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Veterinary Practice News Editorial Blog:
Monday, January 19, 2009
Listen to the Groomer for the Customer Vibe
By Somyr McLean Perry
Contributing Editor of VeterinaryPracticeNews.com and Veterinary Practice News
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I recently chatted with a groomer who's been working in the same veterinary hospital for almost 10 years. When she started at the clinic the staff consisted of one doctor, a couple of techs and a receptionist or two.
As clientele has grown, so has the clinic. It now has four doctors and is undergoing a massive building renovation to update floorplans to accommodate new medical technologies (such as digital X-ray and CO2 laser), increasing the number of boarding stalls, adding exam rooms and, of course updating decor.
Clients and staff loved it. Business has gradually increased and all seemed to be going well. As part of the business plan, the practice owner brought in a practice management consultant. And although the consultant has made some great strides in streamlining the business of veterinary medicine, there has been an unfortunate side effect.
"We're just getting so big that we're losing that personal touch for clients," my groomer friend said. "But no one listens to me about it."
The clinic has enjoyed great success so far. But if there are signs that this growth is alienating clients, the question becomes: When is big too big? Is it possible to find that fine line is between improving the clinic's business model and quality of medicine and preserving the customer service and personal touches clients want?
Someone needs to keep his or her fingers on the pulse of client service in the clinic. Someone needs to be monitoring client vibe, client satisfaction. I suspect that long-time clients or "gold clients" -- the ones who spend a large chunk of change on their pets' health care every year -- receive the most attention when it comes to client satisfaction.
After all, the boss doesn't want to make his biggest spenders go elsewhere, so these clients tend to be accommodated to no end. It's the once-or twice-a-year clients who may be getting the short end of the customer service stick as the clinic gets larger.
Many practice owners and consultants might assume that their office or practice manager or head receptionist pays attention to client vibe, but they often get so caught up in implementing business and medical practices that they, too, are out of touch. Be savvy, be aware ... listen to the groomer. She just might save the day.
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