You know your clients love you, your clinic is a community staple, but business is flat and your appointments are slowly decreasing. This is an all too common statement veterinary professionals are making across the U.S., and increasingly we are turning to client surveys to try and diagnose the problem Surveys, however, don’t tell the whole story.
Jan Miller from Veterinary Best Practice says it best: “[In] a typical customer satisfaction survey, you are given choices that range from very dissatisfied to very satisfied, with the middle choice of “satisfied”. When a customer selects “satisfied” they are telling you that you have achieved the lowest level of acceptable service. “Satisfactory” doesn't sound so great, does it? In fact, I would argue that it’s insulting.” Just "satisfied" customers switch veterinary practices all the time, loyal customers stay - but what exactly have you learned from the survey question? One of your clients is nearing the precipice, but you still don’t understand why.
There is more to measuring client satisfaction than a few questions you ask your clients once every couple of years. You can ensure more loyal, happy, paying clients by using better measures of client satisfaction that give feedback all year round.