Last week, I shared my Starbucks experience around personalization and I promised I would share part two this week.

When I placed my Starbucks order for the first time in a few weeks, something felt different.

The team member took my order…but didn’t ask for my name.

Such a small thing, right?

But it immediately made me pause because over the previous few weeks, they had consistently asked for my name.

And it reminded me in that moment…

When something that has become part of an experience suddenly disappears, people notice.

And often, they don’t feel special—they simply feel like something is off. Like something changed. Like something may be wrong.

It reminded me of another experience a few years ago when I considered switching nail salons. I tried a new place and absolutely loved the experience. At the end of the appointment, they included a hand massage and hot towel treatment. It felt elevated, thoughtful, and different.

I went back a second time—same great experience.

By the third appointment?

Gone.

No hand massage. No hot towel.

And I remember thinking…

"Oh… I guess that wasn’t actually part of their experience."

And just like that... I went back to my original salon.

I recently heard a similar story about a barber shop.

A client received a hot towel shave during his first few visits. Then one day? Nothing.

He left feeling disappointed because that experience had become part of what he valued.

Restaurants do this too.

Sometimes they surprise guests with a complimentary dessert or small gesture. That’s wonderful…unless it happens inconsistently.

Because when customers begin expecting something and it suddenly disappears, it creates confusion and often disappointment.

And then I started thinking about the dental hygiene experience…

How often does this happen in our practices?

One clinician performs a comprehensive oral cancer screening. The next does a quick visual check.

One uses disclosing solution, air polishing, and ultrasonics consistently. Another rarely uses them.

One offers a warm towel. Another does not.

One reviews medical history thoroughly. Another rushes through it.

One introduces adjunctive services that could genuinely benefit patients. Another never mentions them.

One consistently recommends appropriate home-care solutions and sends patients home with helpful resources. Another does not.

Patients may not always say anything—but they notice.

And inconsistency can quietly chip away at trust.

Consistency does not mean cookie-cutter care.

Every patient has unique needs, and treatment should always be individualized. But the foundational standard of care and overall experience should feel consistent regardless of which clinician they see.

Your personality can absolutely shine through.

That’s where personalization becomes beautiful.

But consistency?

That’s what builds trust.

Something to think about this week:

Where might inconsistency be showing up in your patient experience?

Warmly,
Kathleen

Kathleen Bokrossy, RDH, BSc ~ President