Beyond the Basics: How Personal Touchpoints Keep Clients Coming Back (and Build Your Business)
We’ve all been there in business experiencing those quiet weeks, that sinking feeling in your stomach, wondering where the next client is coming from. It’s easy to think the solution is more ads, more discounts more shouting into the digital void.
But here’s the truth: research shows it costs five times more to attract a new client than to keep an existing one.
So why do so many businesses overlook the small, personal touches that make a client feel like more than just another number?
The Dog Groomer That Inspired This Post
I recently came across a dog groomer who was going through a slow patch and they asked on social media what to do. What they had tried - Google ads, discounts for new clients, social media posts. All the usual suspects but these were not generating new leads for them.
So I commented it was just generic email list marketing here. Also, how cool that I get to use this cute pic of my with my dog friend when writing about it here! Dog lover from way back but building relationship lover always! So -
What they hadn’t tried was connecting with their existing clients on a personal level the small things that show you genuinely care about them and their pet.
Imagine this:
✨ Daisy the poodle leaves the salon looking adorable.
📱 A week later, you send Sarah a text:
“Hey Sarah! Just checking in post Daisy's groom last week. Daisy looked so cute after her last groom and she was so well behaved. Has she been staying tangle-free? Let me know if you’d like to book her next visit!”
That one simple, personal touch can mean the difference between a one-time appointment and a loyal, raving fan.
And let’s be honest every dog owner loves showing off their cute pet! Another suggestion was to snap a quick photo of Daisy after her groom, print it on an Instax, and give it to Sarah to stick on the fridge. That photo’s not just adorable it’s a daily reminder of your incredible service.
The Feel-Good Factor of Personal Touchpoints
Personalised follow-ups aren’t just a nice-to-have they’re smart business.
Whether you’re a dog groomer, hairdresser, massage therapist, or coach, here’s what personal touchpoints do:
Show your clients you remember them
Make them feel like a VIP
Turn occasional bookings into loyal, raving fans
No one wants to feel like a number or just another sale. People spend where they feel valued. When you make them feel valued, they’ll become your best customers and your biggest advocates.
Even in a tough economy, people still spend they just choose their spend wisely. We want them to choose YOU and want to spend with you.
Mass emails and generic social posts can’t do that.
The Little Extras That Make a Big Difference
Want to stand out? Go beyond the basics:
🦴 Treat at the End: A small dog biscuit for Daisy or a coffee voucher for your hairdressing client a simple thank-you that shows you care.
📸 Photo Keepsake: That adorable Instax of Daisy, for Sarah to stick on the fridge. Because every dog owner loves to show off their pet!
💌 Birthday Surprises: A quick text or card with a small birthday discount on Daisy’s birthday or your client’s makes them feel remembered and appreciated.
These small gestures cost next to nothing but create massive loyalty and word-of-mouth referrals.
The Stats Don’t Lie
According to Bain & Company, increasing customer retention rates by just 5% can boost profits by 25% to 95%. That’s a big impact from small, thoughtful efforts.
My Step-by-Step Action Plan
Here’s how to get started even if you’re busy:
Identify Your Clients: Pull a list from your booking system, social media messages or even your handwritten notes.
Segment Them: Regulars, occasional clients, VIPs they all deserve a tailored approach.
Note the Important Stuff: Last visits, birthdays, pet names or special needs. A simple form (digital or paper) can make gathering and storing these details easy and make every touchpoint feel personal.
In Pipedrive, use the Web Forms feature to collect client info directly into your CRM.
For budget-friendly options, try Google Forms or JotForm they’re free (or low cost) and easy to embed on your website or share via email.
Create Templates: Thank-yous, birthday messages, seasonal tips all with your personal touch.
Start Small: Send just one personalised message this week.
FAQs
“I’m too busy to do this — what now?”
That’s exactly why I help small businesses set up systems and CRMs even a simple spreadsheet so you can keep track of all those details without dropping the ball.
“Won’t this feel salesy?”
No way! This is about making your clients feel seen, appreciated and valued. That’s what builds loyalty not pushy sales tactics.
“Can this work in my industry?”
Absolutely. Whether you’re grooming dogs, styling hair, giving massages or coaching Personal touchpoints work across every service-based business.
“Want to know which CRM is right for you? and how to set one up for client touchpoints?"
Stay tuned for my next post where I’ll break down my favourite budget-friendly CRMs for sole traders!”
Let’s Build Relationships That Last
Don’t let client retention be an afterthought. Let’s build a second brain for your business, a CRM that remembers birthdays, special notes and more. So every touchpoint is easy and planned out yet feels personal from your client's perspective.
👉 Book a free 30-minute discovery call today. Let’s make sure no one falls through the cracks and every client feels like family.
