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Client CentricIndividualizedCustomer Serviceby Carolyn C. Shadle, PhD, andJohn L. Meyer, PhDYou’ve heard the phrase, “Perceptionis reality.” In other words, howpeople perceive something is whatis real to them. Regardless of factsand information to the contrary, whatyour client believes to be true is yourclient’s perception of the truth. It iswhat is real to the client.The challenge for every business,including veterinary practices, isto provide a client experience thateach individual client perceives tobe a positive one. While you mayhave a vision statement that directsyour practice to provide “excellentcustomer service,” the challenge is toknow how that can be implementedin each individual encounter.Listen to the ClientsrIndividual people will perceive excellentservice differently and appreciate beingaddressed according to their preferences.e16 3:26 PMTips to Improve YourClient Relations iStock.com/ monkeybusinessimagesCC CustService Dec16.indd 39The only way to know what excellentcustomer service means to aparticular client is to listen. SheldonBowles, writing in Raving Fans,advises us to “listen to the music aswell as the lyrics.” By that, he meansthat what people really want doesn’talways show up directly in whatthey say. How many times have youhad a restaurant manager come toyour table and say, “How was yourmeal?” You probably said, “Fine,”even though you might be able tosuggest improvements. Be sensitiveto any comments—and even moreto silences. They are messages thatneed to be understood.December 20163911/8/16 2:45 PM

UnderstandPersonality TypesAfter observing body languageand tone of voice, we can vary ourindividual conversations with clientsappropriately—perhaps based onpersonality types. And how wouldyou know your client’s personalitytype? One way to become aware ofpersonality differences is by using apersonality analytical tool, such as theMyers–Briggs Type Indicator or DISCpersonality test, with your staff.Veterinary consultant Debbie Booneoften administers the DISC test. Shehelps staff understand how differentpersonality types might appreciatedifferent kinds of conversation.For example:“D” people are eager to skip thesmalltalk and get to the results;they want the bottom line ofprognosis and treatment.“I” people appreciate the staffrecognizing their questions andconcerns; they are likely to wantmore time.“S” people also do not want tobe rushed, but they are lookingfor empathy and support fromthe staff.“C” people focus on accuracyand expertise, and may wantdetails regarding treatment. Individual people will perceiveexcellent service differently andappreciate being addressedaccording to their preferences.Be Aware of CulturalDifferencesIf you live in a community with diverseclients, bilingual staff will enable youto address clients according to theirneeds. Practice manager DebbieAnderson has operated veterinary40practices with her husband in sixcountries, while he served as amilitary veterinarian.and follow-up with clients, but notif it means replacing people whohave the judgment to establisha relationship that is individualand personal.Now in Chula Vista, California, withAAHA-accredited Otay Pet Vets,she serves clients who are Hispanic,Some practices advise their staff toFilipino, white, and black. Her staffspend two minutes talking aboutis bilingual,including aAdvise your staff members to imaginegroomer whothat the client who walks in the door isis deaf andgreets clientsa long-lost favorite aunt whom they arewith Americandelighted to see.Sign Language.When greetedin theirlanguage, her clients perceive thematters other than pet care: vacation,service in a positive way.family, parking, school, whatevermight be relevant. That’s a way to getConsider Your Clients’ Agesto know each client as an individual.A positive client experienceAnd that might be another way tomight also vary depending on“listen to the music.”the demographic age group. Forexample, in general, millennials wantTrain the Stafftransactions to take place quicklyRegardless of personality, culturaland easily—probably online, with anbackground, or age, practicesapp. They are also likely to prefer athat have committed themselveswellness plan to help them manageto excellent individualized clientregular payments.service uniformly train—perhapseven require—their staff toSeniors, on the other hand, want todemonstrate care and friendliness.travel and may look to your practiceWhat does that mean, especiallyto provide lodging or refer them toif you want to individualize youra petsitter. Some will be pleasedcustomer service?to have home delivery of productsor even house calls for pet care.Advise your staff members to imagineAnd remember, it’s important to bethat the client who walks in the doorsensitive to those seniors who areis a long-lost favorite aunt whom theyhard of hearing.are delighted to see. In other words,help them to find ways to expressMaintain the Personal Touchappreciation and, when appropriate,Individualizing service takes aempathy. Anderson coaches her staffpersonal touch. In the name ofto say, “We are glad you are here,”efficiency, it is tempting to introduceand “My pleasure.”a phone tree: hit one for this, twofor that, and so on. Don’t do it.If the image of the favorite auntAutomation is fine for recordkeepingdoesn’t work, Wendy Myers,TRENDS MAGAZINEPPCC CustService Dec16.indd 4011/8/16 2:45 PM

Customized Service Client Centricpresident of Communication Solutionsfor Veterinarians, suggests that staffproject the personality of the goldenretriever: a loyal people-pleaser forwhom everyone is a best friend. Tohelp individualize service, Myers’training recommends that staff repeatthe names of clients and pets threetimes during the discourse. Yourtraining can be that specific.David Little, CEO of the LasVegas–based Western VeterinaryConference, has set as basics toanswer the phone by the secondring, return voicemail promptly, andrespond to email the same day. “Wewant [clients] to know we care evenafter we hang up the phone,” he says.Another specific piece of advicehas to do with semantics. MarkRussak, DVM, CVJ, is a past presidentof AAHA and board member ofNational Board of Veterinary MedicalExaminers, who frequently trainsveterinary staff. He advises staff tospeak of “condos,” not “cages,” andto explain “out back” when the pet isbeing taken to a treatment area.He also recommends avoidingmedical terms and acronyms thatstaff understand but pet owners maynot. Since pet owners often will notlet on that they do not comprehend,anticipate when further information orexplanation would be helpful. In otherwords, “listen to the music.”Consider Clients’ StressWhile WaitingSpeaking of “out back,” it may behelpful to think about your client’sperception when you take the patientto the treatment area.Various members of the veterinarycommunity have different takes onthis. For example, Bonnie Lutz, Esq.,an attorney defending veterinarians,advises veterinarians not to allow petowners back in the treatment room.She knows of too many situationswhere the pet owners just cannotdeal with what happens there.Lutz says, “If you are an educatedpet owner and can accept whathappens there, maybe it is OK, buta veterinarian does not have thebackground or expertise to decidewho can be in the treatment room andwho should not. Consequently, I willcontinue to advise that pet owners donot belong in the treatment room.”Cover your basesYou’re focused on providing excellent health care for pets, butsuccessfully running a veterinary hospital involves so muchmore. That’s why AAHA is here to help you cover all the bases.Our preferred providers have been through a stringent vettingprocess to ensure they’re prepared to help you hit a home run byproviding professional coaching and services you can count on.aaha.org/ppAAHA PREFERRED PROVIDERS.BUSINESSES YOU CAN TRUST.PP CoverYourBases half.indd 1CC CustService Dec16.indd 41BUSINESS INSURANCECLIENT PAYMENT PLANSEMPLOYEE INSURANCE & BENEFITSINTEGRATED CLIENT & PRACTICE MANAGEMENT SYSTEMMEMBERS RETIREMENT PROGRAMPAYMENT PROCESSINGPET HEALTH RISK ASSESSMENTPRACTICE & COMMERCIAL REAL ESTATE FINANCINGVETERINARY DRUGS & SUPPLIES12/4/15 2:15 PM11/8/16 2:45 PM

item done. What about the otherpatients? Your clinic could be easilytreating another patient that needscharcoal pumped because they gotinto chocolate. I can actually thinkof clinics where you can actuallysee surgical procedures through awindow in the general treatment area.You never know what could upset apatient owner.”Bob Bullock, owner of BullockVeterinary Consulting in Altoona,Wisconsin, weighs in, “I haveexperienced clients being takento the treatment area and, for themajority of the cases, it was not apleasant experience for the clientor the staff. Then, there is the legalside of having clients see how otherpets (not their own) are being treated.And is your staff comfortable havingclients look over their shoulders?Have staff speak of “condos,” not “cages,” and explain “outback” when the pet is being taken to a treatment area.Veterinarian and consultant DavidStansfield, BVSc, says, “I agree forprocedures such as centesis, severeconstipation, wound suture, etc.But for routine exams, skin biopsy,phlebotomy, and ear cleans, then Ithink you are putting both the pet andowner at an increased stress level torelieve the stress on the veterinarianor technician.”Stansfield identifies with the client,saying, “You walk in the exam roomwith your pet. The vet or tech comesin and takes the history while youare there. Then they take the pet intothe treatment area behind the examroom to examine, take samples, etc.So now your already stressed pet isfurther stressed by being separated,42TRENDS MAGAZINECC CustService Dec16.indd 42and you, as the pet owner, wonderwhat is going on. You sit in the examroom and listen to all the noises ‘outback.’ What are they doing that is soterrible I cannot be present?”Another opinion is offered by EricJ. Taylor, CEO of IT-Simplified inSummerville, South Carolina, acompany that provides computersolutions for veterinary clinics. He’sbeen around a lot of clinics and feelsthat if a procedure, task, or diagnosiscannot be done in the exam roomitself, then there is no need to havethe pet owner involved in the back.Taylor says, “Let’s think about thisa bit more deeply, if we can. Let’ssay the patient is having a ‘simple’“It is best to explain the treatmentplan with the client in the examroom, and then take the pet into thetreatment area. If a client asks to gowith their pet, I explain that it is notpossible due to the fact that thereare other pets being treated, and theeasy way out is indicating that there isnot enough room. Of all my clients, Ihave yet to have any let [their] clientsinto the treatment room or even ask ifthey want to [go]. A standard policy isthe best for all,” Bullock advises.Debra Hamilton, Esq., who hasexperience as a breeder, reports thather veterinarian lets her go in theback and she likes that, even thoughthe attorney in her would adviseagainst it!Boone has a different take that mightbridge the varying perspectivesand gets to the need to treat clients iStock.com/ zoranm11/8/16 2:45 PM