Marketers spend a lot of time—and money—trying to delight consumers with ever-fresher, ever-more-appealing products. But in a recent research done by Harvard Business Review, turns out that their customers make most purchase decisions almost automatically. They look for what’s familiar and easy to buy. Are you experiencing similar challenges retaining customer loyalty in your own practice? In this article, IFAAS brand experts will walk you through the behavioural psychology behind the shopper and strategies to keep customers coming back to your aesthetic practice.
Customers are beginning to understand that their true value to companies goes well beyond their wallets. This is the age of the empowered customer, when a single complaint on social media can cost a medical practice millions of dollars, an online review can shape the fortune of a clinic and feedback can significantly affect business decisions.
The dynamics of the relationship have shifted so customers have more power in their relationships with medical practice and their doctors. As a result, the attention, data and opinions that customers are willing to provide you as their physician have taken on significant value. Customers are starting to recognise their nonmonetary value and in return they expect more than a receipt and a thank you.
In 2017, creating quality products and delivering exceptional services will be table stakes. They will no longer be enough to differentiate a single medical practice from the competition.
Instead, doctors will need to consider the true value of their customer relationships and provide meaningful value in return. Here are four strategies for medical practices to be sure customers keep coming back.
1. Get personal.
Doctors need to see their customers as people not data points. They must to find a way to be personal with their customers and connect with them on a human level. By continuously reaching out to customers for feedback and insight, practice can offer a personal and tailored experience. How about start by setting up an automatic SMS campaign to check on your patients post their clinic visits and send them your best wishes on their birthdays to show you care?
2. Customisation matters.
An enormous benefit of medical practices getting to know their customers as individuals is being able to provide them personalised experiences. Bespoke service is in. People want products that seem original and cater to individual wants and needs.
A 2013 Bain & Co. survey found that 25 percent to 30 percent of consumers want to customise their purchases. So be sure to educate your clinic staff to customise your service and packages according to personal needs.
3. Build clout.
Customers desire being rewarded for their loyalty, whether through exclusive offers or gaining access to the VIP area behind the digital velvet rope.
Yelp has taken online reviews to a new level by not only rewarding users for contributing but also granting a new status for those frequently sharing their opinions. Frequent reviewers receive "Elite" status and an eye-catching logo next to their user name. Try to build a loyalty program and reward your older clients by offering personalised & discounted service to show your appreciation.
4. Deliver entertainment
No matter the industry, the entertainment factor is critical to building a brand that can successfully attract new customers, retain existing ones and deliver a lasting, multidimensional experience.
Need idea? How about hosting a talk by beauty pageants or local social influencers to your potential customers and share their beauty secrets to have your clients properly entertained.
Hope you have gained some insights from this week's IFAAS Mini MBA, don’t forget to check out IFAAS Global Event Calendar here and find out how we can help you stand on the shoulders of giants, empower you to win the career race in 2017 by training closely with global top physicians on the latest techniques under intimate settings or even in their own operation rooms!