Playing soccer two-to-three nights a week for 15 years, you are bound to be banged up a few times. I wouldn’t trade it for the world though. Engaging in play not only keeps you fit, it keeps you young!

Today, I am sidelined for the first time in six years (hyperextended knee – but no surgery!) In fact, I should be back on the pitch in a few short weeks. As I sit with my leg elevated and iced I am reminded of my last injury 6 years ago, a partially torn rotator cuff.

Luckily I had two big hospital systems close by. I immediately went in for my X-Ray and MRI. What happened next I did not expect. I arrived for my appointment to discuss my results, but before I was able to see the surgeon I was visited by three “care extenders”:

• One took my vitals, BP, weight, height etc.…
• One brought in all the paperwork that I needed to fill out…
• One came in to recruit me for their new study on shoulder injuries like mine

By now I had spent 45 minutes in the office. Finally, the surgeon walked in with my MRI in hand. He quickly tested my range of motion, and before we even made eye contact he confirmed I would need shoulder surgery.

He then turned and on his way out the door encouraged me to book my surgery as soon as possible, he gets very busy in the summer. That was it, a 30-second visit.

As you might imagine I was less than impressed with this guy. Surgery is a BIG deal to me. I walked in nervous and in pain. I left not feeling any better – and not trusting the surgeon. I needed a second opinion.

My experience with the second surgeon I saw was different in every way. He came in to see me, took a seat and walked me through my MRI. He pointed out where my injuries were and explained why he was suggesting surgery. We talked through some of my questions and what I might expect from the process.

Now my surgery was set and I had a doctor I could trust.

Five days before surgery I received a call from his office asking if I could come in the next day for a short appointment. When I sat down with the physician he recommended that I try physical therapy first. He had taken another look at my MRI and thought I might avoid surgery altogether.

It’s now six years later and the shoulder is in better shape today than had I gone under the knife in 2010.  All because he communicated that he cared. All because he took the time to be present with his patient.

And insult to injury, a couple months after beginning PT I received a bill in the mail from the first physicians “visit.” It was $400 for a 30-second appearance. I wasn’t having it. When I finally talked to the doctor and expressed my dissatisfaction with the entire experience he agreed to reverse the charges. He even apologized and explained that he previously saw about 14 patients a day. Now as a hospitalist he might see 40. His world had changed.

How about the business you are in? Are you expected to do more with less? Are you able to deliver the service – the human interface – that your customers expect and deserve?

It is up to us to use the time we have wisely, to make the most of every interaction. Now more than ever people have choices. If they are treated poorly, they will simply take their business elsewhere. The critical success factor? Human interactions.

Let your customers and colleagues know that you care. People react and make decisions based on emotion, and later justify them on logic. How do you make them feel?

My challenge to you – spend an extra moment with the people you interact with. Make that moment count. Show others they matter. Show someone you care. It pays.