Veterinary receptionists are a vital yet often under-recognised part of veterinary practices.
In a recent live webinar hosted by The Meraki Initiative, a panel of industry experts gathered to discuss the integral role of veterinary receptionists, the unique challenges they face and pathways to further professionalisation. This session illuminated the indispensable contribution of receptionists to client satisfaction and practice functionality, underscoring the need for industry-wide initiatives to elevate this role. Here, we summarise key insights, outcomes and learning opportunities shared during the session.
The veterinary receptionist’s evolving role
The receptionist role has historically been viewed as a ‘stepping stone’ position, often underestimated within veterinary practices
The Meraki Initiative’s founder, Olly King, introduced the webinar by noting the vital “front-face” role that receptionists play in veterinary practices. Receptionists often serve as the initial point of contact, setting the tone for client experience and acting as a bridge between clients and clinical staff. Despite this, as Olly emphasised, the receptionist role has historically been viewed as a “stepping stone” position, often underestimated within veterinary practices.
The British Veterinary Receptionist Association (BVRA)’s 2023 survey revealed that a significant proportion of receptionists see their role as a genuine vocation, with many expressing a high degree of satisfaction in their work (Kiem, 2023). However, frustrations surrounding recognition, job clarity and support are common, suggesting that there is room to better define and support receptionists to prevent burnout and improve retention.
Perspectives from the panellists
The panel featured three experienced professionals who shared unique insights into the receptionist role across various practice environments:
- BVRA Council member Nickie Harris, Lingfield Equine Vets, discussed the journey from entry-level receptionist to office manager, highlighting the challenges of coordinating and managing client communications in an equine practice. She illustrated the importance of interpersonal skills and adaptability when working in a dynamic environment where receptionists frequently bridge the communication gap between vets, clients and practice operations
- BVRA Council member Louise Hudson, head receptionist at a small animal practice, shared her experiences of her long tenure in the field as she advanced from a cleaner to her current role. She spoke about the personal fulfilment that comes from building client relationships over many years, emphasising how consistent interaction builds trust and loyalty. Louise also highlighted the need for better professional recognition of receptionists’ contributions to client relationships and practice efficiency
- Gill Gadd, retired practice manager and current freelance animal trainer, shared her experience managing a reception team, discussing the critical need for receptionists to be seen as “vital team members”. She noted that in her years of practice, she witnessed a growing number of non-clinical practice management responsibilities being shifted onto reception staff, including handling insurance queries, bereavement counselling and managing client expectations. Gill’s insight stressed the importance of communication between reception and clinical teams for smooth operations
Key challenges identified
Throughout the discussion, the panellists outlined several challenges that hinder the professional growth and recognition of veterinary receptionists:
- Lack of defined roles and responsibilities: as Gill pointed out, the scope of a veterinary receptionist’s duties has expanded, encompassing complex tasks such as managing insurance claims, client financial discussions and advanced diary management. However, formal job descriptions and titles often fail to reflect these responsibilities, leading to underappreciation of the role’s breadth and value
- Communication barriers: both Louise and Nikki highlighted the difficulties receptionists face when trying to relay important information to clinical staff. In equine practices, vets are frequently offsite, which complicates communication and response times for urgent client needs. Such logistical issues emphasise the need for practices to adopt efficient communication tools and protocols that ensure receptionists can convey critical information effectively
- Client expectations and interpersonal strain: receptionists often bear the brunt of heightened client expectations. From handling impatient clients to managing sensitive situations, such as pet loss, receptionists perform emotionally challenging tasks daily. Panellists shared stories of receptionists feeling undervalued and overextended, indicating a need for both emotional support resources and better integration into the practice’s support system
Professionalisation and support initiatives
Establishing distinct titles and responsibilities for reception roles would create a clearer career pathway within practices, acknowledging the skills and expertise that receptionists bring
The BVRA 2023 survey data indicated a strong desire among receptionists for role clarity, growth opportunities and professional development. The webinar panel suggested several pathways for practices to address these needs:
- Clearer job descriptions and titles: establishing distinct titles and responsibilities for reception roles would create a clearer career pathway within practices, acknowledging the skills and expertise that receptionists bring to client relations and practice administration
- Enhanced communication and training: regular inclusion of reception staff in management meetings and structured training in areas like conflict resolution, bereavement support and client relations would empower receptionists and improve morale. Gill emphasised that such training would not only help receptionists but also foster a more cohesive team environment
- Recognition programmes and appraisals: recognising the contributions of receptionists through regular appraisals and formal recognition programmes could significantly improve job satisfaction and retention. Louise suggested that periodic feedback sessions and awards for outstanding service would reinforce the value of the reception team
- Formalised mentorship and career progression: Nikki recommended the implementation of mentorship programmes where senior receptionists could guide newcomers and foster a supportive learning environment that prepares receptionists for more senior roles, such as office management
Building a cohesive team culture
By embracing a ‘one team’ ethos, veterinary practices can cultivate an inclusive environment where all staff members feel valued and motivated to contribute their best
A recurring theme was the importance of creating a cohesive, respectful team culture within veterinary practices. The panellists noted that when receptionists are viewed and treated as equal members of the veterinary team, practices experience smoother operations and higher client satisfaction. By embracing a “one team” ethos, veterinary practices can cultivate an inclusive environment where all staff members feel valued and motivated to contribute their best.
Conclusion
The veterinary receptionist role is both complex and essential, yet its professional value is frequently underestimated. The insights shared during the joint BVRA and The Meraki Institute webinar spotlight the need for a cultural shift within the industry to better recognise and support veterinary receptionists. By addressing role clarity, enhancing communication and creating structured career development opportunities, the profession can elevate the status and satisfaction of its reception team members.
As the BVRA continues to champion the role of veterinary receptionists, this webinar underscores the collective effort required to drive meaningful change. With ongoing support and industry recognition, veterinary receptionists can look forward to a more fulfilling and respected role in the veterinary profession.
