Have you ever heard someone use this phrase:

“That’s not in my paycheque”

Or in another language, they might say:

“That’s not my job”


“That’s not in my job description”


“I don’t get paid to do that”

Let’s get one thing straight here…

As dental practice owners and employees, we’re not in the dental business…

We’re in the Customer Service business.

If our practice ain’t got no customers, then our practice ain’t got no business.

Looking after customers, serving our customers, and making them feel special, is what we need to do so that those customers come back, and those customers tell everyone they know and they meet about how great our dental business is, and how great we all made them feel while they were at our place of business.

Dentistry is simply a medium we use for providing great customer service.

Our job is to provide exemplary service of a World Class standard to all of our customers, so that they cannot stop talking about how wonderful we are.

And so….

And so when someone in our business is asked by a customer, or by a co-worker, or by their employer to perform a certain task or duty, so long as that task is not illegal or dangerous, if it’s good for the patient, and/or it’s good for the dental practice, then it is INDEED something they do need to do.

It is their job.

In a dental practice, any task that needs to be performed by an employee, or by the owner, that adds value to the patient’s experience at our practice, or adds value to the functionality of the practice, is within the paycheque and is immediately part of the job that that person is there to do.

Nobody at our practice is there to devalue the purpose and the mission of our practice, or devalue the experiences of our valued customers.

Our mission is to consistently provide World Class Customer Service to our patients.

Including any Above and Beyond experiences.

That’s a non-negotiable.


Dr. David Moffet BDS FPFA CSP is a certified CX Experience coach. David works with his wife Jayne Bandy to help SME businesses improve their Customer Service Systems to create memorable World Class experiences for their valued clients and customers. Click here to find out how David and Jayne can help your business