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What's Your Client Return Rate and Why?
I'm a solo massage practitioner in Oakland, CA, and I recently ran some stats on my 4 years in business for myself. I found to my surprise that I have only a 28% client return rate! Before I ran the numbers, my impression of the situation was much more
positive than reality. Most clients express to me after their sessions that they
loved the work and plan to return. For clients that DO return a 2nd time, their average number of visits jumps to 5 sessions. My overall business has expanded at least 50% from the previous year, every year. My practice is about 60% full, and tho I'm ok with that, I'd love to fill in just a little bit more.
I'd like to find out if others in a similar situation have similar client return rate, and basically, if this is normal?!
A little more about my situation: I've got online booking via Genbook, and I'm the first to admit that I am bad about offering to rebook clients directly after their sessions. (Most people express a preference to rebook later because they don't have their calendars with them, rather do it online, or whatever.) Almost no one calls to schedule their appointments, since my online booking is available 24-7, so it's not a problem of missed or unreturned phone calls. I email every client after their first session to check in, and nearly all of them respond that things are going well post-massage, and that they will definitely be back. The majority of my clients come from Yelp, and some from referral from associated practitioners like chiropractors, or are friends of current clients.
I can see a couple of theories that I plan to explore:
- People are displeased with some aspect of the services I provide (the massage, the space, or anything) and don't feel comfortable letting me know that in person for whatever reason. I plan to create an anonymous post-session survey on Constant Contact to see if I can get more feedback. And obviously, I plan to continue my massage education pretty much forever.
- Maybe I'm paying dramatically for my lack of "rebooking request" at the end of the sessions and need to start making the request.
- If these 2 things fail to make a difference, I'm thinking of offering a discount on a 2nd session, if the client hasn't been back in a certain length of time.
Thoughts and opinions are welcome, thanks.
--Andrea
positive than reality. Most clients express to me after their sessions that they
loved the work and plan to return. For clients that DO return a 2nd time, their average number of visits jumps to 5 sessions. My overall business has expanded at least 50% from the previous year, every year. My practice is about 60% full, and tho I'm ok with that, I'd love to fill in just a little bit more.
I'd like to find out if others in a similar situation have similar client return rate, and basically, if this is normal?!
A little more about my situation: I've got online booking via Genbook, and I'm the first to admit that I am bad about offering to rebook clients directly after their sessions. (Most people express a preference to rebook later because they don't have their calendars with them, rather do it online, or whatever.) Almost no one calls to schedule their appointments, since my online booking is available 24-7, so it's not a problem of missed or unreturned phone calls. I email every client after their first session to check in, and nearly all of them respond that things are going well post-massage, and that they will definitely be back. The majority of my clients come from Yelp, and some from referral from associated practitioners like chiropractors, or are friends of current clients.
I can see a couple of theories that I plan to explore:
- People are displeased with some aspect of the services I provide (the massage, the space, or anything) and don't feel comfortable letting me know that in person for whatever reason. I plan to create an anonymous post-session survey on Constant Contact to see if I can get more feedback. And obviously, I plan to continue my massage education pretty much forever.
- Maybe I'm paying dramatically for my lack of "rebooking request" at the end of the sessions and need to start making the request.
- If these 2 things fail to make a difference, I'm thinking of offering a discount on a 2nd session, if the client hasn't been back in a certain length of time.
Thoughts and opinions are welcome, thanks.
--Andrea
Views: 2414
Replies to This Discussion
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Permalink Reply by Erica Olson on
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Great idea!
Donna Martin said:Do not forget about your regular clients. Besides birthday and holiday cards, once or twice a year send a card that tells them that you appreciate them and their continued business. It is the small personal touches that will make you stand out. -
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Permalink Reply by Travis Alligood on
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Andrea,
Hi ! I to always try and rebook my clients right after a session, and for the most part my clients do not mind me asking. I think your idea of a session survey after the session is not a bad idea, now after I have read your blog, Im going to make one myself to send to my clients a day or two after the session.I have tried the discount off next visit sometimes it works others I still havent heard from. Im working in a YMCA enviroment and sometimes the noise factor would just about keep me from coming back, but Im the therapist and that is my thinking. Would I Come Back? I feel like it is the reason for no returns but Im always wide open for session feedback to give the client the opportunity to tell me what the like or dislike about my work is. So far as lacking rebook request, I would stay conscious of it, but dont be afraid to ask.
I have only been in business 1 1/2 yr, and I can tell where the numbers are climbing, thank goodness
and yes I do keep a spread sheet of how many clients are new and how many returns and have they rebooked., and yes I would like to stay on the upward climb. How does the 24-7 booking online work for you, the most part ? Ive not tried it yet, however It will not be long. Thanks for being here. Peace Travis -
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Permalink Reply by Joan Cole on
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I also use escheduling (in my case, Bookfresh). But I always ask for the rebook after the session unless they have a standing appointment (I have about half of my appointments seeing me the same time every week or every other week) or unless they have shown themselves to be reliable in making another ebooking promptly. They can always say no, and if they do I'm not pushy. But always ask.
Karla said:
"I've considered an on-line booking system, however I don't want people to see what else might be available and switch their appointment - some people have more flexible scheduled and can come in the day time - and I'd prefer them to - and save after work and evening times for clients that can't make it during the day. I tend to "herd" clients to times that work in MY schedule and I know work for them."
I don't expose all the times I am willing to work on my eschedule. I liberally block off times that I would prefer people do not book in order to herd people to the times I would prefer that they book. My best timeslots are reserved for standing appointments or people who book in person at the reception desk. Bookfresh allows you to put in "busy" blocks that are not appointments - I do this and delete them if I need the time to become available. You can also set your business hours, but do your own booking outside of those hours. When they are booking, clients only see open slots that are big enough for the size service they are requesting - they don't see your entire calendar. -
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Permalink Reply by Andrea Turner on
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Joan,
Blocking off your most valued times is a great idea, and I may try it. (Though I do wonder at the amount of onlgoing maintenance to your calendar!)
As far as I know, I think all online booking systems allow you the flexibility to set times that you are typically open, and then to override them by blocking times off or opening your schedule up on a day to day basis. And clients only see as much of your calendar as you specify - not everything. Genbook works this way as well.
Rick,
I'm currently doing the one thing that you shouldn't do: I'm running 2 calendars (Genbook is online for my clients to schedule with, and I duplicate appointments on my personal calendar that's synched between my laptop and my phone, so I can book clients when I'm outside and/or not online.) I've gotten in trouble with this system only twice in 5 years, but if there were any more therapists working with me, and if I'm not incredibly diligent, it's easy to doublebook, and it's really not ideal. This is another reason I'm excited about the new system Style Seat - they are developing an online calendar that clients can book through with all the bells and whistles of Genbook or Bookfresh, PLUS a mobile application and desktop calendar that synchs automatically to the online version. So what that means is, you'll be able to make appointments via your phone or desktop calendar, and they'll synch to the online version automatically. And, if you are offline, they are making it so the new appointments will synch automatically next time you are back online. No more double entries! As you can tell, I'm very excited.
Travis,
I'm pretty sure that Genbook has a tutorial or features list you can go through that will give you an idea of how most online booking tools work. Check out Genbook.com.
--Andrea
Joan Cole said:
"I don't expose all the times I am willing to work on my eschedule. I liberally block off times that I would prefer people do not book in order to herd people to the times I would prefer that they book. My best timeslots are reserved for standing appointments or people who book in person at the reception desk. Bookfresh allows you to put in "busy" blocks that are not appointments - I do this and delete them if I need the time to become available. You can also set your business hours, but do your own booking outside of those hours. When they are booking, clients only see open slots that are big enough for the size service they are requesting - they don't see your entire calendar." -
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Permalink Reply by Celest McGonagill on
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Hi, I would think that you are missing out big time on asking people to schedule an appt. when they are on their way out the door. Even if they don't have their calendars with them you might suggest they book a time and call you if it ends up being an inconvenient time. Of course you might end up with a bunch of no shows unless you are taking the time to confirm appts the day before and then that takes time or money. Just a thought. Best of luck to you.
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Permalink Reply by Diana Moore on
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Hi everybody,
I wrote an article on the business of rebooking. If you are interested, you can check it out here:
http://www.naturaltouchmarketing.com/NTM-Article-Archives/1/Make-it... -
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Permalink Reply by Sabrina Collins on
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HI! i been reading all the post and wanted to say something. I just got into massage and i've been working sence April 2010 and its the end of July 2010. I have started out in a spa/Salon and when i started they wanted me to do Thurs 60 min massage for $30 i get $50 for one hour. but i can't get my clients to get off of thurs. so they want me to move it to Tues so that is what i'm doing. and i have sent out mail to clients and still can't get them to come back i have maybe 5 that do come back in and every one says they love me but don't want to rebook. I do specials each month this month i'm doing 1st time visit $30 and 20% off of any massage(coupon) and $30.00 tuesdays. how do i get away from this tuesday thing? so what is the normal discounts for like brithdays and such? i did that for a 20% off to get them back and they have not been back. any help for me thank you all for the blog this is great
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I'm new to this and i want to start up a referral program with my clients i have a program going that if they get 5 massage they get 60% off there 6th massage. but i dont' know how to do a referral program any help on this on how to keep record of who referred them or what to do and how to keep the paper work. any help on this? thank you
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Hi Sabrina,
We hear great things about referral programs from massage therapists. Here's an article with some tips from some MTs who are using referral programs successfully. Hope it helps!
http://www.naturaltouchmarketing.com/NTM-Article-Archives/4/Referra... -
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