Reducing fear

I’ve always loved this as an example on creating the best possible experience for your customer.  Dentist offices are generally the opposite of comforting or inviting.  But how hard would it be to change that and think about what the patient really needs?

Source: Creating passionate users blog (no longer active)

Think about your customer or audience.  What can you do different to address what they need, not just what you need them need.

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