Complimentary water bottles, wax hand massages, blankets, lip balm, warm towels, personal music, videos, muffins and the like; that's pampering not relationship. Pampering doesn't effect behavior change and it doesn't earn trust. It only means to me you value my attendance. If I'm a client of record, it's a nice touch. If I'm a new client, it doesn't signal this is a place where I will award my trust; open my mouth and my wallet.
What makes people talk is the experience as a whole; is often only sensed and not articulated. Feeling pampered is great but no amount of pampering will overcome the lack of skill to replace teaching and telling. Look at the effectiveness of these practices and you'll still see a trend that the dentistry delivered falls under insurance maximums and they're still looking for more new patients when the problem is the effectiveness with those they have.
True relationship is an outcome of a resonance of values between what the practice (DR) stands for and what the client values; requiring processes and conversation to clarify the alignment. A practice that truly builds relationship means that every team member holds in their tissues the operational values of the practice as a start and they can articulate them in the framework of dentistry, insurance, appointments, payments and every aspect which a person may experience. Every team member can articulate the why behind each what; what we do, what we believe; what we have available in terms of technology and/or services. How each team member interacts can set off built in crap detectors or give the client the sense awarding their trust appropriate.
The realtionship can be made or broken when treatment is discussed. No matter how warm or friendly the experience leading up to this point; it's now a matter of guiding, facilitating and helping a person discover the meaning of any condition to ultimately choose to act now, later or never.
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