Why Most Pet Businesses Don't Collect Feedback (And Why They Should)
Most pet businesses rely on a simple heuristic: "If clients keep coming back, we must be doing OK."
That's not wrong. But it misses three things:
- The clients who leave don't tell you why. They just quietly switch to someone else.
- The clients who stay might tolerate issues because switching feels like too much effort.
- The clients who love you might refer more if you gave them an easy way to share that love publicly.
Systematic feedback collection isn't about finding problems. It's about understanding what's working, what's not, and where the opportunities are.
Three Simple Collection Methods
1. In-Person at Pick-Up
The most natural and highest-quality feedback happens face-to-face at pick-up.
What to ask: "How does [pet's name] look? Is there anything you'd like us to do differently next time?"
Keep it conversational. Most clients will tell you honestly if you ask. The key is asking consistently, not just when you remember.
2. Google Reviews
Google reviews serve double duty: they're feedback AND marketing. A strong review profile attracts new clients while telling you what existing clients value.
How to encourage reviews:
- Ask at pick-up: "If you're happy with how Max turned out, a Google review would really help us. Here's a card with the link."
- Place a QR code at reception that links directly to your Google review page
- Include the link in your email signature
3. Simple Surveys
For deeper feedback, a short survey works well. Emphasis on short.
How to implement:
- Create a simple Google Form or Typeform (free) with 3-5 questions
- Print a QR code linking to it and place it at reception
- Optionally include the link in post-appointment communications
The Three Questions That Actually Matter
Don't ask 20 questions. Ask three:
- "How would you rate your experience today?" (1-5 stars or a simple scale)
- "What was the best part of your visit?" (Open text, tells you what to keep doing)
- "Is there anything we could improve?" (Open text, tells you what to fix)
That's it. Three questions take 30 seconds to answer. Twenty questions take 10 minutes, and nobody completes them.
How to Respond to Negative Reviews
Negative reviews happen. How you respond matters far more than the review itself.
Template for responding to negative Google reviews:
"Hi [name], thank you for sharing your experience. I'm sorry to hear that [specific concern they raised]. We take this seriously and would love the opportunity to make it right. Please contact us at [phone/email] so we can discuss this directly. We appreciate your feedback and want to ensure every visit is a great one."
Rules for negative review responses:
- Respond within 48 hours. Delay signals indifference.
- Acknowledge the specific concern. Don't use a generic "sorry for the inconvenience."
- Don't argue publicly. Even if the review is unfair. Take it offline.
- Offer to resolve it directly. Phone or email, not in the review thread.
- Be professional, not defensive. Future clients are reading your response to judge YOUR character.
The silver lining: A thoughtful response to a negative review often impresses potential clients more than a wall of five-star reviews. It shows you care and take feedback seriously.
Turning Feedback Into Action
Collecting feedback is pointless if you don't act on it. Here's a simple monthly process:
Monthly feedback review (30 minutes):
- Read all Google reviews from the past month
- Review any survey responses or notes from client conversations
- Identify patterns: Is the same issue mentioned more than once? Is a particular team member consistently praised?
- Categorise:
- Quick wins (can fix immediately): adjust a process, add a supply, change a small behaviour
- Bigger improvements (need planning): facility changes, new service offerings, training needs
- Praise to share (amplify what's working): share positive feedback with your team, celebrate wins
- Act on at least one thing this month
What Feedback Reveals: Systemic vs One-Off Issues
Not all feedback requires the same response:
| Type | Example | Action |
|---|---|---|
| Systemic issue | Multiple clients mention long wait times at pick-up | Investigate scheduling, adjust end-of-day processes |
| One-off issue | One client unhappy with a specific groom | Address directly with the client, review with the groomer |
| Expectation gap | Client expected a style you didn't offer | Improve pre-service communication and style confirmation |
| Positive pattern | Multiple clients praise a specific team member | Recognise and reward that team member |
Key Takeaways
- Don't rely on "they keep coming back" as your feedback system. Silent churn is real.
- Three collection methods: in-person at pick-up, Google reviews, simple surveys
- Ask three questions, not twenty. Rate your experience, what was best, what could improve.
- Respond to every negative review within 48 hours, professionally and without arguing
- Monthly feedback review (30 minutes): read, identify patterns, categorise, act
- Distinguish systemic issues from one-offs. Patterns need process changes; one-offs need direct conversations.
- Share positive feedback with your team. It reinforces what's working and builds morale.
