Feel your customer’s pain (literally)

We talk about “customer pain points” a lot in tech, but how often do we actually feel that pain ourselves?

Last week I went to my dentist. To kick things off, a dental assistant injected my gums with an anesthetic. I hardly felt a thing. After she was done (and before my jaw went numb), I asked her how she did it. She said “I make sure to go very slowly. When I was in dental school, our teacher had us inject each other for practice. I know how much this can hurt if you don’t do it right.”

Can you imagine your gums being on the receiving end of a student’s very first injection? Ouch. That experience left such an impression on my dental assistant that she now takes incredible care of her patients. She has literally felt my pain, and as a result, I’m a happy (and grateful) customer for life.