Ep. 2 - The Client Experience

The Vet’Ed Podcast

Introduction: Steve, Kale, and Lindo map out the client journey at a veterinary practice and a variety of factors that keep clients coming back based on what they value. Hint: it's not the price of the service. Data-backed factors help pave the way for solutions as we learn about the client experience from the moment they drive to the clinic or practice to the moment that they walk out after an appointment.

Main Topics

[01:45]. The client experience is based on viewpoint, and it requires putting yourself in their shoes and assessing what you would value. As a provider or owner of the business, you are building relationships with your clients alongside providing a service. Steve shares about his relationship with his veterinarian and just knowing that his veterinarian will take care of his dog is why he doesn't worry about her when he drops her off. Customer service experience leaves you with a long-lasting impression and receives constant recommendations, even from customers who don't go to that specific business often. So how do you keep people coming back?

[11:25] Consumers Vs Executives: What's on the executive's mind is not what is on the consumer's mind. Price Waterhouse Cooper (PwC) conducted two separate surveys to executives and customers, revealing the contrasting viewpoints on when customer loyalty is won. Almost half of the surveyed customers believe they are most likely to have their loyalty won when they use a high-quality product or receive a high-quality service. Executives believe that customer loyalty is most won with excellent customer service. This shows that customers are looking at quality first. Price was not an option to choose from that could win customer loyalty. Only 17% of customers stopped buying from a company because the price went up whereas 37% because of a bad experience with the product or service.

[17:55] Steven and Kale assess another PwC figure that illustrates what people value the most when it comes to customer experience and would pay more for it. We see that efficiency is worth the most and more people would pay for that; efficiency and convenience overlap somewhat, but they can be similar depending on the person. Other overlapping categories include friendly service and easy payment.

[20:56] Figure 4 is a bar graph displaying survey results on when consumers stop interacting with a brand they love either after one unpleasant experience or several unpleasant experiences. The definition of one experience versus several experiences varies, but the survey showed that 20% of people leave after one experience and that percentage jumps up to 60% for people leaving after several experiences.

[22:00] Figure 7 assesses consumer opinions across multiple countries on human vs Automated interaction by answering yes or no to the question, “I’ll want to interact with a real person more than technology improves”. Cale shares he wants person-to-person interaction for his veterinary needs and the reassurance required. That means calling the office and making an appointment rather than using an app to schedule and address complications or technology glitches. The same would apply to a person going to the doctor and the urgency of a matter requiring reassurance verbatim.

[27:14] What to look for in a practice: Kale and Steven emphasize the importance of location; it does not have to be fancy, but it has to be clean. Veterinary medicine practices with a well-kept landscape and an office that smells like it's well-kept are more inviting. The first time a client comes in, what they see, hear and smell sets the stage for the rest of their experience. Then it's walking up to the desk and checking in; the receptionist is the first person to interact with the client and is part of the welcoming experience. The client naturally observes what's around them as they are waiting versus being taken back right away. Hence, for a veterinarian, it's ideal to sit in their waiting room from time to time and observe what clients may observe while they are waiting. Clinics do their best to block out times, but if they are running behind, that's ok as long as they are communicating with clients waiting. Steven refers to the survey on client retention and expresses concern about the number of unpleasant experiences caused by multiple miscommunications from a medical provider, which compromises the integrity of the practice.

[37:00] Steven discusses the better use of technicians in the exam room, getting the information needed for the veterinarian to assess, and then delivering the right information based on what the client is concerned about. Technology integration is one of those potential solutions to help disseminate information for clients, whether it's a detailed treatment plan or a cost breakdown. Of course, with inflation, people are experiencing anxiety about the cost, so an estimate and alternatives are ideal. We walk a client through the process from the moment we bring them into the exam room until we walk them out to the front desk. We can encourage yearly clients to book appointments in advance and use it as an opportunity to touch base. If a client has multiple pets, we remind them to bring all their pets in for preventive measures that benefit both the provider and the client.

[45:08] By laying out and even reiterating the information on charges to the client when escorting them out to the front desk, providers can avoid mischarges. With multiple colleagues discussing services and their costs to one another, there is room for miscommunication between them and to the client. A study on mischarges showed that about 30% of shrinkage and loss is because of the practice of not getting the charges on the invoices right. An itemized checklist of all services rendered can help reassure the client as they carry that over to the desk, but also a safeguard. By not getting the charges on the invoices right, the practice misses out on all those potential revenues, and it adds up. Of course, the client wants to pay for what they received, and if they don't, they aren't the ideal client.

[50:45] What are some effective ways to get clients to come back or remember to follow up? Kale discusses the variety that exists in the world of communication and preferences, so the provider should try to use the variety. He enjoys the physical mail and the likelihood of calling to make a follow-up when a physical reminder is on the table versus emails that go to spam. A great way to follow up is when the client checks out when the front desk can confirm the client's contact information. Veterinary practice includes preventative appointments and often clients don’t keep up communication should help them keep up and navigate that responsibility as part of being a pet owner. Setting up for future refills helps make the experience efficient and convenient and, therefore, another tool for increasing clientele follow-up.

[58:25] Show wrap-up: Stay tuned for the next episode with guest Dr. Zack Whitehead from Ellisville Veterinary Hospital to discuss his profession and assess how reviews practitioners and their clinics receive shape clientele growth. There is an opportunity to use the technology to help practitioners who do genuine work receive the business they deserve. Steven and Kale will analyze the best ways to do that as part of advocating for veterinarians and giving a platform to those who have something to share on ...