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The customer isn’t always right - but be careful how you say so!
By Lauren | August 7, 2009
Continuing with my Friday series on keeping your business out of court, let’s talk about a risk that you may not have considered. Recently, a veterinary nurse called to answer some questions I had about caring for a chronically ill pet. The first words out of her mouth were an apology that she, and not a veterinarian, was calling. It surprised her that I actually recognized that the vets might have more urgent things to do and wasn’t offended. She told me that only about 18% of the pet owners who use the clinic understand that other people’s pets sometimes need immediate attention more than theirs do. To do the math for you, that means roughly 82% of their clients just don’t get it.
Where’s the litigation risk here? Read on.
Let’s assume you’re one of the vets who own that clinic. If you’re dealing with a pet owner who’s among the clueless 82%, you have to be careful how you explain to him that other pets’ needs have to take precedence. If his pet’s health takes a turn for the worse, especially while he’s waiting for care, he’ll probably remember what you say as some variation on “we have better/more important/more lucrative things to do.” Your innocent statement can become Exhibit A in a negligence suit against you and your clinic.
Second, and less obvious, is the potential risk associated with the clients whose pets have needs that really should come first. If someone on your staff tries to explain to one of the 82% why another client’s pet needs emergency care, she may get a lot of hysterical, embarrassing pushback. (Some people get a little crazy when it comes to their pets.) It can be tempting to avoid a scene in the waiting room by letting the loud-mouthed pet owner shove his pet to the head of the line. But if a seriously ill pet with a more soft-spoken owner suffers a lasting injury or dies while waiting for care, you and your clinic may be hit with a lawsuit because you didn’t make the louder client with the healthier pet wait.
I’ve focused on the veterinary clinic here, but this kind of situation can come up in any business with clients or customers who sometimes need immediate attention. The trick to avoiding litigation here, as in so many situations, is thinking ahead and training your staff. Take the time to identify the most common customer emergencies your company sees, decide exactly what to say to other customers whose needs are less urgent. Then, drill your staff until they understand when to take a customer out of order and can deliver your prepared explanation to other customers letter-perfect. Don’t wait until a crisis looms - careful preparation may be just what it takes to keep you out of court.
Topics: Business Ethics, business communications, ethics |