Delivering excellent customer service in a dental practice isn’t about being trendy—it’s about being tuned in. As practices serve increasingly diverse age groups, it’s easy to fall into the trap of generational guesswork. One patient’s “fantastic follow-up call” is another’s “why are you ringing me when a text would suffice?” So how do we strike that golden balance?
Let’s take a tour through the modern dental surgery where Baby Boomers, Gen X, Millennials and Gen Z cross paths—and sometimes clash—over background music, booking
systems, and what exactly constitutes “personal service.”
Scene 1: The Reception Rumble
Margaret, 74, walks in fifteen minutes early with her paper appointment card in hand. She greets the receptionist like a dear old friend. “I don’t trust those reminders on the phone. They disappear!”
Two patients later, 28-year-old Omar arrives, holds up his phone silently, and flashes his confirmation screen like he’s boarding a flight.
Just then, a team member says:
“Our patients wouldn’t like online forms—they like to chat!”
Here’s the thing: some definitely do. But others would rather have dental work than fill out a clipboard in front of strangers. The solution? Offer both the chat and the click. Customised
care doesn’t mean choosing one over the other—it means letting them choose.
Scene 2: The Myth of the “Personal Touch”
You suggest automating post-op follow-ups by text. Someone responds: “But how can you do the personal touch without talking to the patient?”
Good question. But let’s flip it: for many patients, a quick, helpful message at the right time feels more considerate than a phone call during dinner. “Personal” doesn’t have to mean “spoken”—it means purposeful and relevant.
In fact, some patients find phone calls intrusive and avoid answering unknown numbers altogether. You're not ghosted—they're just preserving their peace.
Scene 3: Music Wars and Mood Lighting
The team decides to freshen up the waiting room with some ambient background music.
Cue mixed reviews:
Margaret: “What lovely piano music!” Omar: “What is this, a spa?” Millie, 17, scrolling TikTok: quietly adds her own soundscape of lo-fi beats and dog
memes.
Compromise? Create a neutral playlist that’s soft enough to calm nerves but bland enough not to offend anyone (yes, it’s possible). And no death metal—unless it’s an emergency
extraction.
Scene 4: Communicate Like It’s 2025
You ring Alan, 67, to confirm his appointment. He’s grateful.
Meanwhile, Jess (32) sends back a text five minutes after a missed call: “Hey, sorry! I never answer numbers I don’t recognise. Can you just text?”
Ethan (19), meanwhile, hears the voicemail, ignores it, and emails four hours later to say: “Hey, I don’t do phone calls. Please just WhatsApp or email.”
Team takeaway? It’s not about ditching calls—it’s about layering communication options. Texts, emails, calls, maybe even an emoji-filled WhatsApp for those who need a little
dopamine before their scale and polish.
Scene 5: The Feedback Loop
You ask Betty, 82, how her appointment went. “Oh lovely, dear. Such gentle hands. I’ll tell my neighbour Doreen.”
Josh (24), meanwhile, is already on Google before he’s out the door: “Receptionist = 11/10 vibe. Dentist: friendly with clinical flair. Would recommend, even if just for the free toothpaste.”
Your challenge? Encourage both. Ask everyone for feedback, not just the ones you know are likely to respond. You never know what insights (or hilariously poetic praise) await.
Reality Check: Assumption ≠ Insight
“Boomers hate tech.” & “Gen Z only trust influencers.” & “Millennials never answer the
phone.”
We hear these every day—but people are more complicated than their generational taglines. As one savvy practice owner said:
“We don’t treat all molars the same—so why would we treat all people the same?”
Bingo.
What’s the Fix?
Instead of defaulting to assumptions, simply ask:
“How do you prefer to be contacted?”
“Would you like this digitally or in print?”
“Would you prefer a quiet appointment or are you up for a chat?”
Custom service doesn’t mean being everything to everyone—it means giving everyone the dignity of choice.
Final Word (and a Tooth-Friendly Grin)
Excellence in customer service isn’t about pleasing a particular generation—it’s about adapting to each patient with thoughtfulness and flexibility. From silent service to social chatter, from paper forms to touchscreen portals, the key to navigating generational difference is empathy, not assumption. As I’m always banging on about – empathy and rapport are your superpowers and you should understand and utilise them. Although……
When Rapport Gets… Splashy
During a recent practice visit, I found myself gently coaching a brilliant (and slightly bashful) receptionist on the art of building rapport—especially with more, shall we say, “challenging”
patients. As I cheerfully chatted with one rather gruff gentleman, the receptionist whispered: “This just feels a bit… flirty? It doesn’t feel natural to me.” I reassured her—no, no, it’s not flirting. It’s rapport. It’s empathy with a side of conversation. It’s the bridge between defensiveness and trust. …Until that very same patient, now grinning and freshly polished, leaned in on his way out
and said: “You should come to my pool party this weekend. Bring your friend.” At which point, the receptionist looked at me like: “…That’s not helping your case.” Moral of the story: rapport isn’t romance—but sometimes patients don’t read the training manual. Still, the ability to connect genuinely (if accidentally invite-worthy) is a vital skill that often diffuses tension, builds loyalty, and—every so often—gets you access to a BBQ (that you must not go to)!