I used to be a satisfied customer at Kopit Dental. The staff was professional and pleasant, the office brightly lit and soothingly decorated. But one day the dental assistant gave me the following:
![](https://xtrabrandwidth.com/wp-content/uploads/2023/08/Screenshot-2023-08-31-at-12.33.16-PM.png)
I immediately stopped being a satisfied customer. And became a delighted advocate instead.
What’s the big deal, you may wonder. Lots of dentist offices let patients watch TV during their procedures. Look closer. Someone at Kopit had taken the time to note several popular programs that were available during morning procedures (there’s another list for the afternoon).
I had just moved to my small town in Maryland and was still learning my way around. I was touched and thrilled that my dentist had thought about what it might be like to be a patient (customer) who didn’t know what was playing. Then he had given that customer the information needed to make an informed decision.
This seemingly simple gesture made me feel that Kopit “got” me. That they’d thought about my customer experience and chosen to enhance it. I’ve since enthusiastically recommended Kopit to several people. And I’ve told the story of the TV program listing many times.
Thinking like a customer seems easy to do. But every day I’m confronted by little irritations and disappointments by companies that don’t seem to give a hoot about my customer experience.
So how often do you think like a customer—and act on it? Not just in the big things. But in the little things that make a customer feel considered and valued.
Try it and tell me about it in the comment section below.