2.2 Explain the important elements related to communication skills.
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Veterinary Practice Management and Interpersonal Communication
2.2 Explain the important elements related to communication skills.
Interpersonal Communication Skills
After completing your reading assignments, complete the chapter activities in your
Clinical Textbook for
Veterinary Technicians and Nurses
workbook for Chapter 2. Please don't complete the case studies in the
workbook at this time. You can check your answers with the answer key provided.
Clients and Client Services
While most veterinary professionals enter the field because they love animals, the truth is veterinary medicine
is fundamentally a people job, and the client
carries the most important role in the veterinary practice. Animals can’t bring themselves to the clinic without the assistance of an owner, and therefore client satisfaction is a major area of focus for every veterinary practice. Client satisfaction impacts the financial viability of a practice, and directly impacts the likelihood that the practice’s patients receive necessary care.
When clients trust their veterinary clinic, they’re far more likely to allow the veterinary team to provide recommended preventive and illness care. While those who work in the veterinary field might consider medical quality to be the most important characteristic of a practice, clients are far more likely to form their opinions based on client service.
Many clients assume (often incorrectly) that all practices are similar in medical quality; they often don’t have the knowledge to compare the quality of medicine between practices. When evaluating a practice, clients focus on their perception of value. Do they feel like they’re getting good value for their money? A clinic with excellent client service and average medicine will often be perceived more favorably than a clinic with excellent medicine and average client service, because client service is what’s easiest for clients to “see.”
The Value of Client Communication
Communication is a vital skill for all members of the veterinary team. Clear communication decreases medical errors, improves client satisfaction, and improves medical outcomes for patients. As a veterinary technician, client communication will occupy a significant number of your working hours. Whether you’re collecting a history on a sick patient, educating a client on preventive care options, or explaining to a client how to manage
a complex disease, effective communication will play an essential role in your daily working life and ensure that your patients receive the care that they need. General Principles of Communication
In general, the communication process has the following four essential elements: message, sender, channel, and receiver. A message
is an idea that one person (the sender
) wants to get across to another person (the receiver
). The receiver gets this message through one or more channels
, such as writing, speaking, or even body language. Unfortunately, many factors can interfere with a person’s message. All senders and receivers have their own reference points
, such as education, experience, social and cultural factors, and religious beliefs, that determine how they express and understand messages. Even if you think your message is clear, clients or coworkers may interpret it incorrectly because of their reference points. Other factors, such as outside noises or actions or a confusing communication style, may lead to misinterpretations
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Veterinary Practice Management and Interpersonal Communication
2.2 Explain the important elements related to communication skills.
Listening
Mrs. Harris, a client, is leaning over her 12-year-old Irish setter, Daisy, while she waits for the veterinarian to examine her. Mrs. Harris is holding her head in her hands. Concerned, you ask, “Are you OK, Mrs. Harris?” Mrs. Harris looks up but doesn’t look you in the eye when she answers, “Yes, I’m fine. I’m just a little bit tired.”
However, you see that she is crying. Her words say she is fine, but the rest of her says she is upset about something. Mrs. Harris is sending mixed messages that put you at a loss for words. Listening to what others say (both clients and coworkers) is an important part of the communication process and an important part of your job as a veterinary technician.
However, listening involves the eyes as well as the ears. Good listeners hear exactly what another person says,
and they compare that message with the person’s expressions and body language. Good listeners know when not to speak. Have you ever had someone else jump in and finish your sentence while you were thinking? Allow clients time to collect their thoughts. If a person is fidgeting or rubbing his or her temples, it’s time to break the silence. Clients may be so upset about a pet’s illness or death that they will speak only to the veterinarian. You need to know when not to push certain topics.
Speaking to Clients
When you become a veterinary technician, much of your day will be spent answering clients’ questions and giving them directions about pet care. You may feel clients’ questions are irrelevant, unnecessary, or a waste of precious time. However, no matter what the question is, you should never appear rushed or irritated. Answer all questions patiently and tactfully. Some veterinary technicians use the “echo” technique to make sure clients understand directions. To do this, you simply ask the client to repeat your directions back to you. Then, you listen very carefully to make sure they understand.
It may also be a good idea if the receptionist goes over the instructions when the client checks out. Clients will sometimes ask your advice about their pets’ medical problems. Be careful not to discuss different types of treatments or their merits with clients, or your own personal experiences with a pet’s illnesses. Tactfully refer all concerns to the veterinarian. When you’re interacting with clients, make sure your feedback is appropriate;
that is, the feedback you give should be a true reflection of your concern and understanding of the message. If
a veterinary technician snaps a response in a harsh voice, the client will feel reluctant to share other concerns with the technician. However, if the technician uses a pleasant voice and a comforting smile, the client senses genuine caring.
Good communicators adapt their speech to the listener’s needs, expectations, and ability to comprehend. As a
veterinary technician, you must be able to “read” other people quickly so that you can send them messages they understand and appreciate. For example, some clients may have little or no knowledge of veterinary medical terminology. You should take time to define any veterinary medical terms you use. You should make sure clients understand what the veterinarian is telling them. Some clients may be too embarrassed to let the doctor know they don’t understand. Some clients feel more at ease talking with the technician than the veterinarian. The technician can act as a liaison between the client and the doctor. Other clients will pride 2
Veterinary Practice Management and Interpersonal Communication
2.2 Explain the important elements related to communication skills.
themselves on understanding as much as they can about their pets’ health; these clients might be offended if you talk down to them.
Getting Clients to Listen
As a new technician, some clients might not think you know what you’re talking about. Spending time with the
client, and getting to know him or her, will often solve the problem. Clients want to know that you care about their pets and will do what’s best for them. Be honest. If a client asks you a question to which you don’t know the answer, you should find the answer instead of evading the question or making up an answer. In explaining things to clients, reinforce what the vet has told them and assure them that it’s OK to ask questions.
You aren’t going to know all the answers to clients’ questions, but you can be prepared for questions that may be asked. Check the appointment schedule to see which patients are coming in, and be ready with information
for the clients. If you have some background knowledge, it’ll impress the clients and help build their trust. Getting clients to comply with what you tell them to do is often a frustrating task. Clients may hear what they want to hear, or only part of what you’re saying.
It’s very important for the team to speak as a whole on recommendations and advice. A client shouldn’t get two different answers from two different technicians. One of the most frustrating times for a technician is when a client tells the technician one thing and the doctor another, either adding information or leaving it out.
Perhaps the client wasn’t completely listening or failed to realize the importance of certain questions. Clients may be more careful to give the correct response when the doctor asks the question. Veterinarians realize that clients do this, but if your notes are accurate, the doctor can see the difference in responses.
Reading Nonverbal Cues
To be a good communicator, you need to be able to recognize nonverbal cues—your own and those of other people. However, observing nonverbal behaviors isn’t always easy. Often, people don’t realize they’re communicating nonverbally. Many of us have habits—nail-biting, finger tapping, swaying, hair twisting—that reveal our nervousness or boredom. Other types of nonverbal cues aren’t so obvious. In fact, the same gesture
or facial expression may mean one of several different things.
For example, if you sit with your arms folded over your chest, it could mean you’re trying to protect yourself from somebody or something, hugging yourself as a form of comfort, self-conscious about your physical appearance, or cold and trying to warm up. Also, keep in mind that nonverbal behavior doesn’t mean the same thing to everyone. In North America, for instance, a nod of the head means “yes,” and a shake of the head means “no.” However, to Alaskan Natives, a nod means “no,” and a shake means “yes.” Therefore, you shouldn’t jump to any conclusions about the meaning of any particular nonverbal communication. You might ask the client about his or her feelings, but use tact. Don’t play the amateur psychiatrist or invade the client’s privacy.
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2.2 Explain the important elements related to communication skills.
Showing Respect for Differences
As a veterinary technician, you’ll be dealing with clients and coworkers of different cultures and races. Treat people equally, as individuals, no matter what personal feelings you have about their social class, skin color, sexual orientation, physical challenge, or any other difference from yourself. Occasionally, you might have to communicate with a client who has trouble understanding the language and culture of your country. This is one reason why it’s so important for veterinary technicians to have empathy and respect for every human being. You may have to communicate with clients in a nontraditional way, such as drawing pictures on a piece of paper, using hand signals, or finding someone in the practice who can speak the client’s language. If the client has brought along a child who speaks English, you may be able to communicate through that child.
Dealing with clients who are blind, deaf, or have physical limitations requires your professional skill, care, and judgment. People with disabilities know they have a limitation, so don’t ignore it. You may need to assist them
with their animal. You may come in contact with clients who lack certain mental or emotional advantages that most people take for granted. You should never judge, label, or stereotype such clients. If you feel awkward about them, you’ll make them feel uncomfortable. Treat all clients as people first. Make allowances for whatever challenges they have, but never identify people only by their disabilities. If you do, you’ll be gearing your entire approach to them based on what they lack rather than on what they have.
Respecting others requires you to understand your own beliefs and prejudices. Most people don’t believe themselves to be bigoted or prejudiced, but every person is (at least a little bit). You have preconceived opinions and biases. Your opinions and biases seem normal. Most people don’t realize how their personal prejudices affect the way they treat others. People may refer to the veterinarian as “he” without even thinking
that the doctor might be female. Someone might assume a client belongs to a particular ethnic group based on the sound or spelling of his or her name. Stereotypes
are preconceived ideas about a group of people that ignore individual differences. Stereotyping lumps groups of people together, assigning similar traits and behaviors simply because they belong to a certain social group. You must be sure that your personal beliefs or prejudices won’t interfere with your ability to provide equal, objective, and professional care to every client.
Body Language
Whenever possible, make sure the messages you send are positive. Facial expressions, eye contact, and body movements all say something about you. Veterinary technicians may often be required to wear smocks or scrubs in the workplace. These uniforms should be clean and professional at all times. Professional dress is one of the easiest ways to send a positive nonverbal message to clients. Another obvious positive nonverbal message is a smile. A comforting, sincere smile can go a long way toward relieving anxieties. Be careful not to force a smile, or to smile at inappropriate moments. Your facial expression should always be appropriate to the tone of the message you’re giving or receiving.
Eye contact is another important nonverbal communication. When you look someone in the eye, you’re saying, “I’m interested in speaking with you and hearing what you have to say.” If you make eye contact when you speak, clients will sense that you’re open and honest. If you don’t make eye contact with clients, they may
perceive you as shifty and untrustworthy. Your gestures (body movements) can enhance your interactions 4
Veterinary Practice Management and Interpersonal Communication
2.2 Explain the important elements related to communication skills.
with clients, too. For example, a welcoming or parting handshake is a powerful gesture that’s a sign of friendship. Remember, there are six aspects that have been identified as components of effective communication. Each of these can have significant impacts on client satisfaction: clarity, courtesy, positive nonverbal communication, open-ended inquiry, reflective listening, and empathy. Conflict Resolution
The word conflict
usually makes us think of angry words exchanged in a heated moment or thoughts and feelings that are left unexpressed. Occasional conflicts are inevitable in any working situation, and an inability to manage conflict will hinder a person’s career advancement. It may also be the primary reason why some people leave their jobs. In the veterinary practice, conflict may occur between coworkers, or between the veterinary team and clients. Having the necessary skills to resolve conflict effectively is a tremendous asset to all members of the veterinary team.
Facing the Fear of Conflict
The desire to avoid conflict is instilled in us at a young age. This “don’t rock the boat” mentality contributes to negative behaviors in conflict situations. The first step in resolving conflict is to embrace the idea that conflict can be a positive experience when a little skill and technique are applied. Some of the positive aspects of effective conflict resolution include opportunities to strengthen social and work relationships, encourage acceptance of differences, and pursue alternative ways of thinking to increase self-esteem, adapt to diversity, decrease stress, and learn more about others and ourselves.
Reducing Conflict
Misunderstandings are probably the most common cause of conflict. One effective way to reduce this phenomenon is to use the technique called rephrasing
. When a person repeats what the previous speaker said, the original speaker has an opportunity to correct misperceptions. Following the three-second rule
, which requires that you wait three seconds before responding, gives you time to think about what was said and formulate a proper response. Proper listening techniques can reduce miscommunication and lessen the potential for conflict.
Removing Barriers
The first step in managing a conflict is to identify, and then remove, barriers that hinder the resolution of the conflict. One of the most common barriers is using defensive or accusatory language. Phrases that elicit negative responses can cause conflicts to escalate. Examples of some common phrases that can be viewed negatively include “You made me. . .” (places blame), “You should have. . .” (places blame), “You should never.
. .” (an extreme generalization that seldom applies), “You always. . .” (an extreme generalization that seldom applies), “I can’t. . .” (implies an unwillingness to try), and “But. . .” (negates everything said up to that point).
Another type of barrier that needs to be overcome is environmental. When a conflict needs to be resolved, choose a private location and a time that’s convenient for everyone. It isn’t appropriate to try to resolve a conflict at the close of business on a Friday afternoon or to discuss a situation in front of other associates. Problems are resolved more easily when everyone is comfortable. Ensure that the time and place are free of 5
Veterinary Practice Management and Interpersonal Communication
2.2 Explain the important elements related to communication skills.
interruptions, such as ringing phones. The location chosen for conflict resolution shouldn’t take place on one person’s “turf” (such as in a private office). There should be enough room for everybody to be seated and face one another to encourage interaction.
Listening to Others’ Perceptions
During conflict resolution, each individual should focus on understanding the perceptions of others—a key to resolving conflict. Listen carefully! Avoid trying to formulate responses until the other person is finished speaking. The moment our minds become engaged in considering our responses, we’re no longer listening to what’s being said. (Remember the three-second rule.) Focus on assessing the needs of everyone involved.
Creating Resolution
Conflicts tend to emphasize the differences between people. Conflict resolution should focus on finding similarities or common ground. Ask participants to focus on the present and the future, rather than on the past. Use past experiences only as a mechanism to identify steps that may have been taken earlier to prevent conflicts. Explore all possibilities, and define all of the participants’ suggestions. Remember that resolution is a process, not an event. Work on developing an “action list” that uses the solutions developed by all participants. Search for mutually beneficial plans, again focusing on the needs of each individual.
Dealing with Difficult Clients
Veterinary medicine involves many emotionally volatile situations. Unfortunately, this often leads to frequent interactions with angry or difficult clients. Clients may be upset because of the outcome of a medical situation,
because they’re unable to afford care that their pet needs, or for any number of other reasons. Each practice should have its own strategy for handling difficult clients, depending on the particulars of the team and the typical clientele. In general, the first step in dealing with a difficult client should be to remove that client from any public area of the hospital. The client should be invited into an office or examination room, ideally where the client and team member can sit down beside each other (instead of across from each other). While remaining positive and encouraging, the team member must ask the client what’s wrong, and then pause to listen. Allowing the client to vent frustrations without interruption is crucial to moving past this conflict.
Active listening techniques can help the client feel heard. Based on the client’s comments, the team member should look for small points of agreement and compromise, with the goal of creating a “win-win” situation for both the veterinary hospital and the client. In many practices, the practice manager handles the most difficult client interactions.
If clients are under the influence of drugs or alcohol, the above steps may not be appropriate. Clients who are under the influence can act in unpredictable or even violent ways when upset. If you suspect that a client is under the influence and the situation becomes tense, it’s always safest to contact local law enforcement.
Interactions within the Veterinary Team
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2.2 Explain the important elements related to communication skills.
You need to use your interpersonal communication skills when you interact with the veterinarian and your coworkers. The veterinary staff is a team working together. Although you’ll probably be assigned specific duties, as a team member, you need to be flexible. “That isn’t my job” is one expression that you should eliminate from your vocabulary. On the other hand, don’t overstep your boundaries. There’s a difference between helping and taking over. The ability to cooperate and get along with others is very important to employers. You need to be cooperative, dependable, polite, and patient with your coworkers, even though you may differ in personality traits, beliefs, values, and work habits. Everyone gets down in the dumps or irritated sometimes, but a competent veterinary technician shouldn’t bring a bad mood into the office.
Never let your personal problems interfere with your professional interactions, even when your problem is with a coworker. The veterinarian is the leader of the veterinary team. In a team, all individuals are united toward a common goal. In the veterinary practice, that goal is providing the best possible service to the patient and the client. A good working relationship with the veterinarian is always important to a winning veterinary team. Your attitude must be respectful. Always call veterinarians by their professional names.
Improving Your Verbal Communication Skills
When you speak to clients and coworkers, try to speak at a moderate rate. Speak clearly and effectively using direct, concise language that the client can understand. Use a pleasant tone of voice and correct grammar and
pronunciation. Sound tough? It really isn’t difficult if you practice.
Volume, Pitch, and Tone
Your speaking volume
is the degree of loudness. The pitch
of your voice is its highness or lowness of sound. Tone
communicates mood or feeling. Your voice can sound soft, rough, sweet, harsh, excited, or bored.
The volume, pitch, and tone of your voice will vary according to circumstances. When talking to clients, make sure they can hear you. You may not be aware of a hearing impairment. If a client is hearing impaired, you don’t need to shout. You should instead speak slightly louder and more distinctly.
Remember that your voice represents your personality. Your speech should match the smile on your face. The phone can bring out the worst in people’s speech. Some people who speak at a moderate, level volume in face-to-face conversation will use the telephone like a bullhorn. Others speak as if the phone amplified their voices. Since a significant part of the veterinary technician’s job includes answering the phone and making calls, you should have a friend critique your telephone use. Arrange with someone to receive your call and place one to you. Have your friend note your volume, pitch, and tone.
Enunciation and Pronunciation
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Veterinary Practice Management and Interpersonal Communication
2.2 Explain the important elements related to communication skills.
How you form or articulate your words is called enunciation
. An example of poor enunciation is slurred speech. To practice your enunciation, read out loud into a tape recorder, concentrating on each word, and play back your reading to hear how you sound. You might enjoy taking speech, oral communication, or acting classes to improve your oral communication skills. However, you can also become more articulate simply by keeping your ears and eyes attuned to language. Here are some suggestions: Listen attentively to those who speak correct, effective English. Pattern your speech after theirs. You might ask a friend who speaks well to call
your attention to any errors you make. To train your ear, imitate a favorite radio or television announcer. Be sure to choose an announcer with perfect enunciation.
Listen to this announcer whenever possible, paying close attention to his or her speech patterns. When imitating this speech pattern, speak into a tape recorder and play it back so that you can analyze your progress. Listen to recordings of popular books narrated by excellent speakers. Picking out the differences between Standard English and the various dialects is a good way to improve your language skills. Acquire the dictionary habit. When you hear and meet unfamiliar words in your reading, look them up in the dictionary. Note their spelling, pronunciation, and meaning. Whenever appropriate, use them so that they become an active part of your daily vocabulary. Record yourself reading something or having a conversation with someone. This will help you to hear yourself as others do.
Improving Your Telephone Skills
One day, Bill Moynihan’s cat limped into the house on three legs, blood all over her. Bill called an animal hospital right away. The phone rang seven times before someone answered in a hurried voice, “Hallo, can you hold?” Before Bill could reply, he was listening to music. After five minutes of wondering whether he had even reached the right number, he heard a veterinary technician say, between chews of food, “Can I help you?” “Is this the Animal Care Hospital?” “Yup,” replied the veterinary technician. “This is Bill Moynihan. My cat is bleeding all over, and I think she has a broken leg. I’d like to bring her in right now if the doctor can see us.” “Why didn’t you say it was an emergency! I wouldn’t have put you on hold! Bring your cat right in,” the veterinary technician said and hung up.
This is an example of an improper way to treat a client, and an improper way to handle a professional phone call. If you were treated so discourteously, you would strongly consider taking your pet care business elsewhere. A telephone conversation may be the first time a potential client comes in contact with your practice. Potential clients will make a decision based on how they’re treated and the information they’re given
over the phone. Is the staff courteous? Do they appreciate that I’m concerned about my pet? Do they make me feel like I’m important to them? Are they giving me the correct information?
The Telephone Personality
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Veterinary Practice Management and Interpersonal Communication
2.2 Explain the important elements related to communication skills.
Since the telephone is the main line of communication between the veterinarian and his or her clients, anyone
who answers the phone or makes calls must develop a pleasing telephone personality. The veterinary technician in our example broke every rule. As you read the following rules for a pleasing telephone personality, try to determine what the receptionist did wrong.
Make sure that the phone is covered at all times. Try to answer on the first or second ring. Identify yourself. Immediately give the name of your animal hospital or your employer, as in, “Good morning, Dr. Dennis’s office.” To make the greeting more friendly or personal, add your own name, as in, “Hello, Animal Care Hospital, Kim speaking.” Speak pleasantly. Avoid speaking too softly or too loudly, too slowly or too rapidly. Pronounce your words distinctly and with expression; that is, don’t sound mechanical like a robot. Speak naturally, in a relaxed, low pitch so that your friendly personality comes through in your voice.
Be courteous. Besides using polite language—“please,” “thank you,” “pardon me”—give your caller your full attention or explain why you can’t. For instance, if you’re helping a client carry in an injured dog, tell the caller why you’re distracted. Never try to talk to a caller and someone else at the same time. Courtesy also calls for using simple language, not the medical jargon you’ll be sure to pick up while working in a veterinary office. Get
the caller’s name as soon as possible. This will give you the opportunity to pull up the caller’s information on the computer while you’re talking and allow you to refer to the caller by name. Explain interruptions. If you must leave the telephone to get information or put the caller on hold to answer another line, explain why and give the caller a chance to respond. Sometimes people can’t hold, and it’s unfair to assume they can. Always thank a caller for waiting.
Use the telephone properly. Place the receiver firmly against your ear, with the center of the mouthpiece about three-fourths of an inch from your lips. Speak directly into the mouthpiece. Never eat, drink, chew gum,
smoke, or put anything in your mouth while you talk on the phone. Conclude courteously. Usually, the caller is
the person responsible for ending the conversation, so if you call, you should end the conversation. In any case, be polite and allow the caller to hang up first. Treat people as though you value and appreciate them. Keep your main goal in mind: to provide excellent service to clients and their animals while upholding the good reputation of your employer.
Now, do you know what the veterinary technician did wrong in the earlier example? She let the phone ring seven times, which is at least four times too many. She didn’t identify the veterinary office or herself, leaving the caller to wonder if he had reached the wrong number. She sounded unpleasant, speaking as if she were in a hurry and saying “Hallo” instead of “Hello” and “Yup” instead of “Yes.” She was discourteous, asking the caller to hold without giving him a chance to respond. She failed to thank him for waiting. She didn’t explain why she made him wait five minutes, though he probably assumed she had been eating. She ended very discourteously by implying that the caller was responsible for the delay and didn’t say goodbye.
Screening Calls
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2.2 Explain the important elements related to communication skills.
Your specific approach to screening (handling) incoming calls will vary according to your employer’s wishes. It’s important to find out to what extent the veterinarian wants you to screen phone calls. An appointment for a routine checkup won’t be handled the same way as an appointment for an injured animal. A routine will help
you obtain the information you need in a minimum amount of time while you maintain a friendly, warm, interested manner, and by keeping control of the conversation—politely—you discourage any tendency the client might have to ramble and digress.
First, you always need to know who is calling so that you can screen the call if necessary. If the caller doesn’t volunteer a name, you can say, “May I say who is calling, please?” Next, you need to know why the person is calling so that you can take the appropriate action—screen the call, transfer it, take a message, or make an appointment. Usually, a doctor prefers to accept only emergency or urgent calls from clients. Other calls will be returned when the doctor has time between patients or at the end of the workday. If you don’t immediately know why someone is calling, you can waste a good deal of time, as in the following conversation:
“Good afternoon, Dr. Doolittle’s office, Liz speaking. Can I help you?” “This is Tom Green. Let me speak to the doctor, please.” “The doctor is with a client right now.” “Well, I want to talk to her. I’m a client, too.” “Perhaps
if you leave a message, the doctor will call you later.” “I suppose. Tell her I’d like to have an appointment tomorrow morning for Salty, my parrot.” If the veterinary technician had transferred the call to the veterinarian, it would have been transferred right back so that the caller could make an appointment. Some callers simply want to talk to the veterinarian and give no indication of their purpose. You can usually prompt these people along by saying, “The veterinarian is with a client right now. May I help you?” If they still hesitate, you might add, “Would you like to make an appointment, or would you prefer to leave a message?” The more specific you are in your questions, the more specific the caller will be in answering.
Another good reason to know why someone is calling is that you can prepare yourself for whatever action you’ll be taking. For example, if you know right away that Mr. Green wants an appointment, you can have your
pencil and appointment book ready. If you know that a client is calling to find out when Fifi got her shots, you can immediately pull the file. A well-organized veterinary technician can handle the average call in fewer than three minutes. What’s the appropriate response to a caller when the veterinarian is busy, but not with a patient? What if the veterinarian isn’t in the office during regular office hours? Simply say, “The doctor isn’t in at the moment” or “The doctor is unavailable,” then offer to take a message and say, “May I ask the doctor to call you?” You should never give clients a list of numbers to call in an effort to find the veterinarian. However, if the problem is urgent, you’ll try to reach the veterinarian or the designated emergency standby and assure the client of this fact.
Making Appointments over the Phone
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Veterinary Practice Management and Interpersonal Communication
2.2 Explain the important elements related to communication skills.
Much of your time on the phone will be spent making appointments. Surprisingly, a number of clients won’t volunteer such basic information as their name, the reason for their call, or a convenient time for them to see the doctor. It’s your job to politely, but efficiently, prompt such people along. For instance, when a client doesn’t specify a time, you might ask one of these questions: Do you prefer morning or afternoon? Could you come tomorrow at three o’clock? When would you like to come in?
Of course, some clients present the opposite problem, as in, “I have to see the veterinarian today at 10.” If the
schedule allows, you should try to accommodate the client’s wishes. However, when the veterinarian is busy, you must make that clear while making the client feel wanted. “I’m sorry, the only time Dr. Thompson has available today is four o’clock. Can you come in then?” Sometimes, the schedule is booked for a week or more in advance, and clients become upset because they can’t get a prompt appointment. In such cases, you might say that you’ll be happy to call as soon as you have a cancellation. Of course, you should fit in emergency appointments as soon as possible, even if it means canceling another appointment or making a nonemergency
client wait.
Types of Scheduling
There are three general types of appointment scheduling:
1.
Wave scheduling.
The total number of patients to be seen in one segment will be scheduled at the same time. If the average time for each patient is 15 minutes, you might schedule four patients for the hour from 10 A.M. to 11 A.M. who will be seen in the order of arrival. This method helps to adjust for no-shows, late arrivals, or walk-ins. Although some patients may be seen later than scheduled, each hour is usually started and finished on time.
2.
Flow scheduling. Patients are scheduled for 15-minute intervals. Provisions are made for longer appointments. This method usually results in the best control of scheduling and in a shorter waiting time for clients and patients. However, once you’re behind schedule, it’s almost impossible to catch up.
3.
Fixed office hours.
Clients come to announced office hours with their pets whenever they wish. Upon arrival, they register or sign in, and their pets are seen on a first-come, first-served basis. Obviously, with this system, it’s difficult to control the flow of patients and make efficient use of resources and staff.
Taking Messages
Most offices have standard message forms for you to write down the date, time, name of the caller, return telephone number, and message. Accuracy is important, so follow these guidelines to minimize confusion: Write down every instruction clearly to leave no room for misunderstanding. Read back, word for word, the entire message after you’ve written it down. Establish clearly whether the message must be presented or acted upon by a certain time or date. Sign the form in case there are questions for you later.
Suppose the veterinarian is out when a client calls describing symptoms that you recognize as dangerous for an animal. What if the veterinarian doesn’t return soon? Should the client call a backup veterinarian? Should you (not the client) try to track down the veterinarian? Part of your job as a veterinary technician will be to make judgment calls about how to handle the “what if” situations.
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Veterinary Practice Management and Interpersonal Communication
2.2 Explain the important elements related to communication skills.
Coordinating Calls
Most veterinary offices have more than one phone line, and you may find yourself juggling them while you’re greeting incoming clients, accepting payment from others, and pulling or returning files. Handling several lines while performing other duties takes a bit of coordination—mental as well as physical. To make certain your memory doesn’t fail you, it’s a good idea to write down the facts about any caller on hold. When the caller is another doctor or your employer’s spouse, you might transfer the call instead of placing the caller on hold. Suppose that the caller wants a summary of all the immunizations an allergy-ridden puppy has received in the past year. Since you’ll have to locate the client’s file and spend several more minutes on the phone, you may take the caller’s phone number and call back as soon as you’ve found the information. If you place a caller on hold for a length of time, it’s polite to return every so often with, “Mr. Jones, I’m checking your records,” or “I’ll be with you in a moment.” As you can see, coordinating calls is another area where you have to use good interpersonal communication skills.
Outgoing Calls
As part of your veterinary technician job, you’ll also have to make calls. This task requires all the courtesy and tact of answering the phone, plus a few other traits and skills. You need to be organized. When you have more
than one item to discuss, it’s helpful to write down a few notes to prompt your memory. You should think of time—not only the time of day but also the time you have available to speak without interruptions. The time of day is important to a client whose ringing phone interrupts a sound sleep, and you can hardly call to order supplies when the reception room is full and the phone is ringing. Frequently, you’ll make outgoing calls to clients and other veterinarians to whom your veterinarian wants to speak. You’ll say something like “This is Liz from Dr. Doolittle’s office, returning Mr. Green’s call.” If the person isn’t expecting the call, you might say something like “Dr. Doolittle would like to speak to you about Togo’s diet,” then you’ll ask the person to hold for the doctor. You might also make calls to:
Remind clients when boosters and vaccinations are due
Confirm appointments made far in advance
Advise clients that the veterinarian is running behind schedule, and ask them to delay coming in for a stated amount of time
You might call to reassure a client that a pet is recovering well after surgery or an illness, or to check up on a pet that went home after surgery or a procedure. You may also make calls to clients following the death of their pet to help with the grieving process, or the unpleasant assignment of calling clients to remind them to pay past-due accounts. Telephone skills, as well as other verbal communication skills that can be used with your clients and teammates, are vital to your success as a veterinary technician.
Key Points
Client service and effective client communication are two of the most important tasks of a veterinary technician.
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Veterinary Practice Management and Interpersonal Communication
2.2 Explain the important elements related to communication skills.
Verbal and nonverbal communication skills play an important role in both listening and speaking to clients.
Difficult interactions can occur in veterinary medicine with both clients and coworkers. There are a number of strategies available to help these interactions go more smoothly.
Telephone skills are an important subset of verbal communication skills. Care must be given to these interactions to ensure that they go well.
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Clarity
Communicating clearly using proper grammar and articulation
Courtesy
Showing genuine concern and respect when communicating
Empathy
The ability to understand the position of another person and to communicate that understanding to that person
1.
What are the four essential elements of the communication process?
Message, sender, channel, receiver
2.
Describe how you might use the “echo” technique to ensure that a client understands your directions.
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Veterinary Practice Management and Interpersonal Communication
2.2 Explain the important elements related to communication skills.
After giving instructions, politely ask the client to repeat your directions back to you. Listen carefully to make sure he or she understands.
3.
What type of environment is ideal for resolving conflicts?
Resolving conflict is easiest in a private environment that’s free of distractions. Ideally, this environment should be in a neutral location. Participants in the conversation should be seated, ideally next to each other instead of across from each other.
4.
What are the first two pieces of information you should always attempt to find out when answering an incoming phone call?
Who is calling (client and pet name), and what’s the purpose of their call
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