January 18, 2017
Regardless of industry, it is
well known that acquiring a new customer is more expensive and time
consuming than keeping a current customer active. According to Bain and Co.,
it costs approximately six to seven times more to acquire a new
customer; in addition, they state that a five percent increase in
customer retention can increase a company’s profitability by 75 percent.
While these statistics differ based on your industry, the fact remains —
keeping your current dieters on program longer is essential to your
Begin your retention on day one, sale day. Say thank you.
While this concept is basic, its value is underestimated. Thank your
dieter for choosing your weight loss program — remember, with an
increasing amount of choices, they choose you. Consider a hand written
card or personalized email.
Three weeks into the program, find out how they are feeling about the program. Get feedback on what they like and don’t like. More importantly, ask questions that will provide insight to how they are feeling
about the program and their journey. While “I like the shakes” is
important, knowing that they are anxious on weekends because of the lack
of routine is more valuable to retention.
Spread the good news; highlight a success story. It is not new that testimonials
are powerful. When choosing your testimonial, however, it is better to
highlight a dieter who achieves common results. While it is wonderful
when a dieter loses 200 pounds, most will lose less. Choose a
testimonial story and person that others can relate to.
Finally, address sabotage
when it appears. Some dieters change their mindsets after only one
month into their program. As their weight loss advisor, it’s important
to recognize sabotaging thoughts and patterns so the dieter can be
Let’s look at a few examples of when a dieter may veer off track:
1. When a short term goal is achieved. “Everyone is telling me I look great. I don’t need to be serious anymore!” Solution:
Have dieters set both short and long term goals beyond the first month.
When short term goals are achieved, celebrate and then set new goals
2. When the dieter starts to perceive the diet as punishment, they’re not looking at the big picture. “I’m sick of sticking to a diet.” Solution:
Celebrate successes with dieters other than the scale. For example,
praise a new activity they can enjoy as a result of their weight loss.
3. When the dieter views the diet as deprivation. “I’m missing out. It’s not fair.” Solution:
Remind dieters that they are choosing to be on a diet. They can have
anything they want, but would they rather choose to enjoy life at their
goal weight, or eat a doughnut now?
How would you know your new strategies are working? Keep Data.
Key Operating Statistics (KOS) helps you make informed decisions about
all of your business questions and modify the course of business for
continued growth and future positioning. Keep data relating to
inquiries, conversions, drop offs, weight loss achieved and more, and
then, deeply analyze the data. While it is good to know how many dieters
drop off, it is better to know the most common week that dieter’s
leave, and it’s even better to know the reasons why that drop off week is so common so you can implement a strategy to address the reasons behind the loss. Check out this article for harnessing data in the healthcare field. Robard provides customers with an extensive KOS data collection system, for access, contact Robard.
Want more? Access retention resources on www.Robard.com:
1. Video: Customer Service and Compliance: Better Compliance and Retention from Simple Touch Points and More Focused Visits
2. Staff Training Kit: One Month in Retention Strategies
3. Staff Training Kit: Keep Retention Strong
Not a customer? Request information here.
Blog written by Lynda Lewis/Robard Corporation