Are you spending more time trying to get new clients than trying to keep the ones you have? It’s a question anyone running a spa or massage practice – or any other business for that matter – needs to think about. While you need to focus on client acquisition, since clients move on for any number of reasons; the fact is that it costs five times as much to attract a new customer than to keep an existing one. Furthermore research from Bain & Company indicates that increasing customer retention by 5% increases profits by 25% to 95%.
With those kinds of stats, you want make sure to nurture the relationships with clients you already have. The strength of your business depends on satisfied clients returning year after year for the same or hopefully even more treatments and retail purchases.
If you’re not certain where you stand with existing clients, find out. Consider sending clients a survey to find out what about your spa or massage practice has had the most impact on their loyalty. You may find that in addition to professional expertise, clients appreciate the personalization of your service offering, the genuine interest you take in their well-being, your knowledge of trends in the industry and use of the most up-to-date product offerings, such as new CBD products for massage therapy.
Give them the VIP treatment
Make sure that loyal clients know how much you appreciate their business. Create a loyalty program that provides clients with gifts or products or discounts as they achieve different levels of participation with your business.
Your program can be based around something as simple as a punch card or a credit card-style loyalty card. Alternatively, simply track clients’ loyalty through a software program that integrates with your website so that clients can log in and check their points.
Engage with clients through various channels. Let them know about new services and products you offer through email marketing or text messages. Ask questions through social media channels. Maintain a blog where you can provide information on trends and industry research.
Let your clients know that you are available to them for questions or information even after their appointment is over. This tells your client that you are committed to their best interest.
Take customer complaints seriously. Use them as a learning experience to change something that might be an issue for other clients. At the same time, when you get a compliment let that reinforce what you are doing right.
Clients appreciate it when you offer to come in early or stay late on occasion to accommodate their schedule. While you may not want to make a regular habit of doing so, being flexible shows a client that you care about their business.
Go above and beyond
Create a personalized experience for clients. For example, reach out to a client when a new product comes on the market you think they would enjoy. Acknowledge a special occasion, such as a birthday or anniversary, with a note or even have a glass of champagne waiting for them. If a client is having a treatment for a special event, provide a product sample to ensure the treatment lasts through the event. Find information on a treatment or trend your client mentions and email it or print the information and have it on hand when they come in.
Clients won’t forget the efforts you make to show your appreciation for their business and concern for their well-being. They will reward you with years of loyalty.