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Working for 'Thank You's': The VEG Way of Transforming Pet ER Experiences
Interview Summary
As the first to hold this position at the Veterinary Emergency Group (VEG), Michelle discusses the company's unique open concept ER hospital model. This design removes the traditional barriers between the front and back of the hospital, allowing pet owners to see all aspects of their pet’s care, mirroring the transparency of human ERs. This approach necessitates a heightened focus on CX, making it as crucial as the medical care provided.
VEG's drive to redefine customer experience extends beyond hospital walls. From reshaping reception roles into customer experience coordinators to leveraging technology like Vetspire for seamless check-ins, VEG is at the forefront of innovation. These initiatives emphasize their commitment to a customer-first approach, ensuring pet owners are part of the entire care process.
The conversation also touches on the challenges and rewards of this role. From dealing with emotional situations like euthanasia to managing unpredictable ER scenarios, the team's ability to offer comfort and clarity stands out as a key element of their success. This commitment to compassionate care is not only felt in the moment but also resonates with pet owners long after, as they often return to thank the staff for their support during difficult times.
As VEG continues to expand, with over 60 locations across the United States, their focus on customer experience remains a priority. The group’s innovative approach, such as transitioning reception areas to more welcoming spaces and considering the use of AI and advanced surveying techniques, highlights their commitment to continuous improvement and leadership in veterinary emergency care.
Michelle reflects on the potential future of VEG, envisioning a more dynamic and interactive environment for both staff and clients. Her vision of a more holistic approach to veterinary care, where technology and human compassion blend seamlessly, marks a new era in the industry.
Key Takeaways
- Importance of Transparency: VEG emphasizes a transparent pet care experience. Their operational model, which includes a fully open and immersed hospital environment, allows customers to see and understand the care their pets are receiving. This approach builds trust and reassurance among customers.
- Customer-Focused Approach: The success of VEG's model hinges on prioritizing customer experience. By focusing on the needs and concerns of the pet owners, they create a more empathetic and responsive service environment.
- Open Concept Operation: VEG's lack of traditional divisions like back-of-house and front-of-house facilities underlines their commitment to openness. This setup facilitates better customer engagement and understanding, as clients can observe and be part of the entire process.
- Innovation in CX: VEG prides itself on trying to be innovative and different in their approach to veterinary care. This involves constantly looking for ways to improve the customer experience, reflecting a commitment to not only meeting but exceeding customer expectations.
Next Steps
We hope that you enjoyed this interview! Connect with us to learn more about how SkyCreek can revolutionize your Customer Experience. If you’d like to be a guest for a future interview, contact us at cait@skycreek.net
