Measuring customer experience really matters
It is really important that practices monitor and measure whether clients would recommend them.
Find your ‘why’ was the first thing Alison Lambert said in her lecture in the business theatre at the London Vet Show.
Nietzsche said: “He who has a why can endure any how”.
This was the theme of the lecture and Alison made it very clear that unless staff know why they are doing what they do, they will not perform as well as they should. This has a knock-on effect in the delivery of all areas of the service you are providing, because you are not giving your team a purpose.
The customer experience is directly related to your business success, so poor service means poor customer experience and poor success. Alison asked: “How many bad experiences will a customer put up with before they leave you, however good your clinical services are?”
The power of recommendation is enormous and it is really important that practices monitor and measure whether clients would recommend them to others. Research has shown that 50 per cent of any purchases are driven by emotion and this can also be directly equated to the quality of service provided.
Alison was passionate about practices being clear on why they are there and imparting this to their staff. This in turn empowers and motivates the practice team. A motivated team will deliver a much better service to clients and, in turn, clients will recommend you to others.
The customer experience is intrinsically linked to your bottom line. Latest figures show that there are now 5,050 practices in the UK - almost double the number from less than 10 years ago. This kind of extra competition means that the ‘why’, the ‘what’ and the customer experience cannot be ignored.
RCVS Knowledge has welcomed Professor Peter Cockcroft as editor-in-chief for Veterinary Evidence. 
