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Keep That Client!

Elizabeth Roche, MD January 2009 issue of Skin Inc. magazine
woman whispering in man

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Client retention is the cornerstone of building any new or existing buisness. Keeping your current clients is much easier than gaining new ones, and there are certain tactics that a business owner can implement to ensure client loyalty and retention. Medical spas, and spas in general, are among one of the fastest growing sectors in the consumer market today. In fact, SpaFinder’s Susie Ellis was quoted in The New York Times as saying there are more spas in the United States than there are Starbucks.1 In an industry that is becoming fiercely competitive, staying true to your mission is key.

Powerful words

Before discussing ways to ensure client satisfaction and retention, it is important to first look at some facts regarding the issue at hand. It has been said that seven out of 10 clients who switch to a competitor do so because they have received poor service—not because of better deals or extensive offers—but because of how they were treated by their current service provider.2 Another important fact is that a good customer experience is told to eight other people, while a bad customer experience is told to 22.2 As with any business, you want your clients to brag about you. Good word-of-mouth alone may not bring in droves of business, but bad word-of-mouth will definitely keep people away, regardless of your marketing efforts. Following are some suggestions about how to establish deep-rooted relationships with your clients, and ensure the continued growth and success of your business.

Think like a consumer. What are consumers looking for? What do they want? Consider what keeps you going back to a certain business. It’s a combination of many aspects; however, exceptional customer service is the driving force behind repeat business. When clients walk into your spa, they should feel welcome and that their business is appreciated. This kind of valuation will stick with clients and last much longer than any treatment. Sam Walton, founder of Wal-Mart, once said that its goal as a company is to have customer service that is not just the best, but legendary.3

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