From Promise-Making to Promise-Keeping: Why Great Ops Starts with the Customer Journey with Julie Hamada

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Hello everyone.
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Welcome to another episode of OpsCast, brought to you by MarketingOps.com and powered by the MoPros out there.
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I'm your host, Michael Hartman.
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And today my guest is Julie Hamada.
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She's the Chief Operating Officer at Monarch Dentistry in now.
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I forget the city in Canada, but we'll get to there.
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Julie Toronto.
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Okay, Julie brings a perspective we do not hear often enough in operations conversations.
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She came into operations through marketing, and that background still shapes how she leads today.
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She thinks deeply about customer psychology, retention, the full customer journey, and the gap that often exists between the promise marketing makes and the experience operations actually delivers.
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I love that.
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In this episode, we explore what ops leaders can learn from marketing, why retention is still undervalued, agreed, how customer experience and operational design are tightly connected, and why some of the best leadership conversations happen when you stop staring at the numbers for a moment and just talk.
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Julie, welcome.
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Thank you.
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Thanks for having me.
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It was glad to have you.
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I'm sorry, I was I thought it was Toronto in my head, and I was like, wait a minute.
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I know so many people now from Vancouver, you know, like those are very different.
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Can't get my Yeah, no, no.
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We're in Toronto.
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I uh the like the clinics we have are all over the GTA, um, but we're based in Toronto.
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Got it.
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Okay.
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Well, why don't we start with maybe walk us through, I did that touch on highlights of your career that you went through marketing to get into a CO role, but could you walk through maybe a little more detail and um kind of what are some of the key points and transitions that led you to the COO role?
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For sure.
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Um, so I started my journey in marketing.
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Uh I loved the people aspect of marketing, obviously the creativity as well, but just I was really passionate about understanding um the customers, what motivates them, um, you know, how to get um how to communicate value to people to get them to be interested in a specific product or service or whatnot.
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And as I was going through my marketing journey, I realized the gap.
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Uh operations and marketing were not always aligning.
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And a lot of the times, you know, the as marketers, we create the campaigns, we put all the money and the effort in it, and months and months over working on through the campaigns and launching the campaigns.
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And then when it comes to execution, you have, you know, the customer goes in and we hear a different experience.
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And that was just heartbreaking because of the amount of work.
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And so I always wanted to understand because that part of the business is not always visible.
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So the moment the customer walks into the door, how are we now starting as marketers?
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How are we tracking what that experience looks like?
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We can perhaps map it, but to actually have control over it is now into the operations arm.
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Yeah, and when you're walking in the door, you're like literally walking through the door for you, right?
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Yes, yes, literally.
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It'd be people walking through the door, and it's if you're not delivering on you know what was communicated through the marketing, or if the staff there or or the employees are not aware of what we're kind of the messages we're sending out to market through marketing, uh there's there's a gap that we destroyed the customer experience, and and now we've, you know, we've acquired a patient or a customer that's gonna come in once and might not come back again because of the flow of um their journey and and the experience that they had.
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And so I wanted to understand what happens.
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What happens?
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Why is it, you know, instead of arguing with the ops team, um, you know, and like, oh, you overpromised or you did this and we weren't ready to launch, and there was a lot of these conversations um where it's like, you know, it's of us versus them, where it really should be just one team.
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And but because there's two different departments, you do start having that conversations where it's like, no, you did this on our side and we did this on your side.
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So I really wanted to understand and I wanted to be part of that process of saying, I would I want to make sure I want to be the person that makes sure the patient is getting the experience we promised because that's what matters.
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That's high value retention capabilities there, which is way more it's easier long term for growth.
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Retention will will result in long-term growth, whereas acquisition will keep the business going and that keeps the momentum going.
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But retention is where the real growth is.
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And so I wanted to understand that process better.
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And I got involved a lot in with the operations team.
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So I was, you know, hands-on and I wanted to go in when we launched campaigns.
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I was in those, we I was in the food industry.
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So I was in those restaurants.
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Doesn't matter how far away does I'd go to the busiest restaurants and I try to see what is happening.
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How are they talking to the customer?
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You know, where where are the missing links at?
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And so that was really eye-opening because I want I saw also the deficiencies that there were in in the operations of how, you know, our messaging and our vision as a company and where there were things missing.
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And I thought, I'm like, I want to, I want to fix this, I want to be part of fixing this.
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And so that's how I slowly started getting into operations and I I started enjoying it.
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And managing the operations team became easy because I understood people.
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And operations is people dealing with people every day.
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So my approach when I came to operations, it wasn't just like this is our process, this is our system, this is how it's gonna go.
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It was me talking and getting feedback from them.
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And, you know, operators would look at me and they're like, no, that's just how we do it.
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And I'm like, okay, but I want to know what they feel about it.
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How did they think about it?
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Like, I want to use that feedback loop that we use in marketing to actually fix our systems and process and relaunch campaigns or do better campaigns the next time around.
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And so when I started applying that, me adult uh implementing processes and systems in the operation realm started becoming more successful.
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And when people were like, What are you doing?
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That's different talking to people.
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It's funny how I remember I had somebody work for me who uh he came from a military background.
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He I he was transferred to my team, came from a military background leader, and came to me one time with a problem and asked me what to do.
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Like he wanted orders, basically, right?
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And I was like, but you know this better than me.
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Like I wanted like he knew better, and I think people underestimate like those people who are the feet on the ground, you know, that they they can provide, they know what's going on.
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And they just want to be heard something.
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It's their feedback is everything, and and and just it's funny.
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Earlier today, I had a meeting, um uh women of influence event where we had leader different leaderships, and we were talking about, you know, how do you lead people?
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And I mentioned that.
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I said, um, talking to people, um, understanding the why, understanding what's really happening, where the challenges, where the bottlenecks, because that's where marketing takes a big hit too, where there's a bottleneck, right?
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It's like somewhere across this customer journey, somewhere across in those steps or in those department handoffs, something goes wrong.
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And you can't know from sitting in an office, you can't know what went wrong.
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You gotta either be at the front end or talk to people in the front end and try to understand where something went wrong.
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And until those fixes are done, then it's an organic feedback loop.
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Like it's the marketing will be more successful if those things are fixed.
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And if those, and and then if those things are fixed, the uh marketing improves naturally internally from the retention point of view, and then you've got this organic growth.
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And so, and it's genuinely have worked.
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It's I used a lot of my, you know, understanding people's psychology, uh, knowing things in the world.
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Mark as marketers, we have to be aware of what's happening in the world, you know, what's trending, what is what's the in now?
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Um, you know, what even politics, what's happening politically, economically, because that all impacts our campaigns, how we deliver messages, um, who do we target?
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And so I actually use that, but with employees that I oversee, right?
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I mean, we have over 200 employees, and I say, okay, gas prices the last two days has gone drastically up.
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The morale, there's a lot going on in the world.
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Um, there's this, you know, this feeling of like insecurity for some people.
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What's happening next?
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There's the uncertainty.
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And how does that going to impact the morale of my staff?
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Do I want to be coming down hard on them on numbers now?
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Or do I use this as an opportunity to gain their trust and say, hey, listen, let's address the elephant in the room.
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I know things are tough.
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I know gas prices have gone up.
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I know these things are happening.
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I want us to work together and I want us to work this way to overcome this time and be there for each other.
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And that's something I did take from marketing because we have to understand demographics.
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We had to understand people and before delivering those things.
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And so using that in the leadership aspect of um operations has worked so well.
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It's funny because I harkens back.
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I've probably referred to this a dozens of times, but one of our early guests was Brandy Sanders, and she said that to be a good operator, you need to know you need to know how to play chess and to understand human psychology, right?
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And it's like, isn't that a great analogy?
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I love the chess part.
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Like the understanding human psychology, I I say it all the time, but the chess you really guess, right?
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That's the really great analogy.
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Moves ahead.
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Yeah.
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It's interesting.
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So it's I I went back to something you said reminded me of something in my career.
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This like going when you said you would go do a campaign, then you would go actually see what happened in the in the field, right?
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I remember in a consulting job I was doing years ago, completely different context, but we were doing some work for a bulk fulfillment of a pharmacy that was part of a big grocery chain here in Texas.
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And um we could gather all kinds of information.
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We got feedback from the people in the bulk fulfillment one.
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But it was amazing how much more uh complete the picture was when we actually did site visit to the store.
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And we went to different kinds of stores, different sizes, different locations.
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And it was so helpful to get that like actual, like, oh, this is what they're going through.
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This is a pressure eye opening.
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Yeah, it was because you make assumptions, right?
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We all do.
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And it it was and and we were getting or even if we weren't making assumptions, we were tr trust and it's not that people were not telling the truth, but it's that what they call the telephone game, right?
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We were hearing it from someone else's perspective who wasn't living every day.
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Um, but just on the total aside, like the way I handle myself at pharmacies has completely changed because those people are under pressure.
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Like seriously, like uh all kinds of things, shortages, shrinking calls shrinkage with stuff disappears.
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Yeah.
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Even even my industry right now, the dental industry, we have huge shortage, yeah, huge laugh shortage.
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So everyone's overwhelmed.
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That's I say that's the most common word I use.
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I hear every day.
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I am so overwhelmed.
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It's becoming such a recurring thing.
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And when you go, I have a rule, at least once a month I have to go to locations in more than one location.
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Even if I just say hello, you know, put on my runners, walk around, see how the clinic is, see how what I put in papers and in emails, if it's actually translating all the way down.
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Because as the chain gets larger, you're having you're talking to management, and then management's talking to leads, and then leads are talking to friends.
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And a lot of the time I find that the messaging at the top is not even actually getting to the bottom correctly.
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You know, I would deliver a message and and else again, similar to marketing, you have the main message that you're trying to get to your audience, and then you know, it can be misused and and completely misunderstood by the time it gets to, you know, it funnels down.
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And I and I see that all the time.
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So, you know, I remember thinking when I was in marketing and it was it was a mid-sized company that I worked with at the time, and they said, you know, you can do that.
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I met with um another company that had thousands of units, and they actually brought me in to talk to their marketing team to see what I am doing because we did really well.
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Sure.
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Our marketing was, you know, we had two, three people and our marketing was top-notch.
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So um at the time the CEO said, I want you to come in and talk to my marketing team because we have like 50 people.
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How are you doing different things differently?
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And the first thing I said is, How many people here have been to units?
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And they said, Well, we have thousands of units.
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And I was like, But there's that's actually better because that means there's probably a unit 10, 15 minutes away from your house because we're talking about the huge brand, right?
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So have you ever just taken your laptop and gone and worked there?
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They don't even know need to know who you are, just go there and observe what happens.
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You will come back with so much feedback.
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And then you look at reviews and then you start piecing the puzzle together and thinking, oh my God, here's you know, people are not communicating the messages or the product does not look nothing like the images that we've put on, right?
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I ordered the product and it doesn't look good.
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And I think I don't care how big a company can be, I do think that people can find the time to go to the front line.
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And as leaders, it's important, it's very important.
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It changes your perspective.
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And for me, it's always as I build system, I go back and improve systems as well.
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And I can only do that by not getting, like you said, assumptions because numbers tell you what's happening.
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They don't tell you why it's happening.
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And I look at numbers every day.
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Yeah, I I look at numbers every day.
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I'm like, I look at them, they tell me I know what's happening.
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I can tell you a full analysis of what's happening.
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But to know why it's happening, you need to talk to people, observe what's happening, and then come back with that feedback and see where you can improve.
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The the equivalent of that for people who are listening or watching it who are like B2B marketing ops is to do I've said this a million times too.
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Like go sit with your salespeople.
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Right?
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Because like if you don't know you're doing all this work to generate leads, and then you go, like, why aren't they doing anything?
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What will maybe you need to go spend some time and see what it's like for them when they receive the leads, quote, right?
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And then what do they actually have to go through?
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It's it it it is and really the hardest part for someone like me when I started doing that was to just keep my damn mouth shut.
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You know like I very, very, or you come off very angry, like I I sometimes left like locations, I was so frustrated, and then I tell my boss, I'm like, I hate it because I start seeing so much, and I go back with a huge to-do list.
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Yeah.
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So it's but it's I mean, if you sit there and you go, because again, if we all like, especially if you're close to something like how these systems work, um, and you go, like, we build all this stuff so they're getting these leads right away, and then but you don't go like, okay, well, they have to go and they have to go open Salesforce, and then they have to go find the queue, pick the next one, they have to open it up, they have to change the stat.
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Like, there's all these things they have to do that all seem small, but they all take away a little bit of time, and they all and the easiest thing to measure, Michael, is the leads.
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Yeah, that's why people always look into acquisition.
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It's it was so easy for me to tell, oh, I got 30 patients, I did my due diligence, and then, you know, where well, what happened to those patients?
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I mean, it cost us.
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I'll I'll give you an example.
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Um, we have a referral program and we run Google ads, we have search engine optimization, we run all those sort of things.
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And with each clinic, there's different dynamics.
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So, like, you know, depends on the demographic.
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Sometimes flyers they work amazingly in certain areas.
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So people are still, you know, into traditional marketing there.
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And, you know, I do the flyers, I do the mapping and all this stuff, and it works.
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It we get a lot of patients, and it's with some clinics, it doesn't.
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And so over time, we've come to know, you know, what works where.
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And we have a referral program that I put together where if you refer a friend, you get a gift card, and then they give a gift card for coming in, and it's like $30 gift card.
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And Google, when I get patients through Google, average acquisition in dentistry is about $150 per patient.
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In each of my clinics across the board, doesn't matter what demographics it is, on average, I get 30 to 40 patients through the referral cards, the referral program.
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And through Google, I get on average five to seven some clinics.
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The most I've ever gotten was 10 to 12, but that would still cost me more than the referral card.
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And the referral cards, because it's a referral, those patients are more, I'm more, I have a better chance of retaining those patients because they came in through, you know, the good word and and the experience that they have.
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And so for me, I think a lot of people focus on acquisition and and as marketers, we say, okay, you know, we there's the 30 patients, or we got 150 patients, and and not understand the journey of what happens after that, the handoffs and where things could go wrong.
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I genuinely think that those two teams should really just be one team.
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And, you know, uh so many people would disagree.
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I they do different things, but they're what you can't clap with one hand.
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And operations and marketing are like two hands together.
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They have to be.
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I actually interviewed with a company one time where they were wanting someone who had more of a marketing background to work in in this case, it was support.
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It was a software company.
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And I guess so that's actually a really clever idea, right?
00:19:45.129 --> 00:19:54.250
You should be every opportunity, like every interaction through support is a potential to um build or lose trust with those customers, right?
00:19:54.250 --> 00:19:57.210
And therefore have an impact on retention.
00:19:57.210 --> 00:20:06.730
Um, I don't think they ended up doing it, but I thought it was a really interesting idea to embed marketing in another like a marketing-oriented person in that kind of space.
00:20:07.769 --> 00:20:14.329
I would actually the times have been changed, like times have changed so much.
00:20:14.329 --> 00:20:27.450
And I read something interesting in the last few days, and it was things are changing where we are introducing AIs and softwares and into companies, and a lot of the time job descriptions are not.
00:20:27.450 --> 00:20:31.289
So people would have had the same job descriptions for years.
00:20:31.289 --> 00:20:59.930
Uh and I think for from especially from an operations angle, I used to tell them I want to go and hire marketers as managers too, because I want if you behave a certain way with patients, if I have a patient walk in and they are greeted well and and feel, you know, one time there was a pa I went into a clinic and a patient walked in and it was an older gentleman.
00:20:59.930 --> 00:21:02.329
And I got up and I said, Hi, how are you?
00:21:02.329 --> 00:21:03.609
Oh my God, it's very cold today.
00:21:03.609 --> 00:21:04.970
Why don't you let me take your jacket?
00:21:04.970 --> 00:21:07.210
Because he was struggling to take his jacket off.
00:21:07.210 --> 00:21:10.089
And I'm like, let me take your jacket, I'll hang that for you.
00:21:10.089 --> 00:21:14.089
And and then I put I hung his jacket, I'm like, have a seat, would you like some water?
00:21:14.089 --> 00:21:15.609
We'll be right with you.
00:21:15.609 --> 00:21:23.129
And then um the you know, everybody's like at the front desk is looking at me, they're like, Oh, look, that's nice.
00:21:23.129 --> 00:21:26.170
I'm like, that's that's our job.
00:21:26.490 --> 00:21:30.809
It's so funny that that is no longer like that sounds unusual.
00:21:30.809 --> 00:21:32.250
It's it's weird to me.
00:21:32.569 --> 00:21:48.649
Yes, they were just their eyes were open and they're looking at me, and then like I'm like, it's like, oh, but he's like an OT, like you know, he's like, I'm like, it doesn't matter what I don't care what anything about this person, they walked in.
00:21:48.649 --> 00:21:52.730
Do you know how hard it is for us to get you people to walk in?
00:21:52.730 --> 00:21:57.609
Like when people walk in, there's so much work behind the scene.
00:21:57.609 --> 00:22:07.289
Marketers are working very hard to ensure people are walking in, and we need very strong people with some sort of marketing knowledge.
00:22:07.289 --> 00:22:13.849
So all of my managers go through marketing training, every single one of those in operations.
00:22:13.849 --> 00:22:17.129
They have one day of their training is marketing.
00:22:17.129 --> 00:22:23.129
They have marketing weekly calls um and monthly updates, and I've actually the market.
00:22:23.129 --> 00:22:28.809
Person that I have in charge, I've also trained on how to use our software.
00:22:28.809 --> 00:22:37.849
Because I'm like, okay, if you see something that if we're getting new patients and then some numbers not making sense, I want you to have the ability to go in and check for yourself.
00:22:37.849 --> 00:22:45.690
That way you'll know what the software is and you know what they go through to, you know, they didn't make a note on a new patient or whatever.
00:22:45.690 --> 00:22:47.930
You know how to go in and audit that.
00:22:47.930 --> 00:22:58.490
So I do I do a lot of cross-training because it's as simple as this brands make promises, operations where the truth is.
00:22:58.730 --> 00:22:59.129
Yeah.
00:22:59.129 --> 00:23:02.329
So yeah, phrase when we talked, I wanted to get into that, right?
00:23:02.329 --> 00:23:07.930
You said I think it was marketers are promise makers and operations are promise keepers or something like that.
00:23:07.930 --> 00:23:08.410
Yes.
00:23:08.410 --> 00:23:09.529
I love that.
00:23:09.769 --> 00:23:10.410
Yes.
00:23:10.410 --> 00:23:11.129
Yes.
00:23:11.129 --> 00:23:14.410
Because that's where, again, marketing is the messaging.
00:23:14.410 --> 00:23:21.690
It's where the promises are being made to patients or to consumers, and operations is where the real work happens.
00:23:21.690 --> 00:23:25.289
So, again, as a marketer, I can say, Well, I did my job.
00:23:25.289 --> 00:23:30.170
You've got all these new leads now, and it's your job to take it from there, right?
00:23:30.170 --> 00:23:35.129
Well, take it from there how have we created a workflow?
00:23:35.129 --> 00:23:38.490
Is our training program incorporating marketing?
00:23:38.490 --> 00:23:41.129
How are they supposed to communicate with the patient?
00:23:41.129 --> 00:23:44.649
How are we streamlining the process to be continuous?
00:23:44.649 --> 00:23:47.529
Because patients don't understand that there's a handoff.
00:23:47.769 --> 00:23:48.170
And they shouldn't.
00:23:48.490 --> 00:23:50.649
Patients and they shouldn't.
00:23:50.649 --> 00:23:53.609
No, it's a continuous process for them.
00:23:53.609 --> 00:23:58.410
So you're coming in and and and to you, it's just all one process.
00:23:58.410 --> 00:24:05.690
We the way I look at things, and again, that helped me with operations, is I always look at it as like this touch point, this touch point.
00:24:05.690 --> 00:24:07.930
You know, I'm looking at it as a funnel system.
00:24:07.930 --> 00:24:14.089
I look at it from like a customer journey, and I'm like, okay, so patient is in the in the clinic.
00:24:14.089 --> 00:24:18.649
How do I want my front desk to um greet the patient?
00:24:18.649 --> 00:24:20.889
How are we communicating with the patient?
00:24:20.889 --> 00:24:24.009
Do we notify them about the marketing programs?
00:24:24.009 --> 00:24:29.690
Do we offer them, you know, the the cleaning kit, the whitening kit that we have?
00:24:29.690 --> 00:24:40.170
Um, and so what I realized is there's, yeah, there's that, like it's a gap because, oh, well, we didn't know we had to give, we can give him a fee white thing.
00:24:40.170 --> 00:24:41.690
Oh, we didn't know we had to do this.
00:24:41.690 --> 00:24:52.410
So I said, it's moving forward, it's mandatory that everybody gets trained on marketing and on customer experience, on customer from hygienists.
00:24:52.410 --> 00:24:54.649
So we had a training for hygienists.
00:24:54.649 --> 00:24:57.930
How do you greet the patient the moments you go to the front desk?
00:24:57.930 --> 00:25:01.450
When you grab the patient, say, Hey, could you please come with me?
00:25:01.450 --> 00:25:03.849
How's that going to look like?
00:25:03.849 --> 00:25:07.930
All the way until they leave your chair and you walk them out to the front.
00:25:07.930 --> 00:25:09.129
How does that look like?
00:25:09.129 --> 00:25:10.649
Because that's marketing too.
00:25:10.649 --> 00:25:11.129
Curious.
00:25:11.289 --> 00:25:13.930
That's I totally agree on all that.
00:25:13.930 --> 00:25:20.410
That that's I'm curious on how when you go through that process of going, like, what is this process going to be like?
00:25:20.410 --> 00:25:27.609
Do you I'm gonna guess that what you do is you give them sort of general, like these are this touch points, I think I'll use your term, right?
00:25:27.609 --> 00:25:29.690
Touch points or steps in the process.
00:25:29.690 --> 00:25:39.289
Um it but it feels like what I what you're going at is you're doing that, but you're leaving room for personal adaptation to that, right?
00:25:39.289 --> 00:25:59.930
Like so it, but then you're layering in, you're teaching whether you call it marketing or customer experience to those people so that they know, like, here's the process and the flow, here's how I can because every in this in your case, right, truly every client is gonna be unique and different at a different stage, going through whatever they need to be able to be flexible at how they interact.
00:25:59.930 --> 00:26:06.410
So is that so the the process is clear but not rigid?
00:26:06.410 --> 00:26:07.930
Is that a fair way?
00:26:08.329 --> 00:26:14.009
No, yes, it's not rigid because um each clinic actually has a dynamic too.
00:26:14.009 --> 00:26:30.649
Like each of our clinics, and I allow for that because that's the culture, like in the industry, you can't again you can streamline and create processes, but you we can't strip the culture of that clinic away from them.
00:26:30.649 --> 00:26:37.529
Each clinic has something that works for them, and same thing when it comes to um how they deal with patients, right?
00:26:37.529 --> 00:26:40.009
They know their patient more than I do, right?
00:26:40.009 --> 00:26:44.809
Um, and sometimes when I go in and I'm like, hey, why don't you say this to the patient?
00:26:44.809 --> 00:26:48.170
Because I always sit at the front, they don't like it.
00:26:48.170 --> 00:26:50.250
I'm sure they don't like it.
00:26:50.250 --> 00:27:03.609
Um, but I like to sit at the front, uh, not only because I want to show them how I would speak to patients and how I would approach things, but I also want to kind of see what, you know, what's happening in the conversation.
00:27:03.609 --> 00:27:07.129
And sometimes, you know, I would say, like, oh, why don't you say this patient?
00:27:07.129 --> 00:27:08.569
Like, why didn't you tell this patient this?
00:27:08.569 --> 00:27:17.129
And then they'll be like, oh, because you know, this and this and this, and then, and so I, you know, there, I I can't just be like, no, you have to do it this way.
00:27:17.129 --> 00:27:27.930
Um, I give them a process and I say if you provide what what I've learned to do is put both on the table in the sense numbers and people.
00:27:27.930 --> 00:28:00.410
So when we had um a hygiene department meeting, I said, if we do everything you're supposed to do in that uh flow of patient, like what you're supposed to provide as per your college, when a patient sits in your chair, if you educate the patient, if you provide the treatment that's is required by your college for you to pr to give to this patient, and if you are kind, if you do those three things, your numbers will go up.
00:28:00.410 --> 00:28:03.210
And that's a guarantee.
00:28:03.210 --> 00:28:05.289
I don't even need to look at the numbers.
00:28:05.289 --> 00:28:18.170
I will know that if you do those things, so I'm not asking you to put up, I'm not asking you to increase your numbers, I'm asking you to do your job in the kindest way possible because nobody wants to be sitting in a dental chair.
00:28:18.170 --> 00:28:20.329
It's one of the hardest services to sell.
00:28:20.329 --> 00:28:24.970
Nobody comes in saying, Yes, I'm going to the dentist, you know.
00:28:24.970 --> 00:28:28.730
Um, it's people are already nervous coming in.
00:28:28.730 --> 00:28:32.329
People are scared coming in, they don't like to be there.
00:28:32.329 --> 00:28:33.849
You know, some people are anxious.
00:28:33.849 --> 00:28:39.049
And so kindness, yeah, kindness is the best marketing tool.
00:28:39.049 --> 00:28:39.529
Yeah.
00:28:39.849 --> 00:28:40.569
Internal content.
00:28:40.569 --> 00:28:57.369
Well, so what's coming through to me is, you know, I guess this goes back to your sort of focus on human psychology a little bit, is it feels like what you're doing is you're building enough structure and setting expectations, um, but building a trust, like a trusting situation.
00:28:57.369 --> 00:29:07.769
So where yeah, they know that as long as they're trying to do the right thing within some guidelines, right, they're not gonna be, you know, slapped on the wrist or whatever.
00:29:07.769 --> 00:29:11.930
But also um being open to getting feedback.
00:29:12.009 --> 00:29:18.889
It sounds like you're open to that too, because it's like it's my that's my strategy.
00:29:18.889 --> 00:29:21.450
It's always listening to people.
00:29:21.450 --> 00:29:26.250
So again, it when we first started, I was I had 40 to 50 employees.
00:29:26.250 --> 00:29:28.009
Now we're at almost 200.
00:29:28.009 --> 00:29:34.970
And so now I've done it in departments because I can't, you know, it's it's more and more people.
00:29:34.970 --> 00:29:39.049
And and again, I'm sure you know, leaders of thousands of people.
00:29:39.049 --> 00:29:42.970
Um, well, how do you how do you communicate with everybody?
00:29:42.970 --> 00:29:45.129
But you can kind of structure it.
00:29:45.129 --> 00:29:47.930
So I do hygiene uh departments alone.
00:29:47.930 --> 00:29:56.329
Um, and again, you can always train people to think with the same, to come across with the same mentality and and the same values.
00:29:56.329 --> 00:30:02.970
And and if they practice that, then you can trust these people to lead another department and another group of people.
00:30:02.970 --> 00:30:07.210
So I do quarterly department feedbacks where we don't look at numbers.
00:30:07.210 --> 00:30:08.889
So I wanted to get to this.
00:30:08.889 --> 00:30:11.210
I do not look at numbers.
00:30:11.210 --> 00:30:15.049
We just have a meeting, a conversation just like this.
00:30:15.049 --> 00:30:20.970
A lot of the times, of course, with upper managements, you have people who are hesitant, more people are quiet.
00:30:20.970 --> 00:30:23.769
It just takes one person to speak up.
00:30:23.769 --> 00:30:28.490
And sometimes I call on the people that I know are more, you know, have more courage to speak.
00:30:28.490 --> 00:30:35.930
So I'll call on a certain hygienist that's been with us for seven years and I say, Hey, how do you feel about this new process that we implemented?
00:30:35.930 --> 00:30:38.089
How do you like the new software?
00:30:38.089 --> 00:30:39.930
Um, tell me how you think about it.
00:30:39.930 --> 00:30:44.089
Do you do you have enough time for your appointments?
00:30:44.089 --> 00:30:50.649
Because it seems like a lot of patients are not getting the education that I would like them to get.
00:30:50.649 --> 00:30:56.730
I have walked into ops and just in the middle, I just put my gown and I walk in and they kind of get like rigid.
00:30:56.730 --> 00:30:57.609
Like, why did she do?
00:30:57.609 --> 00:30:59.690
But I'm like, I want to see what's happening.
00:30:59.690 --> 00:31:06.970
And, you know, of course, behavior could change when I'm in the room, but I say, okay, well, I've been noticing this.
00:31:06.970 --> 00:31:08.009
Why is that happening?
00:31:08.009 --> 00:31:10.170
Is it because you don't have enough time with a patient?
00:31:10.170 --> 00:31:12.649
Are they giving you enough time in the schedule?
00:31:12.649 --> 00:31:25.210
And then as soon as I said that, people started jumping to the car, no, because we need this long, and sometimes we have back-to-back patients and we need to clean the room and we need to do this and we need to do that.
00:31:25.210 --> 00:31:26.889
And I was like, okay, this is great.
00:31:26.889 --> 00:31:46.809
And I was making notes, and and then I had a meeting with the operations team, and I said, moving forward, unless we're working, they're working out of two offs, I need them to have at least that five, 10 minutes to clean the rooms and get their, you know, um other patients, like the the other the room ready for their next patient and procedures and stuff.
00:31:46.809 --> 00:31:48.569
A hundred percent.
00:31:48.569 --> 00:32:00.889
I'm like, give them that ease when because if they're working under time pressure, of course, they're gonna be so focused on getting those logistics um done and and they're not focusing on the patient.
00:32:00.889 --> 00:32:05.609
And the moment we strip away that patient care, we're gonna get in trouble.
00:32:05.609 --> 00:32:10.490
We're gonna go into patients are not leaving with that good experience.
00:32:10.490 --> 00:32:13.930
And then that feedback loop again, it's not a negative one.
00:32:13.930 --> 00:32:20.730
So um, and I did the same thing with assistants and I met with them and I said, How can we make your job better?
00:32:20.730 --> 00:32:22.490
You know, what what would you suggest?
00:32:22.490 --> 00:32:25.210
What are some of the challenges you guys face on the daily?
00:32:25.210 --> 00:32:30.569
And some of them said, Okay, we don't have enough time, we don't get lunches, or we don't do this sometimes.
00:32:30.569 --> 00:32:40.490
And I went back to operations and said, Okay, when the clinic gets to this capacity, I need to have a temp assistant that's only going to sterilize for them so they can just prep the rooms.
00:32:40.490 --> 00:32:47.609
And that's how I've been improving processes by just having those conversations and and we see the numbers within a month.
00:32:47.609 --> 00:32:51.369
You know, the boss comes and he's like, hygiene numbers are really up.
00:32:51.369 --> 00:32:53.129
Like, what is you know, what did we do?
00:32:53.129 --> 00:32:57.369
And I'm, you know, I'm looking at him and I'm like, Well, we had a conversation.
00:32:57.369 --> 00:33:03.529
He said, You're telling me if you talked, and I'm like, Yes, we talked, but we also fix things.
00:33:03.529 --> 00:33:07.690
So we talked, I talked to them, they felt heard.
00:33:07.690 --> 00:33:18.089
They felt like um people are willing to take job cut uh uh salary cuts sometimes, Michael, just to work in a place where they feel like they've been heard or that people care, right?
00:33:18.089 --> 00:33:20.410
And I just fight back on you.
00:33:20.649 --> 00:33:26.889
I don't think it's just heard, I think it's heard and then seeing that what you heard actually made a difference.
00:33:26.889 --> 00:33:29.849
Yes, I think that's key.
00:33:29.849 --> 00:33:34.730
It's easy to go and say, I want to hear all your feedback and then just do nothing.
00:33:35.049 --> 00:33:35.690
Let it go.
00:33:35.690 --> 00:33:39.369
No, yeah, when we put it in action and and I get feedback from managers.
00:33:39.369 --> 00:33:41.849
Oh my god, my hygienists are so happy.
00:33:41.849 --> 00:33:43.609
You should see how they're working.
00:33:43.609 --> 00:33:52.730
They're, you know, they're giving the toothbrushes, they're doing what they're supposed to do, and they're doing it happy, like they're wanting to do it.
00:33:52.730 --> 00:34:02.089
They don't feel like they have to, they want to do it because I also did bring in the perspective of we're here for the patient.
00:34:02.089 --> 00:34:02.569
Yes.
00:34:02.569 --> 00:34:09.530
If you just give the patient what your college teaches you to do, don't worry about the numbers.
00:34:09.530 --> 00:34:10.410
The numbers will come.
00:34:10.410 --> 00:34:15.610
But all I'm asking of you is you have to spend time talking to patients and educating them.
00:34:15.610 --> 00:34:39.610
And so when it when the conversation took out the numbers and we had that open where they were able to share the challenges, and I did address them, um, and they could see that I've it was addressed because I actually sent out a memo saying this is how we're gonna do things, and I copied all the hygienists so they know that hey, they you know, I was seen and heard, um, it made a huge difference.
00:34:39.610 --> 00:34:42.890
In an immediate difference in numbers.
00:34:42.890 --> 00:34:50.650
And so that's why I always say the two have to be on the table together, because that's how you get things to that's how you get the momentum to keep going.
00:34:51.210 --> 00:34:54.890
How long have you been doing those quarterly kinds of it's quarterly, right?
00:34:55.850 --> 00:34:56.890
Quarterly meetings.
00:34:56.890 --> 00:34:58.090
So I'm doing them.
00:34:58.090 --> 00:34:59.930
Um, we've been doing them this year.
00:34:59.930 --> 00:35:05.769
So this year we started quarterly, but before that, I talked to everybody.
00:35:05.769 --> 00:35:08.170
So we have WhatsApp groups.
00:35:08.170 --> 00:35:13.930
Um, and I would actually um message them like once a week.
00:35:13.930 --> 00:35:17.050
I'll message the group or I say, Oh, hey, I've been noticing.
00:35:17.050 --> 00:35:19.370
I see it, I know what you're doing.
00:35:19.370 --> 00:35:22.890
Um I look at numbers and I talk, I talk to me.
00:35:22.890 --> 00:35:25.050
So managers, we have weekly huddles.
00:35:25.050 --> 00:35:29.130
So I tell them they have to share wins and challenges and whatnot.
00:35:29.130 --> 00:35:34.410
And so managers sometimes will text me and say, My hygienist worked so hard today.
00:35:34.410 --> 00:35:35.769
She did one, two, three.
00:35:35.769 --> 00:35:38.650
And so I would email the hygienist and say, you know what?
00:35:38.650 --> 00:35:40.810
You're we're gonna do one, two, three for you.
00:35:40.810 --> 00:35:41.610
Thank you so much.
00:35:41.610 --> 00:35:43.290
You've done such a great job.
00:35:43.290 --> 00:35:45.610
And it would mean the world.
00:35:45.610 --> 00:35:50.970
Like it would mean because they they'd email back, oh my God, thank you so much.
00:35:50.970 --> 00:35:54.330
I didn't know that you knew I did that, and I appreciate it.
00:35:54.330 --> 00:35:57.930
And sometimes it's like a gift card goes a long way.
00:35:57.930 --> 00:36:01.530
Um, and I don't even think it's about the gift card.
00:36:01.530 --> 00:36:10.410
I think to have upper management acknowledge good work as well as you know, the bad that's happening or things that are not happening correctly.
00:36:10.650 --> 00:36:19.370
Yeah, no, it's that yeah, the lot the apparent in me is like positive reinforcement always worked better than you know, negative reinforcement.
00:36:19.610 --> 00:36:20.490
Absolutely.
00:36:20.730 --> 00:36:35.690
Um, and I'm thinking like there are times where I've like I've done this before as so like I end up working in a big company and working with somebody another team who maybe I knew that team had maybe a negative reputation about their ability to help teams.
00:36:35.690 --> 00:36:46.890
Um and had a great experience with someone, and I would make a point of sending an email to that person's boss telling him like what a great like how great it was to work with that person.
00:36:46.890 --> 00:36:49.210
And I think and I copy the person.
00:36:49.210 --> 00:36:55.850
I'm not but I wanted I wanted I've led the documentation one, I thought it was deserved, right?
00:36:55.850 --> 00:36:56.890
It was the right thing to do.
00:36:56.890 --> 00:36:58.490
That's probably the most important thing.
00:36:58.490 --> 00:37:07.130
But I also wanted to make sure that it it got to both of them so that when it came time for reviews or whatever, right, they had a specific thing they could point to.
00:37:09.130 --> 00:37:09.450
Yes.
00:37:09.450 --> 00:37:16.730
And again, marketing teaches us what makes a customer feel good, they will buy into it.
00:37:16.730 --> 00:37:19.450
It's it's all related back to feelings.
00:37:19.450 --> 00:37:22.890
And I think managing people is is the same way.
00:37:22.890 --> 00:37:28.410
It's if they feel good and if they they feel valued, appreciated.
00:37:28.410 --> 00:37:30.170
And same thing with customers.
00:37:30.170 --> 00:37:32.970
You appreciate and value customers, they come back.
00:37:32.970 --> 00:37:38.490
Um, you appreciate and value um employees, they'll want to work harder for you.
00:37:38.490 --> 00:37:41.370
Uh, and not because, oh, I uh you get paid.
00:37:41.370 --> 00:37:42.010
No, no, no.
00:37:42.010 --> 00:37:46.650
They'll do it because they value the fact that you value those.
00:37:46.650 --> 00:37:47.530
Absolutely.
00:37:47.530 --> 00:37:49.210
And they appreciate that.
00:37:49.769 --> 00:37:57.930
And sometimes there's they'll even like brand loyalty implies uh paying a premium or some sort of yeah, there's a premium that you're paying.
00:37:57.930 --> 00:38:13.769
Like you might opt for something that's more expensive or more difficult to get to because you appreciate the it's not even like maybe a real value, it's like a dollar, but it's a like you just get satisfaction or intrinsic value from that interaction.
00:38:15.290 --> 00:38:17.050
Yes, for sure.
00:38:17.050 --> 00:38:22.410
And I think in dentistry that goes such a long way because again, people don't want to come in.
00:38:22.410 --> 00:38:30.650
So that kindness and and that making somebody feel good in a time where they don't feel so good goes such a long way.
00:38:30.650 --> 00:38:34.330
I've had patients get gifts.
00:38:34.330 --> 00:38:38.490
There's patients who come to managers with food every week.
00:38:38.490 --> 00:38:41.690
Like they build such beautiful relationships.
00:38:41.690 --> 00:38:55.530
And and and when I go in and see it, the other day there was some a patient celebrating their 90th birthday, and they were it's they were with us since the clinic opened, which was took 20 years, and they did a huge birthday party for it.
00:38:55.530 --> 00:38:59.530
Like they got him cake and flowers and balloons at the clinic, then the sophist came.
00:38:59.530 --> 00:39:06.650
And they sang Yeah, they were and then they were liking the cake in it that I know, and then they were singing for it, it was so nice.
00:39:06.650 --> 00:39:09.290
And I I I happened to randomly go to the clinic.
00:39:09.290 --> 00:39:18.250
I didn't know this was happening, and when I seen it, it was just it was a moment of realization where it was, okay, these are the things that matter.
00:39:18.250 --> 00:39:20.730
This is why this clinic does well.
00:39:20.730 --> 00:39:21.450
Yeah.
00:39:21.690 --> 00:39:23.769
Yeah, that's so that's so interesting.
00:39:23.769 --> 00:39:26.330
And I, you know, I I had this conversation a lot.
00:39:26.330 --> 00:39:42.970
I actually had one today with somebody about KPIs and and just sometimes to get a KPI that you ideally want is a huge amount of effort, and in some cases, right, um, and you may never get there.
00:39:42.970 --> 00:39:47.690
Whereas you can do something that's more like what you're talking about, right?
00:39:47.690 --> 00:39:49.930
Which is it's more best.
00:39:49.930 --> 00:39:55.930
I'm gonna it's a little different in like this is like uh what's working, what not working, like in sales and marketing.
00:39:55.930 --> 00:40:05.769
I found a lot of luck doing stories, like so finding you know, deals that we won, and what's the story about how we won together, right?
00:40:05.769 --> 00:40:07.930
Sales, marketing, whatever.
00:40:07.930 --> 00:40:16.170
Um, you know, what were the things, and then how can we take that and the lessons we learned there and apply it more generally so that we could teach it to be successful.
00:40:16.170 --> 00:40:28.970
And if I focused on attribution reporting or you know, building some really complicated math solution for how to measure it, I don't know that it would have the same impact.
00:40:31.530 --> 00:40:35.050
Um, I I couldn't agree with you more.
00:40:35.050 --> 00:40:37.210
Like it's hard to measure.
00:40:37.210 --> 00:40:43.370
It's very like, you know, and when and and sometimes people tell me, you know, how did you achieve these results?
00:40:43.370 --> 00:40:50.250
Because I look at numbers sometimes and I'm like, wow, wow, you know, that's amazing results.
00:40:50.250 --> 00:40:56.570
And when I look back, it's like, how did you get to the numbers that you got to there?
00:40:56.570 --> 00:40:59.930
And when I look back on the process, it was so much of that.
00:40:59.930 --> 00:41:04.890
Like, you know, when we have a manager's meeting, I say, okay, you're doing so good.
00:41:04.890 --> 00:41:07.290
Can you get up and just tell us what you're doing?
00:41:07.290 --> 00:41:09.450
They probably have to even know what it is.
00:41:09.530 --> 00:41:11.850
It just sort of just this is what we do.
00:41:11.850 --> 00:41:12.170
Yeah.
00:41:12.250 --> 00:41:16.570
And then one of the well, like I did at employee incentives and I have a BAM.
00:41:16.570 --> 00:41:17.530
I love that.
00:41:17.530 --> 00:41:19.930
She that BAM, the BAM effect.
00:41:19.930 --> 00:41:21.530
She calls it the BAM effect.
00:41:21.530 --> 00:41:27.290
And then it's like if somebody hits their numbers, they do like a BAM effect where they all stand up and like do like a high five.
00:41:27.290 --> 00:41:34.090
And and that's like that's so that's not, and it wasn't uh like a company-wide, because I do give them autonomy.
00:41:34.090 --> 00:41:41.050
Um I tell I tell them all the time if you come with an idea that would work for your clinic, by all means, well, let's try it out.
00:41:41.050 --> 00:41:42.730
Let's try it, see how it works.
00:41:42.730 --> 00:41:52.650
And so um, you know, she's talking about the BAM, and all the managers are making notes and they're sharing what would work, exactly what you just said, like sharing stories, and but they're making notes.
00:41:52.650 --> 00:42:01.370
And um, the next meeting, two of them were like, Oh, we applied the BAM, the BAM effect, and it worked so well, and the staff are so motivated.
00:42:01.370 --> 00:42:12.330
And and so I think it's it's it's hard to measure that and say, This is how much it improved, but then you look at the numbers, and the numbers have improved.
00:42:12.330 --> 00:42:12.810
Yeah.
00:42:12.810 --> 00:42:15.530
And it's it's it's it's interesting.
00:42:15.530 --> 00:42:17.850
It's there's a lot of unmeasured value.
00:42:18.250 --> 00:42:22.570
That's that's I think it's great, that's about as well put as I think I have ever heard it.
00:42:22.570 --> 00:42:25.450
Well, we're we're re we're kind of up against time.
00:42:25.450 --> 00:42:29.690
Um, maybe end with this last question, which so we've covered a ton of ground.
00:42:29.690 --> 00:42:31.050
This has been really, really interesting.
00:42:31.050 --> 00:42:33.690
I think um people are gonna get a lot from this.
00:42:33.690 --> 00:42:39.850
Is there anything that we hadn't covered that you want to make sure that like we we walk away from this so people heard?
00:42:39.850 --> 00:42:49.610
Like, I I mean, I I have lots more questions, but we don't have time, so um trying to think.
00:42:50.570 --> 00:42:59.450
Um honestly, I think the one message that I want to relay over is listen to people in the front end.
00:42:59.450 --> 00:43:04.170
And for operations and marketing, it's not a rally race, it's one thing.
00:43:04.170 --> 00:43:09.210
It's not like I've handed this off to you, now we're taking it from here.
00:43:09.210 --> 00:43:13.210
It really needs to be together all the way through.
00:43:13.210 --> 00:43:26.410
Um, and some organizations, I'm sure, do it, but I think a lot of the organizations out there are not doing that, and they're continuing to function as these two separate departments.
00:43:26.410 --> 00:43:33.370
You know, I like there shouldn't be finger, finger pointing, oh, like operations did this and marketing did this.
00:43:33.370 --> 00:43:40.250
I think the takeaway here is if those two departments work together, it is so powerful.
00:43:40.250 --> 00:43:43.690
And I've seen it, I've I apply it every day.
00:43:43.690 --> 00:43:53.130
Um, and there's so much I take from marketing and I apply to operations and and now vice versa, operations are starting to take away from marketing.
00:43:53.130 --> 00:44:18.250
And so I think to work together as one unit um and build a journey that goes from, you know, the beginning of the funnel all the way to customer journey to the point where the customer leaves um the store and work with operations and training with the with those different handoffs would change the ball game.
00:44:18.250 --> 00:44:18.730
Yeah.
00:44:18.730 --> 00:44:21.610
It's like an uh immediate organic gross.
00:44:22.010 --> 00:44:27.370
Well, I I think you hit on The key thing there, which was listening and truly listening, right?
00:44:27.370 --> 00:44:44.570
Not I mean that's I I know for me, like that was really hard for me to learn not to be thinking about what the next question I was gonna ask was or what I was gonna say, uh, or worse, getting defensive or offended by what somebody would say, right?
00:44:44.570 --> 00:45:01.130
I mean, it's um, you know, and it's that like that is definitely when I was able to do that, it shifted my person, like it was made the kinds of conversations I could have much more robust, where they could open it up to like, give me the feedback, right?
00:45:01.130 --> 00:45:03.210
And it doesn't have to be you're doing great.
00:45:03.210 --> 00:45:09.610
Like, I want to hear what could be better, and I'm not gonna be offended, like um, unless you start attacking personally.
00:45:09.610 --> 00:45:12.010
As long as it's not that, we're good.
00:45:13.050 --> 00:45:14.090
Yes, yes.
00:45:14.090 --> 00:45:22.970
I've heard some tough feedback too, where I've actually stopped and I'm like, and I that whole night I could was just going, I'm like, what am I doing wrong?
00:45:22.970 --> 00:45:24.650
You know, is there something I can do right?
00:45:24.650 --> 00:45:35.690
That does that mean I'm not really giving enough positive feedback, and I took it and I was like, and you know, it was my colleague was like, you need to take it, like it's okay, you can't take it to heart.
00:45:35.690 --> 00:45:38.810
And I'm like, but no, there's gotta be some truth in it.
00:45:38.810 --> 00:45:45.610
And I need to take that back and maybe fix some of the things or that some of the my approaches, and I appreciate it.
00:45:45.610 --> 00:45:49.930
It's it's hard to take, but I I love constructive criticism.
00:45:50.250 --> 00:45:50.650
Absolutely.
00:45:50.650 --> 00:45:53.050
No, I it's hard.
00:45:53.050 --> 00:46:05.610
Well, I think it's hard for a lot of people because it feels painful, but I think also part of it is like no too too many people who are in a position to give feedback do not know how to do it well.
00:46:05.610 --> 00:46:12.970
And I think that's that's a whole that's like comic for a whole nother conversation, but that is that is okay.
00:46:12.970 --> 00:46:14.730
We just opened up the whole camp.
00:46:14.730 --> 00:46:16.170
I can go on blah blah blah.
00:46:16.170 --> 00:46:17.610
Good too too.
00:46:17.610 --> 00:46:19.769
Uh Julie, so much fun.
00:46:19.769 --> 00:46:20.570
Enjoyed it.
00:46:20.570 --> 00:46:21.530
This has been a lot of fun.
00:46:21.530 --> 00:46:22.970
I wish we could get to continue on.
00:46:22.970 --> 00:46:28.810
If folks do want to like, if they wanted to learn more about what you're doing, uh want to you know get into the referral program.
00:46:28.810 --> 00:46:29.530
Yeah.
00:46:29.530 --> 00:46:33.370
Uh what's the best way for them to connect with you?
00:46:34.570 --> 00:46:35.930
Oh, to connect with me.
00:46:35.930 --> 00:46:40.730
Um I would say LinkedIn.
00:46:40.730 --> 00:46:42.570
Um active there.
00:46:42.570 --> 00:46:43.930
I post a lot.
00:46:43.930 --> 00:46:46.810
Um there's a lot happening with the company too.
00:46:46.810 --> 00:46:49.450
We're going through a huge growth stage right now.
00:46:49.450 --> 00:46:53.610
Um, but yeah, I would love to connect with people, have conversations.
00:46:53.610 --> 00:46:55.050
I'm always opening open to that.
00:46:55.769 --> 00:46:56.970
Well, again, thank you, Julie.
00:46:56.970 --> 00:46:57.690
It's been great.
00:46:57.690 --> 00:47:00.410
Thanks to all of our uh listeners and audience out there.
00:47:00.410 --> 00:47:02.010
We appreciate it you as well.
00:47:02.010 --> 00:47:07.610
If you have ideas for topics or guests who want to be a guest like Julie, please reach out to Naomi, Mike, or me.
00:47:07.610 --> 00:47:08.810
We'd be happy to get the ball rolling.
00:47:08.810 --> 00:47:09.530
Till next time.
00:47:09.530 --> 00:47:10.810
Bye, everybody.
00:47:12.330 --> 00:47:12.890
Bye.
00:47:13.610 --> 00:47:14.250
All right.