Ultimate Objective
Increase profitability and grow sales by increasing customer loyalty/retention and
engagement at FlexCare.
Our goal is to increase the customer acquisition and retention for Flex Care through
streamlining their brand and promoting the services offered. In order to promote
Flex Care and lead to new and lasting customers we will build their social media,
create easy to sign up QR codes, improve their website, and simplify the application.
Needs Statement
Flex Care Chiropractic, needs a way to properly engage with their community to
express all of their services and offerings. When they gain these consumers they will
need a streamlined way to create customer loyalty, since patient retention is one of
their greatest opportunities.
Insights into the Situation
● While discussing the current situation at FlexCare with Dr. C and staff we
realized they have a healthy business with opportunities for growth. Some of
these included growing their consumer base and increasing customer retention,
a common problem in the chiropractic industry. The team was not as well versed
in social media or the technological advantages for a strong website, application,
and QR code system. This was a set of circumstances that showed us an
opportunity for growth.
SWOT Analysis
Helpful
to achieving the objective
Internal
(attributes of
the
organization)
Strengths:
External
(attributes of
the
environment)
Opportunities:
●
●
●
Unique pricing plan
Easy appointment booking
Great reviews/reputation
Harmful
to achieving the objective
Weaknesses:
●
●
●
●
●
Large community engagement
Loyalty rewards system
More interactive website
Customer retention (three step appointments for
maximum benefit and struggle to get to round
three)
Website is missing pertinent information → does
not advertise as much as they offer
Threats:
●
●
Difficulty with informing patients that chiropractors
are not a one off appointment, hurts for customer
retention because they don’t realize they have to
come back
Competition offers services that Flex Care can’t or
doesn’t
5-C’s
1.
Customer
a.
b.
c.
d.
2.
Company
a.
b.
c.
3.
Who they are: other chiropractic clinics (The Chiropractic Company in Oconomowoc and Tropp Chiropractic)
Their value proposition vs. ours: very similar style, but less expensive and have more than one doctor
We win by: focusing on what we DO offer and promoting that, showing customers how we’re different/better from others
Collaborators
a.
b.
5.
Sales/ P&L/ Balance Sheet: (we have this information on a separate document, will attempt to link this file in the comments)
Current Performance: One of the top rated chiropractors in the area according to google reviews
GOSPA:
i.
Goals:
ii.
Objectives:
iii.
Strategies:
iv.
Plan:
v.
Action:
Competition
a.
b.
c.
4.
Who they are: This is not well defined for Flex Care. These patients are typically local families/friend and those who know Dr. Chudy personally.
Ideal: high-earning adults, those with injuries or chronic conditions needing lasting chiropractic care, high paying consumers rather than a high volume of lower paying consumers
How we get more: target specific groups such as parents, promoting services on website and socials, offering in-house events with partners, focusing on consumer retention and increasing
appointment numbers rather than getting new individual clients
They buy because: pain management and/or chronic health challenges, sometimes accident-related
Elaine Katanick - front desk administrator
Dr. Chudy - owner and chiropractor
Context
a.
Impact from…
i.
Political:
ii.
Regulatory:
iii.
Physical Location: not directly in Oconomowoc so it isn’t as convenient as some competitors
iv.
Costs: try to provide affordable care - many people don’t realize insurance will cover a lot of chiropractic care
v.
Supply Chain: doesn’t appear to be many issues since it’s mostly a physical service, do work with supply chain when selling supplements to whom the head chiropractor has a
strong working relationship.
vi.
Technology: detailed website, great Google reviews, two-way texting, online appointments
vii. Marketing: try to utilize Facebook, Instagram, and monthly newsletters - need more knowledge/ideas for social media and general marketing, chiropractor is currently running
socials, they do not have someone to run socials
Intermediate Outcomes
How Might We…
1. How Might We build a loyal set of customers for Flex Care?
a.
How Might We get customers to return for future appointments at FlexCare?
i. How Might We create a loyalty program that encourages customers to continue treatment
through FlexCare?
2. How Might We get people to visit (and continue visiting) FlexCare’s website?
a. How Might We design consistent branding for FlexCare’s business?
b. How Might We create incentives for FlexCare clients?
Cause-Effect Map
Ideas & Actions
How Might We…
1. How Might We build a loyal set of
customers for FlexCare?
a.
How Might We get customers to return for
future appointments at Flex Care?
i.
How Might We create a loyalty program
that encourages customers to continue
treatment through Flex Care?
ii. How Might We create incentives for
FlexCare clients to return back?
2. How Might We get people to visit (and
continue visiting) Flex Care’s website?
a.
We Could…
1. We Could create a loyalty program to earn
rewards and increase customer retention
a.
2.
We could create ways to incentivise coming back for
2nd 3rd etc appointments
i.
We could start a guest blog within the
website to encourage customer loyalty and
show personal experiences
We could include content or articles on the
website that answer chiropractic questions- use
the website as an informational resource for
patients and viewers
a.
How Might We design consistent branding for
Flex Care’s business?
b.
We could organize more community events to inform
people in the community about Flex Care and their
services
We could make the website more clear on how the
process works- include a “process” tab
Challenges
● Difficulty having customers enroll into the app or website
○
Utilize QR codes to make enrollment easy as possible
● Difficulty reaching the target demographic with FlexCare social media
○
Post promotions and educational aspects on their social media to give customers an incentive to
not only follow but continue engagement
● Challenging application and website interface, hard to alter
○
Work with Dr. Chudy during our Monday meetings to access the site and application. If that is
not possible, request the information for the webmaster
● Older client base may struggle with technology needed
○
Make sure here is proper education to the consumer on the technology used