Customer loyalty is in the midst of a paradigm shift, but many loyalty firms and so-called “customer loyalty experts” have been slow to change.

Like very few vertical markets, the veterinary industry can leverage new customer mindsets and mobile technology because pets are such an important part of people’s lives. Since industry leaders are not as fully aware of this paradigm as they should be, the veterinary industry has a once-in-a-lifetime opportunity to take advantage of these new consumer demands and grow our business like never before.

Customer loyalty is now at the forefront of almost every conversation about meeting customer needs, but very few are delivering the proper solution. Customers are demanding relevance over price and relationships over transactions or rewards. In other words, if we can take the lead in meeting these new demands, research shows that clients are willing to:

  • Drive farther
  • Switch hospitals
  • Pay more
  • Do just about anything to receive the service and value they are screaming for, but not getting

Wow! Big stuff!

We already know what their pets need, but that’s not the issue. Customers want us to show more intimacy and concern for their pets while providing more convenience and value.

Customers want something fresh, new, mobile, easy to use, easy to access, highly rewarding, valuable, personally relevant, and timely. Many of them would love membership benefits. Yes, the type of membership that delivers that personal touch and draws them into a deeper commitment than just a simple “fee for service” relationship. Tough customers.

The entire customer loyalty space has been slow to adjust to these demands and the veterinary industry has struggled in a big way to implement traditional wellness plans. The concept was great, but the execution left a bit to be desired for the majority of practices.

It’s time to rethink wellness plans and convert them into a relationship-building membership with mobile concierge treatment—not only for the customer, but for their pets as well.

We think it’s time to give our clients what they really want while giving hospitals what they want at the same time. Now that’s a win-win approach.

Learn how Rethink Veterinary Solutions can help at rethinkvetsolutions.com/aaha.

Brian Macrae is the founder of Rethink Veterinary Solutions (RVS). RVS has helped numerous veterinary practices nationwide create and administrate a “wellness plan alternative” model with custom memberships. RVS has also been an AAHA MVP provider since 2014. 

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