Through the Client's Eye

Mrs. Olsen was anxious. Her dog Pepi had been vomiting all night and was lethargic. So, after bundling the children off to school, Mrs. Olsen set off for a veterinary clinic she’d seen nearby. She knew this wasn’t the best way to find a new veterinarian, but she had just relocated to the area and was tired and desperate.

Upon arriving, Mrs. Olsen noticed several bushes that were dead or dying. This concerned her; it seemed to indicate a lack of caring. As she waited to be seen, she felt uneasy and out of place. Pepi, too, seemed tense and sat shaking on her lap. The busy medical team walking in and out of the waiting room did nothing to dispel her apprehension.

Suddenly, a large man in a white coat appeared, towering over her. He introduced himself and welcomed her to the clinic. Mrs. Olsen felt uncomfortable and intimidated; she couldn't see him without straining her neck. She suddenly felt like a young child, which did nothing to allay her fears. Even though his words indicated concern, his stance left her so ill at ease she couldn’t concentrate on what he was saying.

In the midst of our full days of seeing client after client, patient after patient, we can lose sight of what our office must look like to others. Clients are often apprehensive. They may be worried about their pets, money, or even whether they will be able to convey their concerns to the doctor. Some may be intimidated by medical offices or medical personnel. Most feel out of their comfort zones. In this heightened state, it is important to realize every aspect of our practice, from the physical facility to the way team members dress and interact, conveys an image. As a veterinary team, we are constantly communicating messages to our clients.

Work to ensure that the nonverbal and unintentional messages you communicate are in synch with your high standard of care.
 

Staff Exercise
Do you wonder what clients see when they come to your practice? Try this exercise: During a regular business day, ask one or two team members to spend 15 minutes looking at the practice with “clients’ eyes.”

Pay attention to the following as you complete your self-inspection:

What do your clients see when they drive into your parking lot? Are the building and landscaping inviting and maintained? Is the entrance well lit?

What impressions hit clients as they enter the reception area? Do they see clutter or is the area tidy? Is the front desk inviting and open? Can client service personnel make eye contact with clients?

Is care taken to ensure clients and patients are comfortable as they wait? Is attention paid to keeping patients—eg, cats and dogs—separate to avoid waiting room mishaps? How does the waiting room smell? Is calming background music played? Are magazines available?

How does staff interact with waiting clients? Do they smile and nod, or might it appear they don’t even see the gathering in the waiting room? Do staff appear professional?

Do team members recognize their nonverbal behaviors send powerful messages? Standing while a client like Mrs. Olsen is sitting reinforces the power differential that is present in most medical professional/client interactions. Kneeling or sitting by the client, even though it takes a bit longer, helps put the client at ease.

Use your findings to fine tune the “image” of your practice as a professional, high-quality, and caring hospital or clinic.