Strengthening the front line: Receptionist training in Gothenburg

This week, a large group of receptionists from independent veterinary clinics across Sweden came together at Jacy’z Hotel & Resort in Gothenburg for a two-day training focused on the most important role in the clinic many people overlook — the first point of contact.

Reception staff are the heart of the clinic: they set the tone, guide communication, support compliance, and contribute directly to both client satisfaction and clinic sales. With that in mind, this training was all about developing the customer experience — from mindset and communication to confidence and practical tools.

“It’s so valuable to meet others in the same role and realize we share the same challenges. I’m leaving with new tools, a lot of energy — and more pride in my job.” — Caroline, Solstadens Smådjursklinik.

A rich and reflective program

Led by educator and facilitator Carol Ringström, the agenda included everything from managing difficult conversations and improving phone skills, to understanding unconscious bias and how our own assumptions can affect how we help different clients.

Participants explored questions like:

• What motivates me at work?
• How can I guide the customer without judgment?
• How do I support both the client and the team?

The concept of “selling as care” was also a key theme — reframing upselling and bundling not as pressure, but as part of giving the pet owner what they truly need to care for their animal.

“Receptionists are key to the client experience, but often get the least training and support. This program is about changing that — by building skills, confidence, and a strong community,” says Ulrika Håkansson, who leads VetFamily’s receptionist training initiatives in Sweden.

Practical workshops and honest conversations

The training included interactive elements like small group workshops and “speed-dating” discussions around everyday challenges in the reception. One exercise was a post it note discussion where participants shared what they’d most like to change in their reception or store area — sparking open and honest reflections from clinics of all sizes.

Supported by our nutrition partners

The event was generously supported by our key nutrition partners: Hill’s, Royal Canin, Purina, Dechra, and Virbac — all present to meet participants, share insights, and support this important professional group.