Zoetis Launches New Client Experience Development Programme As Part Of Vet Support+

Zoetis has launched a new Client Experience Development Programme as part of its Vet Support+ offering, which explores every aspect of the client journey and explains how to deliver an outstanding client experience. Divided into nine training modules, which vary in length from one hour to five and a half hours, the entire client development training programme can be completed in two days under the guidance of a Zoetis business consultant. The programme breaks down each element of the client cycle, from attracting new pet owners into the practice and making the right impact on new customers, to keeping long-term customers loyal. Nick Steele, national consulting manager at Zoetis, explains: “We believe that calling a practice’s pet owners clients or customers is a misnomer. They are consumers because they not only purchase a practice’s products and services but they also experience them and the consumer’s interpretation of their experience can really affect the brand. What’s more, the reality of today’s information-rich environment is that consumers can experience a practice without the practice even knowing about it. “Google have coined the term ‘Zero moment of truth’, which alludes to all the different points of contact a consumer can have with a product or service before physically experiencing it. The average shopper uses 10.7 different sources of information before making a decision on what product or service to use.^¹ This means they may have disregarded a practice before the practice knew the consumer even existed.” The whole concept of the client experience is introduced in the programme with some startling statistics emphasising its importance. For instance, a typical business hears from only 4% of its dissatisfied customers, 96% just go away and 91% will never come back^². What’s more, a dissatisfied customer will tell 9-15 people about it and approximately 13% will tell more than 20 people about their problem.^³ Drawing on concepts like ‘The Fred Factor’ that focuses on four key principles of customer care, the training programme explains how every employee can make the difference from when clients arrive and wait through to when they pay and leave. The modules are very interactive with exercises throughout the programme, such as using airlines to demonstrate value propositions that brands offer and how they translate into client experience. Nick Steele adds: “Consumers are all powerful to veterinary practices so it is essential that the client experience is an exceptional one. Our business consultants have been trained to deliver the Client Development Programme to all types of veterinary practice to ensure that they attract as many clients to the practice as possible and keep those clients happy once they are there.” For more information about Business Consulting from Zoetis telephone 0845 519 4977 or contact your account manager. ReferencesGoogle zero moment of truth research 2011‘Understanding Customers’ by Ruby Newell-LegnerThe White House Office of Consumer Affairs, Washington DC

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