Achieving excellence in customer service isn't easy. But it's worth it!
This sentiment sums up the recent journey of Doutor Hérnia and its manager, Igor Libanio.
In fact, by offering patients a unique experience, the network of physical therapy clinics has more than tripled in size over the past two years.
In 2019, when it had fewer than 20 clinics, Doutor Hérnia launched a rigorous project to evaluate the patient experience using mystery shopping.
By combining strategic research insights with efficient management, the company has achieved excellence in patient care.
And the result was rapid business growth.
Below, you can read all about this inspiring success story.
So, are you ready? Well, enjoy the read!
The Doctor Hernia Franchise
The Doutor Hérnia network of clinics has over 15 years of experience treating spinal conditions. However, it wasn’t until 2013 that it adopted the franchise model.
Since then, the franchisor has had to find ways to ensure consistent service standards across all locations.
After all, providing a standardized service is essential to the franchise business model. And even more so in the healthcare sector!
At first, this quality control was handled in-house.
However, as the network expanded, it became difficult to closely monitor all the locations.
First, because the clinic staff began to recognize the evaluator and act differently in his presence.
Second, because the visits took up valuable time for manager Igor Libanio. Time that could certainly have been put to better use.
So, Dr. Hernia decided to look for a solution.
That is how, in 2019, the partnership between Doutor Hérnia and Mister O came about .
The challenge
The challenge was to ensure that all franchise clinics provided excellent customer service and adhered to the brand’s standards.
This comes at a time when the network is expanding rapidly.
In 2019, there were 19 franchise clinics. Since then, that number has nearly tripled, reaching 61 locations.
Want to know how Mister O. contributes to this result?
Check it out below!
The Mister O Solution
Mister O. specializes in mystery shopping, which provides a detailed report on the customer experience with a company's service.
In the case of Doutor Hérnia, each mystery shopper—or mystery patient —evaluates everything from the front-desk service at a franchise clinic to the actual consultation.
In other words, from the first contact with the receptionist until the purchase of the physical therapy treatment is finalized.
Through mystery shopping, Doutor Hérnia evaluates the patient experience at all its franchise clinics across 16 states in Brazil and the Federal District.
How the project works
It's simple: Mister O. selects ordinary people who are seeking treatment for back pain and fit the profile of a Doutor Hérnia client.
Next, the reviewers are trained and receive attractive compensation to share their experiences objectively, impartially, and in great detail.
This information is included in a comprehensive report that the mystery shopper completes after each evaluation stage.
So, the questionnaire provides:
- answers to closed questions;
- a score for each aspect and section evaluated;
- detailed descriptions of each section evaluated;
- and photographs that corroborate the descriptions.
In total, there are about 70 questions divided into six sections:
- telephone support;
- environment;
- reception;
- consultation;
- closing;
- opinion.
In other words, the reports provide a complete picture of the customer journey.
See below how they help Dr. Hérnia maintain excellence in patient care!
How Doutor Hérnia Uses the Mystery Shopper
Doutor Hérnia’s goal is to ensure that all franchise locations adhere to the brand’s service standards and provide an excellent experience for their customers.
Mystery Shopper reports allow you to accurately identify shortcomings in clinical and customer service that occur within clinics.
Want to see more details?
Interview with Igor Libanio, manager of Doutor Hérnia
Here’s the conversation Mister O. had with the franchisor’s manager, Igor Libanio.
Don't miss out!
How does Doutor Hérnia monitor its franchisees?
Units are monitored comprehensively to assess their performance.
It’s easy for us to pinpoint where the problem lies in the sales funnel, because we track every step of the customer journey, starting with:
- the number of leads each unit generates per month;
- and the conversion rate of leads into scheduled appointments;
- until consultations are converted into treatment sales.
So, the Mystery Shopper helps to complement the insights provided by the CRM.
For example, within the franchisor, we created the Traffic Light System.
What is the Traffic Light System?
It is a system for assessing the performance of the units under evaluation.
It works like a traffic signal.
For example, a clinic that performs within the expected range gets the green light.
On the other hand, the red light indicates those who are working just to make ends meet. And the yellow light means caution.
So, in each situation, steps are taken to correct mistakes and improve performance.
And how does the Mystery Shopper report help Doutor Hérnia in this process?
Typically, improvement initiatives are the responsibility of each clinic’s manager.
But through the Mystery Shopper program, the franchisor can track and hold franchisees accountable for the results of these initiatives.
So, the Mystery Shopper helps in two ways. First, by monitoring franchisees and identifying clinics with poor service;
And second, to find a solution to any problems that may arise.
For example, if you have a department where the receptionist isn't converting leads into scheduled appointments, the CRM will pinpoint where the problem lies.
On top of that, if we find that the secretary received a lower-than-expected score during a mystery shopper visit, we know how to address the issue.
Because the Mystery Shopper report highlights the shortcomings in her customer service.
So, the information provided in the mystery shopper reports gives us great confidence in identifying and correcting any shortcomings that each location may have.
How do Doutor Hérnia franchisees view the Mystery Shopper reports?
At first, they don't always see this as an opportunity to improve.
But once they realize that this isn’t a criticism, they understand that the reports help correct mistakes and maintain the standards of excellence that the franchise requires.
And how do you work to engage franchisees?
To ensure franchisee engagement, Doutor Hérnia states that all locations will be visited by a mystery shopper at least once a year.
However, the date of the visit is not specified.
So, this process serves as an incentive for managers to stay on top of the details throughout the year.
How would you describe the partnership between Mister O. and Doutor Hérnia?
Mister O. came to help us identify problems occurring within the facilities.
Because the mystery shopper already knows which sector they are entering, has guidelines for conducting the visit, and knows what aspects to evaluate.
This clearly shows us, through a very detailed report, which areas of our care and the patient experience need improvement.
That is why we are very pleased, because we have achieved the main goal of our partnership, which is to maintain the standards of quality and excellence required by the franchise.
Results from the Doutor Hérnia franchise network
The results from Dr. Hérnia are striking.
Today, it is the largest franchise network in the field of spinal health care in Brazil.
Here are some of the results achieved in recent years:
- A 320% increase in the number of franchise locations between 2019 and 2021;
- A 95.7% success rate for the consultations conducted;
- 85% of clinics are operating under the green light
- More than 240,000 cases successfully resolved;
- Operations in 16 Brazilian states plus the Federal District.
Pretty impressive, isn't it?
These figures are the result of consistent efforts to standardize clinical and customer service, with a focus on customer satisfaction.
And the pursuit of excellence is one of the key ingredients in the franchise's recipe for success!
Mystery Shopper for Healthcare Companies
If you work for a healthcare company and are looking to provide excellent service to improve your patients’ experience, the Mystery Shopper provides a detailed account of their experience.
This makes it possible to provide faster, more empathetic, and more transparent service.
So, do you want to provide an incredible experience that exceeds your patients’ expectations?
So, ask one of our consultants to get in touch with you. 😉
Mystery Shopper in Franchises
But if you work for a franchise, it’s important to know that: for any franchise, standardization is the key.
After all, for customers who shop at a franchise, the value lies precisely in the level of service and the quality of the products.
In this regard, the Mystery Shopper helps managers gain a realistic and unbiased view of the customer experience at all franchise locations.
So, if you want to provide a consistent experience for your customers, please contact one of our consultants.
