Spa Professional: Customer Retention

It has been observed that in business, the idea of the “80/20” rule reigns supreme. Essentially, what this rule indicates is that 80% of your business is generated by 20% of your clients. Taking the 80/20 rule into consideration, it is more important now than ever to make sure your customers keep coming back to you. We have reached a point during these economic times where people are more selective on where they spend their money. Customer retention has become one the key factors in ensuring that your business flourishes and succeeds. Business is more than just completing a transaction. Building a relationship with your clients creates a bond that will ensure future business and buzz.

Here are a few ways you can ensure customer retention:

Follow up and follow through

If your clients have recently conducted business with you, follow up with them by sending them a “thank you” card with an added incentive for them to come back for a different treatment.

If you have clients that have not visited your spa in a while, send them a mailer or card that gives them an incentive to come in. The note will remind them that they are important to you.

Personalize your interaction

Your clients appreciate a memorable experience. They will tend to come back to a place where they are greeted and treated with a more personalized approach. Welcome them in your spa with a smile and by first name basis if possible.

Listen, listen, listen

Your clients will appreciate your efforts in understanding their needs and applying they’re suggestions. Good customer service and functional selling comes from listening and implementing what your clients are asking for. Again, sending a “thank you” card with a note that asks, “what would you like to see during your next visit” will initiate an interactive relationship with you and your clients.

Become a Resource

Individuals are always looking for more information. Why have your clients go to someone else if they can get the information they are looking for from you. Create an environment in your spa that provides educational information relating to the industry. Provide information relating to wellness and health for your clients. Being more than a place for pampering and more a destination for resources will drive your clients to visit your spa or your spa’s website more frequently. More frequency will ultimately drive more business.