creating value through customer service

a strategic buying alliance • phone: 888-275-6523 • www.psi-inc.net

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Creating Value Through Creating Value Through Customer ServiceCustomer Service

Terry EdmondsonTerry Edmondson


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IntroductionIntroduction

> NameName

> Start DateStart Date

> What does Customer Service Mean to You?What does Customer Service Mean to You?

> Tell a time when you received either WOW service or Tell a time when you received either WOW service or really bad customer service?really bad customer service?

> If bad how could the outcome have been better?If bad how could the outcome have been better?

> If WOW what made it WOWIf WOW what made it WOW


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What is Considered Internal Marketing?What is Considered Internal Marketing?

>Doctor and staff educationDoctor and staff education

>Appearance of the facilityAppearance of the facility

>Printed materials sent or given to existing Printed materials sent or given to existing clients:clients: RemindersReminders BrochuresBrochures NewslettersNewsletters Educational handoutsEducational handouts


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Internal Marketing is Most Effective!Internal Marketing is Most Effective!

““Our profession should concentrate most of Our profession should concentrate most of it’s marketing efforts on internal marketing it’s marketing efforts on internal marketing techniques catering to clients already using techniques catering to clients already using our services. Its always easier to sell to our services. Its always easier to sell to those that already buy.”those that already buy.”

-- Ross Clark, DVM-- Ross Clark, DVM

Taking Your Practice To The TopTaking Your Practice To The Top


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The Traditional Model – A Veterinarian The Traditional Model – A Veterinarian Centered PracticeCentered Practice

VeterinarianVeterinarianControlledControlled

Client Education

Pet Care

Client Relationships

Practice Management

StaffManagement

Diagnostic& treatmentprocedures


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Meeting Clients NeedsMeeting Clients Needs

In a client/patient centered practice, the In a client/patient centered practice, the top priority is to meet the needs of the top priority is to meet the needs of the client and the pet.client and the pet.


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The New Model—The New Model—A Client/Patient Centered PracticeA Client/Patient Centered Practice

StandardsHealth Care Team

Veterinarian

ClientEducation

EmployeeTraining

Scheduling

Client /PatientClient /PatientCenteredCentered


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Client Service FactsClient Service Facts

>Happy clients tell 3 to 5 people about their Happy clients tell 3 to 5 people about their positive experiencepositive experience

>Unhappy clients will tell 10 to 20 people Unhappy clients will tell 10 to 20 people about their negative experienceabout their negative experience

>It cost the hospital 5 to 6 times more to It cost the hospital 5 to 6 times more to attract a new client than keep an existing attract a new client than keep an existing clientclient


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Client ServiceClient Service

What do clients really want?What do clients really want?

>GenuinenessGenuineness

>Attitude and training of support staffAttitude and training of support staff

>Attitude and training of doctorsAttitude and training of doctors


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>Exceed expectationsExceed expectations

>Accommodate childrenAccommodate children

>Phone calls--incoming, check-up callsPhone calls--incoming, check-up calls

>Acknowledge and recognize clients and Acknowledge and recognize clients and pets when they come inpets when they come in

>Handling of euthanasia/griefHandling of euthanasia/grief


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>Handling of mistakesHandling of mistakes

>Handling of emergenciesHandling of emergencies

>Client educationClient education

>Efficiency and systemsEfficiency and systems

>Accurate financial informationAccurate financial information

>PunctualityPunctuality


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Greeting Clients and Patients Greeting Clients and Patients

Welcome clients as Welcome clients as quickly and quickly and courteously as courteously as possible with eye possible with eye contact and a smilecontact and a smile


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Use of Personal NamesUse of Personal Names

Using the client’s name Using the client’s name and pet’s name is like and pet’s name is like music to their earsmusic to their ears

It is a sign of recognition It is a sign of recognition and respectand respect


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Genuine and Thankful Client DepartureGenuine and Thankful Client Departure

Communicating to the client that the Communicating to the client that the practice appreciates serving them is practice appreciates serving them is essential to compliment the overall essential to compliment the overall experience. experience.


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Standards Of Exceptional ServiceStandards Of Exceptional Service

The essentials of politeness:The essentials of politeness:

>Eye contact and facial expressionEye contact and facial expression

>Use of distinctive phrases of anticipation Use of distinctive phrases of anticipation

and gratitudeand gratitude

>Use of personal namesUse of personal names

>Positive body languagePositive body language


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Telephone ShoppersTelephone Shoppers

All healthcare team members should All healthcare team members should know and be able to communicate know and be able to communicate the services offered by the practice the services offered by the practice and the benefits of these services to and the benefits of these services to the client and pet.the client and pet.

All healthcare team members need All healthcare team members need to learn how to listen to clients to to learn how to listen to clients to understand their needs and wants. understand their needs and wants.


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Answering Questions and Giving Information Answering Questions and Giving Information by Telephoneby Telephone

When a caller asks the price of a service, When a caller asks the price of a service, respond by telling them what the service respond by telling them what the service includes….includes….

then give the price


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Client Education ToolsClient Education Tools

He who has an educated

client …

WINS!


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A Client/Patient Centered Practice…A Client/Patient Centered Practice…

Is a Win-Win for the:Is a Win-Win for the:

> The ClientThe Client

> The PatientThe Patient

> The Healthcare TeamThe Healthcare Team

> The DoctorsThe Doctors

> The Practice OwnerThe Practice Owner

> The Bottom LineThe Bottom Line


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Standards Of Exceptional ServiceStandards Of Exceptional Service

Written standards enhance:Written standards enhance:

Consistency of communicationConsistency of communicationClient trustClient trustValue of client service within Value of client service within the healthcare teamthe healthcare team

AAHA Client Service Standards 2003


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Team Exercise . . .Team Exercise . . .

>Break into groups of threeBreak into groups of three

>Create a client education script for one of Create a client education script for one of the following:the following:

–Wellness visitWellness visit–SpaySpay–Dental cleaningDental cleaning

creating value through customer service

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