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Engage to Retain: The Power of Involvement in Customer Loyalty

Writer's picture: PettlePettle

Engage to Retain: The Power of Involvement in Customer Loyalty

You’ve probably heard about IKEA’s furniture assembly craze—and let’s face it, we’ve all been there: trying to figure out which screw goes where, all while feeling secretly proud of the “masterpiece” we’re creating. But what if I told you that this very act of building something with our own hands is why we love it so much? That’s what’s known as the IKEA Effect, and it’s not just about furniture—it can change the way you approach customer loyalty in pet care.

The IKEA Effect was first coined by Harvard psychologists Michael Norton, Daniel Mochon, and Dan Ariely. Their study showed that when people put effort into making something, even if it’s imperfect, they end up valuing it more. IKEA turned this into an art form by getting us to assemble our own furniture. But in the world of pet services, this idea can take your customer relationships to the next level.

Let’s dive into how you can use this effect to turn your pet business into a loyalty magnet.



1. Let Customers “Design” Their Experience

Why not think of your services as a custom “catalogue” of options that your customers can mix and match? For example, let your customers choose their pet's grooming style, care routines, or even specific activities during their stay at your facility. Think of it like a coffee table book of your services, where each service is presented with a quick description and option to choose. This lets them feel more in control of their pet's experience and allows you to offer a highly personalised service. Whether it's a special grooming package or a specific activity during boarding, making these options available can increase customer engagement. Even if your business doesn't have a lounge area, a simple magazine-style list of options can make them feel like they’re actively participating in their pet’s care.



2. The Power of Co-Creation: Naming and Personalising Services

Involving your customers in the naming process can go a long way. From fun pet care packages to specialised grooming sessions, let customers help you name the services you offer. Take an omnichannel approach to make this interactive. You can send out a WhatsApp blast to customers with a list of potential names and let them vote, or you could even put up a wall of sticky notes in your shop and ask customers to write down their suggestions. By allowing them to contribute in small, creative ways, you’re not only adding value to your services, but also increasing their emotional investment in your business.



3. Make Appointment Reminders a Conversation

Imagine receiving a reminder not just to confirm a booking, but also with a friendly note, a question, or a suggestion—something that engages your customers. Use your appointment reminders as an opportunity for a quick back-and-forth conversation. Ask them how their pet is doing, if they’ve made any new preferences, or even just to send them a picture of their pet from a recent visit. This level of interaction helps build a personal connection and makes your customers feel more like a part of the process rather than passive participants.



4. Use Personalised Pet Care Updates

Regular updates about their pet’s progress can turn a transactional experience into something much more meaningful. Customers love to see their pets thriving, so consider sending personalised updates or “reports” about what their pet is up to. Share photos of their pet at play, or even a quick video if possible. You could even ask customers to share their preferences about the types of updates they’d like to receive. The more personalised, the more customers feel involved and valued. This also creates a natural way to stay top-of-mind for future bookings.



5. Understand Where and How to Involve Customers

Customer involvement doesn’t always need to be physical. Sometimes, it’s about opening a two-way communication line. Ask yourself: where can you create opportunities for your customers to feel more involved? It doesn’t always have to be in the physical space—it can be through communication. For example, you could send updates, pictures, or videos of their pets when they’re dropped off at your facility. If you’re using a platform like Pettle, you should already have a chat feature that allows you to send real-time updates and photos. Engaging with customers through these touchpoints helps you build a relationship with them that goes beyond just the transaction.



Bottom Line

The IKEA Effect teaches us that customers value products more when they’ve had a hand in creating them. In pet care, this could mean letting them design their pet’s experience, getting creative with service names, and offering regular updates. By thinking about how and where you can involve your customers—whether through personalised interactions, feedback loops, or creative contributions—you can foster loyalty and make them feel like a true part of your business.

In the end, the more your customers feel involved, the more likely they are to return—and to bring their friends with them.


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