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Know your customer
Fletcher
Jane Fletcher
Retain your client in practice by understanding their needs

'We probably know our four legged customers better than our two legged ones', was Jane Fletcher's comment at the beginning of her lecture on how to know your customers.

Jane concentrated on the three stage client journey:-

Stage 1 before the visit
Stage 2 during the visit
Stage 3 after the visit

We tend to look mostly at stage two when we consider the client experience but in fact there is a great deal 'going on' before and after the actual visit to the vet.

Jane based her talk on work done with Beech House Veterinary Centre and looked at some of the basic things that clients experienced before visiting the vet, such as getting the cat into the basket, dealing with a nervous dog that does not like going to the vet, the possible difficulty of parking or getting an appointment at a convenient time. These are all things that influence the client's attitude to the vet and it is these experiences that can greatly influence their decision to visit their veterinary surgery more than the minimum number of times necessary.

Having completed the visit the experience/journey is not over. Clients are left with various emotions such as, did they get value for money, was the overall experience good or bad for both them and their pet, were they helped and valued as much as they would here liked?

It is these two parts of the client journey that Jane said practices need to find out about from clients so that they can help to make their customers' lives easier and bond them to the practice. The veterinary client needs both emotional and practical support from the veterinary practice, they need to be listened to supported and valued but at the same time offered the practical help and advice on how to do things,if only just how to get their cat into it's basket with the minimum of stress for both them and their pet.

It is this extra understanding of what clients need that can make the difference to good client care and retaining them in the practice.

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Practices urged to audit neutering data

News Story 1
 RCVS Knowledge has called on vet practices to audit their post-operative neutering outcomes.

It follows the release of the 2024 NASAN benchmarking report, which collates data from neutering procedures performed on dogs, cats and rabbits.

The benchmarking report enables practices in the UK and Ireland to compare their post-operative outcomes to the national average. This includes the rate of patients lost to follow-up, which in 2024 increased to 23 per cent.

Anyone from the practice can submit the data using a free template. The deadline for next report is February 2026.

Visit the RCVS Knowledge website to complete an audit. 

Click here for more...
News Shorts
UK's BSE risk status downgraded

The WOAH has downgraded the UK's international risk status for BSE to 'negligible'.

Defra says that the UK's improved risk status recognises the reputation for having the highest standards for biosecurity. It adds that it demonstrates decades of rigorous animal control.

Outbreaks of Bovine Spongiform Encephalopathy, also known as mad cow disease, have previously resulted in bans on Britain's beef exports.

The UK's new status could lead to expanded trade and better confidence in British beef.

Christine Middlemiss, the UK's chief veterinary officer, said: "WOAH's recognition of the UK as negligible risk for BSE is a significant milestone and is a testament to the UK's strong biosecurity measures and the hard work and vigilance of farmers and livestock keepers across the country who have all played their part in managing the spread of this disease.