Attracting new clients with the first phone call

Research has shown that the manner in which a veterinary team member handles a call from a telephone shopper can directly contribute to the number of new clients acquired by the hospital. Veterinary hospitals with the highest number of new clients from each province were called with an inquiry regarding the cost of an ovariohysterectomy for a small puppy. Using a customer service scorecard, the hospital representative was given a score based on the information they shared, questions they asked the caller, and their demeanour throughout the call.

All of the hospitals with the top number of new clients per full-time equivalent were included in the study. Most of those veterinary clinics which charged more for a canine spay also tended to score higher than those which charged less.

Staff who answered the telephone were asked the question “Can you please tell me how much it would be to have my puppy spayed?”, and were evaluated based on their response. All of the hospitals received scores for answering the telephone promptly and for the staff identifying themselves by name. Clinics scored higher when they asked about the pet’s name, asked the caller if they had any more questions, found out more about the pet, and when they encouraged the caller to call back with any other questions (Figure 1). Some clinics charged lower fees and some charged higher fees. Figure 2 shows how new clients can be attracted with higher fees, but better service needs to be provided on the telephone in order to do so.

Figure 1.

Customer service scorecard used to evaluate each phone shopping call.

Figure 2.

Cost of canine ovariohysterectomy (< 10 kg) is indexed according to each province’s^a average cost. Illustration of the relationship between higher cost and a higher customer service score. 1 = mean. As indexed for the cost for a canine ovariohysterectomy.

^a Eight practices were called from each province, except for Newfoundland and PEI for which the sample size was 3.

While the overall price provided by staff included various items (e.g., pre-anesthetic blood work, post-operative pain management), the take away from the telephone call was the price. In this exercise, most of the hospitals which charged more than others scored higher, which should be expected. When a caller inquires at a hospital, staff at the higher priced clinic should take more time to explain the procedure using a language clients understand, and should include details to show more value. Otherwise, it would make financial sense for the caller to choose the lowest priced hospital.

The amount of information provided about an ovariohysterectomy over the telephone can be confusing and difficult for pet owners to understand and make a fair comparison among veterinary clinics, but the overall price is clearly understood. Usually, pet owners do not know what questions to ask or how to compare how the surgery is conducted among various veterinary hospitals. Taking the time to educate the caller about the procedure can help to prevent them from making inaccurate comparisons based on price. For example, some hospitals will e-mail the caller with information about an ovariohysterectomy, indicating what is included in the price as well as highlighting the benefits for each item. The caller is encouraged to use the information as a checklist when calling other hospitals to ensure they are comparing the same items.

There is room for improvement in how clinics handle telephone calls from potential clients. This presents a great opportunity for veterinary teams willing to invest the time and effort in a potential client calling to inquire about services for their pet. Teams who can distinguish themselves from the competition, demonstrate more value, illustrate the start of a great client experience during the first telephone call, and ask the caller to book an appointment will reap the rewards of attracting new clients.

Biography

Terra holds a degree in Communication Studies and a diploma in Business Administration from Wilfrid Laurier University, and is a graduate of the Walt Disney Institute (School of Leadership). Before joining the Ontario Veterinary Medical Association in 2008 as Manager of Business Development, Terra spent 20 years helping small businesses better market their services, improve client service, increase revenues, improve staff retention, and manage change. Terra assists OVMA members with the business side of their practice and teaches the popular JumpStart! Boot Camp workshop she created.