On a Monday morning, my long-haired dachshund, Gidget, was seemingly fine. By the evening, she was at an emergency and specialty hospital. Over the course of a week, she was treated by her primary care veterinarian, two ER doctors, an internist, a radiologist and a surgeon. I interacted with multiple doctors, client service representatives and veterinary nurses. After an emotional week of wondering if I might lose Gidget, she returned home, thanks to the expertise of everyone involved in her care.
I later considered the factors influencing a pet owner’s decision to become a loyal veterinary client. Let’s look at what the team members who cared for Gidget got right.
Caring Client Service Representatives
The CSR teams were helpful during every one of my phone calls to the general practice and specialty hospital. When I walked in, they immediately greeted me with a friendly smile as I approached the front desk. They directed me to the refreshments station and periodically checked in with me as I waited.
The client service representatives at the specialty hospital conveyed compassion about Gidget’s illness and the cost of care. I saw them show the same kindness to other pet owners. When I called for updates, they quickly reassured me they would find an answer or connect me with someone who could help. When I inadvertently left without Gidget’s towel, they reassured me they would put it in a drawer. Sure enough, it was there when I returned.
Retaining clients should be a priority for veterinary practices, given industry reports showing declining numbers of new clients and patient visits. Typically, the first and last interaction with a practice involves
the front office team, which is why practice leaders must train team members to display a positive tone and convey interest consistently.
Trusted Advisers
The specialists’ collaboration surpassed my expectations. The internist consulted with the oncologist and surgeon to discuss Gidget’s condition and develop the most effective treatment plan. The internist and surgeon took the time to patiently address every question I had. Their unhurried approach and complete explanations helped me make informed decisions and reassured me that Gidget was receiving exceptional care.
One way to build client trust and loyalty is through education and shared decision-making. While most pet owners don’t have substantial medical knowledge and some can’t afford advanced veterinary care, they still want to know about a pet’s health and the treatment options. Veterinary teams must avoid assuming what pet owners want and what they can afford to pay.
Conveying Empathy
All the doctors and team members I met displayed empathy in their nonverbal communication. They were patient, displayed caring looks and actively listened while I detailed Gidget’s history and clinical signs. The compassion was especially meaningful since I was worried and afraid. The team also warmly welcomed my pet sitter, who visited Gidget in the hospital.
You likely heard this Maya Angelou quote: “People will forget what you said. People will forget what you did. But people will never forget how you made them feel.” While I remember what the team members did, I can’t recall what they said exactly, but I vividly remember how I felt. Everyone seemed to understand my pain and cared about my special bond with Gidget. Clients remember caring looks, patience and the reassurance that you’ll do everything you can to help them.
Even if a pet owner doesn’t remember what you said, how you convey empathy matters. To become proficient in it, note the difference between empathy and sympathy. Empathy is the ability to sense another person’s emotions and imagine what someone might be thinking or feeling. Sympathy, on the other hand, is feeling bad for someone and potentially minimizing the person’s feelings.
Examples of sympathy phrases to avoid include:
- “That is awful. The same thing happened to me.”
- “At least Max doesn’t have a more serious condition.”
Empathy statements don’t express pity. They strive to convey a deeper understanding, which builds trust and client loyalty. You might say:
- “I can see by your expression that this is very upsetting.”
- “I’m so sorry Max isn’t feeling well and that this is happening to you.”
Fee Transparency
The emergency and specialty hospital presented me with Gidget’s treatment plan and required advance payment of the cost estimate’s low end. The team members updated me by phone during the week and asked for additional payment for her continued care and diagnostics. I received a text-to-pay link on my phone, which made the process easy. I’m fortunate I could afford care, but the expense heightened my anxiety. The team handled the money conversation professionally, and the client services representatives understood and cared about expense-related stress.
We know that clients appreciate transparent conversations about money. The American Veterinary Medical Association’s Language of Veterinary Care Study revealed that pet owners want the hospital team to address the cost of care head-on. They want to be empowered to ask questions about their financial concerns and discuss their options. Interestingly, one of the most compelling findings in Synchrony’s new Veterinary Specialty Care Study was that 72% of pet owners are equally concerned about the costs and the medical outcome.
Regardless of their budgets, clients appreciate supportive dialogue during financial conversations. You might say:
- “I understand this is a difficult time for you. What questions do you have about Tigger’s treatment plan?”
- “We know veterinary care is expensive. We have several payment options we can talk about to make the care as affordable as possible.”
Follow-Up
Communicating patient updates takes time but is a critical part of building loyalty. A team member from the primary care practice called after Gidget returned home to express concern and check on her. The specialty hospital sent a survey asking about the team’s client communications and service.
Clients will return to your hospital if they feel cared for and believe in the value of your services. Moreover, consistent exceptional service is paramount if you want to enhance client loyalty and help more pets like Gidget get the care they deserve.
STORY ARCHIVE
Read Dr. Amanda L. Donnelly’s The Value of Front Office Teams at go.navc.com/CSR-TVB to learn more about training a veterinary team to deliver exceptional service.