The veterinary industry is celebrating Veterinary Receptionist Week! VCA hospitals are recognizing their Client Service Representatives (CSRs) with special gifts, treats and activities. We asked Kaela Jimenez, RVT, Client Experience Manager at VCA, to explain why CSRs are so important – and why they deserve to be celebrated. She also shares a bit about her career journey, which included time as a CSR.

I started in veterinary medicine when I was a junior in high school.

It was one of those things where the job just fell into my lap, and as I started working my way up, I fell in love with the act of helping someone in need. I did it all. I began as a kennel attendant, then I was a CSR and after that, I became a technician and continued my career as a leader in the hospitals I worked at.

I’ve been in my current job for four years now, and it's my first time working in a corporate role. So, in my role now, I really try to put myself in the client's shoes and understand how they're experiencing everything at our hospitals, from the time of check-in, the examination and how they feel about the treatment... I gather all that feedback; I analyze it and then I get to work with our hospital teams to make the experience better and better.

I'm definitely passionate about pets, but I'm super passionate about the clients, so this role feels incredibly rewarding. Plus, I get to travel and meet the hospital teams and clients face-to-face, which is a blast!

Client feedback can vary between different hospitals and different generations.

I’ve learned that different age groups feel differently about things. For instance, Millennials and Gen Z tend to be way more into the technology VCA offers. They often prefer texting with our teams and using the myVCA app. Baby boomer clients, on the other hand, not so much. They really value that personal touch, like a phone call and that face-to-face interaction.

But no matter the generation, these personal interactions, even if they seem small, can have such a huge impact on a client's overall experience.

The CSR role is complex and sometimes underappreciated.

Our CSRs are at the heart of the client experience. Clients come to our CSRs with every need you can possibly imagine, and they rely on them for help and guidance. The role of the CSR is not only to help support and educate clients, but also to build relationships and show immense patience with clients under stress. CSRs are also empathetic, problem solvers and everyday leaders in their own right.

I spend a lot of time working with CSRs on communication, because it's such a massive part of the job. A CSR can make or break a client's visit, right from that very first phone call. Interestingly, if we get any negative feedback from clients, it’s almost always at the very beginning or the very end of their experience. And it usually boils down to miscommunication.

CSR Week is important not only to recognize individuals but to appreciate the role.

When I'm working with our CSRs, I always remind them to never, ever underestimate the impact they have in their hospitals. It's easy for people to think the role is simple – it’s not.

I tell them to be proud of the work they do, and to please, please remember to prioritize self-care. We're all guilty of it in this industry – we so easily forget about taking care of ourselves.

I also remind them not to take those difficult interactions with clients personally. Because what might be a routine conversation for the CSR might be the client’s first time having a conversation like that. They're often scared and worried, and that can sometimes come out in other ways, as different emotions. The best CSRs can put themselves in the client’s shoes and respond with empathy. Although it’s important to note that verbal abuse should never be tolerated, it’s crucial to know when to draw that line.

My biggest hope is that our CSRs feel valued and have a real sense of pride in the work they do. Our hospitals simply could not function without them. And if they want to grow their careers here, I hope they know that the opportunity is there for them.