Let’s be real. Nobody brings their pet to a veterinarian just for fun. Clients walk into our hospitals because they’re worried, stressed or looking for guidance. That means every interaction matters. How veterinary professionals handle each moment — whether during a vaccine appointment, a wellness check, emergency care or euthanasia — determines whether a pet owner leaves feeling reassured and comforted or frustrated and annoyed.
Here are 10 ways to cultivate the most loyal clients. It’s not rocket science.
1. Friendliness: Be a Human First
After 20 years in the trenches, I’m now on the other side of the veterinarian-client relationship, so I take my pets to a clinic. When I recently called a local practice, an auto attendant instructed me to press 1 for this, press 2 for that, and so on. I get how a virtual receptionist can help manage call volume and streamline processes, but the initial contact is frustrating from a pet owner’s perspective. If someone presses the wrong button or the options go on forever, the computerized call quickly becomes an obstacle rather than a convenience. Whenever possible, having an actual human answer the phone will pay off immensely in the long run for a veterinary practice.
One of my favorite approaches is to dedicate two team members to a call center role. They are off the floor and focused on answering calls, doing callbacks and confirming appointments. Such tasks often fall on the front desk team, but let’s be honest, those staff members are already juggling check-ins, checkouts and in-person client communication. Taking the phone burden off them can dramatically improve the in-clinic and over-the-phone experience.
Quirkiness, kindness and humor go a long way in customer service, so you want team members who are comfortable sharing their personality. The front desk, in particular, is a high-energy, jazz-hands job that calls for happy extroverts who genuinely love people. If your receptionists sound like they’d rather be anywhere else, clients will pick up on that vibe immediately. A warm, engaging presence sets the tone for the pet owner’s entire visit.
2. Compassion: Caring When It Isn’t Easy
Being compassionate toward people who are just like us is easy. And by that, I mean people who make the same decisions and choices that we would in a similar situation. For some of us, that means scheduling a full workup if our pet skips breakfast. For others, it means waiting and watching a little longer because we don’t want to be a bother.
One morning when I was in practice, I pulled into the parking lot at 7 and found a client waiting for me. He had a Great Dane whose tongue looked like it had been through a horror movie — crisscrossed with deep cuts, swollen like an overstuffed sausage and drool pooling at his feet. I asked what happened. The owner explained that his cat had a cruel habit of knocking food off the counter and into the paper shredder to see if the dog would go for a bite. And guess what? He did. The owner had to disassemble the paper shredder to free his dog’s tongue.
“When did this happen?” I asked.
“Last night around 9 p.m.”
“Why didn’t you call me?”
“I didn’t want to be a bother.”
The same day, another client called, plowed through the front desk and insisted that I respond immediately because her dog had coughed. Twice. She was in a full-blown panic and needed to bring him in for an exam — “Now!” — because she was leaving town later that day.
We’re easily compassionate toward people and pets we relate to. Still, the real challenge — and where excellent service truly shines — is in showing compassion to people whose attitudes, backgrounds or emotions differ from our own. Each of the following people deserves patience and kindness:
- The overwhelmed pet owner who asks a million questions.
- The elderly client who doesn’t understand technology.
- The person who walks in five minutes before closing.
Great client service is about recognizing that everyone’s experience is valid and responding with professionalism and empathy, even when we might disagree with the pet owner’s choices.
3. Effort: Going the Extra Mile
Clients don’t just want their pets to receive good veterinary care. They also want to feel like their pets are special to each of us. That means we must go beyond the bare minimum. Maybe it’s squeezing in a same-day sick appointment, making a follow-up call after a tough diagnosis or doing a nervous pet’s exam in the parking lot. Those extra touches stick with clients and keep them coming back.
When I moved to Durango, Colorado, in 2002 and started at Riverview Animal Hospital, I had my work cut out for me. The practice owner was dearly beloved by every — yes, every — client. Getting anyone to see the new doctor (me) was a challenge. My only advantage? He was booked out for weeks, and since no one was banging down my door, I had no problem getting patients in right away.
One day, I had Rose Kellinger’s new Lhasa Apso puppy on my surgery schedule for a spay. The procedure went smoothly, but afterward, the little dog was in considerable pain. Maybe she was being a drama queen, but I couldn’t send her home like that. So, I took her home with me for the night to monitor her and give her extra pain meds if needed.
Fast-forward 23 years. Rose still asks about me. And since life is funny, she’s now my husband’s bookkeeper. Every month, she reminds him how amazing I am. (Trust me, he’s a little over it by now.)
Going the extra mile isn’t just about medical care. It’s also about building trust, loyalty and relationships that last for decades. Clients might forget the details of a pet’s treatment, but they’ll always remember how you made them feel. And that’s what keeps them coming back.
4. Knowledge: Know It or Know Where to Find It
You can be the friendliest person in the world, but people won’t trust you with their pets’ medical care if you don’t inspire confidence. A terrific client experience means making sure everyone on the team — from receptionists to technicians to doctors — knows their role inside and out. That doesn’t mean you must have all the answers immediately, but if you don’t know something, the correct response is, “That’s a great question. Let me find out for you,” not, “I’m not sure.” Clients appreciate honesty, but they also expect expertise.
I recently took my little dog, Marvin, to Hassayampa Veterinary Clinic, a lovely practice in Wickenburg, Arizona. The visit was my first with Dr. Jordan Lovell, a 2024 graduate of Colorado State University. (I let her know I was a 1996 CSU grad.) She diagnosed my little Yorkie with Valley Fever. Now, being from Colorado, I don’t know much about Valley Fever, and I’m guessing Dr. Lovell probably felt the same way as a new grad. But you know what she did that instantly sealed the deal for me? She phrased her sentences like this: “The specialists in the Phoenix Valley say the best dose of Fluconazole is ‘X.’” She even said, “You probably know more than I do about this, but here’s what I know.”
She didn’t try to fake expertise. She was transparent and confident in what she knew, which made me trust her even more. That’s the key. Clients don’t need perfection. They need someone who is honest and willing to find the correct answer.
As a practicing veterinarian, I didn’t realize for a long time that admitting you don’t know something makes you come across as more confident. But let’s be real: You should always work on your craft. Whether you’re a doctor, technician, receptionist or any other team member, your challenge should be to be better today than you were yesterday.
Take every opportunity to improve. Attend veterinary conferences, participate in online CE, read industry journals (like this one) and pay attention to co-workers who are crushing it. Early in my career, I used to stand outside exam rooms and eavesdrop on how Dr. Parkinson talked to clients. I studied his words and body language, as well as how he listened and responded to clients by paraphrasing what they had just told him.
Find the Yodas on your team and become a Jedi. The best professionals never stop learning.
5. Communication: Speak Their Language, Not Yours
Veterinary medicine is packed with complex jargon, but a tremendous client experience hinges on how well we translate that information into something meaningful. A good communicator knows when to break things down for a naive first-time pet owner and when to go deep into details for a seasoned breeder or medical professional.
The problem is that we often don’t realize we’re speaking in a language most clients don’t fully understand. We spout terms like “CBC,” “chem panel,” “fecal float” and “abscess” all day long, but to many clients, it’s a foreign language.
I was chatting with one of my dad’s old friends, a retired brigadier general. Midstory, as he talked about his military career, he casually mentioned his time at OTS training. I had to stop him and ask what OTS meant. “Officer training school,” he explained, then kept going. A minute later, he said, “Brigadier,” but I didn’t have the nerve to interrupt him again to ask what it meant.
That’s exactly what happens in a veterinary clinic. A lot of pet owners won’t stop us mid-sentence to ask what we mean by “We’ll run a CBC and check the chem.” Instead, they’ll smile, nod and go home to Google everything we just said.
So, how do we fix the disconnect? Pause frequently when explaining things. Without embarrassing them, ask questions that invite clients to admit they’re confused. One of my favorite tricks? Simply ask, “Are you a bullet-point person, or do you prefer all the details?” It’s like dating. To build a genuine relationship, you must figure out what the other person likes.
Recognizing what each client needs — and adjusting our communication accordingly — is what makes the difference between confusion and clarity.
6. Personal Attention: Don’t Ghost Your Clients
If you have read any of my previous articles — see “Story Archive” — you know that I think of client service as dating. You (the practice) meet people (the clients), figure out if you’re compatible, and if so, move into a long-term relationship. And just like in dating, you remember meaningful relationships, maybe not with every client but certainly with the big players. You had deep conversations with them, perhaps having gone through an emotional rollercoaster like a hit-by-car emergency or euthanasia. If clients cried in your office and were vulnerable with you, you should remember their names. You wouldn’t go on a few dates with someone and then say, “Sorry, what was your name again?” Don’t do it to your clients.
Remembering the names of clients and pets takes effort unless, of course, one of them had an in-clinic meltdown. Scars seem to stick with us more than kindness. However, to build strong client relationships, we must be intentional about them. Here are a few ways to make clients feel seen:
- Use their name. If your clinic has caller ID, say the name when answering the phone. Nothing is more awkward than clinics pretending they don’t know you, only to suddenly have all your information by the end of the call. Imagine how much better it feels to hear, “Hi, Stacee! How are you today?” instead of a robotic, “Thanks for calling XYZ Animal Hospital. How can I help you?”
- Greet clients like old friends. A warm smile and a familiar “Welcome back! How’s [pet’s name] doing?” go a long way in making people feel valued.
- Remember personal details. My senior RVT, Bridget Wehmeyer, was amazing at this. Clients adored her because she’d remember little things, like asking, “How was that Disneyland trip?” or “How’s your mom doing? Last time you were here, she had just gotten out of the hospital.” If all else fails, you can always go with, “How are the kids?” If they have human kids, they’ll tell you. If not, they’ll assume you meant their pets. Either way, you’re never wrong.
The key is simple: Don’t make clients feel like strangers. Sure, you see hundreds of pet owners a month, but most of them only see one veterinarian a year. Be present in the relationship so they keep coming back.
7. Responsiveness: No News Is Bad News
No one likes to feel ignored. Therefore, responsiveness is everything in a veterinary setting. Whether you’re returning a call, answering an email or delivering test results, clients want to know that their concerns matter. Even if you don’t have an immediate answer, a simple “We haven’t forgotten about you; we’re still waiting on results” can prevent frustration. Consistent follow-up is one of the simplest ways to build trust and loyalty.
To understand just how critical responsiveness is, put yourself in a client’s shoes for a typical situation, like lab results.
- When the pet is sick: Every test result feels like life or death. Overcommunicate rather than assume no news is good news. When I worked in the ER in Portland, Oregon, I was surprised at how many clients wanted me to call in the middle of the night with an update, even if it was just a blood test or body temperature reading. But then I realized that if my pet were in the ER instead of curled up on my bed, I wouldn’t be sleeping anyway.
- When their pet is healthy: Clients who opt for wellness lab work are top-tier pet owners, so treat them like VIPs. The secret sauce? Report the results fast, sometimes in a quick text message. Nine times out of 10, I’d hear, “Wow, you guys are way better than my doctor’s office!” I’d consider that a win.
- When the client is a chronic worrier: Some pet owners need extra reassurance. Maybe they’re calling about a routine 4Dx test, but their worry makes sense if you know their last pet died of heartworm disease. Take time to understand the client’s history so you can tailor the experience. Prioritizing the callback might seem small, but to the pet owner, it means you care.
At the end of the day, underpromise and overdeliver. Keep your word. Be in tune with your clients’ needs. And most importantly, don’t leave them hanging. Whether it’s returning a call, answering an email or delivering test results, pet owners want to think their concerns are a priority for you. Even when the answer isn’t immediate, a quick “We haven’t forgotten about you; we’re still waiting on results” can prevent frustration. Consistent follow-up is one of the simplest ways to build trust and loyalty.
8. Efficiency: Make Every Minute Count
I find it amusing how people use smartphones for almost everything except making calls. According to Forbes, 90% of people prefer to communicate by text in their personal relationships and business interactions. If your veterinary practice isn’t texting clients or using a mobile app to digitally chat with them, put that at the top of your business growth strategy. That said, you have occasions when the most efficient route is a phone call. The trick is to have multiple options for communicating with clients and then matching the right method with the right situation.
Efficiency is about saving your clients’ time. Here are a few ideas on how to make their experience seamless:
- Bundle services: If a pet needs a laceration recheck, schedule it with a dental procedure. Need a heartworm test? Draw enough blood for a full wellness panel while you’re at it, just in case it gets added on.
- Streamline post-op care: Instead of an unnecessary in-person recheck, send a digital questionnaire — I recommend JotForm — and have clients upload a photo
of the incision. - Manage wait times: If you’re running behind, send a quick text: “Hello, [Client Name], we’re running 15 minutes late. Feel free to grab a coffee and head in a little later!”
Clients don’t want to think their time is vanishing into a black hole. A smooth experience from start to finish makes all the difference. Little tweaks, such as a slick scheduling system or a speedy checkout, go a long way.
Clients appreciate a practice that values their time as much as their pet’s health. And those extra five-minute saves? They add up. People will notice and keep coming back when they believe their time matters to you.
9. Reassurance: They’re Not Crazy (Probably)
Sometime between the 1990s and now, dogs pulled off the ultimate life upgrade. They went from backyard dwellers to housemates — complete with their own Instagram accounts and wardrobes. In my case, they took over my bed, and I accepted my fate.
If you talk to your dog in a baby voice or answer for them when someone asks a question, congratulations! You’re in the club. And don’t worry, I’m probably the club president.
That is why pet owners spiral from mild concern to full-blown panic. The fear of something bad happening to their little buddy overrides common sense. And where do they go? First, to Google. Then to you. By the time they call, they’ve convinced themselves their dog has a rare, incurable disease found only in Arctic foxes. They don’t need you to say they’re overreacting. They know they are. They just need someone to reassure them, even if their fears are a little (or a lot) irrational.
You might think, “I’m a vet, not a therapist. They hired me to do a job, not hold their hand.” That’s a fair point, but it won’t get you far if your goal is to build lasting client relationships.
You don’t have to give every pet owner your heart and soul, but validation goes a long way. Use simple statements like:
- “I understand why you’d feel that way.”
- “If I were in your shoes, I’d be worried too.”
- “Whatever happens, I’ll be with you every step of the way.”
Clients want to feel heard. Dismissing their concerns with “It’s probably nothing” might make them feel silly for even asking. When they feel respected and reassured, they trust your advice and will keep coming back.
10. Transparency: Stop Hiding the Good Stuff
More and more veterinary clinics have adopted a bad habit that draws side-eyes from pet owners. Those practices take patients “to the back” for nearly everything. Vaccinations, nail trims, blood draws, anal gland expressions, sedations — you name it — off the pet goes. One fallout from COVID-19 was that clinics decided that things would go smoother without the client present. Maybe doing things behind closed doors is easier for the staff, but it’s stressful for pets and their people.
Last year, I took my cat for an ultrasound that required sedation. I asked to stay with him. They told me no, so I went somewhere else.
A few weeks ago, the same cat needed sedation and X-rays after a dog attack. Again, I asked to stay with him. “We do that in the back,” they said. I asked to hold him while he was sedated. “That’s not necessary,” they replied. I pushed. They finally caved.
Being with your pet when it’s scared matters to both of you. Calmer animals need less medication, which means safer sedation and better outcomes. Taking a pet away from its person and sticking it in a cage to wait for sedation might be convenient for the staff, but the protocol is harder on the patient. While some owners prefer to step back, most want to be involved.
And here’s another thing: Clients who see what’s happening aren’t left to wonder what they’re paying for. Transparency builds trust. When veterinary practices charge properly and involve clients in the process, fewer pricing concerns arise.
Large animal veterinarians have done it forever. When a horse doctor arrives, the owner watches everything — and often assists. It makes owners feel involved, strengthens their connection to the veterinarian and builds trust.
Small animal practices would do well to take a page from the equine playbook. Allowing clients to stay involved benefits the pet and the practice.
After 20 years in the trenches of veterinary medicine, I am experiencing life on the other side of the exam table as a full-fledged, slightly neurotic pet owner. And let me tell you, it’s been enlightening. It turns out the difference between a clinic that clients love and one they leave isn’t fancy equipment or cutting-edge treatments. It’s the little things, like a warm hello, a quick callback and a receptionist who doesn’t sound as though she’s a hostage.
Clients might not remember their pets’ specific bloodwork results, but they’ll remember how you made them feel. They will remember:
- The veterinarian who took the time to explain rather than mumble medical jargon.
- The technician who gave a nervous dog extra love instead of just getting the job done.
- The receptionist who greeted them like an old friend instead of another appointment slot.
Those are the things that build loyalty — the kind that lasts for years. Clients stick around for the long haul when a practice treats them well.
HOW TO COMMUNICATE BETTER
Absent a face-to-face conversation, veterinary practices commonly engage with clients by phone, text or email. Each mode should serve a distinct purpose.
CALLING
Real-time verbal dialogue enables in-depth discussions, offers emotional support and ensures prompt responses to questions.
Use phone calls for:
- Urgent or time-sensitive matters (critical lab results, surgical updates and emergencies)
- Sensitive topics (end-of-life discussions and serious diagnoses)
- Complicated explanations (in-depth treatment plans and post-op care instructions)
- Follow-ups after major procedures (checking on a recovering surgical patient at home)
- When the client expresses a preference for calls
TEXTING
Studies show that 90% of consumers prefer texting with businesses over other forms of communication. Texts are fast, convenient and less disruptive than a phone call. Use text messages for:
- Appointment reminders and confirmations
- Routine test results (“Fluffy’s lab work looks great!”)
- Quick updates that don’t require discussion (“Luna is out of surgery and doing well.”)
- Pickup notifications (“Max is ready to go home. Come by any time after 4 p.m.”)
- Short, friendly check-ins (“Just wondering how Bella is doing after her dental cleaning yesterday.”)
- Clients who prefer texting over phone calls
EMAILING
Emails are best suited for longer-form communication and sharing information that clients need for future reference. Use email for:
- Detailed or nonurgent information (vaccine records and treatment estimates)
- Follow-up summaries (post-appointment notes and discharge instructions)
- Educational content (pet care guides and presurgical prep instructions)
- Billing and receipts
- Promotional or general updates (new services and holiday hours)
- Clients who prefer written communication over calls
GIVING EXTRA EFFORT
The phrase “Go the extra mile” originated in Jesus’s Sermon on the Mount, in which he said, “If anyone forces you to go one mile, go with them two miles.” According to dictionary.com, “Many people interpret it to mean that they should always try to do more than is asked of them.”
STORY ARCHIVE
Dr. Stacee Santi has contributed to Today’s Veterinary Business since 2019. Her articles on client relations include “Your Loyal Followers,” “Caring for the Cash-Strapped Client” and “The 5 Levers of Compliance.” Read all her stories at go.navc.com/Stacee-Santi.
WHICH PRACTICE WOULD YOU CHOOSE?
Calling as a pet owner, I had the following exchanges with two veterinary practices. I was an established client at the first one with three of my pets. I renamed it XYZ Animal Hospital to save it from public embarrassment.
XYZ ANIMAL HOSPITAL
(A voice tree instructed me on which buttons to press, including an option to speak to an AI bot. I chose the human.)
Receptionist: “Thanks for calling XYZ Animal Hospital. How can I help you?”
Dr. Stacee Santi: “Hi there. I have three dogs, and they all need a Valley Fever test.”
Receptionist: “OK. Just so you know, they will also need an exam by the doctor. The fee for that will be an additional $83 per pet plus the cost of the lab test. Would you like to proceed?”
Me: “Yes, please.”
Receptionist: “The fee for the Valley Fever test is ‘X’ per dog. Is that OK?”
Me: “Yes.”
Receptionist: “Our next appointment is on Thursday at 2 p.m. Does that work for you?”
Me: “Yes.”
Receptionist: “OK, we’ll see you then!”
Me: “Don’t you need my name?”
Receptionist: “Is this Stacee? We have caller ID.”
Me: “Yes, this is Stacee. Don’t you need my pets’ names?”
Receptionist: “I have you scheduled for Roxee, Sammie and Striper.”
Me: “Close, but Striper is a cat. I have a new dog, Marvin.”
Receptionist: “OK. We can get all his info when you come in.”
Me: “I have one other question. My new dog is a bit of a handful. I got him about six months ago and have been working really hard on his behavior. I would like to hold him during the blood draw. I’m not sure if my record shows this, but I am a veterinarian.”
Receptionist: “Hmmm. That will be up to the doctor. Any other questions?”
Me: “Not at this time.”
Receptionist: “Thank you and have a nice day.”
HASSAYAMPA VETERINARY CLINIC
(A person answered on the second ring.)
Receptionist: “Hi there! Thanks for calling Hassayampa Veterinary Clinic. How can I help you?”
Me: “Hi there. I have three dogs, and they all need a Valley Fever test. I am a new client.”
Receptionist: “Oh, nice to meet you! We can absolutely help you. How does Thursday at 2 p.m. work?”
Me: “That works great.”
Receptionist: “OK! I’ll put you in there. Do you have a few minutes to give me some information about you and your pets?”
Me: “Yes.”
(The receptionist asked for all the basics about me and my pets. When she got to Marvin, she said, “I love that name so much. I can’t wait to meet him!”)
Receptionist: “I think I have everything I need on my end. What questions do you have? Do you know where we are?”
Me: “Yes.”
Receptionist: “Would you like me to give you an estimate of costs?”
Me: “No, that’s OK. I have one other question. My new dog, Marvin, is a bit of a handful. I got him about six months ago and have been working really hard on his behavior. I would like to hold him during the blood draw. I’m a veterinarian from Colorado, by the way.”
Receptionist: “Oh, my gosh! Well, it’s super nice to meet a colleague. That shouldn’t be a problem —whatever it takes to make him feel as comfortable as possible. We look forward to meeting you all!”