Are you managing your client’s expectations in practice?
Why is this important?
A confused client say no! A frustrated and annoyed client complains. Some just never come back.
When you effectively communicate, the client knows what to expect. When they know what to expect, it gives them perspective about their pet’s condition and treatment. This will create trust between you and the client. Working with clients who trust you contributes to building strong client relationships. That’s how professional reputations are built.
There are 3 areas in practice you should be managing your client’s expectations.
- Surgery
- Hospital patients
- Chronic conditions
Let’s start with Surgery
At the admission consult, is the vet, nurse or tech explaining to the client what occurs? If their pet is having bloods and fluids, are they discussing that the pets will need to be shaved? Are they discussing the surgery site and how it will be shaved and how it will look? Are they letting the client know a rough idea of when the procedure will be done and when they should expect a call to let the client know how everything went? If you keep the patient overnight after major surgery, does the client know this? Have you managed their expectations about swelling, bruising or how ambulatory the patient will be at discharge? Have you explained if there will be any post op discharge or discomfort overnight. What about the e-collar, licking, rubbing and chewing?
Nothing upsets clients more than dodgy clips, no phone call, a wet and dirty pet being discharged, a heavily sedated pet being discharged and a pet who is in discomfort all night. There shouldn’t be any nasty surprises.
Can you see now there is so much to discuss. But if you don’t discuss it and the client takes the e-collar off or walks the dog for the next week, then it presents with severe swelling and infection, who is really at fault?
Hospitalised Patients
When you are admitting a sick pet for further workup and hospitalisation, you need to discuss what tests you want to do, when you will have results, what will happen to their pet while in hospital, when you will call the client and lastly, you need to have a discussion about costs.
Discussing costs is so important. Obviously the cost for treating a simple vomiting case is totally different to a severe pancreatitis or diabetic case.
You must manage the client’s expectations about how long you expect their pet in hospital and the expected outcomes. Obviously, we can’t know this with every single patient. However, if the client knows that you aren’t dealing with a simple case, it will give them perspective.
You must be in contact with the client daily about how their pet is, what needs to be done that day, the cost and where the account is at. If the pet has a condition that needs constant monitoring or medication, make sure this conversation has occurred and they are aware of the costs.
Nothing upsets a client more than being discharged with someone who isn’t familiar with the case and being blindsided with a bill that is a lot higher than was ever discussed. This should never happen!
Chronic Conditions
Clients become upset when they don’t understand that their pet has a chronic condition and it will recur or it needs constant medication and management. Examples are allergic skin disease, ear conditions, recurrent dental disease, diabetes, hyperthyroid cats, diabetic animals, OA, to name a few.
It is vital that you take the time to educate the client because when the conditions recurs, they may believe that you didn’t treat it correctly, which impacts their confidence in your abilities.
Being an effective communicator is a core skill in veterinary practice. It’s important to have emotional intelligence skills and be able to see what may cause client frustration and distress. By ensuring you manage the expectations about their pet’s condition and the outcome of treatments, you will have happier clients and a reduction in complaints.
Watch the video below where I discuss managing client’s expectations:
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If this is an area you want to build skills in, considering Coaching. I work with veterinarians on various topics and you will have access to online trainings to build your skills.
Dr Natasha Wilks
