Published by Jen Flatt Osborn on August 29th, 2021
"Customer service" is a term that's thrown around a lot, but what does it actually mean to someone who's in the pet industry?
> Having a sale?
> Being extra lovey-dovey to the animals?
> Making sure employees greet and say goodbye to customers?
> Being polite on the phone?
> Keeping products organized?
All of these are good practices, but the competition is doing them as well. If you'd really like to go the extra mile, then well, go the extra mile.
Here are 10 unique ideas for you to go above and beyond so your organization can stand out from the rest:
1. Send a birthday card to your customer's pet --
I don't need to tell you that people adore their animals. In fact, some even celebrate their birthdays with a cake, cards, and guests.
Let them know you're on the same page...That you not only have the date on file, but you also cared enough to send them your sentiment for Scruffy to have the perfect day.
To make it "Extra!" include a list of things they can do on their pet's birthday and ways to keep them safe during the festivities. Things like:
a) "Take them on a hike."
b) "Give them their favorite treat or buy some new ones they'll love."
c) "Throw a party for them! Doesn't need to be fancy. No one's going to be looking at what kind of paper plates you're using. Just make sure everyone they love is invited." d) "Feed them an animal-friendly ingredients cake to make sure everyone stays safe."
e) "If you do have a celebration with friends, ask if they'll come to you when they want to give your pet a treat so you know how many they've had. The last thing you want is a sick sweetie on your hands."
2. Send a bereavement card to your customer if their pet dies --
As you can imagine, it was difficult and emotional. As I stood over her whispering loving words, she slipped away into Dog Heaven.
The veterinarian and his assistant were left with me as I stood there broken and crying. They reached out and comforted me with soothing and encouraging conversation. They gave me some precious time alone with her, returned, and complimented me for providing Lovely with the perfect home.
A few days later, I received a card in the mail with their return address on it. It was a card with a picture of dogs on the front and inside were condolences. It was signed by the entire staff. I'll keep that card forever and will never forget how it made me feel.
Make it "Extra!" -- Ask the owner, veterinarian, or other big dog if they'll jot down their thoughts on the cards. It will take very little time while sending the message loud and clear that you care.
Give tips on how to raise a puppy, if catnip is okay to give to your cat, or what to feed their mouse.
These days, having a blog is imperative for vet practices since they've become commonplace in the industry.
Blogging gives you the opportunity to announce special dates and industry news that customers generally wouldn't know.
Make it "Extra!" --
a) Start a series on customers and their pets. Interview them about their animal(s) and end it with facts about their specific breed.
b) You could also start an "Ask the vet!" series. Ask employees to write down questions they get from customers to pull from.
c) Each month, write an "Our Pets' Birthdays" blog. Include their names, birth dates (or a great guess!), and their ages. People love to talk about this topic. Raising my hand over here.
It's like a badge of pride for so many of us. It shows your history together and what the animal has been through or accomplished. People would love to see it in print.
You could also include guardian(s) names (just check with them beforehand to get their permission) and some personal stories about each animal.
All these ideas can give you weeks of material for the blog which saves time, money, and headaches.
4. Send coupons via the postal service to entice a visit --
For the last year or so, I receive reminder emails for wellness visits and when it's time for vaccinations and flea/heartworm treatments. Either I scan them or I delete them without opening since I know what they're going to say.
But if I received something in the mail from my vet, I'd read it to see what was important enough to send in such an unconventional way. I'd also be delighted to see something I could use that would save me money the next time I brought my dogs in.
Look for ways to return to the old way of doing things in marketing like sending a fax or a handwritten note and you'll start pulling away from the pack.
5. Give away treat bags at checkout --
Pull mostly from dog and cat product of course, but have treats for birds and fish, bunnies and frogs, readily available. Let customers know via your blog you do this every Friday (or once a month -- whatever you decide).
Who doesn't like free stuff and free stuff for your pet checks the "Highly Satisfied Customer" box every time.
I know I would remember it if I walked away with a gift I could give to my furry ones either at home or in the car. Or both!
You could wrap 4-5 treats in a plastic bag, tie a ribbon around it, and (from a lifelong dog-guardian who's your perfect target customer), IT WOULD BE AWESOME TO GET THIS.
6. Pull out all the stops and bring in Santa Claus for the months of November and December. Put your heads together and your Google gloves on and think of or search for a pet-loving photographer.
I have a cherished, huge picture of me and a previous 4-legged love of mine taken at Petsmart during one of their visits from Santa. I absolutely love it and remember the entire experience when I look at it.
This whole idea is "Extra!" (lots of administrative work to be done to get everything handled) but oh the payoff...
a) EXCELLENT publicity -- In fact, call a reporter from the local newspaper to cover it, blog about it, ask other bloggers to blog about it, and call the TV news station. They report things like this all the time.
b) Potential customers will be standing in line WITH THEIR PET and can peruse the store which is exactly what I did on my St. Nick visit.
c) You'll have a slew of new email addresses to add to your contacts since they'll need to complete a form to get their picture taken.
d) It's exactly the kind of good will people are drawn to during the holidays even though photos are paid for. Anything involving people and animals has "Good will" written all over it.
e) This could be your main attraction for the season and if your Christmas wish is answered, you could be known for this for years to come.
7. Celebrate every pet holiday in the month --
I have several blogs that include ways to celebrate and how to implement them. Check one out here!
There are some hilarious pet holidays that are for real and people LOVE to talk about them. On International Dog Day, I talked about it in a LinkedIn post and I included a picture of one of my (wonderful) dogs.
It was the largest response I've received on a post and I've written hundreds.
People love to learn something new when it comes to animals and I know for a fact there aren't too many out there who keep up with these dates. But they drink up any news about them.
8. Hold a monthly "Meet my ________ Day" --
You'd fill-in-the-blank with "Dog" or "Guinea pig" or "Frog." Whomever would be interesting to meet!
Find customers with well-behaved pets and ask if he/she would like to be involved.
Advertise the day through your marketing channels (don't forget the blog!) and ask customers to bring in their favorite little person to meet Bugsy. You could also invite a local special education classroom or talk to a police officer and find out if he/she can connect you with kids who are disadvantaged and/or who need the encouragement.
This is an incredible way to give kids who don't have a pet, if someone brings their child's friend or a neighbor, the opportunity to love on one. You might be surprised how many children are in this position.
I once took my dog to just such an event. It was held at a homeschooling facility so there was no lack of kids. Kid (Fitting name) -- my Wolf/dog who is the most gentle creature I've ever had -- behaved like a prince and adored every minute of attention he was given.
(I won't tell you how he shot out of the car when we got there and almost into a busy highway since I'm trying to block that little ditty out of my memory.)
Make this day one that people will remember well after it's over.
9. Answer phones in a truly unique way --
Just because it's best to stick with the program when it comes to phone etiquette, switching it up a little can make you unforgettable...
Keep it short and sweet. You don't have to say, "Lucy's Closet at your service. What can I help you with today?" just to be different.
Try..."Welcome to Lucy's Closet. May we help you? Or...
"Hello, Lucy's Closet. How can we help you?"
It doesn't take something outlandish to make an impact. And people will appreciate the effort you put into being yourself (sticking to your voice/brand!) as a business.
And hire friendly and personable receptionists and/or train everyone who covers the phone. How you answer the phone is the FIRST IMPRESSION you're giving of your company. Make it memorable.
Make it "Extra!" --
Unless you're an establishment like an emergency after hours vet clinic that may often require callers to go to voice mail, announce that a real, live human being will always answer the phone when they call.
The whole recorded shtick we have to experience when we call a place of business has gotten way out of hand. I think it smacks of laziness and no creative planning. I've hung up on companies too many times to remember because I couldn't get to an actual person.
When a caller needs you, be there with someone who will give them one of the most simple forms of customer service they deserve -- A person who answers their call.
10. If you're a place of business that works directly with animals, hold a "Best Name Contest" when new residents arrive or are born --
People love to name animals. And we all think we're good at it.
So ask people to send name suggestions via whatever channel you prefer (email, DM, or text) and give a product or service discount to the winner.
And there you have it. Ten actionable ideas to take your business to the next level of customer service.
They affect:
> Word-of-mouth advertising when customers brag about any of your products, services, and freebies.
>Customer retention. Who would want to go anywhere else when your favorite pet store or veterinarian is doing all this fun stuff?
> Employee morale. The addition of these activities and procedures invites more people to give their input and you might discover that Clara, the receptionist, is a killer blog writer which could save you oodles of money. (Did I just talk my way out of a job?)
> Fostering team comraderie. Employees who are deeply woven together from positive reinforcement are the backbone of a successful business. Anything that encourages teamwork and good ol' plain fun will tighten existing bonds and create new ones.
> Building a network around you that cares about each other. When your focus is on giving back, everyone from wholesalers to suppliers to the mailperson will enjoy being around you. You'll attract the right customers.
So get a move on. You have things to do!
P.S.If you need blogs that will grab your customers' attention, gimme a shout! Contact me at jenflattosborn@writeawaycreations.com orhere.And my tail will be wagging.
