Case study Authored and Supplied by Sam Brown, owner of the Pet Resort. (Sept 2008)

This Case Study is featured in Business Acumen September 2008 Edition.
Click here to download a copy of the article; Page 1 and Page 2

Building a small business can be challenging and stressful.

When Sam Brown of the Pet Resort began to investigate ways to grow her business on a tight budget, never in a million years did she think that a Call Centre could fit her business model.

After several years of being challenged by the service levels provided by her Pet Resort (particularly having customers not being able to ‘get through’), Sam took a leap of faith that freed her from the ‘day to day’ challenge of managing the phones to being in a place where valuable resources were re-directed to pet-care activities and being in the enviable position where she saved over 40% per year in customer service costs. So what were her challenges?

“The Pet Resort is a small business, how could it warrant using a Call Centre? Aren’t they reserved for BIG organisations?”

Sam’s Pet Resort had grown in 10 years from an annual turnover of $100,000 to $800,000. At her lowest point her wages (including paying herself) soured to 49% of turnover and it became really difficult to make a profit. A transformation of her business practices (including creating a fully documented Quality System) meant that in an 18-month period the wages were around 41% of turnover. But after realising that her and her partners had invested around 3 million dollars and were struggling to get an appropriate return, it was time to really look “outside the square”. In February 2008 Sam was presented with a huge challenge. Her Customer Service Manager and Office Junior walked off the job due to a difference of ‘acceptable behaviour standards’. Left high and dry Sam took the obstacle as an opportunity to seek a better way. Jo Hassan, her business partner, came across a Brisbane firm called Greymouse who were offering Call Centre services to small businesses. The owners of Greymouse were also customers of the Pet Resort so they really understood the ‘sensitive’ nature of the business (that is, you are looking after people’s babies).

A proposal was forwarded by Greymouse that meant that all phone calls would be answered within the first 3 rings, at a cost equivalent to 40% LESS than that of the cost of an Office Junior. This meant that the resources for the Customer Service position were re-distributed to direct pet care.

The end financial result was a total wages bill of 32% of turnover. A great result for the Pet Resort. Greymouse made the possibility of a small
business being able to utilise a ‘state-of-the-art’ Call Centre a very viable business option. Even though the Pet Resort had previously invested in a PABX and other telephony infrastructure it was still worth making the move to benefit from the available resources and expertise offered by Greymouse. Working with Greymouse was like having your very own IT Department in-house.

“What were your biggest concerns with outsourcing your telephone and how did you overcome it?”

Sam was really concerned about the Customer Service team having the necessary skills to answer common questions about accommodation options, vaccination requirements, flea prevention, common concerns, grooming and so on. It was also important that existing customers received recognition and that new customers got the ‘time’ they needed. Sam estimated that the average new customer call could take 10-20 minutes on the “first” booking and that they were receiving 5-10 new customers per day. Sam’s real need first and foremost was to answer all the calls so that the typical “Yellow Pages” customer wouldn’t go to the competition, simply because they could not get through to the Pet Resort. Greymouse provided a guarantee that this performance standard would be met.

In terms of the new customer bookings it was decided initially, while Greymouse were coming to terms with the business, that these calls would be transferred to a more qualified team member at the Pet Resort itself. Greymouse offered new customers details on the Pet Resort’s
website and most were more than happy with that option because of the information and photos that were available there.

In this video Jo Hassan explains how the call centre has helped their customers receive better value for money and the pets have a more enjoyable experience.

“What made the transition from an in-house solution to a Call-Centre solution easier?”

One of the factors that made the transition possible and seamless quickly was the fact that the Pet Resort had a fully documented
Quality System. Almost all the Pet Resort’s Unique Operating Systems (UOSs) were documented and well- written. There were
UOSs for every scenario including, new customers, existing customers, invoicing, daily routines, feeding, exercising, grooming etc. The UOS meant that Greymouse had all the information they needed, at their fingertips. Sam can also be contacted about the purchase of the Pet Resort’s UOSs. Why “re-invent the wheel”? Most of what most pet resorts do is exactly the same and has been fully documented. The documents come with a free “soft copy” so you can quickly and easily adjust the details for your own facility. Greymouse also had access to the Pet Resort’s booking reservation software that meant they would enter and modify booking details directly. Once the training was completed Sam was able to listen-in on calls for coaching and training purposes.

“What is the best benefit to other facilities thinking about outsourcing?”

Besides the obvious ie costs and call turnaround times, Sam is most excited about the fact that she and her team could do what they do best ie caring for the pets.

The Pet Resort accommodates up to 200 dogs and 150 cats so on a daily basis the management is huge. Sam can rest assured that while she is doing was “she does best” that Greymouse “do what they do best”. Anyone wanting further information can email Sam at or Marisa Wiman from Greymouse using the contact form on the right. Or call 1300CAT DOG and ask for Sam.

Want to hear the service in action? Or call 1300 CAT DOG and speak the team today or Push play on the video to hear one of the customer calls. This is a "real customer experience."