Many business owners are interested in the retention rate of clients especially when they run a promotion (e.g. flyers, radio commercial, discounted rate, etc.) over a defined period of time. This report displays the number of clients who have had their initial visit during a certain time period, and then come in again during another specified time period. The results will be broken down between new and repeat clients.
- Report's location
- Report's filters
- Permissions that control access to this report
- Understanding this report
*For marketing tools that help you stay in touch with your clients, encourage them to visit more often, and keep up your attendance, Click here to learn more about MINDBODY's marketing dashboard.
Hit the Reports tab and choose Clients from the tabs on the left. To narrow the list, select Visits & Retention from the filters then click Retention to open the report. You can always use the search bar at the top right to search for Retention by name, and if it’s a report you use often, then consider making it one of your favorites.
You can narrow the report's results by modifying the following fields:
- Initial Visit To: Choose a location from the dropdown menu to narrow the results. The report will count initial visits only at the location you choose. If you don't want to limit the results, choose Any Location.
- Initial Visit between: You run this report for a range of dates. The initial visit date range defaults to three months prior to the current date, for a time window of exactly one month. To manually change the report's start and end date, you can either type in the date(s), or click on Quick Dates and choose from Calendar Months, To Date, and Rolling Averages options.
- Service Category: Select a service category for the initial visit from the dropdown and a second will appear for you to select a pricing option.
- With: To run the report for a single instructor only, choose a name from the dropdown menu. The report will display only clients whose first visit took place with this instructor. Note: Only staff members who have had initial visits during the date range you selected will show up in the menu. If you're looking for a staff member who does not show up in the menu, try extending the initial visit date range, and then clicking Generate to refresh the page. Then, open the "With" filter menu to see if the the staff member shows up. If so, select their name.
- Client Returned to: Choose a location from the dropdown menu to narrow the results. The report will count return visits only at the location you choose. If you don't want to limit the results, choose Any Location.
- Within "X" days: This filter allows you to define a time period within which the clients returned to your business from their initial visit date. This time period can be defined in terms of months or days.
- With: Choose either "Any Instructor" or "The Same Instructor."
- Repeat Clients Based on: You can change the definition of a repeat client by adjusting your choice in the "Repeat Clients Based on" filter. For example, if you choose "Same Instructor, Same Location," then the client is considered a repeat client only if they have visited the same staff member at the same location before the beginning of the Initial Visit period you set at the top of the screen. Otherwise, they'll be considered a new client.
- Any Instructor, Any Location: Any repeat client with a previous visit at any Location with Any Instructor based on the dates entered above.
- Any Instructor, Same Location: A repeat client with a previous visit at the same location with any instructor based on the dates entered above.
- Same Instructor, Any Location: A repeat client with a previous visit at any location with the same instructor based on the dates entered above.
- Same Instructor, Same Location: A repeat client with a previous visit at the same location with the same instructor.
- View: The report can be viewed in either Detail or Summary View. Detail view lists clients' names, the total numbers of new and repeat clients, as well as how many of those were retained. Detail view also lists the retention rate percentage for each group, as well as an overall retention percentage. Summary view displays only the retention rate percentages for each group, and the retention percentage total, not the individual client names.
- Show tagged clients only: If you previously tagged a list of clients in the system, then checking this box will run the report for only those clients. Learn more about tagging.
To view and run this report, the following permission must be enabled for you or your staff's login group:
- Analysis Reports
- Marketing Reports
To grant or restrict access to this report:
Just hit the Home tab and select Staff from the submenu. Choose Tools at the top right and click on Staff Permissions.
- Select a privilege group from the dropdown menu.
- Click on Report Permissions.
- Check or uncheck both "Analysis Reports" and "Marketing Reports" permission.
- Click Update.
To understand this powerful report, let's use an example. A studio owner sends out 1,000 promotional post cards in the month of August. The postcards tell clients that if they use the studio in the month of August, they can get 10% off their visit in the month of September. The studio owner then uses this report to see if any clients that took a class between 7/9/2013 and 8/31/2013 were "retained," meaning that they came back again during the 60 days after 8/31/13 (i.e. 8/31/13–10/30/13).
Using this example, we have 213 Initial Visits for the window of time (7/9/2013 and 8/31/2013). This means that we had 213 visits between the date ranges. 132 of them were repeat clients that had visited before the initial visit window and then again in the initial visit window. 100 of them were retained, meaning, that 100 of the clients visited at least once within the retention window (60 days after the End Date 8/31/13).
From this, we can assume that the marketing strategy used by the studio owner was effective in retaining 100 new clients.
The Retention Report can be used to see the rate of return for clients over a defined period of time. Return clients are clients who came before the selected date range and then again within the selected date range. (**This is the case for return clients even though the filters at the top of the report say " Initial Visit between") New clients are clients who's first visit is during the date range. This is explained in greater detail below.
The 4 sections that the report generates will be the:
- Repeat Clients
- Repeat Clients Retained
- New Clients
- New Clients Retained (and the totals of the two combine).
Below shows how each section is classified. There is also an example of how each might be categorized based on this filter example:
Filter example: Using the date range 7/1/14-9/30/14, the service category as Newborn Flotation and the "Client returned within" set as 60 days.
Repeat Clients: Are clients that have come to the specified service category, before the start of the date range and then again during the selected date range.
Example: A Repeat Client means that a client has come to Newborn Flotation before 7/1/14 and then again within the selected date range ( 7/1/14-9/30/14 ).
Repeat Clients Retained: Are clients that came to the specific service category before the start of the date range, and then again within the selected date range, and then also came a third time within 60 days of the first visit that occurred within the date range.
Example: A client in the Repeat Client Retention section came to Newborn Flotation before 7/1/14, and then again within the selected date range ( 7/1/14-9/30/14 ), and then came a third time within 60 days of the first visit that occurred within the date range (7/1/14-9/30/14) .
New Clients: Are clients who's first time coming to this service category was during the selected date range .
Example: A client will show in the New Clients section if the clients first time coming to the service category Newborn Flotation, was during the selected date range (7/1/14-9/30/14 ).
It is important to note: When using this filter in addition to the teacher filter, it will only list clients who are: new, took a class in that service category AND a class with that teacher.
New Clients Retained: Are clients who had their first time coming to this service category during the selected date range, and then came again within 60 days of their first visit to this service category.
Example: A client in the New Client Retention section had their first visit to the service category Newborn Flotation, during the selected date range, and then came again within 60 days of this first visit to Newborn Flotation.
"Client returned within 60 days" : This means that the client has returned 60 days from the first visit which occurred within the date range selected.
Click here to learn about report icons and date filters.