Your client left you. She took the cat, took the dog and shes moving on. But you dont know it yet because you: a. Dont track client retention data b. Fudge on what you call active clients c. Cant even begin to define an active client
Getty imagesSo of course you want those new clients to come back. And tracking client retention data lets you determine whether you're keeping those clients happy with your services and offerings.
The bad news: The industry standard definition of active clients is those who have had a transaction in the last 12 months. But at least 67 percent of respondents have extended that contact period to 18 months and beyond.
Your client retention data tells a rich story: Do you lose clients as soon as they walk in the door? Are you losing clients because your best associate left or your favorite technician retired and clients miss her service and care? Client retention rates can help you uncover any cancers eating away at your practice. To get started, use the checklist for approaching an inactive client.
Methodology: A recent VHMA Insiders' Insight survey asked respondents for feedback on client retention and other client issues. 171 VHMA members responded and shared their perceptions.
Christine Shupe, CAE, is the executive director of the Veterinary Hospital Managers Association. The association is dedicated to serving professionals in veterinary management through education, certification and networking.