Presented at the American Pets Alive No-Kill Conference 2014.

1. Exceeding Customer
Service Expectations
and How That Relates
to Adoptions

2. On Tap for Today
What IS Client Service?
Impact – Ripple Effect
Anatomy of Communication
The Basics – Say What??
Adoption Policies

3. Customer vs Client
What is the difference?
• From Daniel Shogren’s Issue of Leading From
Values
– the terms we use reflect the attitude we take
toward serving the buyers of our services
– the focus on customers is on the basic transaction –
one time event (adopting a pet)
– the term “client” has a long-term ring to it –
ongoing relationship (adopt, call for advice, ask for
information, return pet to you if need arises)

4. The Ripple Effect
Negative
• 96% won’t complain
• Each person tells 10
others
• New client
acquisition costs 3x
as much as keeping
just 1
Positive
• 95% WILL do additional
business with us
• Each person tells 5
others
• Personal references are
2x as strong as
advertising

5. Anatomy of Communication
SENDER RECEIVER
HOW MESSAGES ARE DELIVERED AND PERCEIVED
LANGUAGE PARALANGUAGE
VERBAL
•Speech
•Writing
MESSAGE
VOCAL KINESICS
OCULESICS
PROXEMICS
•Inflection
•Tone
•Volume
•Pitch
•Pace
•Body posture
•Gestures
•Facial expressions
•Eyes
•Use of space
•Touch

6. Say What??
• 55% is your BODY LANGUAGE
• 38% is your TONE OF VOICE
• 7% are the WORDS YOU USE
• We HEAR approximately 50%
of what is said to us,
• LISTEN to only about 50% of
what we HEAR,
• And RETAIN only about 12.5%
of what we LISTEN to!
Words
7%
Body
Language
55%
Tone
38%

7. Give us your Experience?
• Break into groups
• Think of a time and discuss when you, as a
customer, received great customer service.
• Name 2-3 factors that made it good and share
with your group…
• We will hear a sampling

8. Why is Client Service Important to…
You?
Your Organization?
1. In your groups, share 1-2 reasons individually
with your group members for each stakeholder
• We’ll hear a sampling
The Public?
The Animals?

9. Adoption Policies
It is often thought by having strict requirements
and many barriers to overcome in order to qualify
for or process an adoption, that we have
instituted good controls. Too often the effect is
to turn adopters into liars, and us into the
adoption police.
Our potential adopters, who at best might
become our partners in the community to help
protect animals, instead become angry and feel
ill-treated and distrusted.

10. Where do Owners get their Pets?
• According to an AP-Petside.com media poll…
– 40% of pet owners received their pets as a gift
– 33% as a stray
– 30% adopted from a shelter/rescue
– 31% from a breeder
– 14% from a Pet Store
*Over 100% due to multiple animal homes polled.
Why is it important to know this?

11. Adoption Process - Tone
• It is critically important
that the adoption process
be a positive experience
for the pet adopter.
• Fight the Myths – Inform
yourself

12. Adoption Process – Things to Remember
KEEP THE JUDGMENT OUT!
-Remember, there is different
communication happening all the
time, so sometimes we shut down
the misinformed.
- We have the opportunity to
change minds with every client!

13. Adoption Process – Things to Remember
NEVER SPEAK IN ABSOLUTES…
Tell the truth but be an advocate for the pets in your care

14. Adoption Process – Things to
Remember
Five Points of Counseling

15. Adoption Process – Things to
Remember
Don’t Compete with Cute…

16. Same Day Adoptions and Reduced
Fee Adoptions
http://blogs.bestfriends.org/index.php/2012/08/01/high-volume-adoption-
model-controversy/
http://sheltermedicine.vetmed.ufl.edu/files/2012/06/Abstract_MacArthur_Ado
ptathon.pdf
http://www.nokilladvocacycenter.org/wp-
content/uploads/2011/10/adoptions_000.pdf
http://www.maddiesfund.org/Maddies_Institute/Articles/The_Truth_About_Fr
ee_Cat_Adoptions.html
http://www.maddiesfund.org/Maddies_Institute/Articles/Free_Pet_Adoptions_
Study_Results.html
http://www.maddiesfund.org/Maddies_Institute/Articles/Adoption_Articles.ht
ml
http://www.maddiesfund.org/Maddies_Institute/Articles/How_to_Sell_Policym
akers_on_Fee_Waived_Adoption_.html
http://www.aspcapro.org/fee-waived-adoptions.php#success
http://www.aspcapro.org/adopter-friendly-adoptions.php
http://www.aspca.org/about-us/faq/pet-statistics.aspx
http://www.aspcapro.org/fee-waived-adoptions.php
http://www.mspca.org/adoption/adoption-promotions/fee-waived-
adoption.html

17. Marc Peralta – Executive Director for Best Friends Animal
Society -Los Angeles
marcp@bestfriends.org
Questions?

18. References and thanks to:
Todd Cramer and his presentation, Customer Service Yuck!
http://www.huffingtonpost.com/2011/11/15/pets-poll-gift-stray_n_1094570.html
http://btoellner.typepad.com/kcdogblog/2010/10/where-do-people-get-their-pets-where-do-they-plan-to-get-
them.html
http://ap-gfkpoll.com/featured/acquiring-pets