The Power of Pet Owner Feedback: Turning Insights into Action
Most of us have done online research for a new product or business to patronize. Online reviews and the business’s response can carry significant weight in our choices. Pet owner feedback in the form of survey data and online reviews establishes a veterinary practice's reputation and determines how it ranks against the local competition. Here is an overview of how to use feedback to actively improve your hospital and the customer experience.
Why does pet owner feedback matter?
Engaging with pet owners to gain their feedback provides a window to clients' expectations and perceptions, which might differ from management’s views.
Positive pet owner feedback through reviews, testimonials, and word of mouth can be a powerful marketing tool, but how you handle negative reviews also matters. Although you can’t always please everyone, investigating negative experiences provides opportunities for improvement. Instead of dismissing negative comments, determine whether they identify valid shortcomings and what you can do to make your practice better. Addressing feedback publicly and appropriately—and avoiding antagonistic interactions—shows that you value client opinions and are committed to making concessions and changes when necessary.
Collecting feedback through client surveys
Implementing client surveys is a more proactive approach to gathering and analyzing feedback versus waiting for or soliciting online reviews. Distribute post-visit surveys via email, text link, or your client communication portal, and use the following tips to maximize response rates:
- Keep it short — Clients are more likely to complete a shorter survey so limit your form to only a few purposeful questions that help meet hospital goals.
- Be clear and specific — Avoid ambiguity to ensure the feedback you receive is actionable. Use multiple-choice questions with specific answers to avoid muddled client thoughts.
- Ask an open-ended question — End the survey with a final question that allows clients to express thoughts in their own words, providing deeper insights into their experiences.
- Use integrated tools — Choose an online survey provider that integrates directly with your practice management software so you can send the surveys automatically and ensure clients don’t receive them too frequently.
Online reputation management
Online reviews impact a veterinary practice's reputation and can influence consumer decision-making. Emailing clients after visits encourages them to leave positive reviews on your chosen platform, which helps prospective pet owners find you. However, soliciting reviews means you must also respond to them.
Responses to positive reviews should reinforce the client’s viewpoint and thank them for taking the time to share. However, responding to negative reviews can be tricky—the key is to avoid a virtual confrontation. Thank the client for sharing feedback and let them know that you want to discuss the issue further and make things right. If they posted anonymously provide a means to contact an informed team member about the situation.
When reaching out to dissatisfied clients to find out what went wrong, take time to truly listen and understand. Not all complaints are reasonable, but they may spark change nonetheless.
Acting on pet owner feedback
Collecting pet owner feedback is beneficial only when it is analyzed and applied to make meaningful changes. Reviewing survey results and online reviews with team members can help you identify trends and areas for improvement. It also allows you to compare client experiences with those of the team. Open discussions surrounding feedback help to build a positive culture where team members seek continuous improvement that benefits them and the practice.
Actively seeking and embracing pet owner feedback can help veterinary practices and individual employees continuously grow and develop. Automated client reviews and surveys require minimal effort but can result in significant gains in reputation and community relationships. And, although pet owner feedback can sometimes feel harsh, it can be the catalyst that elevates your practice to the next level.
