I wasn’t cool enough to be in that line. 

If you’ve been to an airport or flown in an airplane recently, you know the one I’m talking about. That line when you’re boarding an airplane. 

There’s a line for the cool cats and one for well… Everyone else.

That’s the line I was in, the line for everyone else.

In case you prefer to road trip and haven’t stepped foot in an airport recently, allow me to explain what I’m referring to.

When you go to board a flight there are now two lines at the gate. 

Each line is identical. They are literally right next to each other, lead to the exact same place, and are only separated by a simple strap.

But only certain people can go in one of the lines. It’s used for priority boarding groups.

The other line is for “everyone else”. I was in the line for “everyone else”.

I have so many questions about the “cool” line.

If the “cool” line is identical to the line for everyone else what makes it so special?

People literally race to jump in their line so they can get on a cramped plane a few minutes earlier and sit there even longer. And they pay more money to do it.

I’m old enough to remember when air travel was an event. It was special.

You were served by friendly staff, catered to, even fed meals (not that they tasted great, but it was the thought that counts), had an assigned seat that you didn’t have to pay extra for, and that seat had actual leg room (again that you didn’t have to pay extra for).

And now, we feel bad if we’re not in the “cool” line and stuck in the line for “everyone else”. 

But… The lines are identical, separated by a strap, and lead to the exact same place. 🤷

I can’t remember exactly when the “cool” line showed up. I just remember one day it was there (and I wasn’t in it).

This article from CNN, explains that airlines could make the customer boarding experience better. But they don’t because the chaotic boarding process makes them more money. 

What about your practice?

There is so much craziness and chaos in the world these days. 

How can you zig when everyone else seems to be zagging? How can you become the anti-airlines and make your patient experience one where all guests feel like they’re welcome and have come to the right place?

Who’s considered “cool” at your practice?

➤ Your team
Without a great team, there is no ability to take great care of patients. In fact, Ritz Carlton teaches that the higher the level of engagement of the staff, the higher the level of engagement of the guest. 

➤ Your patients
It’s important to make sure every patient feels like they’re in the“cool”line.

This starts:
🔸 On the phones letting them know they’ve come to the right place.
🔸Welcoming them into your office with a warm greeting.
🔸Being mindful of their experience and wait times throughout the patient journey.

It’s easy to think that we have all of the right customer experiences in place and on paper that may be true. But when was the last time you sat in your waiting room and observed? Take the time to routinely get out and see how things are going. 

After all, what’s best for the patient is best for the practice.

➤ Your referring doctors

Referring doctors send patients that you would not have the privilege of treating otherwise. Having a group of consistently referring doctors creates a dependable and steady patient stream for your practice. 

If you’re curious about abandoning airline like chaos in your practice, check out these Forbes Customer Experience All Stars. (You won’t see too many airlines who made the top 100.)

Now, if you’re an airline “cool kid”, no judgement. I’m genuinely so happy for you. And please give me the scoop and tell me what I’m missing in the “everyone else” line. I’m dying to know what’s on the other side of that strap. 😉