Veterinary client service representatives (CSRs) handle phones, scheduling, walk-ins, check-ins, check-outs, upset clients, and anxious pets — often all at once. Your front desk team imparts the first and last impression on every client who calls or walks through the door. Yet, the role is often underestimated as a stepping stone to other practice roles.
We spoke with Debbie Boone, BS, CVPM, practice consultant and cofounder and vice president of the North American Association of Veterinary Receptionists (NAAVR), to learn how technology can help elevate the purpose and performance of this role, and free front desk staff to focus on building strong client relationships.
Training and turnover at the front desk
Many teams figure out how to accomplish a task using their PIMS in a way that gets the job done. But that path may not be the best or most efficient route. Even if a team member was taught a more efficient way to do things, they may not retain that knowledge after their initial training is complete.
Additionally, front desk turnover is high. Boone notes that most veterinary CSRs burn out or become frustrated in their new role by the six-month mark. “They're miserable because they don’t get trained, so they quit,” she said. “Or, we hire people who want to move into the back as a vet assistant.”
“You've got to have somebody who really enjoys the public, and we don't do that very well, so there is a lot of turnover,” said Boone. “It's hard to train when dealing with constant churn. You may have only a few people who know how to work the software, and they become overwhelmed because they're the only ones who can train new hires.”
Inadequate training can lead to mixed outcomes. “We’re a profession that tends to throw people into the deep end of the pool and hope for the best,” Boone added. Because many practices lack a formal training process, CSRs often learn workarounds rather than best practices.
Strategies that can help decrease turnover include:
- Structured onboarding: Standardize the onboarding process with checklists, break training into stages, and verify competency at each level before expecting team members to work independently.
- Role-specific training: Ask your PIMS provider for CSR-focused training sessions or recordings that walk team members through common daily workflows.
- Hiring for people skills. Focus on hiring staff who enjoy the front desk role and interacting with people, rather than those trying to work their way into a different role.
Tech tools for veterinary CSRs
Sometimes, success starts with the basics. For client service reps, caller ID that works with your cloud-based PIMS can set the stage for successful phone calls. Voice over Internet Protocol (VoIP) phone systems that integrate with practice management software can pull up client information automatically as calls come in. This simple yet powerful tool helps front desk staff greet clients by name and quickly access patient medical records.
Other technologies that support CSRs include:
- Payment technology: Systems that store encrypted card details and integrate directly with a practice’s PIMS let teams swipe a card once, then use the card on file for a more secure, one-click checkout.
- Online and mobile billing: Sending a payment link via text or email gives CSRs more time for in-person client care, and is particularly helpful for pre-visit deposits and outstanding balances.
- Internal messaging tools: Chat messages can replace time-consuming trips to and from “the back” to ask questions, helping team members remain physically and mentally present at the front desk.
The future of veterinary CSR technology
Technology has the potential to further lift up CSRs in the near future. Currently, remote CSR and triage services, such as GuardianVets, offer back-up and after-hours phone support. Similarly, several AI receptionist products have been adapted from human medicine to offer additional support, but they are new to the game.
“It's certainly not going to replace CSRs,” said Boone. “My hope for this tech is that it takes some pressure off the front desk internally. Then, teams would have time to really bond with clients — to chat about what they're wearing or what book they're reading or how their kids are doing in school — so that we are creating relationships rather than racing through our day.”
The value of veterinary CSRs
The client service representative position is integral to practice success, and these team members deserve support and recognition. Supporting client service team members with appropriate staffing, training, and technology allows them to build valuable relationships with clients. “In a recession, people will spend their money on things they consider valuable, but we have to show the value of our services,” said Boone. “The value is in the client’s realization that the veterinary team truly cares. In a world filled with so much false information, we are a place to be trusted.”
Supporting veterinary CSRs with Provet
Cloud-based practice management software plays a central role in how front desk teams handle their day-to-day tasks. With AI- and automation-enabled software in place, client service team members can focus on training, building relationships, and growing within their current role.
Schedule a demo with Provet to see how our time-saving tools and technology help front desk staff build trusting relationships that keep clients coming back and enable your practice to thrive.
