Registration forms are a core component of many small businesses' operating practices. Whether you use online waivers or paper contact forms, registering clients not only allows your business to handle day-to-day operations but also sets you up to grow your client base.
The information you collect in your registration forms provides insight into your regular customers, helping you identify who is coming to your business and why. This means that an optimized registration process creates a more convenient experience for your customers and allows you to gather data that can help drive important business decisions down the road.
Whether you’re starting a new business or have been running your small business for years, you can likely improve how you interact with clients through your registration forms. To help optimize your client registration process, this article will explore four tips small business owners can use to learn more about their customers:
As you read through these tips, keep in mind that registration tools and collected data are only as useful as you make them. These strategies will set your business up to gather key information, but it’ll be up to you and your staff to put that information to use in meaningful ways that deepen customer relationships.
Your business will ideally have many customers—likely too many for you to keep track of without help. However, you’ll want to store your customers’ information and make sure it’s organized in such a way that no two customers will be mistaken for each other. Additionally, no matter how many customers you have, you’ll want to make sure each is treated as an individual. This is where your customer profiles come in.
The exact content of your customer profiles will vary based on your business, but a few staples most small businesses should be sure to track are:
By creating customer profiles, you’ll be able to track all of your customers’ information, creating a seamless experience throughout their entire relationship with your business from the moment they enter their information online. Customer profiles are especially useful for businesses that have membership programs like gyms or require detailed medical and contact information like tours and other activities that need release forms.
While your registration process provides key information for the internal side of your business, you can only collect the information you need if you have a streamlined external registration process. Lengthy and confusing registration forms can lead to form abandonment and result in less information coming in overall.
You can create a secure, convenient registration experience for your customers by:
Additionally, while it might be tempting to collect as much information about your customers as possible from your registration process, try to keep your forms short. Registration and payment forms that are over a page in length can seem unnecessary and result in abandoned forms. Show your customers you value their time by only asking for necessary information when they register.
While you can purchase registration and customer management software built for most businesses, you might also be surprised at the industry and business specific options available. You may need to collect more information than the options provided by generic registration form software. As you fine tune your registration process, a few additional software solutions to consider are:
Equipping your team with the right tools is critical for ensuring effective business practices as well as positive client experiences. As you build out your software toolkit, these three items can offer a great starting point.
Your client registration process is only functional if your employees know how to use it. This is especially true for businesses that have invested in new or complex client management software. Even the most tech-savvy employees can rarely master a new software system overnight, so ensure you give them the time to learn and get comfortable with your registration tools.
As you refine your registration process, be sure to consider your employees and take into account:
According to Double the Donation’s guide to employee engagement, up to 85% of employees are not engaged in their workplaces. While exact reasons for lack of engagement vary from person to person, lack of support is a common factor in reduced employee investment. If you’re going through many changes or asking a lot of your employees to adapt to a new registration process, make sure to provide them the resources and guidance they need to feel supported at your business.
With everything you need to do for your business, creating a streamlined client registration process can easily fall to the wayside. You can get started optimizing your registration process to create a better experience for clients and collect more information on your customer base by researching and investing in the right registration software for your business.