3 Ways to Make Client Communication More Positive

When it comes to communication, the words we choose to use can make a significant impact on how an interaction is perceived. The right words, spoken at the right time and with the right attitude can build and foster lifelong connections with clients. Veterinary teams can employ the power of good communication to deliver an exceptional client experience and strengthen relationships with pet owners for more consistent and sustainable success. Below are a few tips on how to make client communication more meaningful.

Small Changes Can Make a Big Difference

Much ado has been made about the way certain brands adopt especially friendly responses. Chick-fil-A, for instance, requires all employees to respond with “It’s my pleasure” whenever a customer thanks them. While this is a great concept, it’s not necessarily interchangeable with the veterinary field. In fact, implementing such a cookie-cutter communication policy could actually do more harm than good in our field, as it could eventually come across as rote and inauthentic.

The good news is, there are plenty of other ways for veterinary team members to adopt a more professional yet friendly and engaging communication style. One way to do this is to personalize your interactions with clients and speak in full sentences. So, rather than a quick “no problem” when a client is booking their pet’s follow-up appointment, your employee could say something like, “I’d be happy to take care of that for you. It was great seeing Bandit today!”

Shortened communication should especially be avoided when speaking with clients over the phone. So, rather than a curt “please hold,” saying something like “would you mind if I placed you on a brief hold” would be a much warmer and therefore more well-received way of speaking. It may seem like a very minor change, but trust us – over time, it can make a tremendous difference in how your clients feel they are being treated.

Begin and End On a Positive Note

It’s been said a million times that first impressions are critical. We believe that last impressions are equally, if not more important. After all, it’s the most recent interaction with your staff that a client will ultimately remember, not the initial one. As such, your communication improvement strategy should focus heavily on how your team makes clients feel, both when they are coming as well as when they are going.

Callers and visitors should always be greeted warmly and personally. This will set the tone for the rest of the client experience. Your receptionist team should use positive phrases as well as a tone of voice and/or body language that makes people feel welcome and at ease. Mentioning both the name of the pet and his or her owner throughout the conversation is a great way to make the interaction more engaging.

When it comes time to check out and pay for the visit, team members should be trained to shift the focus more toward patient advocacy than the financial aspect of things. In other words, rather than beginning the conversation with, “you owe” or “your bill is,” the person checking the client out should start with a brief summary of the visit. So, something like, “I see Fluffy had an exam and will be going home with some flea and tick prevention meds. Her preventative care total for today is…”

Not only does this create a more positive and meaningful experience, but it also reiterates the value of your services by reminding the client about the comprehensive care his or her pet just received. Once the bill is paid, a personalized farewell greeting that again uses the names of the client and pet is strongly recommended. “Thanks, Mrs. Jones! It was great seeing you and Snickers today. Feel free to give us a call before your next appointment if you have any questions or concerns!”

Always Use Positive Statements Whenever Possible

One of the simplest yet most impactful communication changes a person can make is to consciously avoid the word ‘no’ and other negative statements from their vocabulary. Additionally, putting a more positive spin on things is also a powerful way to improve a client’s experience.

For instance, let’s say a pet owner calls and requests a same-day appointment for her cat. Instead of saying, “no,” “we can’t do that,” or starting a sentence with the word “unfortunately,” your team could respond by providing the next available option: “Dr. Lucas can see Snowball tomorrow morning at 9am if that works for you!”

Here are a few other ways to spin a potential negative answer into a more positive response:

“I’m happy to look into that for you.” 

“Here’s what we can do for you.” 

“While we were unable to … we were able to …” 

“Let me check to see what other options are available for you.”

Changing communication habits is something that takes time, commitment and buy-in from your team. Those who are willing to make the effort will ultimately be rewarded with a more positive client experience, which will translate to higher retention numbers and a better bottom line for your practice.

Our Advice on Ways to Enhance Client Communication in 2024

What role can non-verbal communication play in enhancing positive client interactions in a veterinary setting?

Non-verbal communication plays a crucial role in enhancing positive client interactions in a veterinary setting. Friendly body language, such as maintaining eye contact, smiling, and nodding, can convey empathy and attentiveness, making clients feel valued and understood. Open postures and gestures, like leaning slightly forward or using hand movements, show engagement and interest in the conversation. Additionally, consistent and professional attire, along with a clean and welcoming environment, reinforces trust and credibility. These non-verbal cues, combined with positive verbal communication, create a warm and reassuring experience for clients.

What strategies can be employed to maintain positive communication during difficult conversations, such as discussing poor prognoses or euthanasia?

Maintaining positive communication during difficult conversations, such as discussing poor prognoses or euthanasia, involves a compassionate and structured approach. Begin with empathy, acknowledging the client's emotions and showing genuine concern. Use clear, straightforward language to explain the situation, avoiding medical jargon that might confuse or overwhelm. Offer support by discussing all available options and providing a recommendation based on the pet's best interest. Allow time for the client to ask questions and express their feelings, ensuring they feel heard and respected. Conclude by reassuring them of your ongoing support and availability for further assistance.

What role can technology (e.g., client portals, apps) play in enhancing positive client communication beyond in-person interactions?

Technology, such as client portals and apps, significantly enhances positive client communication beyond in-person interactions by providing convenience and accessibility. These tools allow clients to easily schedule appointments, access medical records, and request prescription refills, reducing the need for time-consuming phone calls. Automated reminders and follow-up messages ensure clients stay informed about their pet's care, fostering a proactive approach to health management. Additionally, virtual consultations and chat features offer immediate support and advice, improving client satisfaction and engagement by ensuring continuous and seamless communication with the veterinary practice.

What strategies can be used to ensure consistent positive communication across all team members, including non-clinical staff?

Ensuring consistent positive communication across all team members, including non-clinical staff, involves comprehensive training and clear protocols. Implement a standardized communication guide outlining preferred phrases, tone, and response strategies for various scenarios. Conduct regular training sessions and role-playing exercises to reinforce these standards and build confidence. Foster a culture of feedback and continuous improvement, encouraging team members to share experiences and suggestions. Utilize team meetings to align everyone on key messages and practice updates. Additionally, employing checklists and communication tools can help maintain consistency and ensure that all staff members are well-informed and prepared.

What strategies can be employed to maintain positive communication during high-stress or emergency situations?

During high-stress or emergency situations, maintaining positive communication involves clear, calm, and structured approaches. Train staff to use concise, non-technical language to ensure clients understand the situation. Establish protocols that include step-by-step communication guides for emergencies. Encourage active listening to acknowledge client concerns and provide reassurance. Utilize a calm and steady tone of voice to help ease anxiety. Follow up with written summaries or updates to keep clients informed and engaged. Regularly review and practice emergency communication protocols to ensure all team members are prepared and confident in their roles.

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