The Disney Approach to Customer Loyalty Part 2

In part 1, I discussed the lessons learned from Ron’s first article and how we can apply it to veterinary practice.

The average business in the US loses 10 – 20% of its customers annually.  With the large cost to attract new customers, why do businesses focus on acquiring new customers rather than keeping the ones they have?

We’ve all seen the advertisements for a large bonus or gift for new customers to a business.  If you are already a current customer, it doesn’t apply to you. How does that make you feel?

Clients may say that they are satisfied with your practice, but do they come back?  Watch what they do, not what they say. This applies to you as well.  Do you do what you said you would?  Trust is very important in relationships.

Your value proposition to clients is composed of your quality, service and price.  Differentiate from your competitors via your service.  Do you really want to compete on price?  Someone will always be cheaper.

Disney conveys it’s superior service with a foundation of 3 components:  Core competencies, core offering and core customers.

Consider how this applies to you:

1. Core competencies:  What is your personal knowledge, skills and abilities that makes you stand out from the crowd of other veterinary professionals especially when applying for a new position?
2. Core offering: What are you really selling as a veterinarian?  It is more than a healthy pet.  Consider safety, security, relationships, connection.
3. Core Customers: Have you considered your high-fit and low-fit clients?  Who are your better clients?  Working in a practice with a majority of low-fit clients can be exhausting, discouraging and frustrating.

Read part 2 of Ron Baker’s experience at the Disney Institute.

Veterinary Career Plan was designed to help associate veterinarians determine what their core competencies are as well as what they want from their career.  The best time to start is now.  The course will give you clarity and direction for your career.  It will help you determine which is the best practice & the best mentor for you and which specific CPD will help you achieve your goals.  To find out more, click here.

Next week: Part 3 discusses problems, training and culture

Natasha

 

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