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Veterinary Practice News Editorial Blog:
Friday, October 16, 2009
The Ties That Bind
By Katherine Dobbs, RVT, CVPM, PHR
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As practice owners exercise their right to use an “exit strategy” from the practice they nurtured, heading off to a well-deserved retirement, where does that leave us that remain behind and our clients?
I had the pleasure of speaking to the Michigan Association of Veterinary Technicians this past weekend, and the question came up where the long-time owner of a practice had finally retired and the client base that adored the man were having a hard time adjusting to his departure.
They became suddenly skeptical of prices and policies that were in place long before his exit, and seem to blame any discontent on the fact that he was no longer at the helm. The technician in my audience asked for advice.
If there could be a proactive rather than reactive step to recommend, I would advise the current owner to generate a letter announcing his retirement, and assuring the clients that great pet care will continue at the practice. This could easily be a mail-merge type document that could be personalized to the client’s name, discusses his departure and the time frame, and thanks the clientele for their loyalty to the practice. This would be his opportunity to say goodbye, and provide closure for both him and his clients.
As for what to do now, in the absence of such a letter in this case, the situation illustrates how important it is for clients to bond with the other members of the practice team and not just the veterinarian or owner. Every member of the team should be forming relationships with the families, if they have not already. These clients obviously felt bonded to the practice owner, but the rest of the team should now step up their efforts of client service in a real personal way to keep those families coming back.
It’s time to give them extra attention in any way that is fitting. Members of the team should have name tags and business cards, so the clients can come to know their names if they don’t already. Maybe even holding a client appreciation event would be a nice way to connect. There can be an invitation mailed out saying something to the effect, “we appreciate your family staying with us during this time of transition.” This could be an open house at the practice with refreshments, simple fun events for kids, and activities that put the team members in touch with the pet owners.
Just because the practice owner is no longer there, that doesn’t mean the families have to feel disconnected. They just need to connect with other people at the practice. Connecting the clients to other pet owners and to the team members at an appreciation event would strengthen the ties that bind. Giving A+ client service all the time will help make that bond unbreakable.
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The Ties That Bind
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