Brand Building: Sometimes You Wanna Go Where Everybody Knows Your Name


Photography Business Institute
Photography Business Institute

Yesterday I visited a small business I visit once a year. My allergist. While many of us don’t think of our doctors as small business owners or even places to look for marketing ideas, I have a customer experience we all can learn from.  In a nutshell, brand building starts with a good customer experience.

For 18 months I needed to see my doctor monthly. But the past three years, I’ve only had annual visits. Yet the way I was greeted by the entire staff made me feel as welcome as I would entering my neighborhood pub.

From the doctor himself to the check-in receptionist, billing clerk and nurse, every member of the staff made me feel like I was their only patient. Not only did they inquire about my move 6 months ago, my doctor asked about my career. They took time to listen to my concerns as well as my stories. The staff truly made me feel as if they cared about me as a person and that I wasn’t just another patient on their busy schedule.

For a variety of reasons, I drive two hours to see this doctor. And I wouldn’t dream of finding a more convenient alternative. Convenience isn’t everything in life.

Sometimes as a customer, you just wanna go where everybody knows your name.


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