If anyone's ever told you, "What you don't know can't hurt you," let me say, "They're wrong." Feedback can sometimes sting.
But it also can be enormously helpful. Those of us in veterinary medicine—essentially a service industry—know that. Once we
fail to offer services in a way that satisfies our clients and ensures the well-being of our patients, we're headed for failure.
And those who can most effectively evaluate our services are those who use our services.
That means, as competition within the veterinary field increases, practices must do their best to not only treat their patients
but also to ensure their clients are satisfied with the overall patient experience. How will you figure out how best to satisfy?
Designing and implementing a good survey is one of the most effective strategies to obtain performance information and identify
areas where we can change and improve.
When managers ask, "Why should I survey?" I respond, "Consider the alternative!" When clients have a great experience, they
want to tell others about it. When clients have a bad experience, they want to tell the world.
When we're angry and upset, we want to vent. And one way to ensure your complaints are heard is to post on social media. A
poorly written but venomously negative review can be more entertaining and reach a wider audience than the kind words a client
posts. A survey can help. Surveys provide a forum for venting disappointment and dissatisfaction. Clients benefit by getting
the complaints off their chest, and the practice benefits by understanding any issues with service or care and taking steps
to rectify the situation.