All service businesses can be differentiated based on the level and type of service that is provided. For example, the service
offered by McDonalds and Motel 6 is vastly different than the service offered by Morton's Steakhouse and the Ritz Carlton.
No one would argue that the quality of the food and lodging, the physical environment, the amenities and the quality of service
provided by employees are at different ends of the spectrum for these businesses. Just like other service industries, veterinary
businesses offer different levels of service. Unfortunately many owners, managers and employees don't consciously think about
the level of service on a daily basis but instead make the assumption that the team is committed to providing quality service.
Are you making a concerted effort to provide a specific level of service at your practice? If not, the service that clients
receive is subject to inconsistencies and may not be what you intended.
Define your team's client service IQ
To define the client service experience you want to create and ensure consistency in the delivery of client service, it is
helpful to begin by determining what I call your team's "client service IQ".
How knowledgeable is everyone on the team about what pet owners want? Does everyone agree on what constitutes exceptional
vs. average client service? Do team members know what exceptional client service looks like? Have they experienced outstanding
customer service for themselves? Facilitate a team meeting and create a dialogue among team members by discussing the following
- What are some examples of businesses that provide great customer service? What do they do to provide this level of service?
- Think of a time when you experienced above average or exceptional customer service. What was the business and why was the
- How do you want to be treated when you go to a service-oriented business? Be specific with your answers.
- How do you decide whether you will go back to a service-oriented business?
- Think of a time that you recommended a business to someone else. Why did you make the recommendation?
- What have businesses done to surprise and impress you? What could our practice do?
- What annoys you with respect to customer service?
- If you could change something about the service our hospital provides, what would it be?
- What is the practice vision? What client service experience do we want our clients to have each time they visit the practice?
- What are our strengths and weaknesses related to service?
The advantage of taking the time to discuss the team's "client service IQ" is to ascertain whether team members fully understand,
appreciate and agree on what it means to deliver exceptional client service. This exercise affords the team the opportunity
to offer feedback about service challenges.