John DiJulius | Customer Experience Blog

Satisfying the customer pays $$: Service Aptitude Test: Coach Ron Arndt
October 17, 2012, 8:18 am
Filed under: Customer Experience, Customer Service, Patient Experience, Patient Services

Satisfying the customer pays big dividends – Another report just came out demonstrating the financial benefits that companies with high customer satisfaction have over everyone else in their industry. According to research from the University of Michigan, customer satisfaction is directly linked to stock market performance. Companies with high scores on the American Customer Satisfaction Index (ACSI) produce higher stock returns than competitors and greatly outperform the stock market.

You want proof? The study examined the correlation between customer satisfaction and financial
success. Over a twelve-year period (April 2000 to April 2012) the top customer satisfaction companies’ stock value went up 390%, where the S&P 500 average stock went down 7%!  So if in April of 2000, you invested $100,000 in top customer satisfaction companies, your cumulative return would have been $390,000.   Compared with investing that same $100,000 in the S&P 500, you would have ended up with only $93,000, a loss of $7,000.

Price does not create loyalty – “Companies with highly satisfied customers generate superior returns because customer satisfaction is critical for repeat business, and that type of business is usually very profitable,” said ACSI founder, Claes Fornell. “That is, loyal customers tend to be highly profitable as long as their loyalty comes from their satisfaction and not because prices are low.” Let’s read that quote again. “Loyal customers tend to be highly profitable as long as their loyalty comes from their satisfaction and not because prices are low.


Test your Service Aptitude – Below is an excellent example of an E-SAT (Employee Service Aptitude Test, log in to member’s section to access the test) that Dr. Ronald F. Arndt, DDS, known as the “Dental Coach,” created for his consulting clients (Dentists). The scenarios are things that can be applied to all businesses.  See how you do.


1.When someone arrives or needs to use the restroom, do you

a)     tell them to walk down the hall, around the corner and it’s the 3rd door on the left

b)     escort them to the restroom and wait to bring them back to where they need to be?


2.     When a guest arrives to have their crown seated, what do you do if the crown has not been delivered from the lab?

a)     Scream?

b)     Fire your assistant?

c)     Apologize and go do a hygiene check?

d)    Recognize “we” dropped the ball, apologize, and offer a solution that may include rescheduling at their convenience along with a $25 Starbucks gift certificate?


3.     When you ask your guest how their visit went and they reply, “It was okay,” what do you do?

a)     Ask them what you could do that would make them feel “extremely satisfied”?

b)     Thank them and go onto your next patient/guest?

c)     Postulate in your mind they are just a typical “whiner”?

d)    Do nothing?


Now I am sure everyone reading this chose the correct answers (1-B, 2-D, 3-A), and possibly, most of your employees, even your new employees, would not have known how to handle those situations prior to taking the E-SAT. There are two additional reasons that creating a 50-75 question E-SAT will be beneficial.  1) It will help ensure you have some type of certification for your employees before they can interact with your customers. 2) It reinforces your world-class hospitality culture, changes any former training your employee received from past jobs and paranoid managers who constantly told them to not let customers take advantage of them.


Coach Ron – Ronald F. Arndt, DDS, is one of the leading dental consultants helping his clients createworld-class patient experiences.  He is also Secret Service Certified and is an excellent resource for any medical practice.  








“Life is like a game of tennis. The person who serves well seldom loses.” 

-Ronald F. Arndt, DDS


John R. DiJulius III best-selling author, consultant, and keynote speaker, is the President of The DiJulius Group, the leading customer experience consulting firm in the nation. He blogs on customer experience trends and best practices. Learn more about The DiJulius Group or The Secret Service Summit, America’s #1 Customer Service Conference.

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