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Client Retention Tactics
How about a Loyalty Program?
A Loyalty Program can be an effective way to give your clients the incentive to return to you on a regular basic and more frequently. And it doesn't benefit just your clients - you can use it to reward specific behaviors from your clientele.
Loyalty programs have been proven to drive business. Don't we all have a fistful of Loyalty Cards for everything from bagels to zoo passes. (couldn't come up with an A example quickly!) Why, I even have mine in an app on my smartphone and many of the grocery stores that I frequent just scan them in! Bottom line, customers expect loyalty programs from businesses. Period. Studies have shown that there are more than 2.6 billion loyalty program memberships in the U.S. with the average U.S. household active in 6.6 programs. Research has also shown that members not only spend more when they visit, they also visit about 20% more often than non-members. A good loyalty program, paired with excellent service keeps clients coming back through your doors. And loyalty programs can be as easy as getting 10 extra minutes after 5 paid massages or purchasing a specific number of massages at a reduced price! Or have them accumulate points based on the massage service you are providing.
But before you automatically enroll your clients in a loyalty program, ask them to participate. If there is paperwork involved this will keep only those clients that are interested in a program enrolled. However, once you explain your program to a client, why wouldn't they all want in? Asking them to participate gives you a chance to explain the program and its benefits to them
So how do you benefit? Once your program is set up and your clients are enrolled, you should begin to see an increase in repeat business. Clients are more apt to reschedule if they are rewarded for it so make sure you design your program with that in mind. And make it easy for clients to accumulate their savings, rewards or points and also then use them!
Increased client retention and client services are your goals while providing excellent customer service and rewards to your clients!
Client Retention Basics
It costs 6 times more money to acquire a new client than it does to retain an existing client!
AND, repeat clients spend 67% more than a new client will.
So, take the time to keep your current clients happy and coming back!
First impressions are the longest lasting. We've all heard the saying "You don't get a second chance to make a first impression". Well, it's true. A positive first impression/experience will make them more likely to return again and again. Studies have shown that your client will visually assess both you and your place of business in the first seven (7!) seconds! How long does it take you or the front desk person to get to them when they come in the door? Because, if you can speak to them you might get 30 seconds to make that first impression.
With online interaction most often being their first interaction with you, what does you website or social medial page say about you? When the client makes the call or visits your office, make sure that knowledgeable and friendly staff is there to greet them. Make sure you speak clearly, use their name if it is a new scheduled client and engage the client in conversation. That first impression really does mean a lot, so...
What does your office look like? Little things make a big impact when a client walks through the door that first time. Is your facility clean. Is your staff appropriately dressed (uniform, common attire such as all in khaki or black pant, all with white shirts or polo shirts, etc.)? Are there current magazines in the waiting area? Is the music appropriate to the atmosphere you wish to relay to the client? Are retail items available for purchase with correct pricing in place? Remember that even a small disappointment in your office environment can add up to an underwhelming experience for your client. This can be especially important if you share office space with someone not in the same business as you!
Are you selling retail products? And do they compliment what your services provide? Studies indicate that a customer/client is approximately 50% more likely to return to your business when they can purchase a retail product from you. In my experience I have even had people that were not originally my client come into my office because they heard from one of my clients that I had a certain product for sale! Client will be much for likely to return if they can buy the product that you may be using in their session also. And it also helps if you take credit cards too!
So these are the basics - next post I will address some tactics that others, including me, have used to get clients in the door and keep them after that first appointment.
Paula J Kaprocki, LMT
I am a Licensed Massage Therapist with thoughts, aspirations and opinions - much like any other person on the planet!