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Chiro School Reunion: Whatever Happened to...?
I opened the door to the closet slowly, carefully, since I knew it contained a large number of precariously stacked file boxes. It also held numerous outdated gizmos with electrical cords of various lengths that could trip or strangle a person.
Dedicated to Defending Chiropractic
Whether you're a veteran DC or a first-trimester student, the name George McAndrews should be part and parcel of your professional vernacular, as familiar as the word chiropractic.
6 Steps to Make 2017 Your Best Year Yet
People often ask me what defines success. Success, for me, is simple: doing exactly what you want to do in life. Whether it's the kind of practice you run, your life at home, your hobbies or something else, it's achieving anything you put your mind to.
A Simple Protocol for Holiday Stress
It's winter, a time when we should be deep in reflection, eating warming foods and sleeping long hours. Following nature's rhythms, we restore our bodies and minds in preparation for the renewal of spring.
Another Chance to Make a Difference
Just a few months ago, "the worst natural disaster to strike the United States since Hurricane Sandy" hit Louisiana. During this storm, one area experienced 31 inches of rain in 15 hours as almost 7 trillion gallons of water rained down in just one week across the state.
DVT: Know the Signs and You Could Save a Life
I lost a friend several months ago. He died from a pulmonary embolism (PE) secondary to a deep-vein thrombosis (DVT) that originated in his lower leg. Bobby was in his mid-60s, soft-spoken and had a big heart.
Meshing TCM With Environmental Pediatrics: Where's the Overlap?
Pediatrics has a long history within Chinese medicine dating back to the late Han dynasty (i.e., the late 200s CE), with the two primary areas of emphasis being herbal medicine and xiao er tui na (pediatric massage).
Overuse Injuries in Young Athletes (Pt. 2)
Most overuse injuries are benign, but there are some high-risk injuries that, if unrecognized or inappropriately treated, can result in significant loss in time from the sport or even require leaving the sport.
Assessing Core Stability and ROM: 5 Basic Checks
One of the first steps in addressing core stability is assessing static posture, ranges of motion, and motion of the pelvic bones, sacrum, femurs, lumbar spine and thoracic spine.
Herbs for Digestion: The Power of Bitter
Many cultures (and indeed herbal clinicians) around the world have long respected the role of bitter herbs and foods for promoting digestion. For example, aperitifs – drinks consumed before a meal to stimulate appetite and digestion – were originally derived from bitter herbs.
What We Can Learn From Spine Surgery
Patients with lumbar stenosis presumably present for conservative care to improve their quality of life and avoid surgery. However, providing clear guidance to these patients can be difficult for a number of reasons.
News in Brief
New President / CEO Takes Office at Yo San University. Electroacupuncture for Constipation?
Molecular Motors: Tiny Machines Behind the Rhythm of Life
In the clinic, we aim to restore healthy patterns of movement for qi that has gotten trapped or misdirected, or may have even collapsed. We may be focused on freeing stagnation, releasing heat or redirecting counterflow qi, but it often comes down to helping re-establish a flow of sorts.
End of an Era Looms at NYCC
New York Chiropractic College recently announced that Dr. Frank Nicchi will retire in August 2017 after 36 years with the college, the past 17 as president.
Southwest Acupuncture College Brings It to Division 1 Athletes
When Michael Phelps' photograph with the distinctive round marks left by cupping went viral, the Division 1 student athletes treated through the Dal Ward Athletic Center at the University of Colorado (CU) could relate.
Can a Multivitamin Reduce Breast Cancer Recurrence?
There is a great deal of controversy regarding the value of multivitamin supplements in cancer prevention. However, with respect to preventing breast cancer recurrence, an important study was published in the Journal of Breast Cancer Research and Treatment in 2011 by Kwan ML, et al.
All Fiber Is Not Created Equal
Sometimes the best place to start is at the end. So, the conclusion of this article is that all fiber is good ... but some fiber is better. Let's break it down. There are two main types of fiber: soluble fiber and insoluble fiber.
A First for the Profession: CCE Accredits First Chiropractic Residencies
The Council on Chiropractic Education (CCE) has awarded accreditation to all five chiropractic residency programs currently administered at Veterans Administration facilities, "the first residency programs in the nation ever to be awarded this distinction, a significant advancement in the evolution of chiropractic education," according to a VA press release announcing the milestone.
Branding: Set Your Practice Apart
Dr. Brad started his practice seven years ago on a shoestring budget. He created his generic logo in five minutes using a website because he didn't have the time to figure out how to make something special.
Little Sticker, Big Impact
It's the end of an election year. Hilary Clinton and Donald Trump were the subject of conversation for everyone, everywhere for the entire 2016 calendar year. I don't think any of us can deny that this election affected us all very deeply on a personal level.
A Q & A About Updated Codes
Yes, indeed there was an update to ICD-10 on Oct.1, 2016. This is a regular update to the diagnosis coding system and this type of update will occur every Oct. 1, just as it did when the ICD-9 system was in place.
A Letter to the Profession from the New President at AAAOM
Volunteering for a national, nonprofit organization brings with it such highs, lows, and accomplishments, as well as a steep learning curve.
January, 2012, Vol. 12, Issue 01
When Your Clients Talk, Are You Really Listening?
By Ann Brown, LMT
In Chinese, the word "crisis" is composed of two characters: one for "danger" and one for "opportunity." As a massage therapist, any constructive criticism you receive should be regarded with a similar view.If you don't pay attention to the criticism, you risk continuing your massage practice in unsatisfactory and damaging ways, but if you do take criticism to mind with a conscious focus on improvement, you change criticism (and crisis) into opportunity.
Consider these two scenarios. You greet Client A as she enters your business. You cover your standard procedure of taking soap notes, covering the basics of what you need to know for today's massage service. Outside, the sounds of nearby construction rise and fall during the course of the treatment, but the client seems unbothered, so you don't mention it. You perform the massage and ask how the client feels when finished. Client A replies "fine," pays for the service, thanks you and leaves.
Client B arrives for her massage. You welcome her and go through the same intake procedure as you did with Client A. Client B says she is suffering from lower back pain and stiffness. During the massage, this session is similarly interrupted by the sound of construction outside your practice. You apologize for the noise when the client looks disturbed. At the end of the massage, you ask how Client B feels. Client B responds that the massage was uncomfortable and she doesn't feel the relief she wanted. She is unhappy with the noise interruption and disappointed with the overall service. You apologize again for the interruption and ask her to wait a day to see how she feels after the massage. She pays for the service and leaves.
As a massage practitioner, which client would you prefer to deal with? If you answered Client A, consider this – Client A never returns to your practice for a repeat visit because her first experience was "fine," but not a stand-out. She didn't complain, but went home and shared with her friends that her massage experience (one that she had been looking forward to for two weeks) was only so-so. While Client B leaves, you know that the experience was not satisfactory, and while no one likes to deal with unhappy clients, you are aware of the issues and have the chance to change that client's opinion of your service and practice.
Client feedback is only as useful as the intention we put into it. If you only ask how the massage was as a glib question, then you miss key opportunities to improve your service and practice and to create loyal clients that return again and again. Taking your interaction from routine to personalized and then showing the client you are listening, not simply asking, can boost your client return rate, improve your entire business model and help you increase revenue.
Before You Begin
Setting the stage for getting useful feedback begins before the massage. I've been to numerous day spas and single practitioners that miss out on capturing information at the start of the massage visit. In my last five massage experiences, the practitioner either didn't ask for anything or simply handed a waiver for me to sign. Many of you do take diligent notes, but as the consumer, I have to wonder – do they want to just give me a massage and say good-bye? Or do they want me to come back?
It doesn't matter if you are a 20-room spa or a one-man show. Your level of professionalism should not be based on your annual gross revenue. Go beyond the basics to show you care and to secure information on how to follow up, post-visit. Ask for clients' birthdays, email addresses, mobile numbers and if they prefer to be contacted via text. Set up ways to check in after the massage and create an ongoing dialogue with the client. Feedback takes on new meaning when it is not collected in a vacuum, but instead is part of your ongoing commitment to stay connected with your clients and respond to their needs.
It's important to note that you should be sensitive to your client when trying to get feedback. If the client is looking for a relaxation experience, too many questions while they are on the massage table will probably be off-putting. Likewise, for Client A, a question of "How was the massage?" immediately after the service was too close and personal to allow the client to provide honest feedback. A short survey emailed to the client after the massage, however, would have provided a safe opportunity for the client to relay important information to you about how she regarded the experience – and it opens up a channel of communication that didn't exist before. Using email allows for some distance, and if you prefer, sending out the survey via a third-party vendor might also help to reinforce your desire for a sincere and open response from the client.
Using Positive Feedback
If you have positive feedback from your clients, congratulations! But even if the response is positive, pay attention to the specifics and make sure you are getting detailed data. Instead of offering a scale of 1 to 5 for satisfaction, consider offering a scale of 1 to 7, so that your data becomes more reflective of the client's temperature concerning your business. The client who marked your spa as "average" on a scale of 1 to 5 may indicate "slightly above average" or "slightly below average" when given the opportunity, giving you better insight into your performance.
When feedback does reveal highly rated service and performance, note where your strengths are and what areas that the client appears to value the most. How can you improve your service offering or boost value to the client, as determined from feedback? For example, if you see that clients are consistently rating your technique and skill as high, but the facility is average, how can you improve the environment? Or vice versa?
Positive feedback is a great marketing opportunity. Where can you post testimonials from your cheerleaders? Put positive comments front and center from those that love you. Ask your VIP clients if you can share their comments on your web site and/or Facebook page, for example. Use your biggest advocates to your full advantage and develop a referral program if you don't already have one. Word-of-mouth advertising, coupled with an incentive to bring a friend, is golden! Keep up your communication regarding your referral program: Send out reminders to your clients so they don't forget the reward for making a referral.
Responding and Putting Negative Feedback to Work
In the opening scenarios, Client B immediately expressed her unhappiness to you. The first thing to remember is to listen to the client. Do not get defensive, but focus on respecting their opinion. Keep in mind the Golden Rule: How would you want to be treated as the client? Understand the value of the service you have offered. For most clients, they've looked forward to their massage appointment, so it's not just an issue of parting with money for an experience that didn't satisfy. The level of disappointment rises when the client has eagerly been anticipating the massage and carved out time for the appointment. One option for handling the situation, which some clients will demand, is to not charge the client for the treatment. The client goes away unsatisfied with the experience, but satisfied in the fact that she didn't have to pay for it.
Another option for handling the situation would have been to apologize to the client and offer a return visit at half-price or no charge, depending upon the situation. With this move, you both appease the client and create an opportunity to redeem yourself. When the client comes back and has a better experience, then you have likely turned someone who would have spread a negative impression of your business into a positive supporter. The case may arise, however, where you know you will be unable to satisfy a client. If their physical needs require a specialized skill, for example, you know that a return visit will not satisfy. Realize the importance of referrals and have a network ready. If the client will benefit from rolfing, know who to send them to. Focus on your strengths and communicate to the client where your expertise and skill lies, but also share the message that your number one concern is their health and wellness. When you are unable to provide the service they need, recommend who can. Your openness and focus on wellness should solidify your position and positive reputation in the client's mind.
If you receive negative feedback via a survey, a hand-written note goes a long way to ensure the client that you take their comments seriously and want to address their concerns. If the case warrants it, make a phone call to the client to show your dedication to creating a more positive experience. Make no excuses, but apologize and commit to righting the situation with an incentive to come back for another treatment within 60 days. Always, review your performance honestly after getting hard feedback. How could you have handled the situation better to avoid disappointing the guest? In the scenarios offered, a phone call prior to the treatments would have made the guests aware of the construction noise and given the opportunity to reschedule, if desired. You may also need to look at your intake questions. Are you asking the right questions to give you a clear picture of the guest's needs and expectations? The more you know, the more you can satisfy.
Good or Bad, Stay Diligent
A true commitment to improving your practice starts with creating a dialogue with, and listening to, your clients. Set up a system for monitoring feedback, responding and analyzing the overall data. Look at and respond to negative feedback as soon as possible, but also make a point to once a month and once a quarter look at the bigger picture of your performance. Some good questions to consider:
Collecting feedback but then setting it aside without really looking at it is an incredible waste of opportunity. Your clients are talking, so pay attention to what they have to say and focus on how to create a systematic approach to improving your business.
Ann Brown, a licensed massage therapist, is a member of the International Spa Association's board of directors and serves as spa director at Spa Shiki at The Lodge of Four Seasons in Lake Ozark, Mo. She also provides management consulting services through Spa Insight Consulting.
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