their life or how their day has been going. Their best experience of the day will be when they come into our office and we will have an impact on their life.”

What a great way to run a business! He passed that mindset on to me and our team has continued to live by that mantra. Isn’t it easier and more rewarding to go through the day having fun and being nice to people?

It just seems so natural to me. It takes a lot of energy to be grumpy and angry. When I drive on our roads and people give me that special “peace” sign, I just laugh. It would be sad to go through life like that.

Our goal as a team is to make every experience in our office the best experience of the day for our patients and parents. Of the week. Just the best, period.

The Disney Standard

It starts with a mindset. It then turns into a culture. I’m a bit of a Disney Geek. I love going to the parks for many reasons, but one of the biggest is their level of customer service.

They call it the Disney Experience and many books and training programs have come out of it. In fact, we once took one of the training programs as a team. What I love is that if you ask a question of a “cast member”, they all either know the answer, or if they don’t, they point you to who you should talk to.

In fact, they will personally walk you to that person. The attention to detail in every aspect of the park, especially when it comes to customer service and communication, is the best in the world. That’s how an orthodontic office should be.

Caring for the Whole Family

It shouldn’t be the sliding glass window at the front desk that we get at our doctor’s office. It should literally be like going to Disneyland! The customer service experience should not be limited to the patient. It should extend to the entire family.

That may be letting the younger siblings watch their older brother or sister get their braces on or being able to take part in the prizes and games at the appointments. Moms and Dads should be pampered while their child is being treated as well. Our lives are so busy.

Isn’t it nice to be able to sit down and take a breath? Have a seat in a massage chair, have a paraffin hand treatment and enjoy some refreshments. Let your kids be entertained with some video games, iPads or movies.

Take a break. We want every member of the family to look forward to coming to our office. We want it to be a highlight within your hectic life.

We all remember bad experiences, but you know, we remember those extraordinary ones even more vividly. That’s the way customer service ought to be.

Frequently Asked Questions

Q: Why is customer service so important in an orthodontic office?
A: Orthodontics is a long-term relationship, and a positive environment makes the process enjoyable rather than stressful. By focusing on exceptional service, the office becomes a place where patients and their families actually look forward to visiting, turning a medical appointment into a highlight of their day.

Q: How does a “Disney Experience” apply to orthodontics?
A: Just like Disney is known for its incredible attention to detail and helpfulness, an orthodontic office should strive for the same standard. This means having a knowledgeable team that goes the extra mile to assist you, ensuring clear communication, and creating a welcoming atmosphere that feels nothing like a typical doctor’s office.

Q: Is the experience only focused on the patient getting braces?
A: No, the best customer service extends to the entire family. This can include amenities for parents like massage chairs and refreshments, as well as entertainment for siblings. The goal is to make the visit comfortable and convenient for everyone involved in the appointment.