Stand and greet clients as they check in for their appointment. This will help communicate you are ready to help. A hospital manager confided in me that her newest client service representative (CSR) needed coaching in engaging clients. “She is more focused on the computer screen than clients and blurts out totals when collecting payments. The experience comes across as transactional,” the manager explained. CSRs start and end every visit to your practice. Medicine and service are a scale that must always be in balance at your hospital. If you provide exceptional medicine but poor client service, pet owners will leave your practice. What CSRs say and do matters. An excellent client experience is a series of consistent, personalized activities: 1) Have genuine, personalized greetings Check the schedule for the next arriving appointments so you may greet clients and pets by name. Using names at check- in lets CSRs make personal connections and set expectations that build trust. Tailor your greeting based on the reason for visiting, such as: New client appointment You will impress new clients when you greet them with, “Welcome to our practice, (client name). We’re excited to meet you and (pet name). Thanks for completing the online health form and sending previous medical records, which Dr. has reviewed to prepare for your visit. Did you bring a stool sample for intestinal parasite testing?” Start building the bond with a “welcome to our practice” invitation and a personalized greeting of client and patient names. Praise good behaviors— completing the online form, sharing records in advance, and bringing a stool sample. Use the doctor’s name to introduce who the new client will see next. Euthanasia appointment When the client arrives, the CSR should step out from behind the counter to remove physical barriers. Say, “Hello, (client name), we’ve been expecting you and (pet name). Let’s go into an exam room. I will let the doctor and technician know that you’ve arrived.” Never have these clients wait in the lobby. Immediately escort the family and pet into an exam room for privacy—tears may have already started. Urgent care appointment Show empathy and set expectations. Say, “Hello, and . Thanks for calling this morning to let us know that has been vomiting and had diarrhea for two days. We received the online health form that you completed, which Dr. has reviewed. Did you bring a diarrhea sample in case the doctor advises testing it?” “I will let Dr. and the technician know that you’ve arrived.” 2) Stand as clients approach the check-in counter Your body language will communicate you are ready to help. Standing lets clients see you, too. When you are seated, the counter height and computer monitors may hide most of you. Clients need visual cues to direct them to an available CSR for check-in. 3) Stand again as clients move toward the checkout desk Make eye contact and smile. Strive to remember client and patient names—you just greeted them 30 minutes ago. Say, “Hi, . I can get you checked out for ’s visit today.” 4) Summarize services before sharing totals Do not blurt out the amount due. Whether clients pay in exam rooms or at the front desk, they need to be reminded of what care was delivered to create perception of value. When presenting an invoice for a wellness appointment, say, “Dr. gave a nose- to-tail exam, vaccines to protect from , an intestinal parasite test, a heartworm/tick test, and refills of 12 doses of flea/tick and heartworm disease preventatives. We applied the instant rebate for preventatives, saving you $XX. You will receive a text reminder each month on the day to give preventatives. Your total is $___. Which payment method will you use today?” As you glance at the invoice on your computer screen, summarize the professional services and products the pet received during today’s visit. Communicate that rebates were applied so clients hear benefits of buying medications from your hospital. Do not say individual fees, just the total. When taking payments from new clients, let them know which payment methods you accept. Say, “We accept cash, checks, credit and debit cards, and (third-party financing). Which payment method will you use today?” 5) Forward book the next appointment Scheduling the next visit during checkout ensures timely future care. Tell clients when their pets need to be seen next, avoiding the yes-or-no question, “Do you want to schedule your next appointment?” Schedule the next appointment before the client pays for today’s services. This will print an appointment reminder on the receipt and trigger automated confirmations. Here’s how to forward book three appointment types: Wellness appointments Use a comparison that clients already understand: Dentists. Say, “Just as your dentist has you schedule your next appointment at checkout, we do the same to proactively manage your pet’s health. Dr. could see your pet at <date, time 1> or <date, time 2>. Which do you prefer?” The first choice is the same day of the week and time as today’s appointment. The second choice is a different day of the week and time of day (morning vs. afternoon). When a procrastinator will not book, be persistent and use benefit statements. Say, “I understand you don’t know your schedule 12 months from today. Let’s book your pet’s next checkup for this same day and time next year. We will confirm two weeks before the exam, so if you need to change the appointment, it will be easy. By scheduling today, you will get your first choice of doctor, day, and time. Your appointment reminder for <date, time> will print on today’s receipt.” Progress exam Use the term “progress exam” to communicate that the doctor will make “progress” on resolving the health concern. Avoid “recheck” because pet owners may assume follow-up care is not medically necessary. When booking progress exams, follow the guideline of “same day, same time, same doctor.” Seeing the same veterinarian builds client confidence that the medical problem will be resolved and provides exam efficiency. A different doctor may spend twice the amount of time reviewing the medical record to learn the previous veterinarian’s diagnosis and treatment. Say, “Dr. needs to see in 10 days for a progress exam. Does this same time, 9 a.m. on , fit your schedule?” Procedures After veterinarians explain diagnoses and clients accept treatments, book procedures at checkout. This is especially important in busy practices where dental and surgical procedures are booking weeks out. Say, “Hello, . I see that Dr. diagnosed with Stage 1 dental disease and you signed a treatment plan. Let’s book the procedure first, and then I will get you checked out for today’s services. Dr. ’s next available procedure days are and . Which do you prefer?” Use the yes-or-yes technique, presenting the next two available procedure dates. Avoid the negative experience of, “The doctor isn’t available for procedures until next month.” Book the procedure with the same veterinarian to increase client confidence, and if the doctor is paid on production. 6) Show appreciation during goodbyes Say, “Thanks for visiting us today, . We appreciate the opportunity to care for . We look forward to seeing you again.” This closing is simple and genuine. Engaging experiences result in happy clients and a more positive work environment for teammates. Wendy S. Myers, CVJ, knows the right words will lead clients to accept your medical advice, driving patient and practice health. As founder of Communication Solutions for Veterinarians, she teaches practical skills through online courses, conferences, and onsite consulting. Myers’ experience as a partner in a specialty and emergency hospital helped her understand issues that owners and managers face. Learn how she can train your team at csvetscourses.com.
