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Veterinary Practice News Editorial Blog:
Thursday, November 20, 2008
Customer Service Starts At the Clinic's Front Door
By Somyr McLean Perry
Contributing Editor of VeterinaryPracticeNews.com and Veterinary Practice News
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My recent sub-par customer-service experience at a large veterinary specialty hospital illustrates how important it is for veterinary clinic staff to bond with clients--especially new clients. Making new clients feel important and appreciated is key in encouraging return visits.
I was referred to this animal hospital by my general practitioner, who felt my cat's ophthalmic condition needed a specialist's expertise. I've never had to visit a veterinary specialty clinic as a layperson--I used to be a veterinary nurse--so I had high hopes for great medicine, great staff and great client care.
But the client care wasn’t so great, which reflects on the not-so-great staff. I visited the clinic twice, two weeks apart. Its staff clearly doesn't cater to clients, which I’ve always found to be an important component of health care unique to veterinary medicine. Happy clients are more likely to come back than unhappy ones.
The wait time on my first visit was astronomical. Because I was a "fit-in" appointment, I arrived early so the staff would have ample time to prepare my file and so the doctor could see my cat at his earliest convenience between appointments. I waited 45 minutes in the lobby and 20 more in the exam room without anyone checking in with me during the wait.
My recheck appointment wasn't much better. Because my drive to the clinic is 30 miles and I have to take a half-day off work, I called to confirm my appointment before leaving the house.
The receptionist confirmed that my appointment was at noon that day.
When I checked in at the front desk, the receptionist said my appointment was really the next day and I'd have to come back, even though he admitted that he had indeed mistakenly told me to come that afternoon. I protested, of course. The receptionist argued with me in the lobby and a gave multiple excuses for his miscommunication.
I was angry because the hospital trivialized its mistake, like it was no big deal that I just missed a half-day of work and drove 30 miles with a yowling cat in a crate for nothing. I was also treated like I was unreasonable for wanting to be seen in a timely manner.
I was eventually shuffled back to the euthanasia room to wait, no doubt to sequester me from those in the lobby who might hear my displeasure.
Guess they showed me.
My wait was much more reasonable the second time around (about 40 minutes), but I sure had to fight to get it--and on principle, clients shouldn't have to make a scene in the lobby to be taken seriously.
Here's a list of what the staff did right and what they did wrong in the eyes of this client.
Good customer service:
- The clinic took it seriously that my cat's eye condition could be potentially severe and it accommodated a fit-in appointment the day after I called.
- Its website was very helpful in preparing me for the first appointment by offering the appropriate forms online to be completed ahead of time.
- I was greeted immediately by the receptionist when I walked into the lobby.
- The exam room nurse cleaned my cat and her crate after she had peed all over.
- During my follow-up appointment, the doctor praised me for successfully medicating my cat's eye, allowing it to heal well. That made me feel good.
Bad customer service:
- At my first appointment, no one acknowledged that I'd been waiting for more than an hour; not the receptionist, technician or even doctor.
- I had to remind the receptionist that I was still waiting to be put in an exam room.
- At my second appointment, I had to fight to be put in an exam room instead of being turned away.
- When the clinic made a scheduling mistake, no one offered a sincere apology for inconveniencing me.
- Staff didn't offer me the options to be seen that day or to reschedule; they just told me I had to leave.
- The exam room nurse didn't introduce herself or ask my name. She just put me in a room.
- When the doctor came in he didn't introduce himself or ask my name. I finally found his name on a business card in the exam room, otherwise I'm not sure I would have known it.
- When the exam was over, the doctor didn't thank me for coming in. Just because there are other veterinary ophthalmologists in the county doesn't mean he can't be gracious to me for choosing his clinic.
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