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Presented at the American Pets Alive No-Kill Conference 2014.
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Exceeding Customer Service Expectations and How That Relates to Adoptions
On Tap for Today
What IS Client Service?
Impact – Ripple Effect
Anatomy of Communication
The Basics – Say What??
Adoption Policies
Customer vs Client
What is the difference?• From Daniel Shogren’s Issue of Leading From
Values – the terms we use reflect the attitude we take toward
serving the buyers of our services – the focus on customers is on the basic transaction –
one time event (adopting a pet)– the term “client” has a long-term ring to it – ongoing
relationship (adopt, call for advice, ask for information, return pet to you if need arises)
The Ripple Effect
Negative• 96% won’t complain• Each person tells 10
others• New client
acquisition costs 3x as much as keeping just 1
Positive• 95% WILL do additional
business with us• Each person tells 5
others• Personal references are
2x as strong as advertising
Anatomy of Communication
SENDER RECEIVER
HOW MESSAGES ARE DELIVERED AND PERCEIVED
LANGUAGE PARALANGUAGE
VERBAL•Speech•Writing
MESSAGE
VOCAL KINESICS
OCULESICSPROXEMICS
•Inflection•Tone•Volume•Pitch•Pace
•Body posture•Gestures•Facial expressions
•Eyes
•Use of space•Touch
Say What??
• 55% is your BODY LANGUAGE• 38% is your TONE OF VOICE• 7% are the WORDS YOU USE
• We HEAR approximately 50% of what is said to us,
• LISTEN to only about 50% of what we HEAR,
• And RETAIN only about 12.5% of what we LISTEN to!
Words7%
Body Language
55%
Tone38%
Give us your Experience?
• Break into groups
• Think of a time and discuss when you, as a customer, received great customer service.
• Name 2-3 factors that made it good and share with your group…
• We will hear a sampling
Why is Client Service Important to…
You?Your Organization?
1. In your groups, share 1-2 reasons individually with your group members for each stakeholder• We’ll hear a sampling
The Public?The Animals?
Adoption Policies
It is often thought by having strict requirements and many barriers to overcome in order to qualify for or process an adoption, that we have instituted good controls. Too often the effect is to turn adopters into liars, and us into the adoption police.
Our potential adopters, who at best might become our partners in the community to help protect animals, instead become angry and feel ill-treated and distrusted.
Where do Owners get their Pets?
• According to an AP-Petside.com media poll…– 40% of pet owners received their pets as a gift– 33% as a stray – 30% adopted from a shelter/rescue– 31% from a breeder– 14% from a Pet Store *Over 100% due to multiple animal homes polled.Why is it important to know this?
Adoption Process - Tone
• It is critically important that the adoption process be a positive experience for the pet adopter.
• Fight the Myths – Inform yourself
Adoption Process – Things to Remember
KEEP THE JUDGMENT OUT!
-Remember, there is different communication happening all the time, so sometimes we shut down the misinformed.
- We have the opportunity to change minds with every client!
Adoption Process – Things to Remember
NEVER SPEAK IN ABSOLUTES…
Tell the truth but be an advocate for the pets in your care
Adoption Process – Things to Remember
Five Points of Counseling
Adoption Process – Things to Remember
Don’t Compete with Cute…
Same Day Adoptions and Reduced Fee Adoptions
http://blogs.bestfriends.org/index.php/2012/08/01/high-volume-adoption-model-controversy/
http://sheltermedicine.vetmed.ufl.edu/files/2012/06/Abstract_MacArthur_Adoptathon.pdf
http://www.nokilladvocacycenter.org/wp-content/uploads/2011/10/adoptions_000.pdf
http://www.maddiesfund.org/Maddies_Institute/Articles/The_Truth_About_Free_Cat_Adoptions.html
http://www.maddiesfund.org/Maddies_Institute/Articles/Free_Pet_Adoptions_Study_Results.html
http://www.maddiesfund.org/Maddies_Institute/Articles/Adoption_Articles.html
http://www.maddiesfund.org/Maddies_Institute/Articles/How_to_Sell_Policymakers_on_Fee_Waived_Adoption_.html
http://www.aspcapro.org/fee-waived-adoptions.php#success
http://www.aspcapro.org/adopter-friendly-adoptions.php
http://www.aspca.org/about-us/faq/pet-statistics.aspx
http://www.aspcapro.org/fee-waived-adoptions.php
http://www.mspca.org/adoption/adoption-promotions/fee-waived-adoption.html
Marc Peralta – Executive Director for Best Friends Animal Society -Los Angeles
Questions?
References and thanks to:
Todd Cramer and his presentation, Customer Service Yuck!http://www.huffingtonpost.com/2011/11/15/pets-poll-gift-stray_n_1094570.htmlhttp://btoellner.typepad.com/kcdogblog/2010/10/where-do-people-get-their-pets-where-do-they-plan-to-get-them.html
http://ap-gfkpoll.com/featured/acquiring-pets