{"id":2171,"date":"2018-02-01T00:00:20","date_gmt":"2018-02-01T00:00:20","guid":{"rendered":"http:\/\/phosdev.com\/todaysveterinarybusiness\/?p=2171"},"modified":"2022-04-04T22:43:39","modified_gmt":"2022-04-04T22:43:39","slug":"critical-points-contact-build-pet-owner-loyalty","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/critical-points-contact-build-pet-owner-loyalty\/","title":{"rendered":"Critical Points of Contact Build Pet Owner Loyalty"},"content":{"rendered":"<p>When pet owners visit a veterinary practice, their first and last interactions are typically with the front office team. Consequently, client service representatives (CSRs) need to be well-trained to create positive impressions. A pet owner\u2019s service experience is a major factor in determining how bonded she is to the practice and how likely she is to refer others.<\/p>\n<p>Although most CSRs inherently know or have been told to be friendly, they often aren\u2019t trained on how to use specific communication skills to enhance client engagement. Client engagement is about making an authentic connection with people. It\u2019s about showing you care about the client and the bond they share with their pet. When high levels of engagement are present, client loyalty increases because pet owners can\u2019t imagine going somewhere else \u2014 a hospital where the service might not be as exceptional.<\/p>\n<p>Here are three important interactions in which CSRs can connect with pet owners and build client loyalty:<\/p>\n<h3>1. Saying Hello<\/h3>\n<p>You have only one chance to make a positive first impression. In a veterinary practice, a good first impression should convey professionalism and compassion. Engage clients in these four ways:<\/p>\n<p><strong>Use a Friendly, Tailored Greeting<\/strong><\/p>\n<p>When clients walk in, the practice atmosphere needs to convey, \u201cWe\u2019re glad you\u2019re here.\u201d For this to happen, team members need to make eye contact, smile and use a tailored greeting. Here are examples of what to say:<\/p>\n<ul>\n<li>\u201cHi, Mrs. Smith. It\u2019s so great to see you and Violet again.\u201d<\/li>\n<li>\u201cHello. Is this Jake here \u2028for his annual preventive \u2028care exam?\u201d<\/li>\n<li>\u201cGood morning, Mr. Jones. I\u2019m sorry to hear that Sophie isn\u2019t feeling well.\u201d<\/li>\n<\/ul>\n<p><strong>Make Engaging Comments<\/strong><\/p>\n<p>This skill works well even when team members are extremely busy. Examples of engaging comments include \u201cCongratulations on your new family member\u201d or \u201cIt\u2019s so great to meet you and Jake. I just love black Labs.\u201d<\/p>\n<p>Compliments are another excellent way to connect with clients. CSRs might say, \u201cChloe is so beautiful. I love her markings\u201d or \u201cMrs. Smith, that is a lovely scarf. The color looks great on you.\u201d For this skill to be most effective, team members need to remember two essential elements. First, the comment must be genuine. People can spot flattery that is insincere. The second is to make eye contact. Engaging comments lose their power if a CSR is looking at the computer while speaking or is otherwise distracted.<\/p>\n<p><strong>Ask Engaging Questions<\/strong><\/p>\n<p>Engagement increases if the questions are inquisitive and demonstrate a genuine desire to find out more about the client or pet. This skill may come naturally to a CSR who knows a particular client. The CSR might ask pet owners about their families or jobs.<\/p>\n<p>The skill is more difficult when a CSR encounters a new client or a pet owner who visits only once or twice a year. In these situations, a prepared team might use the following questions to connect with clients:<\/p>\n<ul>\n<li>\u201cWhy did you name your \u2028cat Peppermint?\u201d<\/li>\n<li>\u201cTell me how you found out about our practice.\u201d<\/li>\n<li>\u201cAre you ready for Santa to visit?\u201d (Don\u2019t forget to acknowledge children and adults.)<\/li>\n<\/ul>\n<p><strong>Convey Empathy \u2028and Understanding<\/strong><\/p>\n<p>Clients may experience anxiety, sadness or frustration while at the practice. Their emotions may not be related to the reason for the visit.<\/p>\n<p>Unfortunately, one of the most common responses of a CSR when faced with an upset client is silence because the team member is unsure what to say. CSRs trained to respond with kind and reassuring words can create lasting impressions.<\/p>\n<p>The best way to develop this skill is to facilitate a team meeting and discuss common scenarios. For example, a client comes in who is clearly exhausted after being up all night with a sick pet. A trained CSR might say, \u201cWow, so Charlie kept you up all night. I can see how tired you are. That must have been so frustrating.\u201d Remember that making eye contact is an essential component of this skill.<\/p>\n<h3>2. Being Client-Focused<\/h3>\n<p>Conveying a desire to help tells the client that the team wants to do whatever it can to make the visit easy, efficient and enjoyable. Talk with your team about being client-focused rather than task-oriented. CSRs who focus on building relationships, rather than just completing transactions, will enhance client engagement and build loyalty.<\/p>\n<p>Helping should go beyond just saying, \u201cWe\u2019ll get you in an exam room as soon as possible.\u201d Because clients expect such cordial statements, the comments don\u2019t bond a pet owner to a practice. On the other hand, CSRs who say or do something unexpected will impress clients. For example, rather than asking, \u201cDo you need help carrying everything?\u201d \u2014 or worse yet, not offering to help \u2014 a client-focused CSR will come from behind the desk while carrying the client\u2019s products and say, \u201cLet me help you out to your car.\u201d<\/p>\n<p>One of the most critical times for conveying a desire to help occurs during service recovery \u2014 the process of trying to return customers to a state of satisfaction when a service hasn\u2019t met their expectations. CSRs need to be trained to use specific communication skills to let a client know they\u2019re eager to help. Ideally, the process involves these:<\/p>\n<p>An apology or expression of empathy such as \u201cI\u2019m sorry to hear this happened.\u201d<\/p>\n<p>Validating the client\u2019s position with a response such as \u201cI understand you\u2019re upset. Thank you for bringing this to my attention.\u201d<\/p>\n<p>Informing the client of the specific action that will be taken to assist. Following through and keeping the client informed is paramount.<\/p>\n<h3>3. Saying Goodbye<\/h3>\n<p>While nothing is wrong with the goodbye phrase \u201cHave a nice day,\u201d it doesn\u2019t leave a lasting impression. Saying goodbye to clients in a more meaningful way can build loyalty. Here is what you can do:<\/p>\n<p><strong>Use a Tailored Closing Statement<\/strong><\/p>\n<p>When saying goodbye, use the client\u2019s name and the pet\u2019s name. In addition, offer reassuring phrases or engaging comments when appropriate.\u00a0 Here are examples:<\/p>\n<ul>\n<li>\u201cMr. Jones, thank you so much for bringing Sophie in today. We love seeing you and having the opportunity to care for your beloved little girl.\u201d<\/li>\n<li>\u201cMrs. Smith, it was wonderful to see you and Violet today. Tell your husband we said hello, and have fun at the movies.\u201d<\/li>\n<li>\u201cMrs. Taylor, I know Chloe is going to feel much better now after getting her teeth cleaned. Please call us immediately if you have any concerns about how she is doing. Chloe\u2019s nurse, Jill, will call tomorrow to check on her.\u201d<\/li>\n<\/ul>\n<p><strong>Reinforce the Team\u2019s Trusted Adviser Role<\/strong><\/p>\n<p>Pet owners have many choices for veterinary care and products. It\u2019s important to remind them that your veterinary team is their No. 1 trusted adviser. You can reinforce the value of veterinary visits by forward-booking the next appointment. In addition, convey to the client that the team is always available to answer questions and provide education on all health care topics.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Customer service representatives trained to respond with kind and reassuring words can create lasting impressions.<\/p>\n","protected":false},"author":25,"featured_media":2172,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"iawp_total_views":0,"footnotes":""},"categories":[340],"tags":[],"class_list":["post-2171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-february-march-2018","column-talk-the-talk","clinical_topics-staff-training"],"acf":{"hide_sidebar":false,"hide_sidebar_ad":false,"hide_all_ads":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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