Customer loyalty is the lifeline of a successful business.
Knowing that you have a sustainable stream of clients waiting for YOU is the holy grail of every business owner.
A loyal client can transform your business by creating repeat business, as well as spreading the word on how incredible your services and products are.
The staple of customer loyalty is outstanding customer service. A study found that 3 out of 5 consumers are willing to try a new brand for a better customer service experience. Not only that, but 70% are willing to spend over 10% more with companies that provide excellent customer service.
So how do we apply those telling numbers to your client’s salon experience?
At the first point of contact with your prospective clients, be ready to address common concerns as well as the do’s and don’ts before any salon procedure. Ask important questions about allergies and sensitivities.
Welcome every client by name with a smile as they walk through the door. Offer her a beverage and a place to sit while she waits. Create an ambiance that makes her feel comfortable, but also speaks to the queen in her—transform your salon into a luxurious escape.
It’s the little things that count: that special mug or cup and saucer, great music, a special treat, awesome reading materials, etc.
PROTIP: Rather than gossip magazines that more often than not set the tone for equally gossipy conversation in the treatment room, I made a decision to intrigue my clients with our reading materials. I’ve included some of my favourites below.
- The Secret Language of Relationships
- The Secret Language of Birthdays
Last but not least, this is an all time favourite:
Take a moment to think of all the skincare and beauty product advertisements, as well articles by so-called “experts” in Vogue, Marie Claire and other upmarket magazines. They may look good, but do you seriously want your clients being influenced by beauty editors and paid product placements?
Last but not least, review her file before she arrives, so you don’t waste any precious time. Listen to your client and create an effortless dialogue with her about her treatment. Pay close attention to any concerns or questions she may have throughout your discussion. If she expresses anything that is outside of your expertise, work to find the answer or solution.
If you’re interested in learning more about how to grow your beauty salon business by building strong customer loyalty, we’re ready to chat.