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How to manage customer physical condition and repeat cycles with EMOROCO CRM Lite for relaxation and massage salons.

Hello, this is Matsubara, CRM Evangelist.

"The same customers come in with the same problems every time, but that information isn't being recorded."

"Every time my therapist changes, it starts with 'Is this your first time?'"

"A customer who used to come regularly suddenly stopped coming one day."

These are words I often hear from owners of relaxation and massage salons.

In the relaxation industry, continuously managing the "context of the body's condition" is especially important compared to other industries.
Shoulder stiffness, lower back pain, fatigue—these improve after each treatment, but they accumulate again.
Continuing to record this "story of my body" leads to trust that "this salon understands me."

Customer management challenges unique to the relaxation industry

Three characteristics of the relaxation industry

① Frequency of visits varies greatly from person to person (ranging from once a week to once a month or more).
　→ Difficult to manage with a uniform customer visit cycle
　→ Individual recommended cycle settings are required.

② The "physical condition" changes each time.
　→ If the details of the previous treatment, the response, and the degree of improvement are not recorded...
　　 The quality of the next treatment will decrease.
　→ It is important to continuously record the "story of the body" through narrative.

③ A strong personal trust in the assigned therapist.
　→ Changing the person in charge is the biggest risk of losing customers.
　→ Handover design is a survival strategy

Field Design – 11 Fields Specialized for Relaxation

field name Types Message
emotional temperature Selection Red = Hot / Orange = Warm / Blue = Cool / Light Blue = Cold
Last visit date Date The starting point of the entire workflow
Recommended visit cycle Selection Once a week / Every two weeks / Every three weeks / Once a month / Irregular
Next recommended visit date Date The person in charge will set it after the treatment.
Main menu Multiple selections allowed Massage / Reflexology / Aromatherapy / Head Spa / Stretching / Others
Main reason for visiting Selection Shoulder stiffness / Lower back pain / Fatigue recovery / Stress relief / Swelling / Beauty purposes / Other
Physical condition memo text Chronic symptoms, areas requiring special attention, treatment preferences (strong/gentle), etc.
Therapist in charge text Name of main person in charge
Contraindications/Precautions text Areas where treatment is not possible, pre-existing medical conditions, pregnancy, etc.
Birthday Date  
Narrative text "My right shoulder is especially bad every time." "I prefer a firmer massage, but be gentle around my neck."
"I get especially tired during the busy seasons at work (March and September)," etc.

Workflow Design – 5 Key Points for Cultivating Repeat Customers

Workflow ①: Recommended visit cycle exceeded alert

Trigger: Last visit date + Recommended visit cycle days + 5 days elapsed

Action: Create a task for the assigned therapist.
"Customer {Name} has exceeded their recommended visit cycle."
　Please contact me this week.
　
　Purpose of visit: {Main purpose of visit}
　Physical condition notes: {Beginning of physical condition notes}
　
　How have you been feeling lately?
　　I'm also wondering about the main reason for your visit.
　　I contacted you because I was thinking about it.
　Start with that one sentence."

Workflow ②: 24-hour follow-up after treatment (for first-time and returning clients)

Trigger: More than 90 days have passed since the first visit or the last visit.
　　　　　24 hours after the customer's arrival

Action: Create a task for the assigned therapist.
"It has been 24 hours since {customer name}'s treatment."
　Send a message to express your gratitude and to check on your physical condition.
　
　"How are you feeling now?"
　　"Have you experienced any muscle soreness or other discomfort after the massage?"
　
　*Checking for post-treatment soreness is directly linked to building trust."

Workflow ③: Proactive communication during busy periods (using narratives)

Trigger: The first week of March and September each year (months with many peak seasons)

Action: Create a task for the person in charge
"It's peak season (March and September)."
　"I get especially tired during busy periods at work."
　Proactively contact customers whose information is recorded in the narrative.
　
　Cool or below × Customers with a record of peak seasons in their narrative
　Please follow me as a priority."

Workflow ④: Handover when the assigned therapist changes.

Trigger: The assigned therapist's field has changed.

Action: Create a task for the new person in charge.
"Your contact person for {customer name} has changed."
　Please be sure to check the following before your first treatment:
　
　Physical condition notes: {Physical condition notes}
　Contraindications/Precautions: {Contraindications/Precautions}
　Treatment preferences: {Preferences for intensity and areas based on the narrative}
　Main reason for visiting: {Main reason for visiting}
　
　First words:
　"I have taken over the information about your physical condition from the previous person in charge."
　　"You always come here for {your main reason for visiting}."
　Please convey it naturally."

Workflow 5: Birthday Follow-up

Trigger: 14 days before your birthday (every year)

Action: Create a task for the person in charge
"There are two weeks until {customer name}'s birthday."
　Please send me information about my birthday benefits.
　Especially if your emotional temperature is below cool,
　Using birthday follow-ups as an opportunity to rebuild relationships.

Recording the "story of the body" through narrative.

The narratives in the relaxation industry tend to focus more on "physical information" than in other industries.

[Example of Narrative Recording]

Mr. Suzuki (40s, company employee):
　Every time, the stiffness in my right shoulder and neck is particularly bad.
　The main cause is long hours of desk work and computer use.
　I prefer firm treatments, but please be gentle at the base of my neck.
　It always gets worse around the end of the fiscal year in March and September.
　At first, we didn't talk much,
　They started talking about work after the third meeting.
　He said that his department changed last month, which increased his travel time.
　Lower back pain may also be starting → Check next time.

By sharing this narrative among practitioners, a new practitioner can approach the treatment with context, such as "focusing on the right shoulder and neck" and "March is a time when it gets particularly bad," even on their first visit.

Summary

The core of customer management in relaxation and massage salons is "continuously recording the body's story."
By systematizing these three things—updating the narrative after treatment, managing recommended visit cycles, and handing over information when the therapist changes—we create an experience where clients feel, "This salon understands my body."

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Person who wrote this article
Shinsuke Matsubara

Arcus Japan Representative Director / CRM Consultant
Click here for detailed profile
He has worked as a system engineer, architect, and consultant at Accenture and other companies, an evangelist at Infragistics (Microsoft MVP for Dynamics CRM (now Microsoft MVP for Business Solutions)), and a solutions specialist at Microsoft (in charge of Dynamics CRM products).He currently leads a service team specializing in CRM, supporting CRM implementation and business launches for companies of all sizes.At the same time, he works as a CRM evangelist, spreading the idea of "true" CRM through events and article contributions.
Having learned CRM at Accenture, and having advocated and globally popularized CRM 2.0 (platform-based CRM) at Microsoft, he is a legitimate successor to CRM and the longest-serving active CRM expert (CRM consultant/CRM doctor), having received an award at Worldwide.
Since then, as a leading expert in CRM who advocates CRM 3.0 (Personalized CRM) and CRM 4.0 (Creative CRM), he has been interviewed and received numerous awards both domestically and internationally from publications such as The Wall Street Journal, Newsweek, TIME, WORLDCOM, Mainichi Shimbun (Weekly Economist), and Nippon Cultural Broadcasting. He has also been selected as a representative company of the Kansai business community by "Keizaikai" for four consecutive years.
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