Setting the Table for Sustainable Client Retention
A view from the hospitality industry's perspective
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Top of mind for many practitioners is often the task of actively finding ways to bring in more new clients. But recently my conversations with those in Circe’s network have centred around sustainability and finding ways to build a practice without necessarily doing more, but instead focusing their actions to work with what is already there and nurturing its growth.
This approach to improve retention of your existing clients and nurturing organic growth of your client number by word of mouth is a way you can expand your practice without pushing beyond your own capacity limits. The standout factor here is to improve the overall treatment experience to build client connections, so that clients feel seen, heard and supported in their healing, and happily spread the word on your behalf. If you’d like to read about other approaches to client retention, I’ve written about the topic previously in my conversation on client retention with acupuncturist and herbalist Steve Kippax and Best Practices & Content Ideas For Newsletters That Increase Client Retention.
Now, the world of hospitality might feel a bit far removed from your reality as a holistic healthcare practitioner, but stick with me! Because restaurateur Danny Meyer wrote his book Setting the Table about the transforming power of hospitality on business, and this can directly be implemented in other client-facing businesses and it’s an insightful read for those looking for some fresh inspiration and encouragement.
In Setting the Table, one of the questions Meyer asks is “How do you get customers to come back for more?”. It’s a quest for all business owners, with two processes at work: trial and repeat. Meyer shares: “If you are fortunate enough to persuade someone to give it an initial trial, which is no small feat, you better make a great impression to win the first round.” He believes the answer is to create exceptional experiences for your clients, that foster deeper connections.
In this approach both regulars and first timers are important. But how do you make that great impression? We’ve all had these experiences of being positively surprised with someone’s work or so pleased with an experience that we can’t stop telling others; whether it’s discovering a great new hairdresser or a new favourite coffee spot run by locals. Often times it comes down to a personal, human connection that you’re making in these situations. Restaurateur William Guidara wrote the book Unreasonable Hospitality, gave a Ted Talk on the ingredients of great hospitality, and he posts lots of real-life examples on his Instagram. All of it comes down to is happily surprising people with your service, from personalisation to communications before and after and more.
Like in hospitality, as healthcare practitioners you have the opportunity to give people some of their happiest memories, whether it’s that feeling of finally feeling heard by a healthcare professional, or a sense of relief from lingering health issues that were holding them back in life, or reaching health goals that they’ve been dreaming of for a long time. And I see how much you’re already doing to serve people in the best way possible. So without adding more to your to-do list, I hope the examples from the hospitality industry give you some inspiration and encouragement to keep going, even on the bad days, and nurture the relationships with clients who are already there.