Driving into Potters Bar on the main road, there is more the feeling of London suburbia than tranquil village; but right on the main street, inviting in all who pass with its eyecatching signage and large, openfronted windows, is Village Vet, winner of the smaller practice category.
Indeed, walking into the practice, you can’t help but notice the sense of community. Everyone who comes into the practice chats away to Linda Tozer, the receptionist, like an old friend – which is no surprise, considering she has worked at the site for 23 years!
During my visit, one client commented, quite unprompted, how “It’s so nice to see a familiar face,” and the power of familiarity is clearly a key factor in the success of Village Vet.
Practice partner, Russell Welsh, explained: “I believe that the front of house is extremely important for the business. It is the first impression clients get of the practice. Three of the staff members have been at this site for well over 15 years and, as a result, many clients are friends and often pop in just to chat.”
The reception area itself is light and spacious. There are separate cat and dog waiting areas, with species-specific retail within these areas. Russell explained, “When we designed the front of house, we wanted a large retail area to fit in with our vision of a ‘vet shop’ which would supply vet-recommended products to our clients. The area is also open plan and used for puppy and new client parties, which are very visible to passers-by.
“We opted for movable retail gondolas, which could be used for targeted retail, depending on the season and the products we wanted to promote. Having a vet shop in the reception area also allows non-clients to visit the practice.”
Despite being part of a group of veterinary practices, the Village Vet front-of-house team has flexibility in the promotions and layout.
Each month there are different client offers, and Russell has also introduced a “Pet of the Month” competition, where clients can submit photos of their pets, and the winning pet’s photo is then displayed, pride of place, in the waiting room.
Free checks
Village Vet also has its own “bags for life”, and promotes monthly free puppy and kitten checks. Free weight checks, which are done on the built-in scales in the waiting room – a very visible promotion to other clients and passers-by – have proved successful, and the practice has a superb newsletter and website.
An on-hold telephone message also does an excellent job of highlighting key services, promotions and pet health advice – such as the fact that stiffness in older pets should be checked out by a vet and not just put down to old age.
Good first impressions of the practice are not just limited to owners. Russell explained that all pets that come to the practice get a treat, making them less fearful, and thus better patients. Judging by the enthusiastic canine visitors to the practice during my visit, this tactic was clearly working.
Russell has been very involved in the design of the front of house and is clearly proud of the premises and his staff.
He said: “As the renovation has only been complete for just over eight months, we get daily positive compliments from clients who have not been to us since the renovation. Clients are impressed with the feeling of space and the clean, welcoming atmosphere in the reception.
“Renovating the practice and increasing the working space has also had a definite positive impact on the staff. We feel justifiably proud of our facility and this shows. Clients are now offered tours of the practice, and this shows how proud we are of what we have achieved.
“I believe that clients expect a high level of care, and a new, clean, well-designed front of house gives the client a feeling of confidence in the practice.”
