Fostering the client relationship - helping the human attached to the animal

*Every pet comes with a human attached*

It can be considered a taboo topic among veterinary professionals. Obviously, many get into the veterinary field with the idea that they will spend most days helping animals, usually also stemming from a similar place wherein they do not wish to deal with people. The reality of veterinary medicine is that the majority of your day is, in fact, spent helping and communicating with pet owners as well as the general public. Every pet there is to help has a human attached, as they say.

Clients require us to assist them in many ways. Assistance required can be through educating a client, assisting with general questions, booking in pets or talking clients through treatment plans. Modes of this communication can include face-to-face, phone calls, emails or SMS depending on your practice setup. With this in mind, there is little research within Australian veterinary medicine that investigates the relationship between client communication and how it affects a client's interaction and trust in a practice. The little research I have found, much of which is centred in the United Kingdom and New Zealand, reveals what would come as no surprise to any receptionist worth their salt - that client communication makes or breaks a clients trust in a practice and their treating veterinarian. A study conducted by Brown & Jones (2024) on the client experience in New Zealand found the technical skills of their veterinarian were not a primary focus of the client experience with a practice. Instead, communication – verbal, non-verbal, and written – emerged as key to the client–practice relationship. In addition, although much of a clients interaction with a practice happens with the treating veterinarian, the entirety of the staff’s open, honest, empathetic and transparent communication contributed to an increased trust with the client and an overall better experience for the client and practice team.

Now, my sixth sense is telling me that there may be a few eye rolls occurring.

‘Clients are awful to us at times, why should we be trying to understand them when they don’t return the favour?’

‘I don’t have time to be answering inane questions. My time is too important!’

Sound familiar? Don’t get me wrong, I have been on that side of the argument many a time. Sometimes out of pure frustration, other times out of pure ignorance. I am sure we have all been guilty of a little rant from time to time. This can be healthy in the correct setting. But carrying this resentment through day-to-day practice will inevitably harm your relationship with your clients, not to mention your mental state and attitude within the industry. At the core of these disagreements or issues occurring, is two people longing to have their point of view heard, understood and respected. And, in the centre of it all, is a pet who requires the best help that is possible.

Hughes et al. (2018) makes the connection that trouble with client relationships and communication, especially in new graduate veterinarians and support staff, is one of the leading causes of stress and burnout in this group of budding professionals. In my early days as a baby receptionist, I do remember communication was a struggle at times for myself. Clients expect you to know your stuff - but when you are learning on the job as you go, you are frequently excusing yourself leading to feelings of self-doubt and waning confidence. Thankfully, I was a fast learner and now relish in the fact that I can toot my own horn and say I am amazing at what I do and how I communicate with clientèle (she says nervously!) But this can be traced back to my training in communication. Others are not so lucky. Building client relationships is not a heavily emphasised topic within veterinary medicine, accounting for a few scenarios and practice that students have. Reading it on paper and practicing scenarios is nothing compared to the real act of relationship building in practice. It is an element of veterinary medicine that needs to be actively worked at and, at the centre of it all, is effective communication.

Never discount the power of building these relationships and the communication involved. Asking the client how their day was, what they a doing for holidays, or waffling about a similar topic all contributes to this positive experience. We are social creatures after all - we long to connect and be accepted by other human beings. These may seem like minor elements. But, in a world where human beings are becoming increasingly selfish, we must do what we can to foster this simple culture. To quote Henry Beecher, “Selfishness is that detestable vice which no one will forgive in others, and no one is without himself.” As Brown & Jones (2024) discover, a client who is happy to be receiving a requested call or follow up on a pet’s progress, without having to prompt the practice, is far more accepting of costs and short falls than those who were neglected or shunned in the past. So, the scenario I pose to veterinary professionals is this - the next time a client calls with a question regarding an animal at home (large or small), don’t be afraid to offer up that ‘free advice’ as some may call it. You never know where it may lead in the future. And I will bet my bottom dollar that the client you assisted during that time will remember you and more favourably seek your paid assistance in the future.

~ Jessie Kate

Sources:

Brown, F., & Jones, J. (2024). Client experiences with veterinary professionals: a narrative inquiry study. New Zealand Veterinary Journal, 73(3), 165–177. https://doi.org/10.1080/00480169.2024.2433583

Hughes, K.J., Rhind, S.M., Mossop, L., Cobb, K.A., Morley, E., Kerrin, M., Morton, C., & Cake, M.A. (2018). ‘Care about my animal, know your stuff and take me seriously’: United Kingdom and Australian clients’ views on the capabilities most important in their veterinarians. Veterinary Record, 183, 534 - 534.