WHO TO LISTEN TO
In addition to segmenting clients by type of pet, it is also advantageous to segment based on the pet owner’s experience with the practice. For example, a practice can LEARN differing perspectives from pet owners who:
- Are new to the practice
- Have left the practice
- Have seen their pet through a major procedure
- Have not been to the practice in awhile
- Are regulars / champions of the practice
HOW TO LISTEN
There are multiple tools for gathering client insights. The most important thing is that practices adopt some form of ACTIVE outreach in which information from clients is sought after – as opposed to PASSIVE, which means that you rely on clients reaching out to you. The problem with the latter: most clients will not bother to contact you. Depending on what you trying to find and from whom, several listening tools may be advisable, such as:
- Client focus groups • Emailed surveys
- Phone interviews • Advisory boards
- Observation • Mystery shops
- Referral source and thought leader studies
WHAT PRACTICES CAN FIND OUT
Using the above listening tools can help practices uncover a full range of information to help in shaping service delivery and outreach strategies going forward. For example:
- What do clients your think about your practice now?
- Why do clients come to you?
- What do your clients and like and not like about your practice?
- How do your clients define VALUE?
- Why did "lost" clients leave?
- What impressions do "first-timers" have of your practice?
- Which practices in town as viewed as "the best"?
- Which practices are referral sources most likely to refer to?
- And much more.
See list of related presentation topics below. We are happy to make a presentation to your practice or provide you with a pdf. Contact .
- Listen before you market: understand clients’ needs and hot buttons
- Developing a client-focused marketing strategy and plan