The Face and Voice of a Practice

First impressions mean a lot. You may be the best optometrist or optician in town, but if people don’t feel welcome as soon as they walk through the door, many won’t return. That’s why it’s so important to hire the right person for your front desk. Whether on the phone or in person, how that individual communicates says more than you might think about your practice.

Insights and Experiences

To help, this two-part series features the insights and experiences of three of your peers. They are Diana Canto-Sims, OD, co-founder of Chicago’s Buena Vista Optical; David Holler, OD, owner of Clarity Vision, with seven locations in North Carolina and Virginia; and Don Rooker, chief operating officer at InVision Optometry in San Diego.

This month the focus is on the qualifications and qualities to look for when filling the front-desk position. Next month’s column will address the responsibilities of that position and how to train a new hire to meet those needs.

Requirements vary among practices, so there’s no one-size-fits-all job description for this position. However, a look at your practice’s needs will help you shape the qualities you hire for. For example, Rooker says that at InVision, “Our front-desk position may be a little different as it is more of a patient-facing, customer service-oriented, concierge position.”

Personal Qualities

What qualities do these three look for when interviewing for the front desk?

“We hire primarily based on personality,” explains Dr. Holler. “We focus on how they communicate, articulate their thoughts, interact with others, and how quickly we think they will pick up learning something new. We also try to gauge how they will be able to speak to a patient who is coming off the rails.”

For Dr. Canto-Sims, it’s about emphasizing attitude and drive. “I look for someone who will go above and beyond when patients call or visit,” she says.

As for Rooker, “Candidates must be enthusiastic, empathetic, and compassionate. They are the first and last impression patients have of us, and the front desk often becomes the face and voice of the office. No introverts here; a lot of personality.”

Professional Qualifications

What about background?

At Buena Vista Optical, Dr. Canto-Sims pursues potential candidates “who have previous customer service experience, especially in jobs where guests are high-maintenance. For example, a luxury car dealership, a Ritz-Carlton receptionist, or someone who has worked at makeup counters like Chanel inside a Macy’s or Nordstrom.”

InVision Optometry, shares Rooker, primarily hires young, first-time workers for its front-desk roles. “These candidates usually have a desire to enter health care,” says Rooker. “We focus less on skill sets and more on ‘fit and feel.’ We assess their overall demeanor, their communication, and their organization.”

What about Clarity Vision? “The resume needs to show that the individual has some experience dealing with the public, ideally in customer service or health care,” explains Dr. Holler. “We can teach them what to ask, but you can’t train to be positive and energetic.”

It’s all about finding the right balance between attitude and aptitude. The next step? Addressing responsibilities of the position and then providing training to meet those needs. 

Stay tuned, as that is what we address in this space next month.