The Ego, Destroyer of Customer Service

As a school whose mission is to produce graduates that place the welfare of the horse above all else, it is only logical that developing communication skills has become a priority. 

I learned a long time ago that customer service did not end when my tools were back in my vehicle. I learned that there is more to it than being on time, or doing a pretty trim or shoe job. If I truly had the welfare of the horse in mind, I needed to learn how to communicate with all involved in the care of that horse, including the owner, and veterinarian. 

Below is a exert from the AFJ blog that illustrates the importance of developing communication skills. I respect the farrier for understanding the importance of listening. "When an owner asks him a question at the barn, He takes his apron off, makes eye contact and listens to what they have to say. He addresses their concerns by answering in a thorough, understandable manner." Communication. Our program promotes the use of a Spectrum of Usability, a form which documents the current state of health of the hooves and horse being worked on. This form keeps the owner engaged and the hoof care provider connected. While it does take time to fill out, it gives the owner time to ask questions. 

For the Applied Equine Podiatrist it is important to develop these communication skills, skills that promote team work. For the Applied Equine Podiatrist a team may include owner, vet, farrier, or a host of other care providers. Customer service is all about communication and team work. When it comes to the welfare of the horses in our care, there is little room for ego. That being said, we all need to be very careful not to mistake confidence and good communication skills for ego. 

From the AFJ Blog: 

El Paso, Texas, farrier Doug Hogue conducts 90% of his work at the clinic of Dr. Paul Jenson in Sunland Park, N.M. Hogue in a conversation with Jeremy McGovern, Executive Editor of the American Farriers journal, explained that he sometimes finds local farriers who are angered because another farrier has temporarily taken over the horse at the clinic. He states; I disagree with the opinion, but I understand why that reaction sometimes occurs. Those farriers react as such when they mistake a farrier carrying out a vet’s script as an unwarranted critique. That’s vanity and pride manifested in unprofessional reactions. Furthermore, it is a missed opportunity to learn and a failure to recognize a deficiency may exist in one’s own work that may have caused or contributed to the problem. Not to mention, what’s more important… the health of the horse or your pride?

A more curious reaction Hogue also told McGovern about is when another farrier is mad because the client didn’t tell him or her that the horse went to the clinic. Obviously this is a case of misdirected anger. And it is a reaction that misses the point entirely. Hogue sums it up best that the other farrier should, “take a step back and realize that there is a problem is in the relationship with that client … they don’t feel there was a need to let that farrier know there was a problem.”

Hogue says the farrier as the cause of this problem is avoidable by staying engaged with the owner. He lets the client know he wants to know as soon as they believe there is an issue with the horse. When an owner asks him a question at the barn, Hogue takes his apron off, makes eye contact and listens to what they have to say. He addresses their concerns by answering in a thorough, understandable manner.

All of this is quality customer service. More importantly, this level of engagement lets the owners know you care about the horse and their business. And it makes finding out about visits to the clinic after the fact a rarity.