Create a warm welcome, then follow up. Creating
a new-client welcome packet with a bounce-back
certifi cate can be eff ective in building a loyal
following. This can be doubly eff ective if the client
initially responded to a daily deal or promotion. You
want to do everything possible to demonstrate that
each client is important to you. Send a handwritten
thank-you note and call a few days after the fi rst
visit to check in with them. Be sure to answer any
questions and invite them to schedule the next
appointment if they have not already done so.
Making customer service equally as important as
quality treatments can keep you from becoming a one-
hit wonder that is constantly in search of new clients
to fi ll your book. Harvard Business Review research
shows that a 5 percent increase in customer loyalty
can boost profi ts by as much as 25–85 percent.4 Your
customers—and your bottom line—will thank you!
Notes
1. Oracle, "2011 Customer Experience Impact Report," conducted
by Harris Interactive, www.oracle.com/us/products/
applications/cust-exp-impact-report-epss-1560493.pdf.
2. Myles Anderson, Search Engine Land, "88% of
Consumers Trust Online Reviews As Much As Personal
Recommendations," accessed July 2016,
www.searchengineland.com/88-consumers-trust-online-
reviews-much-personal-recommendations-195803.
3. Daniela Ibarra, Biz Library, "Fundamentals of
Customer Service: Customer Lifetime Value," March
11, 2016, accessed July 2016, www.bizlibrary.com/
article/fundamentals-customer-service/.
4. Harvard Business Review, "Increasing Customer
Loyalty," April 15, 2011, accessed July 2016,
www.hbr.org/product/harvard-business-review-on-
increasing-customer-loy/an/10322-PDF-ENG.
LOYALTY
Happy, loyal clients should return
for a service every four to six weeks.
