This document provides a service audit report for Pediatric Dentistry of the Rockies. It summarizes the results of a customer survey, identifies gaps in service through analyzing the customer and provider gaps, and provides recommendations to improve the patient experience. The key recommendations are to create a new listening device to better understand customer feedback, compile and analyze survey data, and improve the waiting room experience for both children and parents.

1. 2015
Service Audit
By: Derek Scott
Pediatric Dentistry of the Rockies

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Table of Contents
Introduction........................................................................................................................... 3
Purpose of Report.......................................................................................................................... 3
Background.................................................................................................................................... 3
Survey Results........................................................................................................................ 4
Survey Data.................................................................................................................................... 4
Service Gaps........................................................................................................................... 5
Listening Gap................................................................................................................................. 5
Service Design and Standards Gap................................................................................................ 5
Recommendations................................................................................................................. 8
Create New Listening Device........................................................................................................ 8
Compile and Use Data…………………………....................................................................................... 8
Improve Servicescape…………………................................................................................................ 8
Children............................................................................................................................. 9
Parents……………………………………………………………………………………………………….……………….. 9
References…………………………………………………………………………………………………………………………. 11
Appendix.............................................................................................................................. 12
Survey Results…………………………………………….………………………………………………………………………….. 12
New Listening Device……………………………………………………………………………………………………………… 15

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Introduction
Purpose of Report
The purpose of this report is to conduct a service audit for Pediatric Dentistry of the Rockies.
The aim is to identify the services provided by the organization to its customers, establish any
gaps that may exist in delivering those services to the best of their ability, and conduct research
into servicescape practices among various services. Once the gaps are identified, and research
has been completed, recommendations will be provided to assist in enhancing the service
provided by Pediatric Dentistry of the Rockies for their customers.
Background
Pediatric Dentistry of the Rockies (PDR) is a dental office for children under the age of 18 in Fort
Collins Colorado. PDR is located in a strip mall, where it has limited space to fit its waiting room,
exam rooms, equipment, and office area. There is one dentist, two dental hygienists, and seven
dental assistants who provide dental care to their customers. The organization typically sees
between 50 and 75 patients a day depending on the time of year (school breaks are busier).
PDR hopes to not only sustain its customers (up to age 18), but also consistently attract new
ones as they each have only a 17 year customer span at most. In addition, they are interested in
improving their service in any way possible.

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Survey Results
The following summary includes data collected from the current customer survey designed to
gain feedback regarding the services offered by PDR. The survey is one open-ended question
“Can you please tell us about your experience with us today?” and is distributed randomly by
email to customers the day of their visit. The results for this survey were collected from
October 12, 2015 to November 25, 2015. It produced the following data:
 17 total responses
 Included one open-ended question
 0 negative responses
 0 suggestions for a better business
Survey Data
Due to the results of the survey (see appendix), there was no stand out area that needed to be
improved upon. Therefore, this audit focusses on possible changes that can be made to
improvement the servicescape.

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Service Gaps
The following outlines the tool used to analysis the service of Pediatric Dentistry of the Rockies.
The Gaps model of service quality focuses on the customer gap, which is the difference
between customer expectations and perceptions. In order to close the customer gap, four
provider gaps (Listening, Service Design and Standards, Service Performance, and
Communication) should be minimized to achieve the best possible service. These gaps occur
within the organization providing the service. In analyzing the services offered by PDR, the
Listening Gap was found to exist.
Listening Gap
Without a new listening device that uses multiple questions concerning the various gaps, PDR
could continue to see the same results in their surveys. While these could show potential areas
of improvement, none that were collected for this audit did. Therefore as stated above, specific
areas in need of change cannot be specified.
Service Design and Standards Gap
With this audit focusing on the servicescape at PDR, secondary research was conducted for the
waiting room. The resulting findings are described below.
One physician online rating site indicates it has found what makes for a happy patient: a short
time in the waiting room and a longer time in the exam room with the doctor (Dolan, 2012). “If
you leave patients waiting but can convince them you are a caring person, you can still get a
good rating” Steven Feldman, MD, PhD, founder and CEO of DrScore was quoted.

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In Japan, there have been recent studies regarding making waiting rooms at the nation's
medical institutions into educational venues that provide health classes and nutritional
guidance, according to a team of researchers at the University of Tokyo's graduate school of
public policy (The Daily Yomiuri, 2013).
A study conducted in Canada showed spending time in a less hospital-like setting, can be an
effective distraction and make time pass more quickly (Fantoni, 2013). Another study that
investigated this same issue found very successful results when they implemented a “Kids
Zone” with toys, games (even including an Xbox and video arcade), and books to keep children
happy while they wait (Mclaughlin, 2013).
A car dealership had been noticing how many customers were in their waiting room at a
time, and the only thing their competitors were doing to address this was to make the rooms
bigger. This was not sufficient for them though, so they looked into what other service
waiting rooms were doing. They found some brands modeling their waiting rooms on upscale
coffee bars (Automotive News, 2014). McConnell said, "People's expectations of the waiting
room have increased by a tremendous amount." Therefore they took the opportunity to get a
leg up on their competition and implement this into their own waiting room.
Employees at the Bollywood Country Publication were curious why whenever they went into
a doctor’s office that all the magazines were so old. To learn the possible reasons, they
conducted an investigation that produced the following results. Gossip magazines (defined as
having five or more photographs of celebrities on the front cover) were over 14 times more
likely to disappear at any time than non-gossip magazines (Bollywood Country, 2014). In

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addition, current magazines were more likely to go missing than older ones. In total though,
all magazines experienced a disappearance rate of 1.32 magazines each day, thus leaving
only the outdated magazines for future customers.
The claim“We have the prettiest stores, bar none” is not typical for a tire store. But Rick
Johnson of Rick Johnson Auto & Tire decided to change the usual tire store look and be able
to confidently make this claim(Tire Business, 2007). Designed by women for women, the
dealership's stores feature waiting rooms with couches, bistro tables, flat-screen TVs, Wi-Fi,
Starbuck's coffee, and bathrooms ``that are better than in my house,'' Mr. Johnson said. The
waiting rooms are so comfortable, he added, that there are times ``our female customers are
falling asleep.'' This major change in the look and feel of his business has resulted in a
significant increase in their female customer base.

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Recommendations
After gaining understanding of the services offered by PDR, using the gaps model to analyze the
organization’s service, I have concluded the following recommendations.
Create New Listening Device
A new listening device needs to be constructed and implemented by PDR. A potential one has
been provided in the appendix. By using this new listening device, PDR will be able to analyze
the data and deduct what aspects of the business could use improvement.
Compile and Use Data
While PDR does have a listening device in place, they do not currently use it for anything.
Therefore, once a new listening device is in place they should compile the data. This will allow
for all the survey results to come together and form the big picture of what customers think.
After compiling the information, PDR will be able to analyze the data and take actions where
needed. Data should be tabulated and analyzed every 6 months to stay up to date with all
implemented changes and the resulting customer opinions. Furthermore, actions should be
subsequently taken after each analyzation.
Improve Servicescape
To improve customer experience some innovating and leading practices were investigated
concerning waiting rooms. The relationships focused on were with both children and their
parents.

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Children
In order to receive better ratings and keep customers happier, we do not want to plan for
customers being in the waiting room very long. Therefore, we want to keep any activities short
and offer multiple activities to keep customers occupied, all the while keeping an educational
theme to remind parents we care about their children. The implementations I recommend
adding to the existing activities include coloring pages with an educational theme and a TV with
educational children’s TV shows (i.e. Veggie Tales, Blues Clues, Bob the Builder, etc.). To assist
in distracting children from the fact that they are at the dentist and keep them calm,
comfortable couches and colorful wall decals (possibly a giant “Where's Waldo?” poster,
Fatheads, or a painted mural) are recommended. For older clients who are not interested in
these activities, I recommend offering free Wi-Fi so they can play games on either their own or
their parent’s mobile device.
Parents
My recommendations to keep parents happy as well include additional handouts that are
strategically placed around the office, not just at the registrar’s desk. Additionally, adding
another TV in the waiting room with dental facts keeps the parents informed about their child’s
health. For the parents looking for further ways to pass the time, I recommend keeping the
magazine subscriptions currently in place with supplementary weekly purchases of magazines
that seem to go missing the most. Also, for the parents possibly looking to get work done due
to the fact that they are missing work to take their child to the dentist, I recommend offering
free Wi-Fi. Still keeping in mind that parents have to take the time out of their day to take their

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child to the dentist, I recommend placing a Keurig coffee maker and a mini fridge with bottled
water in the waiting room due to the possibility that it could be a parent’s only chance of
getting coffee that day. If a location change occurs, I recommend making these beverages
available exclusively through a full fledge drink stand with its own barista.

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References
Dolan, P. (2012, February 27). Physician rating website reveals formula for good reviews.
American Medical Association.
While you wait for service, make yourself at home. (2014). Automotive News.
Why are magazines in your doctor's waiting room outdated? (2014). Bollywood Country.
Fantoni, B. (2013, January 4). Pre-surgery waiting room eases anxiety of young patients.
Windsor Star.
Team calls for rethink of waiting rooms. (2013, March 26). The Daily Yomiuri.
Mclaughlin, D. (2013, November 1). Dental office features that help keep patients
comfortable. Orangeville Banner.
Built for comfort - by 'designing women'; Some of tire dealer Rick Johnson's customers are
so comfortable they're falling asleep in his 'pretty' showrooms. (2007). Tire Business.
Personal interviews with Morgan Scott

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Appendix
Survey Results
1. Gina L
We had our first visit for two of my children. The front office staff was polite and friendly. We
were taken back to be seen shortly after we arrived. The staff were kind to my children, even
when they were a little wiggly and silly. The dentist answered all of my questions and we left
with a toy and an appointment to see them again. We will be back.
2. Jennifer B
deathly afraid of needles
My daughter is 17 and is very afraid of needles. Because of a prior experience there it was
written in her chart. You handled the front filling very professionally without the need for gas to
calm her down. She did well and went back to school in a good mood. Thank you
3. Rebecca M
My kids LOVE coming here. Couldn't ask for a better Dentist :)
4. Thalyta S
Awesome experience
Everyone was very friendly! My kids felt comfortable and were happy throughout their visit.
5. Elizabeth M
You are always awesome.
6. Laura D
Love this place
Dr. Keith and his staff make a dentist visit as awesome as it possibly can be.

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7. Diane S
Professional and friendly staff.
My son had his 6 month dental appointment this morning and as usual, a pleasant experience
with no problems. The staff is friendly, professional, and easy to visit with. Dr. Keith is
wonderful! Thank you!
8. Angela K
Always friendly!
The boys had a great experience at the dentist. They are always patient with the kids which will
build a lasting impression for kids to continue to go to the dentist!
9. Amy B
Great, personal dental care that we've seen for years!
My kids never dread going to the dentist. They have always received excellent, personal, quality
dental care! We love Dr. Van Tassell and his amazing staff!
10. Kelly E
Perfect for the Kids
The staff is very engaging and friendly. My kids had so much fun from the waiting room to the
dental cleaning. Dr. Van Tassel was thorough and patient. Highly recommend.
11. Betsy E
Friendly staff, my kids love going here! They have done good work in my children's teeth. Dr
VanTassle is good and very friendly and answers all my questions.
12. Camy D
This office does a great job with my boys. Everyone is so nice and friendly! My kids actually like
going to the dentist!

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13. Erin S
Very nice atmosphere and great staff! After another office recommended general anesthesia
for pulling two teeth that were overlapping, we came here and it wasn't even mentioned. Such
a relief to have understanding and caring staff. Everything went smoothly and my daughter did
great!
14. Kamron Atkinson
Excellent Dentist and Staff
Dr. Keith and his assistants do a great job of talking the kids through the process and being
sensitive to their fears. They take their time. I changed to Dr. Keith after a horrible experience
with another pediatric dentist left my child fearful of any dental/medical procedure from that
point. It has made all the difference in the world.
15. Craig W
Great experience, as always.
Super friendly and helpful staff, and Dr. Van Tassell is a good as they get.
16. Deidre M
Staff very friendly and flexible. Always good with the kiddos.
17. Jessica M
My boys are 3 and 1. My 3 year old has been here a couple of times and they have always been
great. This was my 1 year olds first visit and they were able to schedule the appointments back
to back for me. Great first experience for my 1 year old as well. The staff is very kind and
patient.

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New Listening Device
Please let us know how to serve you better.
1. My child was seen by the doctor in a timely manner.
1 2 3 4 5 6
Strongly Disagree Strongly Agree
2. The staff was friendly.
1 2 3 4 5 6
Strongly Disagree Strongly Agree
3. The waiting room experience was good for both my child and myself.
1 2 3 4 5 6
Strongly Disagree Strongly Agree
4. What, if anything, would you like to see added or removed from our waiting room?
5. What, if anything, would you like to see be changed about our business?
6. Would you recommend us to a friend?
Yes No
If no why not?