How To Use Business Surveys To Understand Your Clients

Mar 19, 2019

How To Use Business Surveys To Understand Your Clients

Mar 19, 2019

Surveys Help Understand Your Massage Clients

It's easy to overlook our business from the perspective of our clients. What do our clients really think about our massage business? And how do we find out? Viewing our business through the lens of potential and current clients helps to tell us where we might need to fine-tune our marketing strategies. One of the best ways to find out what our current clients are thinking is to create a business survey.

As entrepreneurs, our business is like our child. And, just like parents, we can be blind to the obvious. Finding out our client's perceptions about our business is an important aspect of developing a solid marketing strategy. And they can give us solid insight into our client's perception of our massage business. 


Massage Business Tip

One little-known massage business tip is the power of using client surveys. 

For many years, I did the laundry for my massage practice.  I was seeing around 18-25 clients per week and at the laundromat about 3-4 hours a week. My linens were high quality 800-1200 thread count, Egyptian cotton sheets that I purchased from sales at various department stores. I was very proud of my sheets and thought they were an important part of what helped me stand out from other massage businesses.

I decided to take a look at client perception of my business and created an email survey which I sent out in a newsletter. On part of the survey, I had a section for the person to mark the most important to least important aspects of their massage session.

Can you guess what was least important? The quality of linens was ranked least important across the board. Well, one person marked music as least important and the quality of sheets as second to least important.

I was flabbergasted! Here I was spending all this time (and money, because time is money) at the laundromat and my clients didn't even care about the luxurious sheets. With that information in hand, I immediately signed up for a linen service. Although the service was twice the cost of what I spent at the laundromat each week, I made up for that by being able to take on an extra 2- 3 clients per week because my Monday mornings were opened.

And let me tell you- the pure joy of not having to lug around and wash sheets every week was spectacular.


Massage Business Survey Ideas

Client surveys are important for the following reasons:

  1. A survey gives your clients the opportunity to tell you what they like/dislike regarding your service or product.
  2. Surveys are a great way to find out what your clients/customers really want, instead of assuming that you know what they want.
  3. Helps you correct actions and practices that don't appeal to your client. If they don't appeal to your client, they aren't helping your marketing efforts.
  4. Can plan more effective and customer-oriented business strategies.
  5. Your budget can be directed towards the aspects of your business that your customers find most important.


Some tips when creating a survey:

  • If you want more responses, offer a discount or service add on. Your clients are more likely to take action if they get something in return for their time. If you want your clients to feel like they can complete the survey anonymously, you can attach a special discount code that appears after they answer the last question. (This option is only available in paid accounts)
  • Before starting on the actual survey, think about the objective. What is it that you want to know? Keep this in mind when choosing the types of questions you ask.
  • Do not make the survey too long.
  • Ask closed ended questions. Questions that require specific answers will help you measure the results more accurately. For example, instead of "What do you think about Massage Business Location Name", ask "Which statement below about Massage Business Location Name do you agree with?"

Once your customers complete your survey, you can use the information to fine-tune your marketing strategy. Go ahead, give it a try, you may find some surprising things about how your clients view your business.


Survey tools:

There are dozens of platforms offering both free and paid tools for creating surveys. Some of the more popular ones.

Google docs - there's not a limit on how many questions you can ask. They are super easy to set up and review answers. You can also brand it for free by uploading your logo or brand colors.

Typeform - has a free and paid version. The free version only allows up to 10 questions but the cool thing about this platform is you can have the next question appear based on how the previous question is answered. 

Survey Monkey - has both a free and paid version. The free version limits the questions you can ask.

Survey Planet - their free version has unlimited questions and answers. 

Need help deciding on what questions to ask? The American Massage Therapy Association (AMTA) has a free sample survey that you can download.


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