Build Your Practice with Client Feedback

[Image courtesy of fantasista at]

[Image courtesy of fantasista at]

Surveys are an underused tool in many practitioners’ marketing kits. Here’s how to use surveys to help build customer satisfaction — and increase bookings.

Idea #1

If part of your marketing plan is to give free first-time treatments, survey folks right away when they receive their complimentary treatment. If you don’t give free sessions, question clients after their first or second treatment. Start with questions such as:

  • Do you often experience neck and shoulder tension?
  • Are your arms or wrists often sore or tired?
  • Do you experience back pain?
  • How do you feel after your treatment?
  • Would you pay [list your target price] for a treatment? (Only ask this if the session is free or deeply discounted.)

If you ask an open-ended question on the survey such as, “List the way that massage has benefited you most,” you can also quote the clients who comment in your promotional material. If you use their names, you will need to ask permission, of course.

Keep survey cards with your clients’ screening form. When they return for their next session (or one or two sessions later), go over their answers. Has anything changed? Over a series of visits, this can raise awareness about how much your treatments are reducing their tension, pain, or other complaint. What better motivator could there be to continue using your services? Keep track of their responses, and ask them to fill one out again from time to time.

Idea #2

Use client survey results to promote the effectiveness of your work:

Use the results in brochures, newsletters, or press releases. You can say, for example, that 20% of your clients reported reduced arm and wrist pain in the last year.

If you are promoting a new service at a worksite or institutional setting, present survey results to decision-makers such as a human resources department.

If your practice is already established at a site, you can demonstrate that the service is appreciated by your clients. In your survey, include these kinds of questions:

  • How do you like the service?
  • Does it make a difference in your work day? In what way?
  • Are the hours inclusive enough?

Even if you don’t use the data to impress anyone or to establish a program, you can use it to improve your service.

Idea #3

This approach is slightly different, but if you want to try something that gets clients to focus on the benefits they receive, that creates excitement with a reward, and that provides a cache of great testimonials, give it a try. Say something like:

Has massage helped you or a loved one? Would you be willing to share that story? I would love to include your story in my newsletter [or in my monthly email or on my website]. To thank you for sharing it, your name will be entered in a drawing for a one-hour hot stone massage [or whatever other terrific service you offer]!

Now read Part 2 for more ideas…

[This blog article was originally published on the Natural Touch Marketing blog site. We are reposting it here for your benefit, and with permission.]