Strong customer relationships are vital to running a successful veterinary practice, supporting positive outcomes and smooth operations. When that trust breaks down, however, disputes can arise – often becoming stressful, costly and damaging to your reputation. The longer they go unresolved, the harder they are to fix. Proactive communication and early action are key. This article outlines practical ways to strengthen client relationships and effectively handle disputes when they occur.
Understand your customers
Veterinary professionals balance complex roles – medical expertise, surgical skill, emotional support and business management. Clients rarely see this full picture. Many view their pets as family, which drives high (and sometimes unrealistic) expectations, especially when influenced by unreliable online information.
The RCVS codes of conduct for veterinary surgeons and nurses recognise these dynamics, emphasising communication, informed consent and complaint handling. Adhering to these standards supports best practice and protects your legal and professional standing.
Many disputes stem from misunderstandings about costs, treatment options or outcomes. These can often be prevented with early, clear communication
Set clear expectations early
Many disputes stem from misunderstandings about costs, treatment options or outcomes. These can often be prevented with early, clear communication around:
- Terms of business: provide clear, accessible terms covering payments, referrals, complaints and withdrawal of treatment. Share these at the outset and highlight any updates regularly
- Fees and estimates: provide clear information about fees and how they are calculated. Always provide estimates (in writing wherever possible) before commencing treatment, including ancillary costs (eg medication, tests, VAT), so nothing comes as a surprise. Emphasise that estimates are not fixed quotes and may change due to complications or changes in treatment. Secure consent to your estimate in writing wherever practicable. If consent is refused, note it clearly
- Informed consent: clearly explain treatments, risks and alternatives. Record these conversations and obtain consent before commencing treatment
Communicate thoughtfully
Difficult conversations – about poor prognoses, high costs or end-of-life care – are inevitable. How you handle them can reduce the risk of disputes:
- Listen: clients need to feel heard, especially during emotional moments. Taking just a few minutes to listen can diffuse tension and prevent complaints
- Update: keep clients informed when their pet is under your care. Regular, brief updates can reduce anxiety and show you’re attentive to both pet and owner
- Follow-up: after treatment, check in with the client. This small gesture reinforces care, builds loyalty and discourages dissatisfaction
Team approach
Everyone in the practice contributes to customer relationships. Receptionists, nurses and practice managers are often the first line of communication and may spot problems early. As a practice, you should support:
- Internal reporting: encourage staff to flag concerns, whether clinical issues or client behaviour, so they can be addressed promptly
- Complaint training: provide staff with training on managing complaints, de-escalating tension and knowing when to refer issues. Many complaints can be resolved on the front line if handled sensitively
Keep detailed records
Should a complaint escalate, thorough contemporaneous records provide your strongest defence:
- Clinical notes: document all treatment decisions, fee discussions and consent. Do so promptly to ensure accuracy. Ensure handwritten notes are legible and would make sense to another clinician
- Client interactions: record all significant conversations, particularly difficult ones. Date and safely store these notes – client memories may change, but your documentation can provide clarity
Handle complaintsprofessionally
Complaints are a routine part of running a business. A fair and transparent complaints process can prevent minor concerns from becoming major disputes:
- Encourage early resolution: make it easy for clients to raise informal concerns. Often, simply listening and offering an explanation resolves the issue
- Formal complaints: clearly outline the steps and timelines for formal complaints. Meet your response deadlines, maintain professionalism and write as if your letter might be reviewed by the RCVS – or a judge. Stick to facts, refer to records and avoid defensive language
- Third-party mediation: the Veterinary Client Mediation Service (VCMS) is a free, independent service funded by the RCVS. Referring clients here shows transparency and may lead to a resolution without legal escalation
Seek legal advice when needed
Some disputes can’t be resolved informally. If a client threatens legal action or requests compensation, don’t ignore it – even if the complaint feels unjustified. Notify your insurer immediately, as they may provide support and legal representation. Early legal advice can help you understand your position and how to proceed.
Conclusion
By managing expectations, listening actively and responding promptly to issues, you can prevent many disputes and resolve others before they escalate
Strong customer relationships don’t just happen – they’re built through clear communication, empathy and professionalism at every stage. By managing expectations, listening actively and responding promptly to issues, you can prevent many disputes and resolve others before they escalate. And when complaints do arise, having a well-prepared team, detailed records and the right support can make all the difference.
