Loyalty and Retention
Keeping a client is worth far more than acquiring a new one. This file defines how we recognize loyal clients, stay in relationship with them between appointments, and bring back clients who have drifted away.
Loyalty Tier Program
Tiers are based on completed lifetime visits, tracked in the client record.
[Agent prompt: Set the reward structure once pricing is finalized. Common formats: percentage discount, free add-on, priority booking window.]
| Tier | Lifetime Visits Required | Benefits | Notes |
|---|---|---|---|
| New Client | 0–5 visits | — | Building the relationship |
| Regular | 6–11 visits | [X]% off any non-package service / free add-on quarterly | Recognized as a trusted regular |
| VIP | 12+ visits | [X]% off + priority booking window + free add-on every [X] visits | Our most loyal clients — they feel it |
Priority booking window: VIP clients get access to appointment slots [24/48] hours before they open to the general booking pool.
How Loyalty Is Tracked
Loyalty tier and visit count are recorded in the client record under Loyalty Status:
- Total visits (lifetime) — increment after each completed appointment
- Active loyalty tier — update when threshold is crossed
- Active package — track package usage separately
See client-record-template for the fields.
Retention Touchpoints
These are proactive outreach moments — not reactive responses to requests. They keep the relationship alive between appointments.
| Touchpoint | Trigger | Channel | Who Sends | Message Tone |
|---|---|---|---|---|
| Post-visit thank-you | Same day as appointment | Text | Automated or staff | Warm, personal — mention the dog by name |
| Re-booking reminder | 6–8 weeks after visit (depending on dog’s recommended schedule) | Text | Automated | Friendly nudge — not pushy |
| Dog’s birthday | Month of dog’s birthday | Text or card | Staff | Celebratory and personal |
| Holiday greeting | Major holidays | Text or social | Staff | Warm, no hard sell |
| Lapsed client outreach | 90 days since last visit (for regular clients) | Text | Staff | Check-in tone — assume life got busy, not that they left |
| Milestone celebration | 5th, 10th, 20th visit, etc. | Text or in-person | Staff | Celebrate the relationship |
| Review request | 1 day after a great appointment | Text | Automated | Simple, no-pressure ask |
Message Templates
Post-Visit Thank-You
“Thanks for bringing [dog name] in today! [He/She] was an absolute joy — [brief observation from the groom]. We’ll see you next time! 🐾“
Re-Booking Reminder
“Hey [name]! It’s been about [X] weeks since [dog name]‘s last visit — just a friendly reminder that [she’s/he’s] probably ready for another groom. Want to grab a spot? Reply here or call us at [number].”
Dog’s Birthday
“Happy birthday to [dog name]! 🎂 We hope [he/she] has the best day — maybe a birthday bath is in order? 😄 We love having [name] in the salon.”
Lapsed Client Outreach (90 days)
“Hi [name]! We’ve been thinking about [dog name] and wanted to check in. We’d love to see [him/her] again — let us know if you’d like to get on the calendar.”
Milestone Celebration (10th visit)
“This is [dog name]‘s 10th visit with us! We love that [he/she] trusts us — and we love watching that coat get better and better. Thank you for being part of the family. 🐾“
Lapsed Client Protocol
For clients who have not booked in 90+ days:
- Send the lapsed client message (above)
- If no response in 2 weeks: one follow-up maximum — do not over-contact
- If still no response: mark client as inactive in the record (do not delete the profile — the dog’s history is valuable if they return)
- If they do return: treat them like a returning regular, reference their history warmly
Connection to Referral Program
Loyal clients are the most valuable referral sources. After a milestone (10th visit, achieving VIP status, etc.) is a natural moment to mention the referral program:
“You’ve been with us for [X] visits — we appreciate you more than you know. If you ever want to refer a friend, we’d love to take care of them. And there’s a little something in it for you too — just have them mention your name.”
See referral-program for the program structure.
Loyalty and the Brand Story
The loyalty program isn’t just a discount structure — it’s a reflection of the brand. At its core, it says: we value long-term relationships over one-off transactions. Every touchpoint, every message, every milestone should feel like it comes from a place of genuine care for the client and their dog — because it does.