Feature Article - August 2007
   

Client Satisfaction - Measure It Right

by Sheila Grosdidier, BS RVT MCP
VMC, Inc. Evergreen, CO 80439


As competition continues to grow, client service expectations are at an all time high and a diversity of services that we can make available to our clients implores practice owners to carefully and accurately capture and analyze client feedback. Practices are expanding and responding by providing better, faster and cost effective services in their effort to increase growth and build equity. While this type of planning is essential to practice success, it is possible to get client perceptions with cost effective and meaningful methods. It is also good news, as these methods don't need a Ph.D. in marketing to take advantage of the information.

Questionnaires do not need to be expensive, time consuming or cumbersome to integrate into a veterinary clinic. Even the simplest survey gets you the information from your clients. It is essential to use a variety of methods to get the most accurate picture of client expectations. These methods include:

  • Direct - mail questionnaires. This targeted questionnaire is directed to clients. This is usually done as a method to explore adding additional services, assuring satisfaction or evaluating reasons why clients have not been into the clinic in a period of time.
  • Telephone interviews. This can be an inexpensive way to obtain small quantities of impersonal information from clients. Questions must be simple, brief and clearly worded - most people do not like to spend a lot of time answering questions even from a business that they frequent.
  • E-mail questionnaires. Many of the same clients used for direct mail questionnaires can also be used for emailed surveys. It is essential to give clear instructions and be appreciative in advance for the data you get back.
  • Targeted - follow up questionnaire. After a particular service has been completed, a follow up survey is sent to assess satisfaction and future use of additional services. As an example, after a new dental procedure has been completed, clients could be surveyed to assess their perceived value of the service, likelihood of recommending the service and level of satisfaction.
  • New client questionnaire. A good method to follow up with new clients to assure satisfaction, perceived value of services and the probability that they will recommend other people to the practice. See example.
  • Focus survey or Scorecarding. Used to spotlight a particular part of the client experience such as the checkout process, wait time or new veterinarian interaction. This is typically a 5 question postcard that clients fill out in less than 30 seconds during the time they are invoicing out after an appointment. See example.

Regardless of which method you decide upon, follow these guidelines to assure a winning result:

  1. Be sure to stay on target by setting specific objectives and a reasonable budget.
  2. Determine if you want to do the work yourself or hire a professional.
  3. Ask for relevant information.
  4. Repeating a survey is a good method to track results over time.
  5. Do consider using a variety of methods for best results.
  6. Assure that the team participates in the process of development and implementation; your data collection will be higher.
  7. Do look at all ways of administering the surveys such as online options, telephone, and focus groups.
Survey Costs

Costs will range depending on a number of factors, including who designs the survey, what communication channel you use to send the survey and how you want the results analyzed. Costs are also dependent upon the incidence rates (number of surveys sent, number of calls to be made) in order to get a response. As an example, if you need to get 100 responses and you have to send 1,000 surveys, the incidence rate is 10%.

Typically, the most cost effective method is to have the process set up by a professional and then the tracking and analysis is set up to be repeated by the practice. While this can be more expensive initially, it is far more cost effective in situations where the information will be tracked over time.

How to Get Started

Consider the most important information that you need at this time. Do you have an issue with generating new clients, keeping clients over time or are you interested in evaluating how the new laser surgeries are being accepted? You can start simply, with the scorecard that asks 5 simple questions that can be completed when a client is invoicing out. Track that information over a 90 day period with a simple Excel spreadsheet. Share the information with the team and establish goals around desired results. Measure your progress and celebrate your success or evaluate what steps you will take to improve results.
© 2007 Veterinary Management Consultation