Understanding your customers' journey, moments of truth
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1 Understanding your customers' journey, moments of truth Alison Lambert BVSc MMRS MRCVS
2 Follow us
3 The session today Review importance of customer experience why it matters Commercial reasons to improve customer journey experience Key experience touch points Face to face Telephone Online (websites and social media)
4 The Veterinary Practice business model 1. Make phone ring 2. Call convert 3. Consult convert 4. Charge for work done 5. Get recommended
5 Customer experience matters behaviour changing market intelligence
6 Neuroscience: feelings matter, subconscious stuff counts behaviour changing market intelligence
7 Decrease customer effort NOW!
8 Customer experience drives loyalty and recommendation better than satisfaction behaviour changing market intelligence
9 Traditional view of loyalty behaviour changing market intelligence
10 Loyalty relationship in reality behaviour changing market intelligence
11 Owner feedback what do you want from your vet
12 Feedback wordle behaviour changing market intelligence
13 Making the customer experience easier key steps for your customer experience plan 1. Awareness 2. First contact 3. Arrival 4. Check in 5. Wait 6. Consult room 7. Admit /hospital 8. Discharge 9. Follow up
14 Getting noticed on line Be online Be in social space Be friendly Express your personality Not being online means you miss people
15 Friend recommends to a friend Get recommended Be so good that people talk about you Encourage conversations Ask for feedback
16 Owner rings up Answer the phone Be nice! Care about pet Care about owner Offer to see them Be open Key touch point.get it right
17 Owner arrives Be easy to find Have good clear parking Look like a vet practice Signage Be clean Be odour free Many practices smell Many practices need painting and deep cleaning Many sites need signs!
18 What about emotional state of owner Type of situation 1. Well pet appointment 2. Sick pet appointment 3. Emergency ( in the owner eyes ) Critical touch point match the owners emotional state
19 Key factor in the customer experience When the pet is well they are calm When the pet is sick they are worried, upset, When it is an emergency they are very stressed So what they want changes with mood state, your team have to match the mood
20 Owner waits A common reason to complain Will seem longer to the owner than to you As owner state changes wait lengthens Measure wait time Utilise wait time
21 Pet well -routine visit Make it easy Owners will have school run, work, life, stuff... So make it easy Time of day Day of week weekends are normal trading days Customer experience make it good Owners have choice they will move if you don't care for them This will be their once a year visit make it count!
22 The sick, non urgent case The owner wants you to outline what is happening to their pet You have to be seen to assess the situation and explain your findings they will look online anyway! Owners also want you to outline the future, what are the options Sign post what is going to happen You need to recommend a course of action Be assertive they are PAYING FOR YOUR OPINION!
23 The emergency situation Be decisive Act fast Communicate clearly Bring in other staff to help The owner is very worried, emotional and scared In this situation owners WANT you to be decisive You are the expert Demonstrate urgency Remember if the owner thinks it is an emergency it is!
24 Owner in the consult room Use cameras to help with Clinical coaching and customer Experience feedback Big complaints are related to Vet not listening, looking or acknowledging owner concern Look at the owner when you talk to them don t turn your back to type
25 Pet admitted to hospital Keep owner in touch via sms, , calls they are worried Normal for you to have hospitalised pets not for them Biggest irritation for owner is not knowing Work hard to keep in touch Send pictures of pet in hospital eating, looking comfortable
26 Owner pays at the time Make it easy Estimate for everything that has bloods, imaging,surgery or is admitted Take deposit or upfront payment Create a clear expectation of payment keep owner informed of cost & changes Biggest issue with this step owner not being told of costs and changes to costs
27 Rebook an appointment Always rebook to see pet again Don t leave to owner to decide Big issue to owner the vet said see how he gets on What does he/she mean? We confuse owners when we ask them to judge clinical aspects keep an eye on it see what you think in a few days They are paying for YOUR opinion.why pay if owner can do themselves?
28 Making the journey better Create a journey map Define what needs to happen for your customer to feel good What happens at each step Measure each step Train improvement at each step Get better
29 Ask owner for feedback about each stage See where you are good See where you are not so good Use external audits Fixer Get an independent view of your journey strengths and weaknesses Then Fix the stage with most issues first
30
31 Feedback wordle behaviour changing market intelligence
32 Summary Define your steps Define your standards at each step Measure each step Improve each step Commit to making customer experience matter
33 Follow us
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