Clients 👨👩

In this article, we'll take a detailed look at clients.

Clients are the people you provide services to. You need to remember them, take care of them, and strive to deliver a product that satisfies them—after all, they bring in your revenue. 💰

🔄 Client Lifecycle

Every client in your company follows their own unique path—from initial interest to returning or leaving. This path is reflected in statuses that update automatically. We use a lifecycle analogy: birth, active life, and completion.

Here are all the statuses a client can have:

• 🟡 Lead — a potential client who has shown interest (inquiry, call, social media). They've been added to the system but haven't yet booked a class.
• 🟠 New — the client is booked for a trial class. A manager has selected a program and group for them.
• 🟢 Active — the client attended their first class and continues to come. They generate revenue while active. The longer they stay with you, the better—no need to find a replacement.
• ⚫ Archived — the client stopped attending and has been moved to the archive.
• 🔴 Lost — the client never made it to their first class (canceled, no-show) or attended but didn't pay.
• 🔄 Reactivated — a client from the archive who has returned and started attending classes again.
• ↩️ Returned — a client from the "Lost" status who showed interest again and booked a class.

The status is displayed as a special badge next to the client, so you can always identify it easily. 🏷️ Clients themselves are displayed in the same color as their status.

Statuses Are Calculated Automatically

The system changes the status on its own when key events occur. Every time something happens, the app tries to understand how it affects the client's status:

• New contact added → Lead.
• Booked for a trial class → New.
• First attendance (marked in the journal) → Active.
• Moved to archive → Archived.
• etc.

The "Lost," "Reactivated," and "Returned" statuses appear as a result of special actions: for example, a trial no-show, manual reactivation, or re-booking after being lost.

Some systems offer additional stages, but based on our experience and feedback from businesses, these seven statuses fully cover the specifics of group-based management.

Why All This?

The client lifecycle is like the stages of a sales funnel. Losses at each stage lead to decreased revenue. The management's job is to minimize these losses: convert more leads into new clients, more new clients into active ones, and retain active clients for as long as possible. The automation system helps structure and systematize this process, but optimization methods are beyond the scope of a CRM.

🔄 How the System Calculates Status When a Client Has Multiple Groups or Programs

A client's status in the system is a SINGLE status for the entire client. It is determined automatically based on ALL of their groups and programs.

How It Works

A client can attend simultaneously:

• Multiple groups within the same program
• Multiple different programs (e.g., yoga + pilates, or English + Spanish)

The system looks at all their activities together and produces one overall status.

Example 1. A client was archived from one group but still attends another

A client attended Group A and Group B. They stopped coming to Group A → they were archived from it. But they continue attending Group B. ➡️ Overall client status: Active (because there is at least one active group).

Example 2. A client was archived from their only group

A client attended only Group A. They stopped coming → Group A was archived. ➡️ Overall client status: Archived (no active groups remain).

Example 3. A client no-showed for a trial in one program but attends another

A client booked a trial in Program A but didn't show up → they were marked as Lost for that program. However, they actively attend Program B. ➡️ Overall client status: Active (Program B is active).

A question arises: how do you know what happened to the client if the status didn't change? For this, the system has a client history that records all events. To view it, click on the client's status badge or go to their profile.

📜 Client History

Here is a complete list of events that appear in the client's activity feed and what they mean in plain language.

1. Onboarding and Trial Period

This is the "hottest" stage for the sales department. The system tracks how a lead becomes a client.

• Client added
  What happened: A new contact entered the database with no groups or purchases yet.
  Status: Lead. This is just an inquiry or potential client that needs follow-up.

• Booked for a trial class
  What happened: A manager arranged a visit with the client. The client reserved a spot in a group for a specific date.
  Status: New. A concrete agreement has been made; chances of a sale have increased.

• Attended a trial class
  What happened: The client physically showed up and completed the trial lesson.
  Status: Active. This is a turning point. Even if payment hasn't been made yet, the system already considers them active because they received the service.

• Trial no-show
  What happened: The client booked but didn't show up and didn't notify anyone.
  Status: New. The booking expired, but the contact isn't lost yet. The manager needs to call back and try to rebook.

• Trial cancellation
  What happened: The client canceled the visit themselves (called, messaged). Here the system decides which status to assign based on the client's history:
  — If they're a complete newcomer → Lead.
  — If they've studied with you before (there are archived groups) → Archived.
  — If they're currently attending another program → Active (they simply changed their mind about this program).

2. Active Learning Phase

The client has purchased a membership and attends classes. The system tracks changes in group composition.

• Enrolled in a group
  What happened: The client paid for tuition and was added to a regular group.
  Status: Active.

• Transferred to another group
  What happened: The student outgrew their level or moved, and they were transferred from one group to another within the same program (e.g., from "English A1" to "English A2").
  Status: Active. Learning continues; only the group or schedule has changed.

• Transfer canceled
  What happened: A transfer was planned but something went wrong (parents changed their minds, groups were merged). The system records a rollback to the previous group state.

3. Losses and Completion of Learning

Not all clients stay with us forever. It's important to distinguish why a client left.

• Removed from group
  What happened: An administrator manually excluded the client from a specific group (without archiving the entire program). This is a technical event, usually for correcting mistakes.

• Withdrawn from program
  What happened: The client stopped attending classes for a specific program (completed the course, terminated the contract).
  Status: If this was the client's last active group, they automatically go to Archive — "attended and left."

• Client lost
  What happened: A record of a failed sale. Usually set after a trial class if the client said "no" and didn't purchase a membership.
  Status: Lost.

• Client archived
  What happened: Manual or automatic archiving of the card when the client hasn't appeared for a long time and work with them has ceased.
  Status: Archived.

4. Reactivation and Return

Working with the database doesn't end at losing a client. We track successful attempts to bring people back.

• Client reactivated
  What happened: We pulled the card out of the Archive. For example, a former student returned after a year or found an old promotional email.
  Status: Reactivated.

• Client re-engaged
  What happened: We pulled the card out of the Lost status. For example, a lead who declined last year called back on their own or responded to a newsletter and booked a trial again.
  Status: Returned.

5. Technical Events

These events aren't visible to the client but are critical for data integrity in the system.

• Clients merged
  What happened: Two duplicates were found in the database (e.g., "Ivan Ivanov" and "Ivan Ivanov"). An administrator merged them into one card. All purchase history and events are transferred to the primary card to prevent double-counting in statistics.

📊 Lists

To track clients in different statuses, use the Lists tool. It allows flexible work with leads, new clients, etc. Depending on the number of clients and branches, you can create one or several lists by setting filters by status, branch, and other parameters.

To set up such a list, click "Add" and select "Add clients automatically." Configure the filter—and the connected GulliverBot will periodically search for clients matching the criteria and add them to the list. Convenient! 😎 Each administrator sees current information on leads that haven't been placed into groups yet and can track sales funnel dynamics. Lists allow you to create your own set of columns with different properties—for any marketing tasks.

🗂️ System Window "Clients"

The "Clients" window gives access to all clients throughout the company's history. You can filter them by branch, program, age, date of birth, current status (including all seven statuses), presence of open invoices or unpaid classes, etc.

From the filtered clients, you can create a static list for further work (e.g., for a newsletter) or export data for analytics. 📤