Building long-lasting customer relationships

By Pia Jaaskelainen

Running a wellness business has its own challenges when it comes to building long-lasting customer relationships, and Taste Success is no different. Most of our clients join our 12-week Foundation Programme to kick-start a healthier lifestyle and to learn about healthy food. The intensive programme contains a lot of new information to digest (literally!), so our clients may not be ready to immediately jump into a continued Refresh Programme. So, how do we keep our clients engaged and what can we offer them in the long term?

From a business perspective, it makes financial sense to build repeat business. Repeat customers are also generally found to spend about 70% more than new customers. The more times you are able to get a customer to make another purchase, the greater their potential lifetime value becomes.

As our programmes are very targeted, and our clients cannot continue attending one programme after another, how do we succeed in creating recurring business?

The starting point is to put ourselves in the position of our clients. What was the reason they joined Taste Success in the first place? What are the ongoing challenges they continue to have, after completing the Foundation (or other) Programme? At what points of time do these challenges appear, after finishing the programme?

Our Taste Success coaches have successfully managed to build repeat business by keeping an active client database, and at regular intervals touching base with past clients to offer Refresh or other programmes.

A step beyond this is to offer Health Talks or targeted Workshops, which are limited only by our imagination. Some of our most successful ideas thus far have been organising workshops for antenatal and baby groups, “Foundation Follow-up Meets” and Workplace and School “Health Talks”. By inviting past clients (perhaps with a half-price entry for the 12 months following the programme completions), you can successfully create a continuous loop of repeat business, while also building your name as the Wellness authority in your community. And the best thing of all, you will keep past clients engaged and active during their wellness-journey and build a network of Brand Ambassadors, spreading the word of health and wellness in your community.

If you want to discuss your ideas for increasing repeat business, feel free to contact any of our team members, Tracey, Ingrid or Pia for some support.