Mary Schmidt Marketing Troubleshooter

(and her staff, Kathy and Jennifer!)

Dr. Walker, a local vet specializing in cats, is in one of the “caring” professions. But, all too often we encounter utter callousness instead of caring in those professions - even when dealing with human life and death issues. Insurance companies that deny (valid) claims. Surgeons who spend a brisk and brusque 5 minutes discussing your risky operation. HMOs who don’t authorize referrals. Receptionists who ignore us. Urgent voice mails that are never returned. Funeral homes that lose the dearly beloved. And so on. We’ve all lived, read and heard the stories. So, Dr. Walker going above and beyond - and doing it consistently - is worthy of recognition.

Recently, Teddy, my oldest cat died. (Envision Walter Matthau in Grumpy Old Men as a cat. Sloppy, floppy, smelly, complaining and somehow still utterly endearing.) While his death was sad, he had a good and very long life, in part due to the “above and beyond” efforts of our vet, Dr. Walker.

A couple of years ago, ol’ grumpy was diagnosed with a bad heart problem which was found in the process of diagnosing a thyroid problem. Ouch! My achin’ breakin’ heart and wallet. There wasn’t much we could do other than put Teddy on meds. But, Dr. Walker continued to do research and called all over for advice to find other things to help. Then this year when his thyroid really kicked into problem mode, she did another round of “above and beyond,” finding the one company in the U.S. that still make the meds he needed, giving us a “‘one time, one day special’ free urine analysis”(she said, with a self-deprecating grin) and treating Teddy (and my wallet) with consideration. Then, she took the time to write a note of sympathy after Teddy’s demise.

Two Points:

1. Rather it’s a cat or human, we all appreciate some geniune caring. And, a little goes a very long way to customer loyalty (Since my move this summer, I have to drive way out of my way to Dr. Walker.)

2. “Caring” shouldn’t be limited to the “caring” professions. Some sympathy, empathy and good old-fashioned personal attention could solve just about any customer service problem.

Some marketing fundamentals:

1. Voice Mail & Phone: Dr. Walker also has information on voice mail directing people to a 24-hour emergency clinic, including the clinic phone number. And, I can almost always get a live person on the first call. And, her staff always does their best to fit a hysterical caller into their schedule, as quickly as possible.

2. Web Site: Dr. Walker provides on-line appointment and prescription refill forms. She doesn’t ask for a ton of info on the forms, making it quick and simple. And, she sets expectations and gives information along with the forms.

Submitting this form does not guarantee an appointment at your requested time. Appointment requests submitted with this form cannot be scheduled sooner than 24 hours in advance. Your appointment is not scheduled until we contact you with confirmation.

If you would like to bring your cat in today, or if your cat requires immediate medical attention, do not use this form. Please call Albuquerque Cat Clinic at (505) 323-1460 to schedule an appointment.

Related quote: By way of Tom Peters courtesy of Mary Pipher: “Be kind, for everyone you meet is fighting a great battle.” —Philo of Alexandria.

And, no, kindness doesn’t mean you wimp out and let people run over you. But, sometimes you should be strong enough to step out of their way.

Tags: customer loyalty, customer service, marketing, marketing troubleshooting