Veterinarians must satisfy two customers. One is the client (human), and the other is the patient (animal). This dichotomy seems simple, but many in the profession struggle with this concept. Yet, satisfying both customers is important to ensure a healthy practice.
The animal's needs are typically obvious, in that veterinarians are well-trained to identify, diagnose, and fix the issue presented by the patient. This is what we do. We judge our success at satisfying our patients by our ability to do all that we can or are allowed to do by the humans who bring the animals in.
The human has needs that go far beyond what the patient needs. Humans need to be treated a certain way. They want communications to be clear, timely, and confident, and in the best interests of their patients. To them, your communications extend far beyond what you say or write. They include how your team presents your services, how well you listen, the cleanliness of your facilities both in appearance and smell, and all of the other non-verbal communications that impact human perception. Humans judge you and your team by how well you interact with their animal. Your manner with their animal shows your level of respect or lack thereof for them, the human.
Remember to constantly remind your team that you serve two customers, and both are important. Many people are attracted to veterinary medicine because of their love for animals. That is wonderful, but we must remember and constantly remind each other that we serve humans. We must love to serve humans if we are to be successful in veterinary medicine.
