The bottom line is consumers (patients) are not drawn to a business (dental practice) just for a product or service (dental treatment). They want a superior product and great customer service. The dentist provides a superior product through advanced training and using modern equipment and quality materials. Providing great customer service is the responsibility of the whole dental team. Unless the team is happy with the office environment, they can’t be motivated to provide great customer service. Team member motivation to WOW! patients is contingent on how well their hierarchy of needs is satisfied.