12/18/2025
A CEO was talking about what’s ahead for the company they lead during an interview I was listening to earlier, & they repeated the phrase ‘our best customers’ several times. What does that mean? Who are those ‘best customers’? Is their participation with the business any more meaningful? Is their money different?
It reminded me of this ad that was in an industry-adjacent publication awhile back. Equally cringeworthy & gross. Is the suggestion here that families who book last-minute are less valuable than those who book their reservations weeks to months in advance? Are they not ‘good customers’, or another phrase, ‘best customers’? For Pete’s sake, not everyone is able to book that far in advance. And let’s face it, last minute things come up: family emergencies, last-minute opportunities for a getaway, what have you.
This is my philosophy: I’m only as good as the people I’m surrounded by. I mean that. And I’m surrounded by awesome families. They’re all my ‘best customers’. That’s because I insist on giving them the autonomy to participate in the work we do together by setting them up for success with a framework that supports that. That gives me the autonomy to do my best—the most careful work I’m known for.
Be just be assured that so long as there is availability on the schedule (& a pet’s wellness exams, medical records & vaccinations are up-to-date), I’m all-too-happy to book requests overnight stays, respite care or any other services that I offer—even onboarding for animal hospice & palliative care support—no matter when its needed, any time of the year. No eye rolling here, no complaining, no placing a higher value of one family over the other.
I think about all of this a lot & it seems natural, as 2025 is winding down, to highlight this. I’m so grateful for all of the families I serve—to have opportunities to make big & small positive impacts. And grateful for this little community of humans, their pets & other veterinary interdisciplinary team members. 🩵