How does Dr. Henry Samson, an optometrist located in New Haven, Conn., improve customer service? Samson realized that patients dread filling out "intake" forms; it takes up a great deal of time and is especially annoying when forms ask for information already provided during a prior visit.

Samson now uses an interactive computer system to collect patient health data. The software tailors questions to recent answers, skipping unnecessary questions. Patients can review data from their last visit to verify or modify the information. Time is saved without sacrificing personal attention.

Samson's customers are clearly pleased with the service. When given a choice of a verbal or computer interview, 95% opt for the computer.

Copyright 1997 G+J USA Publishing