The Lucky Titan

How improved customer service can blow up your profits With Dr. Kelly Henry

April 07, 2021 Josh Tapp
The Lucky Titan
How improved customer service can blow up your profits With Dr. Kelly Henry
Chapters
The Lucky Titan
How improved customer service can blow up your profits With Dr. Kelly Henry
Apr 07, 2021
Josh Tapp

For 20 plus years, award winning chiropractor Dr. Kelly Henry helped patients achieve and live healthier lives.

With the foundation of exceptional customer service and streamlined business procedures, Dr. Henry grew his business into the top producing chiropractic clinics in the nation with multiple locations and doctors. 

After retiring from private practice in 2018, Dr. Henry has dedicated himself to consulting and coaching business owners on how to create incredible growth and profits using the processes and procedures he used to create phenomenal success in his offices. 

Dr. Kelly Henry - Business Consultant and Coach 
“The Customer Experience Doctor” 
(575)706-3304
Website - Drkellyhenry.com
Email - drkel@drkellyhenry.com
Scheduling Link - https://drkellyhenry.as.me/
FB - https://www.facebook.com/drkellyhenry
LI - https://www.linkedin.com/in/drkellyhenry/
YouTube - https://www.youtube.com/channel/UCOrWWcpgPDJnYyIvg0qWxYw?view_as=subscriber

Show Notes Transcript

For 20 plus years, award winning chiropractor Dr. Kelly Henry helped patients achieve and live healthier lives.

With the foundation of exceptional customer service and streamlined business procedures, Dr. Henry grew his business into the top producing chiropractic clinics in the nation with multiple locations and doctors. 

After retiring from private practice in 2018, Dr. Henry has dedicated himself to consulting and coaching business owners on how to create incredible growth and profits using the processes and procedures he used to create phenomenal success in his offices. 

Dr. Kelly Henry - Business Consultant and Coach 
“The Customer Experience Doctor” 
(575)706-3304
Website - Drkellyhenry.com
Email - drkel@drkellyhenry.com
Scheduling Link - https://drkellyhenry.as.me/
FB - https://www.facebook.com/drkellyhenry
LI - https://www.linkedin.com/in/drkellyhenry/
YouTube - https://www.youtube.com/channel/UCOrWWcpgPDJnYyIvg0qWxYw?view_as=subscriber

Josh: What is up everybody, Josh Tapp here again and welcome back to the lucky Titan podcast and today we're here with Dr. Kelly Henry, this guy has such an awesome story, I mean, he's one of those guys that I hope more people will, will emulate because he built over 20 years, he built a very, very successful one of the top chiropractic clinics in the US and that's I mean, that's pretty hard to do, especially nowadays, where there's so many people pursuing that and opening their own clinics but from that he decided to retire into coaching, which is this is one of the big reasons why I wanted to bring him on, because I see so many people who create these amazing businesses really get some great experience, and then they retire to the Bahamas or something and we lose all of that knowledge so I'm really excited that Kelly's had to come in and say, I'm gonna come and teach people how to do what I do, so Kelly, say What's up and then we'll move on from there, man.

Kelly: Hello, Josh, I really appreciate you let me let me be on the show, I'm excited. 

Josh: Yeah, it's gonna be a blast, so my very first question for you is, is what made you decide to transition from chiropractic to actually coaching, like, that's an interesting story.

Kelly: Yeah, and I get this question a lot some people think I'm crazy, because I did have a couple of very successful clinics, and what are you doing? You know, why would you? Why would you get rid of that, so to speak, I had the opportunity to buy out a couple of clinics, from retired chiropractors, and they really had nothing left for me to buy out so it was good for me at the time, obviously, not so great for them because I was buying them out and pennies on the dollar but I made a mental note that I was not going to let my myself my clinic get to that point where I passed my prime and really had nothing left to try to sell and, you know, basically fund my retirement, that was not going to happen and so in 2017, I just really felt like I was led to go ahead and sell my my clinics and my practices part of the reason was I, I ran a very high volume practice, and I personally was treating 350 to 400 patients a week and it was starting to take its toll on my body and arms and so I was feeling the effects there so I didn't want to, you know, deteriorate any further, I was taking care of myself but still, there's only so much you can do and when you're adjusting and pounded on patients all the time. One of the other reasons I wanted to sell out is I was the geography of where I practice down in the southeast corner of New Mexico, great place to raise a family, it was very pro chiropractic and again, I was able to grow my practices to a very substantial level, but it was hard for me to get associate doctors and attract employees basically into that area. You know, there wasn't that many from that area that could want to come back and if they were from that area, they didn't want to come back. You know, they want to stay in the more metropolitan areas so and I for one, I didn't want to retire there, I live in the Dallas Fort Worth area now and I wanted to move back so that was part of the reason as well so a lot of factors there but that's the that's the main reason that I pivoted from owning clinics to coaching and consulting with business owners now.

Josh: See, and I again, I love that transition and what's really funny to me, you're preaching to the choir, I live in Idaho, right? Everybody knows this. It's hard to attract talents to, to smaller areas, I mean, what somebody's like, you know, come work for me, I'm in this really tiny Podunk town in Idaho. They're like, Wait, what? I want to go there, I could go to Texas, or I could go to Dallas, which is where Kelly's at now, I mean, there's hubs where people want to go, so I definitely, I know the pain, that's why we have a lot of people work remotely for us. 

Kelly: Absolutely, I didn't have that option with the in the chiropractic realms,

Josh: right, crack somebody’s back Well, I am excited to have you here to talk about really your framework today, Kelly, because what initially attracted me to what you're teaching, and I hope our audience pays attention to this is, he's here and he's really teaching people how to just make a little tweak that can really increase the bottom line of your business and the top line, this is one of the big problems that people have in our space in the online space is they try to figure out new business opportunities but for most of you who are who are stuck, where you're at, you're either at six or seven figures, you've plateaued, all you need is slight incremental changes to increase your income by like $20,000 or $100,000 per year, with just little adjustments and that's one of the things that Kelly's you're talking about, I am excited to delve into that because it's the non-sexy customer service business but as we were talking about this is one of the easiest things to change if you're a good human being so Kelly, let's talk through kind of your methodology and your framework for helping people to make those incremental changes.

Kelly: You know, I love that you use the term you know, it's not sexy, because I get that all the time, you know, oh, yeah, that's a great idea, but I don't need that you know, or whatever. The case may be Yeah, well, customer service not might not be sexy but it's incredibly powerful. And some of the biggest businesses in the world today were based on providing stellar customer service Amazon, Southwest Airlines, Disney Apple, they were all based on great customer service so, you know, I can spew all the words about customer service, you don't have to take my word for it, just look at some of these industries, and maybe you know, if you have aspirations, and maybe should take a note from them so basically, the idea behind what I teach, what I coach businesses to do is yes, we want to provide great customer service but we're doing that just to increase customer retention, that is the key businesses get stuck. Well, the purpose of a business is to get paid or get customers keep customers make a profit very simplistically, well, so many businesses get stuck in, let's just get customers don't function, don't worry about don't do so much on the keeping the customers and then make the profit. But the growth, and exponential profits and growth come from keeping customers in your business, keeping those repeat buyers and so that's what my programs are all about is helping to just increase that retention rate. There's a study from Harvard Business School and what they found out is if a business will increase their retention rate by a measly 5%, just 5% increase, it can lead to a 25 to 95% increase in profits so that is my goal, that's what my system is all about is to help to raise up that retention rate just by a measly 5% and it's always more than that, too again, drive that that profit and growth up exponentially.

Josh: Yeah, and I love I love that, I'd never knew that on see if 5%. retention, I'm totally going to use that I'll call you twice and then use it right so my question with that, too, is, and I hope people understood that right? 5%, retention, retaining 5% of your customers can result in 25% to 95% so you said, increase in a profit like that. That's big numbers for most people. And I don't think they realize how simple it is to retain that 5%, it kind of makes it less daunting as the business right?

Kelly: Exactly, and it's, you know, again, it's, we're focused on sales and making the next transaction and not doing what we need to create loyalty and relationships, which is, is the key to keeping people in your business and that's where really more of the focus may be, or not, maybe where it needs to be, where businesses get tripped up, is when they're, when they're selling and making those transactions again, they lose that sight of keeping those customers, but it is so much easier to sell to a current customer it's, it's really a current customer will continue to buy at about a 60% to 70% rate, as opposed to a five to 20% rate with the new customer, when you keep a current customer, they are going to not always but more likely they're going to refer, you know, friends and family because they want to have those people they know experience how they feel by doing business with you so when you when they're your referral source, when they are your when they are speaking about your business and really becoming your marketing piece, well, then you don't have to do as much external marketing and that that money goes back to your bottom line so that's where it can really drive up that profit margin when you're keeping those customers those customers are referring, hey, they became my marketing piece, in fact, a lot of people say, you know, great customer service is the new marketing, when your customers are the referral source, your marketing source, that really is a beautiful thing for a business.

Josh: Yeah, and I love that. I mean, I heard a quote, I heard it from Russell Brunson, I can't remember where he got it but I love that he said if you can get somebody to spend, or the distance between zero to one dollars is 90% of the journey, but from one to a million is literally only 10% it's so much easier to get people to actually spend more money when they've, they've committed $1 there's something weird, like the human psychology when they've given you money, they're like I'm trusting you.

Kelly: Yep

Josh: Don’t let me down so I want to ask you about this because as like that yeah, right. Well, and as a chiropractor, this is one of the funny parts because I don't think people notice I actually worked for a chiropractor for a couple years while I was in college, to keep myself alive while we were building our business as well and he, he had the same kind of methodology that you do, but the number one problem that we saw, it was really funny, as I watch the other chiropractors in his office who are doing it wrong, they would say, Well, once you start chiropractic, once we've cracked your back, you're gonna have to crack it every month for the rest of your life and I just that set really wrong with me, because I'm like, I've watched this other chiropractor, he says, fixes their problem, and they can leave so how do you solve retention in a business that should be one off?

Kelly: Well, it's, it's all about communication and the benefits for the customer, the patient, so going back to the chiropractic realm, I did communicate that, you know, let's say, patient comes in with low back pain, and they've had it for a while and we cleared it up, and they feel better. Well, my communication to them is, your body is still going to be under stress for the rest of your life and so we want to stay a step ahead of that stress and so it will take occasional adjustments, because that stress will just build up and we don't want you to end up back like you were. So that would be the key to them continue to maintain it's not because well, you got to do it with no explanation, it's them to understand so in the business realm, same thing, hey, here's what's going on, here's what you need to do as far as building that retention, and you got to keep communicating it so the so it's in in real terms, and real benefits for the customer for them to continue to work and stay with you for a long period of time.

Josh: Yeah, I love that. And what what's interesting is the way that you articulated that is you can be a one off business, but instead of saying, we're just going to sell you more of the same, you're like, let's, let's create a whole new program, which is basically like, let's keep you healthy. It's a maintenance program and I don't think people think about that a lot in the business space, because we're like, Okay, how quickly can I get to a retainer type business model with what I'm doing and a lot of times, it's not exactly what you're doing. It's like, fix their problem what's the next problem that presents itself to you usually just continuing on, and accountability of little issues that come up so we resolve that with group coaching personally, but so I love that you, you promote that, as far as with retention so I want to ask you this as well, when, when you're trying to keep people in your business, what are some of your other kind of core methodologies that you use to keep them coming back?

Kelly: Well, let's circle clear back to customer service so I don't care what you product you, you you have what service you provide, if if that customer does not feel valued in and around your business, then, you know, you could communicate the importance of coming back and maintenance and the things we just talked about, they won't, because they don't feel like they are important, they feel like they're a number and they feel like they are just a transaction to you so that is obviously the key concept there. If you're not valuing them, making a customer feel like they're special, important, like a rock stars, often the term I use, if they don't feel like a rock star each and every time they are interacting with your business with each and every employee, then they're going to have wandering eyes, and more than likely go to your competition so that is the key component for them to continue to come back. Now, when you throw a great service on top of that with a great product, and you communicate correctly that, hey, you know, this, you know, you're still gonna have business problems so that's why, you know, we need to keep moving forward, after we solve the initial problem, or, hey, the potential is you're gonna still have health problems, so we want to stay ahead of those health problems, because stress and life are never ending, then they're going to be more apt to listen to you, they're going to be you know, and realize that you're doing that in their best interest, not in your business's best interest to make another transaction, then that you you're creating those bonds, you're creating that loyalty and that's where those customers just continue to follow along with what, what you have to offer.

Josh: Yeah, I love that. I mean, what he just said, I hope everybody pays attention to and I'm going to look clear back to the beginning of the conversation, you were talking about a 5% retention increase is going to increase your revenues like crazy well, you just explained there could literally be 1% to 5% right there just help them be the hero. So how are some of the ways or like what are some of the ways that you have, have helped them become the hero or like you said, kind of have an amazing experience in your own business

Kelly: Well, again, it's just having that that philosophy of serving so you know, the, the common phrasing for customer service is creating a customer experience, you know, customer experience, Chief customer experience officer, those type of things, and I have nothing wrong with that and I'm not pointing fingers at that but what that experience boils down to is how you're serving the customer to create the great experience so that's why I tend to say cause service, which seems old school, but the philosophy is serving so one of the one of the mission statement, I have my clinics my mission statement for my coaching now and what I recommend my, my clients take hold of is their service mission statement is, let's Be the best part of the customer's day, the patient's day, the clients day, that's, that's our objective, we're going to be the best part of their day and to me, that just encompasses all that is basically good about customer service so if you're trying to be the best part of the day, you're going to try to make them feel valued, you're going to, you're going to listen to them, you're going to make eye contact, you're going to smile, you're going to do the little things that that matter, as far as perception and driving a perception of great customer service so that's, that's one of the one of the tweaks that you can make is just simply having that philosophy, that mission statement, try to be the best part of the day, my coaching, my consulting, the way I function is just in simplicity so to me, it's just doing the little things consistently, that's the key, you got to do them consistently but when you do the little things consistently, that is going to make a world of difference in just the simple tweaks that change the perception for the customer as far as Hey, they really are here for me so one of the simplest things a business can do is just put a smile on your face, put us have all the employees remember to put on a smile, I used to say and actually I learned this from one of my customer service gurus is a smile should be part of a uniform but a smile is the universal welcome, it puts people at ease, it makes them feel like you're valuing them that you you're important to them so something as simple as a smile, can have a tremendous effect one other small little tweak is I call using your manners but basically, it's just using three phrases regularly and every form of communication, please, thank you and you're you're welcome, whether it's face to face while you're on the phone, email is very important and where a lot of business misses this, because of technology is in texting, you know, we get reminders, and we get, you know, text messages for offers and different things like that, we'll just add a, you know, Hello, and thank you and or you're welcome or just those those niceties, if you will, again, those show respect, it adds the value to the person you're communicating with simple thing, but it can have a dramatic effect on the perception of the the person receiving the text or the communication.

Josh: See, and I love that and one of the things I want to highlight there for everybody, because it tried to be the best part of their day, I mean, that's if that's your end goal, you're always gonna win and that's, that's what's so cool. I love that that's gonna be my quote, maybe I'll make that the podcast title. It kind of brought back a thought of I have a friend who is actually going to dental school but he was he always did this thing, I met her when I was like 21, I brought him he was a friend of mine and we were hanging out at my parents house at the time we came home from college and I just noticed it was the first time I'd ever noticed it but what he every time somebody did anything, or he had an interaction, he'd say, thank you so much. He wouldn't even say Hey, thank you. It'd be Thank you so much. And I was like, you could just see people beam when he said it because it showed he truly was like grateful for it. It said, Hey, thanks. Thank you and I've implemented that and what we do, and I've seen a huge change for us when I just say thank you so much because it shows genuine like I am grateful for you.

Kelly: seem so it almost seemed stupidly ridiculous, right but it's not it is powerful and again, it's just the little things when you do them consistently that are going to drive this perception and make a world of difference.

Josh: Yeah, well track tracking, it's one of the hard parts to you, I think a lot of people are like, Okay, well, I'll tell my employees that like how would you recommend that they track these sort of things so they can make sure that that are happening?

Kelly: Well, you know, surveyed is key a lot of times to tracking the overall customer experience, one of the things and it's not so much along the way of tracking but from an employer standpoint, to help your employees provide better customer service is how do you treat your employees and that that's this is a core piece of my coaching program because if you don't treat your employees as good, really you should treat them better than what you would expect them to treat the customers. If they if your employees don't feel valued, if they're not feeling important, if they don't feel special, if they don't feel like they're part of a team that has a bigger, bigger, bigger purpose, you know, if then it's ridiculous to think that they would turn around and be able to provide the kind of service that you made and are expected to provide. So, again, that's not necessarily tracking it, but that promotes it tremendously when you are treating your employees as good, if not better than your customers, they are more likely more than likely going to turn around and treat the customers really, really well.

Josh: I love this I honestly we've, for our employees, that that's been one of the things that we had, we had a guy we hired out of the Philippines for a while and I thought it was so funny. He would always say Yes, boss, Yes, boss, yes, he said to me every time and it was actually really annoying to me at first, because I was like, it's a cultural thing and I was grateful that he was trying to be respectful, but annoying me because with my employees, we our goal is to be like, we're a team, I'm not your boss, like we're here to work together, right? I'm just coordinating our efforts so we all make money and when we started treating people that way, it's been really a great experiences, as we've worked with them, we've seen the experience of our customers improved because of that and unfortunately, this guy, you know, I love working, he's a great guy but he actually didn't, we realized he didn't fit our culture because of the way he spoke, he was being too respectful because our culture was, we're all friends here, or a team or working together and his was like, I'm, I'm your subordinate, I don't I don't even see my employees that way so I love that that's your methodology and working directly with people so to wrap this all up, I kind of want to put this all with a nice bow because you've really been, this is one of things I love about you, you've simplified it, start by having everybody on your team smile and treat your employees correctly, and you're going to see an increase. That's just like one of your tactics and so I hope people will go and check out he has a book, he has a group coaching program, or excuse me a group coaching program to help you to work through this, it gets that 5% increase so can you tell us a little bit about how to connect with you and about your book? That's okay,

Kelly: absolutely, I want to touch just a little more on my program, just real quick,

Josh: let's do it.

Kelly: that the basis of the program too, is not to do everything you can possibly do in the customer service realm basically, through my research and my study through the years, I've just narrowed it down to being really good so it's the 80 20 rule so we're going to be really good at the 20% of things that really customers want and expect in great customer service from a business that will create that 80% of the impact on them and on your business so we've already talked about that 5% bump and the increase in in revenue and profits, that's the goal. So it's just putting the different layers in and being really good at a few things that are really going to have the greatest impact on the on the customer, the patient, the client, so I just want to clarify that

Josh: I do appreciate that's awesome. 

Kelly: Absolutely, now to my book, it's entitled, define and deliver exceptional customer service, like you just mentioned a moment ago, you know, kind of making things very simplistic. That's just how I live. That's how I practice chiropractic. That's how I, I focus on things. That's how I coach now so the book is certainly like that, too. It's it's not full of fluff. It's only about 150 pages long but it's just full of basically simple, easy principles rules, and then the actions that a business owner can read and take and implement almost immediately and start having an immediate effect and improvement in their customer service for their for their business so it's again, it's simple read, I don't I you know, I don't like reading those 300 page books that should be, you know, should be 100 pages, I just like as you get through it a couple of settings and take some notes, get some great ideas, and then be able to implement them immediately. 

Josh: Love that so everybody make sure you check that out, we'll put a link in the description to that as well and also they can check you out at drkellyhenry.com,  is that correct?

Kelly: That is correct, in my my book, you find book on the website, you can also really pick up the book anywhere you buy books, certainly Amazon, there is a paperback copy a digital copy and for those of you that like to listen to audiobooks, there is an audible, audible version so

Josh: did you do it yourself? I'm curious some people do and some people don't.

Kelly: I did not but I should have. So my next book, which is actually in the works, I will be the one toread that version.

Josh: I've always been curious how hard that would be but it's a lot of times people just pay somebody to which I think is totally fine, too. Anyways, total side note, but that's really awesome so go check that out, everybody makes sure that you go to drkellyhenry.com if you want to connect with him in any other way, just go to his website, and we'll add all of his links in the show notes as well so, Kelly, one thing before we sign off, I have one final question 

Kelly: Alright!

Josh: Because we have covered a lot of different topics so what would be your final parting piece of guidance for our audience today?

Kelly: What can I give you too, I talked about making things simplistic and that I still have to give to things but they go hand in hand so first thing is every business I don't care if you're a chiropractor, I don't care if you are online, I don't care if you are an insurance agent, sell shoes, grocery store, restaurant, you name it, you have to realize that you are in the customer perception business, it doesn't matter what you are selling, what service you provide, you are creating some kind of perception for your customer, particularly in the customer service realm. So there's no neutral to it, either you're providing a great perception where you would where they would want to come back and continue to do business with you or they're, you're creating a perception where it's not so good for the customer and, you know, they're like, Ah, you know, I probably just go to their competitor because this wasn't the greatest so you got to keep that in mind, you are creating some kind of perception good or bad, with every interaction you have with your customer now, the perception that you are creating is driven by how you make the customer feel so when you make the customer feel like they are a person, they're valuable, they're important special, like a rock star, like I mentioned earlier, when you're when you're doing that, obviously, you're going to drive the perception that you're there for your customer, you're there to serve them, and you're creating that better perception so, again, you're in the customer perception business, and that perception is driven by how you make a customer feel each and every time they are doing business with you.