Opinion
We held this article to position it now, one year post-Covid-19 shutdowns and the anniversary of the first wave of pet adoptions that followed.
Robert Sanchez is no stranger to veterinary practices and his article is purposeful and valuable. He applies sales terminology to new customer acquisition tactics. Considering the timing, we believe it is important to consider new customers gained in 2020 and use some of Sanchez’s thinking for customer retention.
The customer journey was radically different in 2020. Clients acquired in 2020 may have little knowledge of a normal customer experience. Specific focus on 2020’s new clients will be required to retain them in 2021 and beyond.” – Kirk Augustine
Source: DVM 360, February 16, 2021. Link.
INSIGHTS: Communicate regularly, especially with new clients. Every two to three months, share how veterinary teams are engaging to help new clients understand a new experience. Review specifics, such as telehealth access, home delivery, curbside pickup and online pharmacy services supported by the practice. Celebrate new vet team members and anniversaries of team members at 1, 3, 5 or more years of service.