Delight and multiply: 7 ways to turn customer satisfaction into growth – from the experts

For beauty and wellness brands, the difference between a one-time customer and a lifelong advocate often comes down to what happens after the appointment.  
 
During an Innergize 2024 panel session titled 'Delight & Multiply: Using Customer Satisfaction to Grow Your Base', two innovative industry leaders offered valuable insights and the methods they’ve used to grow national brands in a crowded market. 

The takeaway? It’s not about doing everything; it’s about doing the right things consistently, and always putting your customer first.  

The experts: 

Dr. Sarah Allen, Founder, Skin Clique  
 
With over 16 years of experience in the medical field, Dr. Allen founded Skin Clique in 2018,  revolutionizing aesthetic care with convenient in-home treatments. With a commitment to quality and safety, she has trained hundreds of aesthetic providers. Dr. Allen also serves as an assistant professor at the Medical University of South Carolina contributing to both education and innovation in the medical field. 

Ben Crosbie, CEO, The DRIPBaR 

With a background in business in real estate and a passion to turn cellular health into a lifestyle, Crosbie has played a key role in scaling The DRIPBaR's unique approach to preventative health. His commitment to providing personalized care has turned the brand into a national, rapidly growing IV therapy franchise delivering innovative health and wellness solutions. 

Here are seven proven strategies to grow sustainably with unforgettable customer experiences, along with how you can implement them in your own business. 

In a market where “good results” are a baseline expectation, the real differentiator is the level of care and personal attention you give each client.  
 
Dr. Allen coaches her providers to fully focus on the individual in front of them and go the extra mile to show how much they truly care. This includes what the Skin Clique founder calls “obsessive follow-up" — reaching out multiple times after a service: within 48 hours, at 7 days, and again at 2 weeks. 

Why? Because the care you show after a service signals to clients that they’re more than just a transaction. That’s what builds emotional loyalty. These post-service touchpoints also open the door for early intervention if a client has concerns, which prevents small issues from becoming big complaints. 

Example: 
A client comes in for a treatment before a wedding. Two days later, you check in to see how she’s feeling. A week later, you send a gentle reminder about her aftercare steps. At 2 weeks, you follow up with a personalized note wishing her a great wedding day and reminding her of a pre-honeymoon touch-up option. 

Education is more than a value-add for wellness brands — it’s a loyalty builder. At The DRIPBaR, Crosbie has his nurses explain exactly what’s in each IV, why each ingredient matters, and what results to expect during the service.  
 
Dr. Allen takes education further by explaining treatment schedules and why certain frequencies produce better results. Many clients don’t realize that results fade gradually, and without consistent care, they may feel like they’re ‘starting over’ each time. Dr. Allen integrates this education into the initial visit so clients understand the importance of rebooking before results wear off.  

Clients who understand why a service is recommended, and what it will do for them, are more likely to trust your expertise and commit to a plan. They become partners in their results, not passive recipients. 

Example: 
Instead of just booking a Botox session, you explain: “For the longest-lasting, most natural look, we recommend treatments every four months. That keeps the muscles relaxed without overcorrection.” 

Revenue is important, but it’s not the whole story. The metrics that tell you how satisfied your clients are, and how healthy your business is, often get overlooked. Allen tracks: 

Crosbie tracks membership utilization to ensure members are actually coming in, not just stockpiling unused services. 

Example: 
You notice your one-and-done rate has jumped from 25% to 40% over the past quarter. That’s a red flag, and a cue to investigate onboarding, service quality, or rebooking processes. 

Personalization is now an expectation for clients, and the data backs it up. 8 in 10 salon and spa customers (81%) are more likely to rebook when they receive personalized offers. For medspa regulars, that rises to a staggering 97%. 

Skin Clique founder Dr. Allen, has been focusing on segmenting her client database by things like climate, location, service history, and personal goals. This means a client in snowy Michigan isn’t getting the same skincare email as one in sunny Florida. 

Crosbie’s personalization happens inside the treatment room. The DRIPBaR uses algorithms and genetic testing to create fully customized IV blends, with over 26,500 possible combinations. It’s personalization at a biological level, and clients love knowing their service is unique to them. 

This isn’t just about selling more; it’s about making each client feel seen and understood. 

Example: 
A client in Minnesota gets an email in January recommending a hydrating facial and barrier-repair serum, while a client in Florida gets an antioxidant-rich treatment to combat sun exposure. 

Referrals aren’t just a happy accident, they’re often the result of a direct ask.  

Dr. Allen uses referral software that credits both the referrer and the new client. Crosbie goes further: if a member doesn’t use their monthly service, they can convert it into a gift card.  

“When they do come back, they get a gift card, and a lot of the times they're going to use that gift card and give it to their friends and family,” explains Crosbie. “And that's another active referral that we can use.” 

Example: 
At the end of a service, you can say: “If you loved your treatment today, here’s a $25 gift card you can give a friend. If they book, you’ll both get $25 off next time.” 

Skin Clique implemented a Happys program, giving providers a yearly budget to gift meaningful services spontaneously, like free Botox for a cancer survivor or a peel for a bride-to-be. These gestures have an emotional impact far beyond the dollar value, creating loyalty money can’t buy. 

Example: 

A long-time client shares she’s been promoted. You surprise her with a complimentary blowout or facial to help her celebrate. 

Reviews are both marketing and client communication. Responding to positive reviews builds trust with future customers, while responding to negative ones shows you care about resolution and can help recover relationships. Both can influence future clients, and even your local search rankings.

Dr. Allen treats negative reviews as a cue to flood that platform with fresh positives, and utilizes Zenoti reputation management features to streamline the process, and directly impact the consistency in the service her team deliver.

A system like Zenoti automates feedback requests, with guests receiving a notification after checkout, asking to rate their experience while it's still fresh – with just a few taps on their phone. 

"As CEO of the company, I go in and I review all 900 of our centers every Monday," explains Dr. Allen. "And if you have less than a five on your review and you're a provider, you're going to be hearing from me. It gives me great visibility as a business owner and to boots on the ground patient feedback."

For The DRIPBaR CEO Crosbie, the feedback loop goes beyond the client with a couple of different layers. 

“It's not just the clients, it's also our franchisees.” he explains. “So, we want to constantly provide that transparency and that open line of communication between the franchisees and their clients.” 

Example: 
A client leaves a lukewarm review. Within hours, you respond publicly to thank them for the feedback and invite them to a private conversation to make things right. 

As Dr. Allen summed it up, “It is the small actions delivered consistently over time that build you a cult following.” 

Whether it’s meticulous follow-up, precision personalization, or a surprise act of generosity, these strategies work because they’re woven into every client interaction, not just the special ones. 

Interested in hearing directly from industry leaders about the trends driving innovative brands forward? Learn more about Innergize 2025 here.