The Value of Welcome Packs
New clients turning into loyal ones
As discussed previously, building loyalty between your practice and clients is the surest way of maintaining a competitive edge. This is easier to do with existing clients who have used you several times before and know how good your customer service is.
But what about first time clients? These new clients have a variety of reasons for trying out your practice. They may have had a bad experience elsewhere and are giving you a try. They may have just moved into the area and you are the first practice they came across.
Whatever the reason, you now have a new client who you need to turn into a loyal one.
As well as providing excellent service, it is a good idea to ensure that the client feels appreciated and remembers your practice - but for all the right reasons!
Once you have registered a new client, it is nice to make them feel like part of the practice and also provide some clear guidance and assistance - as they are paying for your professional advice.
A welcome pack has the function of giving new clients (or returning clients) an invaluable insight into the practice, with information sheets explaining the services offered, guides on caring for their pet, special offers and discounted services. You could even include a free gift like a pet tag or a pet magazine, such as the increasingly popular PetFocus magazine.
The welcome pack is a great chance to communicate with clients and to encourage a return. This can shape how people view your practice and it provides the clients with something tangible to keep. It is surprising just how much clients appreciate a gesture like this.
You could even personalise the packs with a welcome letter that greets both the pet and owner by name.
By providing the client with relevant information and guides even after they have left the premises, you can be sure that your practice will be remembered and for the right reasons.
If you would like to find out more about the creation of branded welcome packs, purchase PetFocus for your own packs or would like more information on marketing your practice, email marketing@centralvet.com or call on 01359 245310
Joanne Webster, a professor of parasitic diseases at the RVC, has been elected as a Fellow of the Royal Society (FRS).
