Many doctors assume they know what their patients value. Unfortunately, they're often wrong. There's only one way to know what your patients value: Ask them.

One of the best ways to get useful information is to talk to patients who are either very happy or unhappy with their experience in your dispensary. Luckily, they aren't hard to find. Patients who bother to send back mail-in response cards will fall in one of those two categories.

When you receive a response card, call the patient to thank him. (This should be manageable; the average optical only generates 10 returned cards per month.)

Once you've thanked the patient, ask a few probing questions. Phrase your questions carefully, so the patient doesn't simply tell you what he thinks you want to hear. Consider these key areas:

• Satisfaction.
Instead of asking whether the patient is satisfied with his new glasses, ask: "How does this pair compare to your last pair?" The answer will give you specific information about what the patient considers important when he buys glasses.
• Referrals.
Instead of asking whether the patient will refer friends to your office, ask: "If a relative asked why he or she should come to us, what would you say?" The answer will tell you what the patient liked best about the optical, and may lead directly to a referral.
Follow the response with, "Do you know anyone else who would appreciate that same service?" If the patient gives you the name of another likely prospect, ask about the best way for you to contact the person: Send a card? Give him a call?
• Frame selection.
Instead of asking whether the patient liked your frame selection, ask: "Why did you choose the frame you chose?" The answer will provide the information your frame buyer needs to make good buying decisions.
• Loyalty.
Instead of asking if the patient would purchase glasses from you again, ask: "What would you like to see happen differently the next time you purchase glasses from us?"
Assuming the patient will buy again tells him that you want him back. This creates a "safe" environment for him to tell you how to improve without feeling as though he's complaining.
This is especially important for ophthalmologists because some patients will want to keep you as their doctor -- but not use your dispensary. This question positions the patient to tell you what you need to improve without fear of damaging the doctor/patient relationship.
• The optician.
Instead of asking whether the patient found your optician to be knowledgeable, ask: "What questions about your glasses can I answer?"
The best response is, "The optician answered all my questions." If not, the answer will tell you whether your optician needs continuing education or better communication skills.
If the patient has a question, field it back to your optician by saying, "There are several reasons why our optician may have chosen this lens -- I'd like to ask him why. Either he or I will call you back." Conferring with the optician first tells the patient that you respect the optician's expertise.

After tracking patient responses for 3 months, patterns will begin to emerge. These patterns will tell you how your patients define quality -- for now.

Surveying patients should be an ongoing process; I guarantee that your patients' definition of quality will change over time. So, keep the dialogue open. That way you'll always know that you're delivering quality.