Transcript Operations Review November 19th and 20th

1
Our Shared Language, Brand Tone & Voice
CONFIDENTIAL AND PROPRIETARY
1
Our Shared Language – “Lingo” Cheat Sheet
2
Yesterday
Today
Pet Parent’s
Cat…
Employee orIfAssociate
(Vetco Employee)
Partner (Vetco Partner)
District (Legacy Vetco), Region (Legacy
LMP)
Market
Operations Manager (LMP), Regional
Manager (Legacy Vetco)
Regional Director
Customer Service Rep, Customer Advisor,
or Cashier (LMP), Clinic Assistant (Legacy
Vetco)
Customer Advisor (CA)
Veterinary Technician or Veterinary
Assistant (LMP, Legacy Vetco)
Veterinary Assistant (VA)
Rig Manager (LMP), Rig Lead (Legacy
Vetco)
Rig Manager (RM)
4DX Test
4DX Heartworm & Tick-Borne Disease Test
Average Ticket (LMP), Revenue per Pet
(Legacy Vetco)
Revenue per Pet
Recommend
2
Why
Align general language with Petco
Internal consistency
CONFIDENTIAL AND PROPRIETARY
Internal consistency
Internal consistency
Internal consistency
Internal consistency
Better understanding for pet parent
Internal consistency
Our Shared Language – Brand Tone & Voice
3
3
TipsIffor
a positive tone for
an exceptional pet & pet parent
Petcreating
Parent’s Dog…
Recommend
experience:

Do the simple things that make a powerful impact – greet & thank the pet parent, use the
pet (and pet parent’s) name

Be collaborative, speaking in the first person in a tone that’s both professional and
friendly

Inspire and educate using conversational language that’s not overly directive

Show our passion and commitment by being inviting and uplifting

Make people smile by being playful (but not too cheesy!)

Do your part to ensure pet parents leave our clinics feeling that they did the right thing
for their pet – and that they are a great pet parent!
Remember, it’s all about The Power of Together, and becoming the pet parent’s trusted source
of pet wellness care!
CONFIDENTIAL AND PROPRIETARY
Our Shared Language – Brand Tone & Voice
4
We do say
We don’t say
If Pet Parent’s Dog…
Recommend
4
Why
Pet parents
Pet owners
Pets are part of our families and “owners”
has a negative perception
Veterinarian
Vet
Proper term establishes trust, solicits
confidence from pet parents, more
professional
Preventive care
Preventative care
“Preventive” more commonly used in
veterinary community
Them, they, their
He, she, him, her, his, her, it, its
Use “they,” “their,” or “them,” even though
it’s grammatically incorrect. We have
chosen this route because we view pets as
part of our family, not objects, and in
conversation, this is how we generally
speak
Favorite, tip, recommend, advise
The way you do this is…
Provide recommendations for pet parents
using a conversational, not a prescriptive,
tone
Ask one of our Store Partners for details.
Talk to a Petco associate (or Petco
employee) for details.
…if a pet parent has a question about
something related to the Petco store.
Spayed or neutered
altered
Fecal testing or intestinal parasite
screening
A fecal
Better understanding for pet parent, more
professional – creates trust
CONFIDENTIAL AND PROPRIETARY