Onboarding also sets expectations. From evaluation policies to playgroup structure, owners need to know how your daycare works. If they don’t, they will fill in the blanks with assumptions that often lead to disappointment.

Lastly, it builds loyalty early on. Studies across industries show that customers who feel cared for during their first month are more likely to become long-term clients. In the pet resort world, that means fewer drop-offs to competitors and more consistent daycare attendance.

• Personalized Welcome Kits: A branded folder or digital packet with your daycare policies, FAQ sheet and a welcome letter from the owner can make a big impact. Add a small branded gift (like a tennis ball or bandana) to surprise and delight.
• First-Day Red-Carpet Treatment: Greet the dog by name, introduce the pet parent to the staff, and take a quick photo or video of the dog playing to send to the owner later. This small gesture shows you’re invested in both the dog and the relationship.
• Proactive Communication: Don’t wait for customers to ask, “How’s my dog doing?” Send an end-of-day text or email after the first visit summarizing how the dog adjusted, who they played with and what to expect next time.
• Staff Consistency: Ensure that all team members welcome the dog during those first few visits and help both dog and owner settle in quickly.

• Offer a warm greeting, tour of the facility and first play session for the dog.
• Provide a welcome kit with all your info in clear, friendly language.
• Send a same-day follow-up text or email. (Bonus if the follow-up email has a video explaining what happens behind the scenes and reinforces the info you gave them in person.)

• A quick phone call or email after the second or third visit to answer questions and make sure they’re comfortable can go a long way.
• Share photos or videos of the dog having fun.

• Provide value by sending an email about your enrichment programs, grooming add-ons or training tips.
• Go a step further and let their dog try out any of your daycare add-ons, like enrichment or training, for free as an opportunity to upsell them.

• Give them a hand-written card from their dog saying how much fun he/she is having at daycare.
• Have staff that work with the dog on a daily basis tell them specifics about their dog (what dogs they are playing with, what handlers they are having fun with, how they may be progressing, etc.).

• Give them a “One Month Anniversary” card or email with a picture and a special offer for a package, membership or enrichment add-on.

By following a structured system, you turn onboarding into an intentional process that builds trust, reduces churn and maximizes lifetime customer value.

Now’s the time to step back and take a look at your own onboarding system. Ask yourself: Are we making pet parents feel valued from day one, or are we leaving them to figure things out on their own? The difference could mean thousands of dollars in lifetime revenue for your business.

Fern is the founder of Overdog Digital, a digital marketing & consulting agency that helps dog daycare and boarding facilities attract, convert, and keep more customers by creating winning marketing campaigns and providing the business guidance to build momentum and spark long-term growth. Fern also has programs to train daycare staff, is a dog behavior consultant, and has a dog training business in New Jersey. He is the author of eight books and a popular speaker at national conferences and private events. To join The Dog Daycare Business Think Tank or ask a question, go to: www.facebook.com/groups/dogdaycarethinktank