For Animal Organizations

Good Customer Service Saves Lives

The Richmond SPCA in Richmond, Virginia, revamped its customer service program in January of 2001. Without any changes at the shelter other than a new customer service policy, adoptions rose from 62% to 76% after one year. Euthanasia dropped 14%. Says Operations Director, Makena Yarborough, "the better the relationship with adopters, the greater the number of adoptions."

As an important public relations tool, good customer service has also paid off in increased donations and community support. Says Community Relations and Major Gifts Manager Tamsen Heckel, "reformed customer service practices have helped to position the Richmond SPCA as a valued community resource. Attitudes towards the SPCA are overwhelmingly positive throughout Greater Richmond."

The policy change didn’t come easy. Says Yarborough, "When we shifted to a customer service emphasis in 2001, not everyone was comfortable with the idea. People were used to blaming the public, not embracing it. Someone would surrender a litter of kittens, and we’d just take it and walk away, muttering under our breath about how irresponsible they were.

To change our policy, we had to change our own attitudes. We had to think of our customers as lifesaving partners. These days, if someone brings in a litter of kittens, we try to engage them in a non-judgmental way, and, in so doing, allow them to help us solve our problem. For example, we might ask them to keep the kittens until they’re old enough to be spayed and neutered, offering to provide food or other support in the interim."

Service with a Smile

Customer service at the Richmond SPCA starts at the front door. Every person who enters gets a warm smile and a friendly, "May I help you?" from a receptionist.

When entering the animal areas, the customer is greeted again and asked once more if he needs help. "We don't want to make the person walk all the way back to the front desk or wander around looking for an adoption counselor to get their questions answered," continues Yarborough. Five paid adoption counselors are on the floor at all times through the week; on weekends, there are ten. Employees wear a uniform of khaki pants and blue smock, to make them easier to identify.

"When we hire for positions that require public contact, we look for people who not only love animals but who also like people and have demonstrated people skills. Waiters and bank tellers are typical of the backgrounds we look for."

As part of their training, new hires go through extensive role playing exercises to learn how to deal with customers who may be angry, upset or rude. They also study an assortment of written materials including the Adoption Counselor Guide and Training Manual, which lists customer service guidelines, tools for communication, and customer relations do's and don'ts.

Employees come out of the training with more than good customer relations skills. They gain an in-depth knowledge of important organizational polices on such sensitive issues as pit bulls, no-kill, and the organization’s agreement with the city shelter. They also come away with a good working knowledge of basic animal behavior. “Educating staff gives them a sense of control and comfort when working with the public," says Yarborough.