alison lambert bvsc cmrs mrcvs associate …behaviour changing –market intelligenceemployees •...
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behaviour changing – market intelligence
Alison Lambert
BVSc CMRS MRCVS
Associate Professor in Veterinary Business
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
meet Kato
My animal family
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
UK ….what's happening?
• Customers
• Business owners
• Practice teams
• Practice behaviours
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behaviour changing – market intelligence
Today was the future in 2006……..
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Customers ……
• Customer pool static
• Pet ownership down across the UK
• Shift to small kg of dog
• Breed changes to “ fusion breeds”
• Cats moving into the home
• Rabbit and small pet ownership growing
• Trends for young adults to stay at home
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behaviour changing – market intelligence
Customers…all about “more”
• Want more
• Know more
• See more
• Access more
Internet of things
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Employees
• Want less hours and more money
• Don’t see vet business as a “ life commitment “
• See as a job, clinical fulfilment by the hour
• Shift in vet degree – open to many more people,
more schools, more students
• Wage deflation across most markets
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Employee wants
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Battle ground for team members
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behaviour changing – market intelligence
Engage and Involve the team
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behaviour changing – market intelligence
Team
Become Employer of Choice
• Develop a graduate engagement programme
• Develop “Employment outreach” for vets and nurses
• Think “Attract and retain team”
Become an Employer Brand
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behaviour changing – market intelligence
Investment funds
• Investment funds keen to invest across Europe
• Large opportunity to bring structure and discipline
to sector
• Customer spend strong
• Vet care delivery room to improve
• Drive to vertical integration: Lab , Cremation,
Recruitment, Own label meds, food & Insurance
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behaviour changing – market intelligence
1. UK 5
years ago
2. UK today4. UK in next
18 months
2.UK last 2-3 years
3.UK today
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behaviour changing – market intelligence
50% -60% of sites owned or
controlled by large groups
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behaviour changing – market intelligence
Listed Stock Market
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behaviour changing – market intelligence
What are practices doing to grow
and develop in this market?
(….and survive ….)
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Appointment offer rates
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behaviour changing – market intelligence
SEVC 2016 data
Shows 3x more appointment
with Index sites
Day of week issues
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behaviour changing – market intelligence
WSAVA 2016
link between Index score and NPS
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behaviour changing – market intelligence
Appointment offer rate
2015 data BSAVA
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behaviour changing – market intelligence
EBVM Congress 2014
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behaviour changing – market intelligence
UK Corporate data October 2017
0
10
20
30
40
50
60
70
80
90
100
CVS Goddards IndependentVetcare
Medivet Pets at HomeVet Group
Vet Partners Village Vet White CrossVets
XL Vets NationalAverage
Appointments Offered
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Your learnings from this session
• UK is heading to a mature/endstage of PE cycle
• Large groups manage over half of all sites in SA and a
significant number of sites in Equine and Farm
• Customer delivery is sub optimal and only one national brand
has UK wide campaign potential
• Operational factors have been focus of big groups now they
need to fix Customer delivery
• Attracting Team members is biggest challenge
• Fixing Customer touchpoints is key
• Offer Appointments
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behaviour changing – market intelligence
Actions for next week
1. Review your Customer reality, what new stuff did you do last year?
2. Review your “employer of choice” plan..….if you don't have a plan get one
3. Measure your First Call Resolution
#Train #Measure #Manage #Inspire
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behaviour changing – market intelligence
Clients
How to get them and
keep them
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behaviour changing – market intelligence
Alison Lambert
BVSc CMRS MRCVS
Associate Professor in Veterinary Business
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
So you need marketing…….
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behaviour changing – market intelligence
What owners want from a Veterinary
practice?
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behaviour changing – market intelligence
The customer
experience
matters
Your clinical
competence
is assumed
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Reception impact
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behaviour changing – market intelligence
Your target customers…
• Where are they?
• Who are they?
• What do they want?
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Drive time critical
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behaviour changing – market intelligence
Drive time
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behaviour changing – market intelligence
Segmentation
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Care with age profiles
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behaviour changing – market intelligence
Segments
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behaviour changing – market intelligence
Mintel
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Customer wants and needs
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Omnichannel
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behaviour changing – market intelligence
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behaviour changing – market intelligence
•
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
First Call Resolution
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Its how you say things that matters…
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Actions for next week
1. Map your drive time catchment area – where are all the people?
2. Review how would a new owner know you are there?
3. Implement a keep in touch plan- be more digital
#Train #Measure #Manage #Inspire
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behaviour changing – market intelligence
Turn clients into Raving fans
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behaviour changing – market intelligence
Alison Lambert
BVSc CMRS MRCVS
Associate Professor in Veterinary Business
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
meet Kato
My animal family
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behaviour changing – market intelligence
Key words
• People- Team and Customers
• Customer Experience #CX
• Customer Journey and Touchpoints
• Values/Purpose/Mission/Vision
#OneVetTeam
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
#NoSh*tSherlock ☺
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
mmmmmm……. 24% Ave-poor
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behaviour changing – market intelligence
5* ratings …. 6-8% Ave – poor
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behaviour changing – market intelligence
Customer measures NPS
Essentially a business system developed
by Fred Reichheld
The ultimate question is :
“How likely are you to recommend this brand or
service to your friends or family ?”
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behaviour changing – market intelligence
NPS is at the heart of what you need
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behaviour changing – market intelligence
KOL group
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behaviour changing – market intelligence
Loyalty
Or
Recommendation?
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behaviour changing – market intelligence
Trust
Foundation of trust is in the expectation that one party
will behave in a predictable and reliable manner
Three types of health care trust
Companion
Competence
Commitment
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behaviour changing – market intelligence
Value for money: Price versus value for
money??
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behaviour changing – market intelligence
Integrated care
Ability to work with others: professionals can work
with others when required; sometimes a client driven
phenomena
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behaviour changing – market intelligence
Tangibles
• Stock- have you got what the customer wants/ can
you order it in quickly?
• Location
• Accessibility
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behaviour changing – market intelligence
Communication
Openness: clear open lines of communication maintained
throughout the process
Respectfulness: professional talks to the client on the same level
Rapport: the practitioner is professionally personable and able to
relate to different clients
Professional interactivity: verbal and non-verbal client
communication always maintains professionalism.
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behaviour changing – market intelligence
Relationship Marketing
Relationship Marketing – foster loyalty through long
term engagement and active interaction
Can also be Customer Relationship Marketing (CRM)
Incorporates Co-Production
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behaviour changing – market intelligence
Communication
• Two-way communication essential
• Mutual acceptance
• Rapport and understanding
• Known to be an essential component of co-
production
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behaviour changing – market intelligence
Co-production
• What is co-production
• Delivering services in an equal and reciprocal
relationship between professions and clients
accessing the services
• Establishment of partnerships
• Identified in ALL areas of human health care (public
and private)
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behaviour changing – market intelligence
Co-
production
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behaviour changing – market intelligence
Challenges to patient centric care in animal
health
Collaboration How to
negotiate involvement
and co-production
Engendering mutual trust
Establishing two-way
communication
Developing rapport
Managing client
expectations
Uniqueness of each situation
Incorporating self care
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behaviour changing – market intelligence
Negotiating co-production
• Trust shapes communication quality
• Enhances the level of interaction between client and
professional
• Creates ”value in-use”
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behaviour changing – market intelligence
Benefits conferred
Loyalty & Business Competitiveness
Enhanced outcome
Client compliance
Build trust
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behaviour changing – market intelligence
Positive Word of Mouth and
Negative Word of Mouth
• PWOM and NWOM
• Known and well researched in service sector
• Experiences of PWOM and NWOM- we all have them
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behaviour changing – market intelligence
Customers as raving fans
• We know how to get them and keep them
• Its all about the experience
• Think Local
• Think WOM
• Think CX
#Train #Measure #Manage #Inspire
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behaviour changing – market intelligence
Actions for next week
1. Review your recruitment to make sure you define what people
you want to employ
2. Measure your NPS
3. Create your own KOL plan
#Train #Measure #Manage #Inspire
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behaviour changing – market intelligence
Client experience its all about the details
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behaviour changing – market intelligence
Alison Lambert
BVSc CMRS MRCVS
Associate Professor in Veterinary Business
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behaviour changing – market intelligence
The Customer
Experience “CX”
………..Why bother?
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behaviour changing – market intelligence
The Customer Journey, CX and Touchpoints
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behaviour changing – market intelligence
Peak end rules…
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Where do we start with Customer
Experience Economy in Vet Care?
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Normal in other business sectors
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
My Customer Experience
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
Improve your CX with …..
1. Anticipate
2. Acknowledge
3. Attend
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behaviour changing – market intelligence
Fix the little stuff that annoys
your customers
#CX
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
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behaviour changing – market intelligence
First Consult Resolution
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behaviour changing – market intelligence
7 Steps:
1. Prepare yourself
2. Create rapport
3. Ask open questions
4. An obvious patient exam
5. Make recommendations
6. Check and signpost
7. Au revoir!
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behaviour changing – market intelligence
Fat but beautiful …
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behaviour changing – market intelligence
The customer
experience
matters
Your clinical
competence
is assumed
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behaviour changing – market intelligence
Peak end ……
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behaviour changing – market intelligence
• That’s why the #CX matters
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behaviour changing – market intelligence
Actions for next week
1. Have a team meeting to discuss the importance of CX &
Emotions
2. Measure your CX delivery at each key stage ..post it notes ☺
3. Pick your “Peak End” touchpoint and deliver it
#Train #Measure #Manage #Inspire
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behaviour changing – market intelligence
Getting employed…beyond your resume.
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behaviour changing – market intelligence
Alison Lambert
BVSc CMRS MRCVS
Associate Professor in Veterinary Business
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behaviour changing – market intelligence
You are not alone!
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behaviour changing – market intelligence
What do you recruit for?
Skills?
Knowledge?
Attitude?
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behaviour changing – market intelligence
Attitude
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behaviour changing – market intelligence
What makes you stand out?
Why you?
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behaviour changing – market intelligence
Do you have these?
Skills?
Knowledge?
Attitude?
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behaviour changing – market intelligence
Managing people is business critical
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behaviour changing – market intelligence
Define “manager”
– noun 1. a person who has control or direction of an
institution, business, etc., or of a part, division, or phase of
it.
– 2. a person who manages: the manager of our track team.
– 3. a person who controls and manipulates resources and
expenditures, as of a household.
– 4. British . (formerly) a theatrical producer.
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behaviour changing – market intelligence
Leadership vs Management
You as a Manager You as a Leader
What are you settingout to do?
Planning, Budgeting, allocating resources
Developing a vision, establishing direction and strategies
How do you encourage people to deliver?
Establishing structure, delegating, providing policy and plans for guidance
Communicating the vision, creating teams and coalitions that understand the vision
How do you make it happen?
Controlling and problem solving
Motivating and inspiring,challenging barriers to change
What outcomes do you receive?
Predictable, orderly, key expected results
Change, innovation, new approaches and products/services
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behaviour changing – market intelligence
Managing the individual
• Understand the team members as individuals -
personality, motivating factors, strengths and
weaknesses
• Identify and agree appropriate individual responsibilities
and objectives in job descriptions
• Recognise good behaviour and reward with praise
• Where appropriate reward with extra responsibility,
advancement and status
• Utilise and develop individual capabilities and strengths
• Develop autonomy
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behaviour changing – market intelligence
Employee needs Employer needs
Practice Vision
Culture Fit
Knowledge
Experience
Customer focus
Attitude
Teamwork
Career opportunities
Training & Development
Good working
conditions
Salary
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behaviour changing – market intelligence
Goals ,common purpose and vision
alignment
• What does the business need done ?
• What jobs have to happen ?
• What tasks need delivered?
• How do you want it done – behaviour matters
• Skills are easier to find than the correct fit for your
business
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behaviour changing – market intelligence
Make it clear
• What exactly the role entails and associated
expectations
• 1:1 to outline description and gain agreement
• Training and development may be necessary
• Staff need the correct tools to do the job
• Daily personal/shift duties in addition
• Prevents certain issues arising……
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behaviour changing – market intelligence
“ Wants and Offers “
You as manager create 2 flip chart lists
1. What I will offer you as a team
2. What I want from you as a team
Ask the team to create 2 flip chart lists
1. What we want from you ( the manager )
2. What we offer you ( the manager )
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behaviour changing – market intelligence
“Wants and Offers”: Employee and
Employer
• You will now have a list of wishes from your team and
what they are prepared to offer you / managers
• They will have a list of what you/managers want from
them and what you will do in return
• These should match …starts a discussion and keeps
you all focussed
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behaviour changing – market intelligence
Invest in the team
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behaviour changing – market intelligence
So I am an old crusty MRCVS who
employs people ………
• So why would I pick you?
• What makes you stand out?
• What do employers look for
• Why not all the others?
So what makes you stand out!
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behaviour changing – market intelligence
Words to sum up what employers want
Care Enthusiasm
Compassion Connection
Clinical knowledge Personable
Empathy Willing
Confidence Team skills
Curiosity
Conscientious
Non clinical “stuff“ matters
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behaviour changing – market intelligence
Skills?
Attitude?
What would you do?
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behaviour changing – market intelligence
What do you see?
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behaviour changing – market intelligence
Actions for next week
1. Develop your manager skills ..ask for feedback. Do Wants and
Offers with your team
2. Get a coach or mentor
3. Go to some non Vet Manager CE
#Train #Measure #Manage #Inspire
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behaviour changing – market intelligence
Building a values-based business from
the core
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behaviour changing – market intelligence
Alison Lambert
BVSc CMRS MRCVS
Associate Professor in Veterinary Business
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What owners want from a vet
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Values ……….
Really matter
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behaviour changing – market intelligence
Team values getting started
1. Enable the team to develop an understanding of
their ways of working
2. Values workshop and feedback
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Values in action
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Change
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Why?
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Why?
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Awesome….but why?
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Why?
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Summary
• People- Team and Customers
• Customer Experience #CX
• Customer Journey and Touchpoints
• Values/Purpose/Mission/Vision
#OneVetTeam
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Actions for next week
1. Do a 3 word survey with the team
2. Have a Values workshop …define your values
3. Live your values …Do something you care about
#Train #Measure #Manage #Inspire
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