Module 3 – Client Experience: Building Trust, Transparency and Compassion in Veterinary Practice

Delivering excellent veterinary care isn’t only about clinical skill, it’s about communication, compassion, and consistency.Module 3 of the Practice Standards Scheme (PSS) focuses on Client Experience, helping veterinary teams strengthen trust, improve accessibility, and provide outstanding service at every stage of the client journey.

Clear and Accessible Communication

Great client experience begins with clear, open communication. Practices should provide all clients especially new ones with detailed written information about the services they offer, how care is delivered, and what clients can expect.

This includes:

• Out-of-hours and emergency care information

• Details of in-patient care

• Terms of business, opening hours, and fees

• Complaints handling policy

• Privacy policy and GDPR statement

• Referrals and second opinion procedures

Information should be presented in plain English and accessible formats, with consideration for disabilities, neurodiversity, or language differences. In diverse communities, translated materials or interpreter access can make all the difference in ensuring every client feels informed and supported.

Respecting Data and Consent

Responsible data handling is vital for trust. Under GDPR, practices must have a lawful basis for communicating with clients, particularly through email, text, or marketing. Consent must be freely given, specific, and easy to withdraw at any time. Keeping clear records of client permissions ensures compliance and demonstrates respect for privacy.

Managing Fees and Expectations

Financial transparency is key to maintaining trust. Practices should ensure estimates are clear, updates are provided if costs change, and clients are notified when fees approach agreed limits.Regular updates for hospitalised patients and clear written estimates help clients feel informed and reassured, even during stressful times.

Feedback, Complaints, and Continuous Improvement

Every practice benefits from open, honest client feedback. Collecting and reviewing feedback shows a commitment to improvement and helps identify areas for development.Complaints, when handled effectively, can strengthen relationships and improve systems. Each team member should understand how to respond politely and professionally.

What Documents Are Required for Client Experience

To meet the standards for Module 3, practices should be able to provide or display evidence of the following key documents:

Core Standards Documents:

• Client Information Pack / Welcome Pack – detailing services, fees, and emergency arrangements

• Terms of Business and Privacy Policy – covering GDPR, data use, and client rights

• Complaints Policy and Log – showing how complaints are recorded and resolved

• Fee Estimate Procedure – outlining how costs are communicated and updated

• Referral Protocol – describing how referrals are made vet-to-vet

• Cremation Protocol – explaining options and aftercare for clients

Supporting Evidence:

• Examples of client communication (leaflets, emails, or website pages)

• Feedback forms or surveys, plus evidence of action taken

• Training records for staff covering communication, customer service, and bereavement support

• Accessibility or special assistance policy

• Insurance claims protocol and examples of client communication

Keeping these documents up-to-date not only supports compliance but demonstrates genuine care for both clients and patients.

Continuous Learning and Team Development

Client experience is a shared responsibility. Every member of the practice team contributes to how clients perceive their care. Regular training in communication, customer service, consultation skills, and bereavement support ensures all interactions are empathetic and professional.

Going the Extra Mile

From friendly greetings to updated websites and clear signage, every detail shapes the client journey. Providing parking and accessibility information, pet loss support resources, and personalised communication can make clients feel valued and reassured.

In Summary

Module 3 reminds us that client experience is more than a standard it’s a reflection of our values as veterinary professionals.By combining clear communication, transparency, empathy, and well-documented policies, practices can build stronger relationships and deliver care that goes above and beyond expectations.

If you need any of these support materials, please feel free to reach out to me for information on how to collaborate with me.