Short answer: Pet owners now expect booking, reminders and follow-ups to be easy. In 2026 AVMA data, online booking, automated reminders and text follow-ups were the conveniences they used most. To find where you lose clients, run a six-point friction check: try to book like a new client, at the times clients really call, and fix the first place you get stuck.
What did the 2026 AVMA forum say about client experience?
At the virtual 2026 AVMA Veterinary Business and Economic Forum, reported by AVMA News on 13 October 2026, Wharton marketing professor Barbara Kahn argued that a good reputation is no longer enough. Her advice: "Make sure your business is reasonably frictionless." She said practices should pick a save-time strategy (get clients in and out with little effort) or a spend-time strategy (build relationships), not both.
The same report shared these US figures:
- What pet owners used in 2025 (2026 AVMA Pet Ownership and Demographics Sourcebook): online appointment scheduling (31.0%), automated appointment reminders (20.8%) and text follow-ups (19.1%) were the most-used features.
- What practices offered in 2025 (2026 AVMA Veterinary Practice Owners Survey): only 46% offered online appointment scheduling.
- When people book: Beth Scott of KSM said the practices she works with see about 45% of their appointments booked after hours. That is one adviser's clients, not a national average, but it shows how much booking happens while the desk is closed.
Why does friction matter for a vet clinic?
Every extra step is a chance to give up. One speaker, Dr. Amy Grice, summed up the basics of client service: "Don't surprise them. Don't confuse them. Don't make them call back another time to solve their problem." Calling twice, long holds and repeated forms all add up, and new clients, with no loyalty yet, are the easiest to lose.
How do you run a friction check? 6 points
Use a personal phone, act like a new client, and score each point pass or fail.
| Check | Quick test | If it fails |
|---|---|---|
| 1. Booking on the first call | Call at 11 a.m. and again at lunch. Can you book without being asked to call back? | Cover busy hours with staggered breaks, overflow routing or an answering service |
| 2. Booking after hours | Try to book at 8 p.m. on a weekday and on Sunday | Offer online booking or a system that can take bookings when you're closed |
| 3. Reminders on the right channel | Check your last 20 new clients. Were they asked how they want to be contacted? | Ask at sign-up and send reminders by SMS, WhatsApp or voice to match |
| 4. Follow-up after the visit | Did the client hear from you after a dental, surgery or first visit? | Add a simple text or call follow-up for key visit types |
| 5. Forms before arrival | Is new-client paperwork done at the counter? | Send forms with the booking confirmation |
| 6. A clear next step | Does every client leave with the next visit or reminder set? | Book or schedule the next reminder at checkout |
Fix the first failure before moving on. One reliable fix beats five half-finished ones.
What are the common mistakes?
- Buying tools without changing how you work. Beth Scott warned that adopting technology without doing anything different with it only adds cost.
- Fearing online booking. Scott noted that the wrong client in the wrong slot happens on the phone too. Set rules for which visit types can be booked online.
- Removing the human. Automate routine steps; medical questions, complaints and anxious owners still need your team.
Where does RevisitCare fit?
If you fail the first three checks, that is the gap RevisitCare is built for. It is an AI voice and WhatsApp front desk for pet businesses. It answers incoming calls and books appointments around the clock, including when your front desk is busy or the clinic is closed, and sends reminders by voice, WhatsApp or SMS. Its human-in-the-loop unified inbox lets staff step in with full context. For clinics, it handles vaccine recalls, wellness exams and follow-ups and integrates with AVImark, Cornerstone, Neo and ezyVet. You can start a 7-day free trial with 20 AI conversations and no credit card. If callers already slip through, see our callback system for callers who don't book.
FAQs
What does a frictionless client experience mean for a vet clinic? It means a pet owner can book, get reminded, fill in forms and get follow-up with as few steps as possible, without calling twice or repeating information.
Which digital features do pet owners use most? In the 2026 AVMA Pet Ownership and Demographics Sourcebook, the most-used features in 2025 were online appointment scheduling (31.0%), automated appointment reminders (20.8%) and text follow-ups (19.1%).
Should a vet clinic offer online or after-hours booking? For most clinics, yes. Many clients book when you're closed. Start with simple visit types, such as vaccines and wellness exams, and keep complex cases on the phone.
How often should we run a friction check? We suggest once a quarter, and after any change to your phones, software or hours.
Want a second pair of eyes on your clinic's booking flow? Tell us which practice software you use.
Source: Malinda Larkin, Veterinary practices can't win in today's market on reputation alone, AVMA News, published 13 October 2026 (coverage of the 2026 AVMA Veterinary Business and Economic Forum, citing the 2026 AVMA Pet Ownership and Demographics Sourcebook and the 2026 AVMA Veterinary Practice Owners Survey; US data).