Client segments and needs

Overview: Massage Client Segments and their Needs

Different types of customers have different reasons to get a massage. Targeting your services to focus on particular customer needs is a great way to get enthusiastic referrals to other people just like them.

Goals

Understand the different types of customer segments
• By shopping style
• By functional need
• By situational need

Toolkit

• Customer experience: Tailoring the experience to specific customer needs in marketing efforts will bring higher impact
• Specialized equipment and services: These are differentiators that each segment will learn to ask for
• Availability: Be available when demand is high and supply is low. This allows you to book more easily.

Example Resources

• Online profile targeted to specific customer segments
• Reviews/endorsements coming from prominent individuals in segment
• Referrals targeted to specific segment
• Advertising placed to reach target segment

Shopping style customer segments:

• Immediate gratification: These clients do not want to plan ahead or wait for a scheduled appointment. Instead, they want a massage now! (or 5 minutes ago). An online calendar showing your availability allows them to book you when available (and not bother you when you’re not).
• Bargain hunter: These clients require a deal to feel good about booking an appointment. Coupons, off-peak discounts, package deals, etc all are important for them to act. They love secret sales and preferred customer discounts.
• Comparison shopper: They will spend hours trying to figure out what you offer that makes you special compared to other therapists. Do yourself a favor and boost your popularity score—it makes it easy for these clients to see why you’re better.
• Planner: These clients have their life scheduled 3 months out in advance. Being able to set a recurring time or otherwise get on their calendar way far ahead is the major way to keep them coming back.
• Free-spirits/Overscheduled: While they like the idea of a massage again, they are the opposite of the planner and if they schedule, will reschedule constantly. This is harmless if you have an online calendar they’re familiar with (they just keep moving around and will eventually show up). They create havoc if all they have is your cell phone.

Functional need customer segments

• Relaxation: Massage is an escape from a hectic life. Soothing music, smooth strokes, and a padded/heated massage table are all these customers need to tune out, and sometimes, even fall asleep on the table.
• Pampering/Indulgence: Massage is a treat and a taste of luxury for these clients. Elegant spa setting, exotic lotions/oils, aromatherapy, hot stones, and other exotic treatments make the experience special. Great service will bring these clients back.
• Performance: Massage is a means of enhancing flexibility or recovery and incorporated as a regular part of training. Convenience to workout locales and availability around training/events drives customer ability to use your services to gain an edge.
• Pain: Massage can unlock knots created by scar tissue in the fascia and trigger points in the muscle. The body may have overcompensated for injury long ago and the patient may never have re-trained it to perform normally post-healing. Understanding the anatomy and physiology driving the pain allows you to put the client on the road to recovery.
• Sex: The blocked cell phone number late at night or inferences to “release” and “sensuality” are red flags hinting at illicit calls. Choosing reputable places to advertise and screening out people who have previously been flagged as requesting illicit services is the best way to avoid the headaches that come from these hard to deal with individuals.

Situational need

• Health condition: Clients with specific health conditions or states (e.g., pregnancy) may require special training and understanding of the health condition/status. Advanced training and consistent refinement of specialized skills, equipment, and treatment flows allow for the best care for those with special health needs. Examples include:

• Pregnancy
• Senior Citizen
• Cancer
• Physical disability
• Mental disability
• Depression
• Fibromyalgia
• HIV/AIDS
• Recent surgery

• Travel: Clients may be new to a city or without a car. Ability to continue an existing treatment regimen and/or provide therapy at a local hotel may allow the client to maintain their normal schedules and health routines. These customers are looking for a continuation of what they already do, not the relationship-building or diagnostic steps that may be common for longer-term clients.