As the saying goes, “Customer service is dead.” Our society has become completely devoid of great experiences between businesses and customers. Convenience and speed have trumped everything else. This lack of expectation, however, gives dentists an opportunity to exceed expectations and stand out as a bright light in a dark world of customer frustration. Make sure that every opportunity to create a referral or a return appointment is facilitated. Cover your walls with images of everyday people with perfect smiles. Create a great on-hold messaging system. And, don’t forget to say “thank you” to patients who refer their friends and families with more than just a handshake.