The Extra Mile

Customer Servces

The Extra Mile
by Debra Schmidt



When I think of going the extra mile on customer service, I think of my orthodontist, Dr. Randall Moles.

I never expected to be sitting in the waiting room of an orthodontist office when I was 40. But there I was, waiting to be treated for a jaw problem, along with a bunch of kids and teenagers who needed their braces adjusted.  

When I saw the crowd in the waiting room, my first thought was, “I’ll be waiting forever to see this guy.” My next thought was, “Hey, this guy must be really good to have so many patients.”  

Then, a most amazing thing happened. The waiting room completely emptied. Within fifteen minutes, every one of the patients was being cared for, including myself. Some of us were with the doctor’s assistants; one was with the doctor himself.

Every one of us was getting great care and personal attention in a very professional way. It was obvious that each employee knew precisely what he or she was doing. If we had any doubts about their experience, we just had to look at their name tags, which proudly displayed their number of years of loyal service: 6 years, 15 years, 20 years, etc. To top it off, all of the employees were warm and friendly, without exception.

During every visit I observed Dr. Moles and his employees “going the extra mile” for their patients. Here are just a few of the things you can count on when you visit Moles Orthodontics in Milwaukee, Wisconsin:

A warm welcome accompanied by a big smile and a personal greeting (they actually remember your name).

A wait time of usually 10 minutes or less.

Lots of things to do while you are waiting (fresh coffee, current magazines, children’s books and electronic Gameboys, to name a few).

A free T-shirt for all new patients.

Complete ownership and a sincere apology if a scheduling problem occurs.

Invitations to customer appreciation “movie days” sponsored by the clinic. Our whole family was invited to a free movie at a local theater along with other patients.

Follow-up phone calls to educate you about the next steps in your dental process.

Sincere respect and appreciation by employees not only for the patients but for their co-workers.

Now, it is true that Dr. Moles is an outstanding orthodontist. But I’m convinced that the reason his practice is so successful is that Dr. Moles and his entire staff consistently deliver service that exceeds the expectations of his patients. I know they surprised and delighted me!


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Emmy nominee, entrepreneur, author, television personality and winner of six national marketing awards, Debra J. Schmidt is one of the nation’s most versatile speakers and trainers. She is known as America’s “Customer Loyalty Ambassador” and author of Spe