References
A compassionate journey part 3: the client experience
Abstract
The role of the practice team in the client's end-of-life journey with their pet is one that can make or break the client's experience. Euthanasia experiences are remembered by the pet owner days, weeks, and even years later. For an owner, whose emotions will already be heightened by the quality-of-life decisions they face, and the turmoil of losing a treasured companion, sensitivity to the veterinary environment and their experiences ‘front-of-house’ will play a role in shaping their impressions. It is important that the non-clinical aspects of euthanasia or end-of-life care are comprehensively assessed within a practice, and the support team trained in the customer care aspects of the final client journey.
Clients, in up to 19% of cases, choose not to return to a practice after their pet has died (Lambert, 2014; Compassion Understood, 2015a). The reasons given include the client not having another pet or having moved away. However, they also include reasons that relate to their experience in the veterinary clinic at the end of their pet's life. Sometimes this may be a result of their experience of euthanasia in the consult room. One study reports that clients who changed their veterinarian after euthanasia had been significantly less-pleased with the process of euthanasia than those who had not (p<0.001) (Fernandez-Mehler et al, 2013).
A notable factor for client satisfaction, as perceived by clients as well as veterinarians in this study, was the ‘compassionate and caring attitude of hospital employees’. (Fernandez-Mehler et al, 2013). The client's impression is drawn from their whole client journey, which includes the initial phone call to the practice, to discuss a pet death or euthanasia, arrival and waiting at the clinic for an appointment, paying for euthanasia and handling aftercare, such as cremation and collection of ashes (Compassion Understood, 2015a).
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