Let’s explore the components that constitute CRM. Here is my list – what’s on yours?
 – Delivering moments of truth that have a disproportionate effect
 – Telephony
 – Where you answer the phone
 – How you answer the phone
 – What your “brand standard” responses are to FAQs
 – Reception
 – Where you welcome patients
 – How you welcome patients
 – What your ‘brand standard’ responses are to FAQs
 – How you ensure that MHQs and Smile Checks are completed
 – The Patient Lounge
 – Environment
 – Refreshments
– Audio-visual
 – The Patient Toilet
 – The journey to the surgery
 – The ‘in surgery’ experience
 – The after surgery experience
 – The post-visit experience
 – Creating the critical non-essentials