Dr. Fishbein (left as you look at photo) with her associate, Sukhpreet Kahlon, OD, demonstrating that using the two tokens theory means they’ll spend less time putting out fires!
Customer service token theory and optometry best practices
By Bethany Fishbein, OD
Sept. 11, 2024
I spoke with a doctor recently who acknowledged that his staff is often mistreated by patients. He described people being unforgiving and impatient, taking their frustrations out on his staff, which leads to stress and burnout at their jobs.
Maybe you were even on the customer side of that transaction. You felt yourself getting more and more frustrated (and maybe even not-so-nice) as you dealt with people in a company who just didn’t seem to care enough to really understand your issue, let alone take the right steps to fix it.
But maybe you also called a company with a concern or complaint, and before you even knew what hit you, found yourself apologizing and telling the lovely representative on the phone it’s not that big of a deal and to not worry about it, and even giving high ratings in the customer service survey that followed.
How does that happen?
It’s all about choosing the right token.
The first time I heard about the “two tokens” theory of customer service was on TikTok. Amidst the time-sucking nonsense, it was a shining oasis of brilliance that has stuck with me since I saw it. (Very simple. Very elegant. Very demure).
Jean Louis Gassee, a former executive at Apple France, gets credit for the concept. He said, “When a customer brings a complaint, there are two tokens on the table: It’s Nothing and It’s Awful.
Both tokens are always played, so whoever chooses first forces the other to grab the token that’s left.
Think about it: A patient calls your office looking for their glasses, which they ordered two weeks ago. When trying to track down the glasses, your staff member realizes that somehow, the order was never placed. Now the staff member is at a crossroads.
It’s Nothing
They can choose to downplay the mistake, minimizing its impact and hoping the patient doesn’t make a big deal out of it.
“It looks like somehow the order never went through. I spoke to the lab and made sure they have everything now, and they’re going to try and rush ship, so you should have them in a week or so, OK?”
By doing this, the staff member is effectively picking up the It’s Nothing token – leaving the patient, who was likely already concerned and now feels more upset and dismissed, to pick up It’s Awful and respond accordingly – with anger and frustration, insulting the practice, questioning the staff member’s competence and threatening to leave a bad review.
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It’s Awful
On the other hand, a different outcome ensues if your staff member chooses It’s Awful, immediately acknowledges the error, and apologizes wholeheartedly (and maybe a little excessively) for the mistake and the inconvenience.
“Your glasses should have been back already! I went to find out when they’d arrive, and I can’t even imagine how this could have happened, but the order never went out to the lab! This is absolutely horrible – I don’t know how this could have been missed, but I am so incredibly sorry! I can’t even believe this. I called the lab and got them to rush ship, but it still might be a week! I left a message for the manager to expedite this, and I will call every day. I still can’t imagine how this happened. I’m so sorry!”
The staff member’s immediate choice of It’s Awful completely disarms the patient, and leaves them no other choice but to pick up It’s Nothing and reassure the staff member that mistakes happen, and although they’re a little disappointed, it’s not that big of a deal.
The brilliance of the “two tokens” theory is in its simplicity. It reminds us that in customer service—and in life—how we frame a situation can significantly influence the outcome. By choosing to validate the other person’s feelings and concerns, we often diffuse what could have been an escalating situation.
In the context of your practice, it’s not just about resolving issues; it’s about shaping the entire relationship. Teaching your staff to grab the “It’s Awful” token first sets the entire interaction, and turns potential conflict and mistreatment into an opportunity to build trust and loyalty with patients.
Next time you’re faced with a complaint or concern, remember the two tokens. How you play them could make all the difference.
Bethany Fishbein, OD, is a practice owner, practice management consultant and certified executive coach and Genos emotional intelligence practitioner. She can be reached at bethany@leadersofvision.com
