STX Desktop: Client Retention by Employee

Client Retention Report

The Client Retention by Employee report offers a whole new way of looking at new client retention. You have the ability to manage retention results by seeing how long it has been since the client’s last appointment, how many days there were between each visit, as well as a client index comparing the two numbers.

Go to Reports: Clients: Client Retention by Employee. The Start Date and End Date fields will automatically be filled in for a one-month period, 4 months ago. You can change the dates if necessary, but we suggest you print the report for the recommended range.

Leaving the Employee popup menu set to Any will produce an individual report for each employee. Changing the Employee popup menu for a specific employee will produce a report for the requested employee only.

Leaving the Initial Promotion popup menu set to Any will produce all new clients from date range of the report. Changing the popup to a New Client Promotion will produce only those new clients with the promotion set on the client card in the New Client promotion area. This is an excellent way to track retention on new clients who visited you because of an outside promotion, such as Groupon, Living Social, Yelp, Client Referral, etc.

The Client Retention by Employee report says let's look at every employee this client has been with and see who, if anyone, has retained them. 

The Visit Type used on the appointment and/or client visit (ticket) has nothing to do with which clients are presented on the report. This report solely depends on if the client has their very first service visit during the date range of the report:

- Select all clients with any tickets in the date range

- If no services on those tickets, remove the client from the list

- If their very first service is outside the date range, remove the client from the list

The results will be all clients who had their first service visit during the specified date range.

Once printed, the Client Retention by Employee report will show all new clients having their first visit with the employee during the period of the report. The following information is included on each report.

• Client Name

• First and Last Visit Dates

• Total number of Visits within the company

• Total number of Visits with the employee

• Days between each Visit

• Days since Last Visit to ‘today’

• Client Index viewed as a percentage

• Status

The Index is calculated by using the number of days since last visit divided by the average number of days between visits. The percentages are interpreted by the following guidelines.

• Percentages less than 100% indicate the client is not due for a visit yet

• Percentages equal to 100% indicate the client is due now for a visit

• Percentages greater than 100% indicate the client is overdue for a visit

There are five different Status descriptions, which are based on the client Index.

• Lost on First Visit – New clients who came for the first visit and never returned.

• Lost on Multiple Visits – New clients came for multiple visits, but have not returned for an exceedingly long period of time. 

• Company Retained – New clients who have multiple visits with multiple employees.

• Employee Retained – New clients who have multiple visits with a single employee.

• Unknown – New clients with only two visits and it is not yet time for their next visit based upon their history. This client is not yet retained since they are not due for the next visit, and is not lost yet either.

The last page of each report provides further retention details. Each Status category is reported, as well as a few additional category items.

• Total New Clients – All new clients having their first visit during the specified date range of the report.

• In Danger of Being Lost – Based on visit history, regardless of the number of visits, and client index.

• Total Clients Lost – Includes clients lost on the first visit and on multiple visits.

Criteria are the measurements used to consider a client retained, lost, or in danger of being lost.  For example, before a client can be considered as a retained client, they must have at least 3 visits and an index of <150. 

The Visits criteria shows the measurement used for the number of visits per client in order to consider the client either retained or lost. 

The client Index percentage from the previous pages of the report is aligned with a table to know whom, if anyone, has retained the client. The result is the Index criteria. The Index includes three rankings: <150, 150-199, and 200+

Indexes of <150 indicate clients either retained or of an unknown status. 

Indexes of 150-199 indicate clients in danger of being lost.

Indexes of 200+ indicate clients are already lost.

Clients Total is the total number of clients out of the number of new clients who fit into a specific Category. Clients Percent is the total percent of clients out of the number of new clients who fit into a specific Category.

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