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Mystery Phone Shopper Training Report

Provide your team with training that makes a vital, positive first impression and

delivers WOW! service during each and every call. This Mystery Phone Shopper

Training Package applauds areas where your staff excels and offers suggestions

and scripting for developing exceptional phone skills.

✔ Audio CD of recorded call

✔ Scorecard rating the receptionist’s phone skills

✔ Transcript of the call

✔ New scripts with instructions for improvement

✔ Action plan for phone-skills development

Your Mystery Phone Shopper Training Report includes:

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720-344-2347 www.csvets.com


www.csvets.com 1 (720) 344-2347 © Communication Solutions for Veterinarians Inc.

Mystery Phone Shopper Training Report Date: July 19, 2013 Time: 10:17 AM CST Hospital Name: Your Favorite Veterinary Hospital Receptionist’s name: Susan Miller Address: 123 Main Street, Your Town, USA Phone: 123-456-7890 Phone shopper name used: Mary Smith Service that was shopped: Exam and vaccines for a 15-week-old puppy that was adopted from a shelter. The puppy has had two distemper vaccinations (8 weeks, 12 weeks), one bordetella vaccination (12 weeks), a microchip and a fecal test, which was positive for hookworms. He was dewormed once. Description of mystery pet: Name: Koda Breed/color: Newfoundland, black Gender: Male Age: 15 weeks Weight: 35-40 pounds Where adopted: Animal shelter Lifestyle: Will board dog occasionally when traveling, takes for daily walks. Potential needed services:

o Physical exam o Distemper vaccination o Bordetella vaccination (caller plans to board the dog occasionally when traveling) o Rabies vaccination o Intestinal parasite screen o Deworming o Flea and heartworm preventatives o Free puppy kit o Future service of neuter when dog is 4-6 months old

Total length of phone call: 3 minutes, 58 seconds Transcript of Call: Susan: “Good Morning. Thank you for calling Your Favorite Veterinary Hospital. This is Susan.”

Phone shopper: “Hi, I was wondering if you might be able to help me. I have a question about a

new puppy I got.”

Susan: “Okay.”

Phone shopper: “I got a 15 week old puppy and they gave me paperwork when I picked him up

and it shows on there that he’s had two shots for distemper and one shot for kennel cough.”

Susan: “Um-hum.”



Phone shopper: “So I’m wondering if he still needs to get more and what he might still need to

get.”

Susan: “Yes, because they need four sets.”

Phone shopper: “Oh, okay, so he needs two more?”

Susan: “And you said 15 weeks?”

Phone shopper: “Yes.”

Susan: “So he should be getting his third set right now.”

Phone shopper: “Oh, okay, so he is due?”

Susan: “They must have started the first set between 6-8 and then the second booster, because

they’re boostered in 3-4 week increments. So 6-8 weeks would be the first, 10-12 weeks would

be the second, 14-16 the third. By that time he or she would have to have the distemper or need

to have the distemper/parvo, parainfluenza, rabies, bordetella and then, um, by 18-20 weeks that

would be the fourth set, then it becomes annual.”

Phone shopper: “Oh, okay. Yes, I think the paperwork says he got the first one at 8 weeks and

the second one at 12 weeks.”

Susan: “Oh, okay. So, yes, ready for the third set of boosters.”

Phone shopper: “Oh, okay and does he get an exam when he gets those?”

Susan: “Yes, anytime we do a distemper/parvo or a rabies vaccine.”

Phone shopper: “Can you give me an idea what the cost is for that first visit then if I came in to

get those things?”

Susan: “Yes, certainly. It’s $49 for the exam.”

Phone shopper: “Okay.”

Susan: “$21 for the distemper/parvo, it’s a 5-in-1 vaccine so it covers the

distemper/hepatitis/parainfluenza/parvo and corona vaccines.”

Phone shopper: “Oh, okay.”

Susan: “Um, has your pet been tested for intestinal parasites?”

Phone shopper: “Yes, actually he was and they said he had worms, some kind of worms, I

forget. But they said that they gave him a dewormer.”

Susan: “You might want to recheck it again.”


Susan: “And, um, just in case it’s still positive to be on the safe side. How long ago was that?”

Phone shopper: “You know, I’m not sure when they gave him that. It was before I got him but I’m

not sure. I’d have to check the paperwork which I don’t have right in front of me but I can bring it

in with me.”



Susan: “Okay, yes, we’ll look through that. Um, but, yes, between those two it’s $49 and $21. I

can add that together. And the rabies vaccine as well so, $49 and $15 and $21, so it’s $85.”

Phone shopper: “Okay and then what about to do that test again for the worms?”

Susan: “If you want to do the intestinal parasite screen and the deworming, it brings you to

$123.50.”

Phone shopper: “Oh, okay. Yes, I do want to make sure those worms are all gone. So, yes, we

may as well do that.”

Susan: “Yes, some can be transmitted to humans as well and they’re microscopic so you can’t

look, you can’t see it, it’s not visible to the eye.”

Phone shopper: “Oh, okay. Yes, then we definitely want to check that. And is that all he would

need then right now?”

Susan: “Um, yes, and then the bordetella if he has not had that yet. That would be another

vaccine that we do recommend.”

Phone shopper: “What’s that for?”

Susan: “Kennel cough.”

Phone shopper: “Yes, he did have one of those. He had one of those.”

Susan: “Okay, ours is a semi-annual vaccine so it’s every 6 months.”

Phone shopper: “Oh, okay.”

Susan: “So it he had that he should have his second booster in 3 weeks from that first vaccine.”

Phone shopper: “Oh, okay. Yes, I’ll have to, I think that one was at 12 weeks so he might be due

for that one as well.”

Susan: “So that would be an additional $13 on the $123.50.”


Susan: “Do you want to go ahead and set something up for today?”

Phone shopper: “Actually, I can’t do it today. Do you have later afternoon or evening

appointments?”

Susan: “Absolutely. Monday-Friday 8-6, Wednesdays we see appointments from 8-12 or

depending on if the doctor is staying later. We do see appointments, um, rarely on Wednesday

afternoons. Um, Saturdays we’re also here from 8-12 as well.”

Phone shopper: “Oh, okay. Yes, let me check my schedule quick and then I’ll give you a call

back.”

Susan: “Yes.”

Phone shopper: “Because it sounds like he’s pretty much due so I want to get him in.”

Susan: “Certainly.”




Susan: “Okay?”

Phone shopper: “Well I think those were….”

Susan: “Well thank you for calling.”

Phone shopper: “Thank you very much for your help and I’ll talk to you soon.”

Susan: “You’re welcome.”

Phone shopper: “Thanks, bye.”

Susan: “Bye.”



Information discussed Yes No Did the receptionist answer the phone professionally?

X

Did the receptionist ask my name?

X

Did the receptionist ask my pet’s name?

X

Did the receptionist use my name in the conversation?

X

Did the receptionist use my pet’s name in the conversation?

X

Did the receptionist describe service before price? If yes, what key information was shared?

First visit would include an exam, a distemper/hepatitis/parainfluenza/parvo/corona vaccine, a rabies vaccine, an intestinal parasite test and a deworming - $123.50

Bordetella vaccine - $13.00

X

Did the receptionist ask for the appointment (i.e. WHEN would you like to schedule the surgery/exam?)

“Do you want to go ahead and set something up for today?”

X

Did the receptionist offer directions to the practice?

X

Did the receptionist say at least two great things about the hospital? If yes, what? Doctors require an exam each time a distemper vaccine is administered. Practice offers evening and weekend hours for appointments for client

convenience. Same day appointments are usually available.

X

Did the receptionist offer to mail the phone shopper a written estimate, brochure, business card or other information? If yes, what was offered?

X

Did the receptionist ask personal questions that would bond me to your hospital and establish a trusting relationship?

X

Did the receptionist ask me about how I would pay or give information about possible payment methods and policies?

X

Did the receptionist tell me his or her name at the end of the call?

X

Rate the friendliness of the receptionist: Excellent Good Fair Poor Rate the helpfulness of the receptionist: Excellent Good Fair Poor Overall Rating: 3 5=WOW! Service 4=Ready to train others 3=Meets expectations 2=Opportunity for ongoing training in this area 1=Needs immediate training



Evaluation and Recommendations:

1. General greeting and number of rings:

Number of rings before phone was answered: 2 Greeting: “Good Morning. Thank you for calling Your Favorite Veterinary Hospital. This is Susan.”

Recommendation: Susan should add an invitation to her greeting. A good greeting includes: Salutation

►Location ► Identification ► Invitation. Instead, say, “Good morning, ► Your Favorite Veterinary

Hospital. ► This is Susan. ► How may I help you?”

2. Asking for and using the caller’s and pet’s names in the conversation:

Susan didn’t ask for the caller’s or pet’s name, nor did she use them in the conversation. This technique

bonds the phone shopper to the practice and personalizes the call rather than having it sound like a spiel.

Recommendation: Ask the caller’s and pet’s names early in the call and use them frequently throughout

the conversation. Here are ways to get the caller’s and pet’s names at the start of the conversation:

“Thank you for calling our hospital. I’m happy to answer your questions. May I ask your

name and your pet’s name?”

“I’m happy to provide that information. Let me start by asking your name and your

puppy’s name.”

If the caller is uncomfortable sharing his or her name, simply ask for the pet’s name. If the caller questions

you about why you need a name, simply reply “so I can offer you personalized service.”

3. Placing the caller on hold:

Were you placed on hold? No If yes, how long?

Were you transferred? No If yes, to whom? _________________________

Recommendation: Politely ask to place the caller on hold; however, provide an explanation for the need

to hold. For example, Susan might say, “May I place you on hold while I finish helping another

client? We will be with you shortly.” If the receptionist needs to put the caller on hold to answer

another incoming line, she could say, “Are you able to hold for a moment while I put another caller

on hold so I can keep helping you.”



4. Describing the services and their value before the price:

Susan explained to the caller that the first visit would include an exam, a

distemper/hepatitis/parainfluenza/parvo/corona vaccine and a rabies vaccine prior to quoting a price for

the total cost.

She and the caller then discussed the need for an intestinal parasite test and deworming and Susan

updated the total cost of the visit to include these services.

This is a good way to not only set the proper expectation for payment but to also help eliminate any

surprises at check out time.

If you suggest any additional services or if the caller inquires about anything not included in your original

price quote such as the bordetella vaccine, always quote a price and update the total cost of the visit.

Recommendation: Explain services in detail before discussing the price so the caller understands the

value for the care being provided. Also be sure to ask for the appointment at the end of the call.

For example, Susan might say, “Congratulations on your new family member! For a 15-week-old

puppy’s first veterinary visit, we recommend a comprehensive physical exam and a vaccination

to protect your puppy from canine distemper, Adenovirus, Parainfluenza and Parvovirus (tailor

this script to your vaccine protocol). We also need to test your puppy for intestinal parasites

again since he had a previous positive test. We will deworm your puppy again. We’ll teach you

about nutrition, socialization, house training, parasite control and puppy-proofing your home.

As our “baby gift” to your new family member, you’ll also receive a free puppy educational

booklet, a sample of premium puppy food and a free heartworm preventative pill and free flea

and tick control that each last one month. This gift is valued at $____. The total for your puppy’s

first visit is $______. WHEN would you like to schedule your puppy’s appointment?”

You might even direct the caller to two possible appointment times. Known as the “two yes options”

technique, this phrasing significantly increases the chance you’ll schedule the appointment. For example,

“WHEN would you like to schedule your puppy’s exam? I have an opening at 9 am tomorrow or

1:30 pm on Tuesday. Which best fits your schedule?”



Don’t overlook opportunities for other services the puppy may need. Susan asked about vaccines, and

the caller replied the puppy has only received two distemper vaccinations and one bordetella vaccination.

Does the puppy also need an intestinal parasite screen and deworming? When should the puppy get

neutered? When does the puppy need his Rabies vaccination? When should the puppy begin flea and

heartworm preventatives?

5. Asking for the appointment:

Susan said, “Do you want to go ahead and set something up for today?”

Take a more positive approach and simply ask for the appointment and offer the caller two appointment

availabilities you feel might work with her schedule. If you have done your best to impress her with the

excellent service she and her puppy can expect to receive at your practice, take advantage of the

opportunity to turn this caller into a client.

Recommendation: Always ask for the appointment and offer the caller two choices. Known as the “two

yes options” technique, this phrasing significantly increases the chance you’ll schedule the appointment.

For example, “WHEN would you like to schedule your puppy’s exam? I have an opening

tomorrow or on Tuesday. Which best fits your schedule?”

6. Offering directions:

Susan most likely didn’t offer directions because no appointment was scheduled.

Recommendation: After scheduling the appointment, offer directions with phrases such as “Do you

know where we are located?” or “May I e-mail, fax or mail you a map?” New clients, especially

those new to the area, may not know where you’re located. For an extra level of WOW! service, mail, fax

or e-mail callers door-to-door driving directions from their home to your clinic from websites such as

www.mapquest.com. Another bonus: Driving directions list the estimated travel time from her front door to

your clinic so you’ll increase the chances she’ll arrive on time for the appointment.



7. Offering to mail a written estimate/treatment plan, brochure, business card or other information:

Susan did not offer to give the caller any further information.

Recommendation: If the caller doesn’t schedule the appointment now, offer to mail a written

estimate/treatment plan. Enclose your hospital brochure and business card with a note such as “We

look forward to meeting you and Koda soon!” Even if the caller chooses another clinic for services,

she may return to you for all future routine care.

If the caller schedules an appointment, offer to mail the same information listed above but add your new

client registration form so the caller can complete paperwork at home and bring it to the appointment.

Then you can start the first visit on time rather than having 10-15 minutes of valuable appointment or

surgery check-in time eaten up with paperwork. Other alternatives include faxing or e-mailing the new

client form to the caller. If your hospital has a website, ask the new client if she has Internet access. If she

says yes, say, “You can get an online tour of our practice, get driving directions, complete your

new client form and meet our doctors and staff on our practice web site at

www.yourwebsite.com.” You also can ask new clients to arrive 15 minutes early to complete paperwork

and get a tour of the hospital.

8. Selling the hospital’s unique qualities:

Susan explained to the caller that your doctors require an exam each time your puppy receives the

distemper vaccine, practice offers evening and weekend hours for appointments for client convenience

and that same day appointments can usually be scheduled.

When you take the time to list examples of the excellent care this potential client and her pet can expect

to receive at Your Favorite Veterinary Hospital you give her the sense that your hospital has something

special to offer that the other practices on her list may not.

Recommendation: Always state two GREAT things about your hospital! This helps the caller remember

you in the list of other practices she called. You also might relate the two great things to the service she

inquired about. Here are examples to distinguish your practice from others:

“We have experienced doctors and can teach you about house training and socialization

for your puppy.”



If you provide a puppy kit, let the client know the value of this free gift. “As our “baby gift” to

your new family member, you’ll also receive a free puppy educational booklet, a sample

of premium puppy food and a free heartworm preventative pill and free flea and tick

control that each last one month. This gift is valued at $____.”

9. Gathering pertinent information:

Although no appointment was scheduled, Susan did not get any of the caller’s information.

Recommendation: Always get the caller’s and pet’s names at the beginning of the conversation and use

them throughout the discussion. At the end of the call, ask for the phone shopper’s address so you can

mail an estimate/treatment plan, brochure, business card or other information. For example, say, “May I

ask for your address and phone number so I can mail you an estimate/treatment plan that

describes the services and costs we discussed? I’ll also enclose our business card, hospital

brochure and new client registration form.”

10. Connecting with the caller:

Susan didn’t ask the caller nay questions in an attempt to make a connection.

The questions Susan needed to ask to obtain information about the caller’s new pet can be made part of

a friendly conversation. Not only will this elicit the required answers but it will also help to put the caller at

ease and to feel comfortable speaking with you.

We all enjoy talking about our pets and this will help establish a relationship that will increase the

likelihood of scheduling an appointment.

Recommendation: Actively listen for information that would allow you to make a brief personal

connection with the caller and develop a trusting relationship. For example, ask the puppy’s name and

where the caller adopted it from.



11. Promoting payment methods you accept (i.e. major credit cards, CareCredit):

Susan did not mention any payment information.

Recommendation: Methods of payment should always be promoted. A good time to do this is when the

price range for services inquired about is quoted. For example, “For your convenience, we accept

cash, checks, MasterCard and Visa…” This professionally yet subtly communicates your financial

policy that payment is expected when services are rendered. The new client then shows up with her

checkbook or the right credit card that you accept.

12. Ending the call:

Susan ended the call with “Thank you, bye.”

Recommendation: Don’t just provide information and hang up. Ask for the appointment with phrases

such as “When would you like to schedule your puppy’s exam?” not “Would you like to schedule

an appointment?” The word “when” is a yes answer compared to “would you,” which is a yes-or-no

answer. Always ask for the appointment.

Restate your name at the end of the call, reconfirm the appointment time and date, and give excellent

directions to your practice. You’ll help new clients arrive on time. Compliment the caller’s decision to

choose your hospital. “You’ve made a great choice for Koda in choosing Your Favorite Veterinary

Hospital. We look forward to seeing you next Tuesday at 10 am.”

13. Overall attitude / friendliness / helpfulness:

As the first impression this potential client has of Your Favorite Veterinary Hospital, Susan did a good job

of giving the caller the sense that she and her pet will receive more than expected at your hospital.

Susan was personable and willing to answer the caller’s questions while at the same time providing

additional information the new puppy owner would find essential in caring for her pet.

Recommendation: Go beyond the caller’s question, offering information on intestinal parasite screening,

deworming, when to neuter the puppy and when to get Rabies vaccination.



Action plan for skill development:

1. Add to your greeting: “Good morning.” or “Good afternoon.”

2. Ask the caller’s and pet’s names early in the call and use them frequently throughout the

conversation.

3. Explain services in detail before discussing the price.

4. Always ask for the appointment and offer the caller two choices.

5. Offer directions over the phone or by mail.

6. Offer to mail a written estimate/treatment plan, brochure, business card or other helpful

information.

7. State at least two great things about your hospital.

8. Get the caller’s pertinent information, even if no appointment is scheduled.

9. Continue to ask personal questions to make a connection with the caller and develop a trusting

relationship.

10. Promote payment methods.

11. Use the Phone Shopper Worksheet at the end of this report to practice and fine-tune your skills.

This mystery phone shopper report was completed by: Deborah Arvanitis Communication Solutions for Veterinarians Inc.



Phone Shopper Worksheet Date of call ____/____/___ Time ___:___ am/pm Receptionist _________________________ Phone-shopped service: (Check all that apply.) □ Exam & vaccinations □ Spay □ Neuter □ Professional dental cleaning □ Euthanasia □ Sick pet, symptoms, how long? __________________________________________________

□ Other ______________________________________________________________________ Caller’s name _____________________________ Pet’s name _____________________ “Thank you for calling our hospital. I’m happy to answer your questions. May I ask your name and your pet’s name? Let me ask you a few questions about your pet so I can give you accurate information.” Species: □ Dog □ Cat, Will your cat be □ indoors, □ outdoors or □ indoor/outdoor? □ Exotic ____________________ □ Other ______________________________ Pet’s gender □ Male □ Female Pet’s age ______ weeks/years Spayed or neutered? □ Yes □ No Describe service first, price last: Services discussed: (Check all services that you spoke with the caller about.) □ Comprehensive physical exam □ Dog vaccinations: □ Distemper combination □ Bordetella □ Rabies □ Leptospirosis □ Lyme □ Giardia □ Other _____________________________ □ Cat vaccinations: □ FVRCP □ Rabies □ Bordetella □ Feline Leukemia □ FIV □ Calicivirus □ Giardia □ Other _____________________________ □ Diagnostic testing: □ Intestinal parasite screen □ Heartworm test □ Feline Leukemia test □ FIV test □ Senior screen □ Other _____________________________ □ Deworming □ Heartworm preventatives ____ months □ Flea/tick preventatives ____ months □ Microchipping □ Spay □ Neuter □ Professional dental cleaning □ Euthanasia: Attended euthanasia? □ Yes □ No; □ Private cremation □ Communal cremation □ Burial □ Other _______________________________________________________________________ Services for anesthetic procedures: (Check all services that you spoke with the caller about.) □ Pre-anesthetic testing, type of testing recommended __________________________________ □ Monitoring (level of oxygen in the blood, heart rate, body temperature) □ Length of hospital stay: □ Overnight stay □ Discharged same day □ Other _________________ □ Pain medication Did you offer any complimentary services to entice the caller to schedule an appointment? □ First exam free for new clients □ New puppy/kitten “baby gift” of training handouts, food sample, first dose of heartworm and/or flea preventative free, etc. □ Complimentary pedicure □ Other _______________________________________________________________________ Fee quoted $___________ Say two great features about your practice 1. ___________________ 2. ___________________



Referral source: How did you hear about us? □ Referred by friend, whom may we thank? __________________________________________

□ Referred by veterinarian, whom may we thank? _____________________________________

□ Drove by □ Brochure □ Previous client □ Website □ Yellow pages: Which one? ________ Offer to mail the caller information: “May I ask for your address and phone number so I can mail you an estimate/treatment plan that describes the services and costs we discussed? I’ll also enclose our business card, hospital brochure and new client registration form.” Welcome packet sent? □ Yes □ No Caller’s name _________________________________________________

Address _____________________________________________________

City ___________________________________ State ______ ZIP _______

Home phone (______)_________________________

Ask for the appointment: “When would you like to schedule (pet’s name) appointment? I have an opening on ________ (date) at ______ (time) or________ (date) at ______ (time). Which best fits your schedule?” Note: Always offer the caller a choice between two appointment times. Providing two “yes” options increases the chances you’ll book the appointment.

Did the caller schedule an appointment? □ Yes □ No Medical records: “Please bring copies of your pet’s medical records/vaccination history to your appointment. Would you like us to call your previous veterinarian and have the records faxed directly to us before your appointment?” Previous veterinarian __________________________ Phone (____)__________ Fax (____)__________ Give clear directions:

“Do you know where we are located?” □ Yes □ No

“May I e-mail, fax or mail you a map?” □ Yes □ No

□ E-mail address ________________________________□ Fax (______)_______________________

□ Mail directions to: __________________________________________________________________

Reconfirm appointment and thank the caller for choosing your practice: “You’ve made a great choice for ________ (pet’s name) in choosing ________________ (practice name). My name is _________ in case you have questions before your appointment. We look forward to seeing you on ___________ (date) at ___________ time.” Comments _________________________________________________________________________

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