A Secret Shopper Tells All

A “Secret Shopper’s” Results

Are veterinarians and their practice teams engaging clients to accept best care, as Dr. Rick DeBowes promotes in EVT’s webinar? Or, as Dr. Charlotte Lacroix contends, are they smart individuals who “don’t know what they don’t know” about client communications?

To try to find out, EVT used a “mystery shopper” technique to evaluate the communications style in 4 veterinary practices.

The patient (actually 2 young cats, 1 spayed female and 1 intact male) was presented for a wellness visit and introduction. Facilities were chosen based on an internet search of “veterinarian” plus ZIP code; no attempt was made to investigate the hospital prior to the appointment.

Practices were evaluated based on:

• practicalities (ease of appointment time, etc.)
• wait time
• facility appearance

The team was also judged based on communications standards set by EVT (eg, overall presentation in interactions, tone of voice, word choice, nonverbal communication, and listening skills, professionalism) with special attention to the Communication Toolbox series from Lisa Hunter, LSW, and Dr. Jane R. Shaw and accompanying Calgary-Cambridge Guides.

Following are the results of EVT’s Secret Shopper’s experience!

Practice 1

Perhaps my expectations were inflated by studying Exceptional Veterinary Team, but based on this hospital, nothing much had changed since I owned my first cat in the 1980s. All the faded and tired décor just made this facility scream “out of date.” Other than having my cat carrier admired and being told the doctor was running late, my only other engagement was to complete an information form. We studied the waiting room (reading material was exclusively pharmaceutical company handouts) until we were called in to the rather dreary exam room 15 minutes late.

Through the door, I heard the veterinarian exclaim to someone, “She found us through the Internet!” This practice was old school…no introductions, no relationship-setting, no questions about lifestyle, no information about the hospital. However, the doctor, whose name I learned from the invoice, answered my questions about declawing in a nonjudgmental fashion, offered suggestions to try first, performed a physical exam and told me why, and pronounced the cat to be in good health. I had no qualms about his ability as a professional, but came away feeling unimpressed with the practice in general.

Rating: 2 of 5

Practice 2

My expectations were considerably lower when I went to the next hospital. Due to unforseen difficulties locating the patient (behind the sofa) and wrangling him into the cat carrier, we arrived late. The receptionist was gracious and accommodating, and the doctor was able to see us immediately. The facility appeared considerably more up-to-date and cheerful than the previous hospital. As with Practice 1, no introductions were made nor questions asked about the cat’s being indoor/outdoor, etc. I came away knowing just about as little about the staff and hospital as when I went in. When I asked about the possibility of declawing or using nail covers, the veterinarian (I never learned his name) came down so firmly against covers that I felt a bit silly for bringing it up.

Practice 2 provided a complimentary client education “kitten kit” with a flea control sample and the invoice included reminders and restated the doctor’s advisories.

The doctor was complimentary toward the cat, addressed him by name, and appeared medically knowledgeable. In the normal course of events, I would probably return to the practice if my pet were ill or hurt, and for vaccinations.

Rating: 3 of 5

Practice 3

Wow, now we’re talkin’! This facility had a charming exterior, automatic doors for ease of entrance and exit, a Keurig coffee center, a photo display of pets “enjoying acupuncture,” and a book of pets being sponsored for adoption. The expansive and light-filled waiting area, complete with tropical fish tank and parrot, could have doubled as a resort hotel lobby. The motto on the wall proclaimed, “Communication, Compassion, Excellence.” Having received an earlier phone call that the doctor was running 20 minutes late, we were seen immediately upon arrival, passing a door with a sign “compassion room” on our way to the exam room.

All team members had their names and job titles embroidered on their polo shirts so for the first time I knew who was who, and the technician and veterinarian both introducted themselves and shook my hand. The cat was welcomed by name, admired, and allowed to get out of the carrier and investigate the large, modern exam room with an AAHA accreditation prominently displayed. This veterinarian’s clinical communication skills, along with her medical skills, were top-notch; she asked about other pets, indoor/outdoor status, etc, and advised what vaccinations would be advisable if the cat were to go outdoors. I was asked if I had concerns or questions and received advice about neutering. The team was fully “present” during the examination.

Overall, the practice was outstanding, but I did note a small flaw. While we sat in the waiting room waiting for the results of the fecal before leaving, an elderly woman came in her small dog, who was also a senior. A patient care representative walked over and asked, “How are you?” The client replied, “She’s had a very, very bad weekend. She had seizure after seizure.” The young employee must have been taken aback, and she blurted out, “Well, did you bring her in?” The client actually flinched before she replied that she couldn’t. As this practice was obviously large and thriving, its team members serving as the contacts between client and doctor might benefit from a little more customer service training.

Rating: 4.5 of 5

Practice 4

Practice 4 had me at “we have a special building for cats.” I found this practice, while not as luxurious as Practice 3, to be the hands-down winner both in client communications and for promoting itself as a small business. The short wait before the exam was taken up by the cat activity toys on display. Team members were identified by name and title on their shirts and everyone, including a college-aged observer, introduced themselves. The doctor scored well on all fronts, from nonverbal communication to asking open-ended questions. She even explained the reason for a separate building for cats.

At the conclusion of the examination, she asked, “Would you be interested in seeing our new cat boarding facility?” For the first time, a veterinarian had made an overture that could lead to new revenue for her business! The technician escorted me upstairs where a few cats were housed in large cages in a bright room with music playing quietly. The tech chatted about various ways the cages could be configured and a large checklist on the wall suggested the facility was run in an organized fashion.

I left with a client education kit marked with the hospital’s contact information. The invoice included the doctor’s name, instructions, and recommendations. That afternoon, I received a “welcome” email from the hospital and a few days later a “welcome to our clinic” card, along with a refrigerator magnet listing contact information and their three veterinarians’ names. I found these steps made me feel valued as a client.

Rating: 5 of 5

Want to learn more? Read Mystery Shoppers: Through the Eyes of a Stranger.