Moments of Truth on the Customer Journey... What Really Happens ? Where Are You Magical and Where Are You Awfull ?

There are three key stages in an animal’s life where interaction with the vet is most common:

• Acquisition. New kittens and puppies are generally vaccinated, neutered, wormed and micro-chipped
• Unpredictable accidents, illness and emergencies.
• End of life. Terminal illness management and euthanasia

And the hard truth is that the majority of pet owners will not attend the vets outside of these three stages if they can at all help it. Hopefully they will be regularly worming and treating for fleas, but if they are, they’re probably not buying the products from their vet.

The eight stages of a customer's journey

The interactions that pet owners have with a practice begin long before they set foot in the door. They may see practice communications, walk past, speak to friends who are clients, hear about it from their dog's groomer or their rabbit's rescue centre. Understanding where this experience journey begins, and walking in your clients' shoes along every step of the way, is crucial for every successful practice. […]