Veterinarians and veterinary team members sometimes say they got into veterinary medicine because they like animals more than they like people.
But the truth is, no matter how much you and your awesome team love animals, a large part of your job will consist of dealing with the human beings attached to those animals.
Why Invest Time in Communications and Customer Experience Training?
You’ll probably have some clients you love, others you feel neutral about, and others that you find difficult to work with.
Sometimes, the art of “communications” is presented primarily as a way to become skilled at conflict resolution, for those times you’re dealing with people who are rude or argumentative.
But the truth is, communications can help ALL of your clients (everyone from difficult to A-list) better understand your services and the value you provide.
It can help them feel comfortable coming to you with their questions and concerns and have a better perception of you and your veterinary practice.
All of this can potentially lead to more income, as well as more flattering online reviews and word of mouth referrals.
Communications and customer experience are fields where there’s always more to learn, and these skills can continue to improve with practice over time.
But, here are a few good places to start…
Communicating for Clarity
One of the most important things to do is ensure your clients understand the information you’re telling them about their pet—and, that they’ll retain that information.
Here are some ways to do that…
Clearly state what is happening.
For example, we’ve probably all heard stories about clients who thought a neuter was the same thing as a vasectomy—until they got home and realized their pet’s testicles had been removed!
Clear communication at the beginning (and not just assuming a client already knows what the word “neuter” means), could prevent such misunderstandings.
Offer ways for a client to easily recall the information or learn more.
For example, give the client a handout with more detailed information to refer to, or allow them to videotape your talk.
This can also help when they go home and relay the information to their spouse—so you won’t get a request to repeat your entire speech for their spouse!
Use distraction-free communication.
Make your exam rooms cell phone-free zones.
Have something available to occupy rambunctious kids (for example, a movie or toys).
And wait to bring the pet back into the room until you and the client are done talking.
Prioritize Time With the People Who Truly Value Their Time With You
It may be tempting to spend extra time in the room and debate with the client who wants to listen to their breeder or Dr. Google instead of you…
And sometimes that’s worth it. But, if you’re pretty sure that person is never going to change their mind, your time may be better spent with a client who WANTS to hear what you have to say.
So instead, spend that extra time with the sweet client who is a little chatty but always seems to say thank you and really appreciate (and follow) your advice.
Keeping All Your Communications Consistent
If you and your technician both give a client the same advice about heartworm prevention—but then your receptionist tells the client, “Nah, I don’t use it for my own dog…”—what would be the end result?
Probably confusion and doubt in the client’s mind. And maybe suspicion that you are selling products that aren’t really necessary for their pet.
This could happen with a variety of products and services, including parasite preventions, good quality pet foods, dental procedures, and more.
It’s important to be sure your whole team is on the same page, sending a consistent message to your clients.
The Little Things You Can Do to Improve Client Perception and Experience
Often, small little things you do to brighten a client’s day can make a BIG, positive impression—and bond that client to your practice for the long-term.
A few examples include…
Helping elderly clients by going out to their car when you see them arrive, and offering to carry their pet’s carrier for them.
Sending a card after a pet is euthanized, or during the holiday season.
Allowing clients to go out the back door after euthanasia, for privacy when they’re crying.
Telling clients how you change to a fresh needle after drawing up a vaccine, so the injection is more comfortable for their pet (remember, if you don’t tell them, they won’t know!).
Avoiding Client Shaming
While still somewhat controversial, this topic is drawing more attention in the veterinary community…
Client shaming means unintentionally (or, sometimes intentionally) making a client feel guilty when they’re behind on care for their pet or did something they shouldn’t have done (like giving a human medication that’s toxic for pets)—especially if it’s led to their pet becoming ill.
The thing is, most clients already feel very bad about it without veterinary team members making them feel worse.
If you can make your practice a safe space for clients to come without judgment, you may find that some of those very same clients appreciate it so much that they’ll be bonded to your clinic long-term.
They may even start to bring their pet to you more frequently for routine care and preventive diagnostics!
Of course, it won’t go that way every time. And clients do need to be informed when they’ve made mistakes, so they can avoid repeating those mistakes.
So, use your judgment to figure out the best way to communicate in each unique client situation.
Who Can Benefit From Learning More About Communication and Customer Service?
In short—everyone! The whole team, from the medical director to kennel assistant, could benefit.
Even if someone is naturally a good communicator, there’s no harm in that person learning more and adding additional communication tools to their toolbelt.
To get started, you can look for formal communication and customer experience training. You can also do in-house training, with role-playing.
Progress checks from time to time may help, too, so everyone can continue to learn and grow.
The time you invest can be well worth it. It can make everyone’s daily interactions (for team members and clients alike) as smooth and pleasant as possible.
And, nurturing happy clients can certainly help to improve your bottom line.
Written by: Dr. Tammy Powell, DVM
