When managing a beauty salon, it costs 5 times as much to attract new customers than to keep existing ones.1 Since a repeat customer spends on average 67% more than a new customer2, the number one rule of any beauty business is to keep your existing clients happy, and build a loyal relationship with them.
Here are 6 essential customer retention techniques to ensure your beauty salon clients come back every time:
1. First Impressions
When a customer walks into your salon, they form an opinion in the first few minutes. That’s why first impressions count. Be sure to give them a warm welcome: make eye contact, learn their name and make sure everything is ready for their appointment. Clients will also judge the appearance of your salon right away. Keep workstations clean and clutter free so you can make a sparkling first impression.
2. Consistent Service
You can have the most beautiful salon in the world, and a business model to match, but you’ll get nowhere if you aren’t delivering the high level of service your customers expect. Ensure that each of your employees provides a consistent quality of service, so treatments don’t vary between stylists. You wouldn’t want clients to go elsewhere just because one of your employees isn’t available.
3. Flexible Booking
Consumers love flexibility, and your clients want a range of booking options to meet their needs. Don’t just offer bookings over the phone which can only be made during office hours, make the process of scheduling an appointment streamlined and speedy by providing an online appointment scheduling service. Studies show that 52% of customers book outside opening hours, so maximize your retention rate by allowing your customers to rebook with ease around the clock.
4. Make it personal
Clients come to your salon to relax and unwind, and it’s the personal touches that make their experience. Do they like a particular snack or hot drink while they have their treatment? Maybe they enjoy reading a particular magazine or newspaper. A recent survey demonstrated that 71% business relationships end due to a poor customer service experience.3 Get to know your clients as individuals, so you can give them a customer experience that goes above and beyond. This is easy if you’re using a business software that allows you to save detailed customer profiles, so you won’t forget the little things your customers love.
5. Set Goals
One of the most underrated customer retention techniques is to set realistic, achievable goals. These don’t have to be sky high. Recent findings show that just a 5% increase in customer retention can boost profits by up to 95%.4 Use metrics to identify the most popular treatments and employees based on customer feedback, so you can get to know the strengths and weaknesses of your business.
6. Stay In Touch
Your customer’s journey is important, and a great way to build lasting, loyal connections with your clients is via communication channels. Get in touch to thank them for visiting, and remind them about their next appointment via email or text. You can avoid getting caught up in administrative tasks by utilizing a software that automates these customer engagements. And why not go one step further by sending them a card on their birthday, maybe even including a special offer?
At Shore, we understand the importance of customer retention techniques. That’s why we’re here to help beauty salon owners to retain customers without the time-consuming administrative work. For the same affordable price as your Netflix or Amazon Prime membership, we provide you with an automated solution specifically targeted at growing strong customer relationships, so your beauty business can reach its full potential. Get in touch today to learn more about our software solutions for beauty salons.