By: Jamie Davis, CVPM

I once worked at a veterinary practice in a highly competitive area of Denver. A fellow practice owner once said, “There are enough clients for all of us.” Was that really true? Surprisingly, yes—at least in that area. But attracting clients was only part of the challenge. The real key was keeping them.

Studies from the AVMA show that the most common reasons clients switch veterinary practices are service quality and staff knowledge (Burns, 2022). So, how do you assess and improve these areas? By regularly evaluating these 10 essential components of client service, you can ensure your practice consistently delivers excellence.

1. Communication & Active Listening

• Speak clearly, professionally, and with empathy.
• Practice active listening—focus on truly understanding the client’s needs rather than just waiting for your turn to speak.

2. Empathy & Compassion

• Show genuine concern for clients and their pets.
• Validate emotions, especially in stressful situations.

3. Responsiveness & Availability

• Answer calls, emails, and messages promptly.
• Provide timely updates on pet status and test results.
• Offer flexible scheduling options and use communication tools to enhance efficiency.

4. Personalization & Relationship Building

• Make every visit personal—remember client and pet names (think Norm at Cheers!).
• Use past visit details to strengthen client relationships.
• Maintain engagement through follow-ups and social media interactions.

5. Efficiency & Accuracy

• Ensure information is always clear, accurate, and up to date.
• Minimize wait times and maintain smooth daily operations.

6. Professionalism & Teamwork

• Establish clear expectations for professionalism based on your core values.
• Ensure clients see and experience a positive, respectful, and collaborative team environment.

7. Problem-Solving & Conflict Resolution

• Address conflicts promptly and constructively.
• Follow a consistent approach for handling issues (who, when, and how).
• Stay calm, offer solutions, and apologize when necessary.

8. Education & Transparency

• Explain treatments, procedures, and costs clearly.
• Set realistic expectations for every stage of care.
• Always prioritize honesty and transparency.

9. Follow-Up & Aftercare

• A client’s last experience with your hospital should never just be paying the bill.
• Check in after procedures, illnesses, or visits to ER or specialty hospitals.
• Offer continued support, education, and guidance.

10. Consistency & Reliability

• Deliver a consistent experience for every client, every time.
• Train and hold the team accountable for meeting service standards—no excuses.

Measuring and Improving Client Service

There are two key perspectives to consider when evaluating client service: your hospital team and your clients. If you’re not consistently collecting client feedback, now is the time to start.

• Regularly review:
  • Client surveys
  • Online reviews
  • Net Promoter Score (NPS)
  • Monthly performance dashboards

Identifying weaknesses allows you to set clear goals for improvement and prioritize areas that need attention. By committing to excellence in service, your practice can build long-lasting client relationships and stand out in a competitive market.

About the Author

Jamie has worked in the veterinary industry since high school and enjoyed over two decades of practice management before joining the VGP team as a practice coach. A self-proclaimed life-long learner, she is always looking to expand her knowledge and bring value to our members.

Sources: Burns, K. (2022, June 20). New report takes a deep dive into pet ownership. American Veterinary Medical Association. https://www.avma.org/news/new-report-takes-deep-dive-pet-ownership