As animal rescuers, we often forget that our world is not just about the animals we love and care for. While the primary mission is to save as many animals as we can, the truth is, animal welfare work is deeply intertwined with human relationships as well. How we communicate with the people who come to our shelters or contact our rescues has a direct impact on whether our pets get adopted—not just by the person we’re talking to, but everyone that person knows or might talk to in the future. Gina Knepp, National Shelter Engagement Director at Michelson Found Animals Foundation, put it best in a recent webinar: “If you don’t love people, this is not the industry for you.”
Why Customer Service Matters
One of the most crucial lessons from the webinar was this: customer service in animal welfare is as important as any other industry. If we want to increase pet adoptions, we have to focus on the people adopting, not just the animals.
It’s important to remember that adopting a pet is, in many ways, still a “shopping” experience. The first few minutes of any interaction are critical. People are making decisions about whether they trust you, whether they feel welcome, and whether they want to continue with the adoption process. If someone feels judged or unwelcome, not only will they leave empty-handed, they’ll share their negative experience with anyone who’ll listen.
With the rise of social media and online reviews, one bad interaction can snowball. Most people read reviews before visiting a business, and animal rescues or shelters are no different. A single bad experience could impact so much more than that one failed adoption.
Why We Need to Change
Animal rescues are not just competing with each other anymore. People can get a purebred puppy from a breeder or a pet store with financing options and home delivery. Craigslist is still widely available and teeming with pet listings. If we want to compete with this level of convenience, we have to focus on making the experience of adopting from an animal rescue just as positive, if not better!
To do that, we need to act like businesses. This means understanding our community, offering better customer service, and meeting people where they are, rather than assuming they’re uneducated or unqualified. We need to build trust and create an adoption process that feels welcoming and supportive. (Shout out to our last blog about reducing adoption barriers!) An open conversation could be the difference between sending someone away or transforming them into an excellent pet parent!
Just because someone doesn’t meet your expectations initially, doesn’t mean they can’t grow with the right guidance 😉.
Why Rescue Culture Matters
Great customer service isn’t just about being nice to people who walk through the door. It’s about creating a positive, respectful environment behind the scenes as well. As Gina points out, how we treat one another internally, affects how we treat the people who come into our shelters.
Internal culture sets the tone. A lack of support among staff and volunteers can quickly affect the quality of service we provide to the community, and those communities are quick to pick up on it.
Employees and volunteers who feel respected and valued are not only more likely to stay, but are also more likely to extend that same care and respect to potential adopters and donors. And this internal sense of support and camaraderie is contagious! It filters into every interaction, creating a more positive, welcoming experience for everyone.
How to Make the Shift to Better Customer Service
Better customer service starts with clear communication. Set expectations from the start by outlining each step of your adoption process. What happens after an application is submitted? What kind of follow up should they expect? How long might they expect to wait? This kind of transparency builds trust and shows potential adopters that we value their time.
It’s also important to ensure that no one slips through the cracks. Rescue work is busy, but leaving people waiting too long for a response can lead to frustration or cause them to look elsewhere. This is where leveraging tools like Pawlytics can make a real difference. By streamlining the application process, you can keep track of who needs follow-up, helping to ensure timely responses and prevent any applications from falling through the cracks.
Pawlytics can also help by automatically removing pets from listing sites once they’ve been adopted. There’s nothing worse than falling in love with a pet that’s already found their home! With everything organized in one place, staff and volunteers can focus on providing better service and quicker responses, leading to a smoother and more positive adoption experience for everyone.
A Cultural Shift for Better Outcomes
Improving our internal culture and customer service doesn’t have to be complicated. By taking small, actionable steps, we can create meaningful change. First, we should focus on building relationships. Whether you’re talking to an adopter, donor, or concerned pet owner, take the time to truly listen and make them feel heard and valued.
Training staff and volunteers is equally important. Everyone should be prepared to answer difficult questions, handle emotional situations, and engage with the community in a respectful, compassionate way. Internally, fostering a supportive culture is crucial. Helping teammates when they’re struggling and building an environment where people feel valued will naturally extend that same sense of care to the community.
At the end of the day, improving customer service in animal rescue is about more than just adopting out more pets. It’s about changing the way we think about our work, from the inside out. By fostering a positive internal culture, and focusing on building relationships with our communities, we can create a better experience for everyone involved—and ultimately, help more animals find loving homes.