How can pet businesses demonstrate that they are a trusted trader? Mark Briggs, director of animal-related business insurance specialist Cliverton, discusses the steps that such businesses, specifically dog-related businesses, can take to set themselves apart
According to recent figures by the Pet Food Manufacturers’ Association, 40% of UK households owned a pet last year, with nine million dogs in 6,604,000 homes.
Our animals are an extension of the family and, as with any loved family member, we expect nothing less than the best from those who care for them.
Though love and respect for animals is the cornerstone of any pet-related business, when rare news stories of irresponsible and neglectful business owners emerge, the reputation of the industry is at threat of being sullied and mistrust can form.
It is therefore imperative that businesses can demonstrate that they are a trusted trader that provides great service to both clients and their pets.
BE VISIBLE
Transparency is a key element of building trust. While some areas of the industry, such as dog day-care, are subject to regulations and licencing laws, this is not the case for the industry as a whole. A lack of defined standards and regulation can, understandably, be a concern for dog owners.
Businesses should look to allay any concerns by being transparent with existing and prospective clients about licensing information as well as business and individual credentials. These should include qualifications, CPD training, industry experience and professional memberships.
Businesses should also be able to demonstrate clear understanding of relevant legislation, from the Animal Welfare Act to the Control of Dogs Order, as well as local rules and regulations. Furthermore, they should be familiar with the National Occupational Standards and the criteria relevant to their practice.
Sharing acquired knowledge, qualification updates, latest industry news and changes in legislation on the business’ website and blog, social media pages, welcome packs and client communications underlines a commitment to providing a professional service and maintaining high standards.
COMMUNICATE, COMMUNICATE, COMMUNICATE
Leaving your pet with a practical stranger can be a daunting experience and businesses can help owners feel more at ease through effective communication.
For prospective clients, offering a preliminary meeting between business owner and dog owner can be helpful as it gives the owner a chance to ask any questions, go through a site-visit, if applicable, and see relevant documentation.
A meet-and-greet with the animal and the owner, away from other clients’ pets, can be an opportunity for the owner to see how employees interact with the pet, highlight any medical issues, go through likes and dislikes and discuss any accommodations for behaviours, such as fear or anxiety.
Allowing customers to observe first stays or sessions can help familiarise them with how the business operates and allows them to see how their pet interacts with other animals. Outlining information, such as walking routes, routine and food choices, and providing regular updates, such as messages, photos, day care footage or body cam footage, can help owners feel informed and empowered.
This not only gives peace of mind to the owner, but demonstrates that pets come before profit.
ENCOURAGE FEEDBACK
Social media is not only the cheapest and most effective marketing tool, but it is a powerful platform for building and upholding reputation through client testimonials. As well as having an active presence on social media, businesses should encourage their clients to leave reviews on the page, as personal experience holds significant weight and the ‘tried and tested’ approach distinguishes businesses as reliable and credible.
Businesses can run a referral scheme, with discounts for people who successfully refer a friend, as well as regularly seek feedback on services through client questionnaires and suggestion boxes. Businesses should not just pay lip-service to customer feedback – client reviews can make or break a business, so taking concerns seriously and carrying out the necessary action is essential..
GET THE RIGHT PROTECTION
Insurance provides security for pet businesses, but it is also valuable to clients. Having comprehensive cover indicates a responsible business, with the proper protections in place should something go wrong..
It also suggests that risk is an important consideration. Insurance policies will be subject to conditions, such as how many dogs can be walked at one time, and businesses will have to abide by these stipulations in order for their policy to be valid. Sharing this information, as well as outlining risk assessment and emergency plan procedures, will help reinforce that the business is truthful, transparent and trusted.
