How many of your spa or massage practice customers do you consider loyal? In “Customer Loyalty: What it is, Why it Matters and How to Activate it,” Donovan Dillon asserts that customer loyalty is more than just someone’s preference for dealing with one business over another. Loyalty as he writes is currency that has value beyond someone availing themselves of your services or buying your products. Donovan says that the overall benefits of customer loyalty can be significant, including:
Customer retention – loyal customers don’t leave
Repeat business – you get more business from your existing customers
Word of mouth marketing – it’s not only low/no cost and most persuasive
Bottom line improvement – increased revenue, reduced acquisition cost, which results in improved profits
More meaningful feedback – customers provide insights that allow quick identification of problems and opportunities
Competitive advantage – real customer relationships provide you with goodwill, benefit of the doubt and other intangibles that are hard to displace
Considering how important client loyalty is to your spa or massage practice, you want to make sure that your clients never feel that you take them for granted. Here are some steps you can take to keep clients on your side:
Let Clients know how much you Value their Business
Don’t assume that your clients know you value them, tell them. Periodically send your clients an email or a direct mail conveying your gratitude for their ongoing business and offer them something special – a free gift or a discount for a massage or skin treatment.
Ask Clients for Input
Even when a relationship is good, there may be some things can be made better. Ask your clients for input on ways you could improve service or make things more convenient for them to do business with your spa or massage practice.
Fix Problems head on
If something happens – you’re running late and a client needs to wait or you can sense they aren’t satisfied with the treatment or don’t like a product you are using – talk about it and let clients know how you plan to fix things going forward.
Go Above and Beyond
It pays to go above and beyond for clients – whether it’s accommodating their schedule, exploring treatments for special problems they have or providing them with recommendations for special diet or exercise that would help a condition they have.
Keep your Word
If you say you are going to do something for a client, make sure you do it. If for some reason, you can’t, explain why.
Make it Personal
Sending cards on special holidays, thanking clients for their business or having their favorite coffees or teas on hand, or remembering their birthday or anniversary helps to build a bond.
Once you get clients on your side, work to keep them there. Their loyalty will pay huge dividends.