I travel from Norfolk to Kent to see my hygienist – 3 hours for a 30 minute appointment!
And I do it 4 times a year. Yes, you read that right – 4 times a year.
It’s something that certainly makes people raise their eyebrows – in confusion or contempt, I’m not sure.
Before you judge me. let me tell you why.
Her name is Jurinda. She works in private practice.
The fees are higher than anything I would pay locally.
The fuel costs a small fortune.
It’s not convenient. It’s not sensible on paper. It’s certainly not ‘efficient’.
However, it IS most certainly ‘worth it’. Every single time.
From the moment you walk through the door you feel looked after.
Not processed. Not rushed. Looked after.
Reception greet you like a person, not like an appointment slot.
They remember the journey I go through to get to them. And they always ask after my family.
They ask how I’m doing and what’s going on in my life.
Not in a creepy way. In a caring way.
Jurinda explains what she’s doing as she goes. She tells me what she can see and she gives me choices. She provides invaluable advice about my oral hygiene.
She keeps checking my comfort – and here’s the part that makes me smile.
She never makes me feel silly for not knowing stuff about this part of my anatomy.
She treats me like a capable adult who deserves clarity.
When I leave, she doesn’t just say goodbye.
She reminds me of the advice she’s given me. She confirms my next appointment.
She remembers I’m going to my old neighbours for lunch and wishes me well.
She walks with me to the reception desk to bid me farewell.
I walk out feeling calm. I walk out feeling safe. I walk out thinking: “Jurinda really gets me”.
She’s checked the notes on my file that says I used to take diazepam before a dental visit, due to my irrational fear of the dentist.
That fear has been totally eroded, thanks to her.
So I keep going back. Even when it’s snowing. Even when it’s inconvenient.
Even when it would be easier to stay closer to home.
That’s loyalty for you. Not the points card kind – the emotional kind.
What’s my hygienist visits got to do with business?
Here’s what….
We often talk about price. We talk about competition. We talk about being undercut.
We talk about customers shopping around.
All this is true.
However, customers also make decisions that are completely irrational on paper.
They travel further. They pay more. They wait longer. They make extra effort. They give you slack when it’s needed. They forgive you when you don’t get things 100% right.
For one reason and one reason only …..TRUST.
Trust feels like certainty. Trust feels like safety. Trust feels like “I’m in good hands.”
And trust is built through consistent human behaviours.
Not through slogans. Not through posters. Not through “we value you” emails.
Through what the customer experiences – in the moment.
So, create CERTAINTY.
Most customer anxiety comes from not knowing. Not knowing what happens next.
Not knowing how long it will take. Not knowing if they will be judged.
Not knowing if they will have to fight. Not knowing if anyone cares.
Certainty calms people. It lowers defences. It reduces escalation. It increases patience and it builds loyalty.
So how do you create certainty?
Well, one of the BEST ways is to NARRATE the next step.
FIT tip – try these 3 lines….
“Here’s what I’m going to do for you now…”
“Here’s what you can expect next….”
“Here’s when I will update you… before…(timeframe) / within… (timeframe) / by… (timeframe)”
Simple. Human. Reassuring.
If you can add one more line, add this:
“If anything changes, I’ll let you know immediately”.
That’s gold. Because silence is where worry grows.
So this week, why not choose one customer touchpoint where people often feel uncertain.
A complaint. A delay. A booking. A refund. Maybe a technical issue.
Then write one “certainty sentence” your team can use.
One line that makes the next step crystal clear.
Then practise it. Out loud. So it sounds like a person, not a script.
THAT’S how loyalty is created. One calm sentence at a time.
Have a lovely week – take care and keep FIT💪
Best regs,
Marie
