A. Principles of Practice
Customer Care Advisors’ contribution should incorporate the same five principles that veterinary surgeons and veterinary nurses must follow, as defined by the veterinary profession’s regulator, the Royal College of Veterinary Surgeons.
- Professional competence
- Honesty and integrity
- Independence and impartiality
- Client confidentiality and trust
- Professional accountability
B. Contributions to Animal Welfare
Customer Care Advisors should make animal health and welfare their first consideration when dealing with situations involving animals. Therefore, veterinary receptionists must immediately refer instances involving actual, or the potential for, compromised animal welfare to a clinical colleague.
Customer Care Advisors should be prepared for instances of euthanasia. It is recommended that veterinary receptionists who are involved in the euthanasia of an animal, either in managing the client’s emotional reaction, or in the restraint of the animal, are fully trained and in order that a coordinated, rehearsed and competent approach is taken.
Customer Care Advisors should be aware of the professional guidance on euthanasia which the RCVS provides for veterinary surgeons and veterinary nurses.
C. Involvement in and Awareness of Veterinary Activities
Customer Care Advisors must work within their own area of qualification. The status of Registered Veterinary Customer Care Advisor infers no rights or entitlement to perform clinical activities.
Regardless of any practical training or experience a veterinary receptionist may have, in the context of the veterinary practice, anyone other than a RCVS registered veterinary surgeon or a registered veterinary nurse is no more qualified than any other lay person with respect to performing clinical activities.
Customer Care Advisors should be aware of the guidance in the treatment of animals by unqualified persons which the RCVS gives veterinary surgeons and veterinary nurses. It defines the term veterinary surgery as well as what unqualified (or ‘lay’) practice staff can and cannot do in veterinary practice.
Since Customer Care Advisors are often involved in communicating and actioning messages in relation to their practice’s 24-hour emergency cover arrangements, they should be aware of their practice’s responsibilities relating to 24-hour emergency first aid and pain relief.
The RCVS gives veterinary surgeons and veterinary nurses guidance in relation to the rules around 24-hour emergency first aid and pain relief and Customer Care Advisors should be aware of this.
Customer Care Advisors who are involved in the storage, preparation and handing over of veterinary medicines must do so responsibly act responsibly when performing these duties. The supply and use of veterinary medicines are regulated by the Veterinary Medicines Regulations. Customer Care Advisors should be aware of the guidance the RCVS provides veterinary surgeons and veterinary nurses in relation to Veterinary medicines.
D. Interaction with Clients
Customer Care Advisors are expected to be able to communicate effectively with clients in written and spoken English.
Customer Care Advisors must be open and honest with clients and respect their needs and requirements.
Customer Care Advisors must be independent and impartial when dealing with clients. This means that discussions and options offered are in the best interests of the animal and the client (as opposed to being motivated by commercial gain or personal agenda).
Customer Care Advisors should be aware of their practice’s obligations to ensure that informed consent is obtained before performing diagnostic, therapeutic or euthanasia procedures. The RCVS gives veterinary surgeons and veterinary nurses guidance in relation to communication and consent and Customer Care Advisors should be aware of this.
Customer Care Advisors are expected to be able to provide accurate and appropriate information to clients about the practice, including the costs of some services and medicines. Veterinary receptionists should be aware of the advice on practice information, fees and animal insurance given by the RCVS to veterinary surgeons and veterinary nurses.
Customer Care Advisors are expected to assist and contribute to the creation and maintenance of clear, accurate and detailed patient, clinical and client records. The RCVS gives veterinary surgeons and veterinary nurses guidance in relation to clinical and client records and Customer Care Advisors should be aware of this.
Customer Care Advisors must not disclose information about a client or the client’s animals to a third party, unless the client gives permission, or animal welfare or the public interest may be compromised. The RCVS gives veterinary surgeons and veterinary nurses guidance in relation to client confidentiality and Customer Care Advisors should be aware of this.
Customer Care Advisors must react to clients’ complaints and criticisms professionally and courteously and pass such reports of complaints and criticisms onto the veterinary practice owners or managers so they can respond to them promptly.
E. Interaction with the Veterinary Team
Customer Care Advisors must work together and with others in the veterinary team and business, to co-ordinate the care of animals and the delivery of services. The RCVS gives veterinary surgeons and veterinary nurses guidance in relation to veterinary team and business and Customer Care Advisors should be aware of this
Whilst practice veterinary owners and managers are entitled to guide Customer Care Advisors with respect to what they define as the practice’s ‘preferred approach’, it is important that Customer Care Advisors feel that this ‘preferred approach’ is moral, ethical and legal and in the best interests of the animal and the client. If they don’t, they should discuss it with their veterinary practice owner and manager.
Customer Care Advisors must ensure that tasks are delegated only to those who have the appropriate competence and registration. The RCVS gives veterinary surgeons and veterinary nurses guidance in relation to delegation to veterinary nurses and Customer Care Advisors must recognise the limitations of responsibility for the different job roles described within this guidance.
Customer Care Advisors must help their practice owners maintain a minimum standard of practice equivalent to the Core Standards of the RCVS Practice Standards Scheme. Further information about the RCVS Practice Standards Scheme can be found here.
Customer Care Advisors must not impede professional colleagues seeking to comply with legislation and standards laid out with the RCVS Code of Professional Conduct for Veterinary Surgeons. The RCVS gives veterinary surgeons and veterinary nurses guidance in relation to whistle-blowing and Customer Care Advisors should be aware of this.
F. Contribution to Trustworthiness and Respectability of the Veterinary Profession
Customer Care Advisors should report any veterinary surgeon or veterinary nurse to the management of their practice or the RCVS, whom they know to be removed from the RCVS Register, who nevertheless continues to give medical treatment or practice veterinary surgery unlawfully. The RCVS gives veterinary surgeons and veterinary nurses guidance in relation to Concerns & Complaints and Customer Care Advisors should be aware of this.
Customer Care Advisors must take reasonable steps to address adverse physical or mental health or performance that could impair fitness to perform; or, that results in harm, or a risk of harm, to animal health or welfare, public health or the public interest.
Customer Care Advisors who are concerned about a professional colleague’s fitness to practise must take steps to ensure that animals are not put at risk and that the interests of the public are protected. The RCVS gives veterinary surgeons and veterinary nurses guidance in relation to Health Protocol, Performance Protocol, and Whistle-blowing and Customer Care Advisors should be aware of this.
Registered Veterinary Customer Care Advisors must maintain and develop the knowledge and skills, relevant to their professional performance and competence, and comply with ANCVA’s requirements for a minimum of 4 hours continuing professional development (CPD) per 12 month period.
Customer Care Advisors are expected to contribute to the protection of public health and animal health and welfare, and should consider the impact of their actions on the environment.
Customer Care Advisors must help veterinary surgeons and veterinary nurses report facts and opinions honestly and with due care. Customer Care Advisors should be aware of the advice given by the RVCS to veterinary surgeons and veterinary nurses in relation to the 10 Principles of certification.
Customer Care Advisors who contribute to the promotion and advertising of products and services must do so in a professional manner. Customer Care Advisors should be aware of the guidance which the RCVS gives veterinary surgeons and veterinary nurses guidance in relation to advertising and publicity.
Customer Care Advisors must not engage in any activity or behaviour that would be likely to bring the profession into disrepute or undermine public confidence in the profession.
G. Professional Competence
Customer Care Advisors must work within their sphere of competence and must seek to maintain or improve their competence and capability throughout their career.
To ensure this, Customer Care Advisors must complete 4 hours of Continuing Professional Development each year. This can take the form of formal training or self-directed learning. Formal training includes activities such as attending a CPD course, taking part in training in the practice eg. lunch & learn events provided by an external company or delivered by a member of the practice team, or completing training remotely eg. undertaking an online course or watching a webinar. Self-directed training includes activities such as reading e.g. journal articles or reference texts, or taking time to research a particular subject relevant to the Customer Care role.