Why is customer service so important and how to be on top of that

Customer service is probably the most important part of any business that deals with clients on a regular basis. Your brand always depends on customer service. Without customers you wouldn’t be able to run your business after all. Good or poor service therefore can highly impact the success of your salon.

“To over-deliver in service to a customer is by far the most valuable thing to a business. Because there are only two ways to improve the operations of a business: increase sales or decrease costs” (Daymond John).

This not only applies to new salons that are just starting out, but any other well established salon that wants to grow their business. Not only is excellent customer service the perfect solution to improve client retention, it also works wonders for referrals and positive reviews. Happy, regular customers are more likely to tell their friends and family about their experience. This is a great way of direct marketing and results in new, loyal customers. Good customer service builds trust and loyal customers. This doesn’t only apply to salons, but many other businesses such as retailers. When clients acquire a product they want to feel that their needs and concerns are being understood. These days people will only stay loyal to a company if they have very good reason to and if they get offered a better service than at other places. There is plenty of competition and choice for customers and therefore businesses have to up their game in order to stand out. Customer service plays a big part in keeping existing customers and acquiring new ones. By providing the best in customer service, you will increase trust and that could mean the difference between loyal customer and the ones that will leave. So what can you do to improve customer service at your salon and be on top of the game? Here are five tips how you can be on top of it:

Motivate staff with rewards

This could be a special ‘Excellent Customer Service’ commission scheme. Ask customers for a review after their appointments. This can be in store, online or via the SMS Tool on the Salon Tracker system. Ask on a scale of 0-10 how likely they would recommend your salon to their friends, based on their experience with <insert staff name here> and ask why they gave that score. Don’t shy away from even negative reviews, because you can learn from them too. Through this method you can easily keep track of what customers think of individuals as well as the whole salon. You can integrate extraordinary services in monthly/quarterly staff meetings and reward staff member with little gifts or a day off. This will motivate other staff members to keep going with excellent service, in order to be eligible for a reward.

Listen to feedback & emphasise

Sometimes if a customer is dissatisfied they just want to be heard. Show them you understand their concerns. If they have a valid reason for a complaint then obviously take it serious and do everything in your power to fix it. Even if it wasn’t necessarily your fault, try to apologise. That way, if the customer feels unhappy, a simple apology often goes a long way and they feel satisfied that it is taken seriously, but try to avoid accepting responsibility. Tell the customers what you are going to do to sort out their problem. You can even offer them a discount on their next visit if you are worried about losing certain customers. Giving clients a simple way to give you feedback on their visit is fundamental to improving salon customer care. This way you keep well informed what customers enjoy and what doesn’t work that well.

Everything matters –even the small things 

If you can think of a unique way to make sure new clients enter the door and existing ones keep coming back then why not add something special for them that no one else does in the area. Your customer experience is what differentiates your salon from other competitors in your area. Everything counts when you’re creating outstanding client service – no matter how small or big your gestures are. Why not take a few minutes aside to think about things you can all improve and work on. You can have a look at your welcome are for example, making sure it’s well stocked with different magazines and activities for children. Maybe offer your guest a selection of little chocolates they can help themselves to while waiting. Or you can set up a little pampering station in the guest toilets. Why not offer some nice hand lotion they can try out and if they like it you can also promote retail sales at the same time. The little things may not seem important to you, as you don’t actively get involved with the customer but if your customers feel comfortable they are more likely to enjoy their overall experience. Remember happy customers create revenue.

Monitor your customer service

There is always time to reflect and improve, in order for success of your business. You can take specific time off during the week or month to reflect and to look at the little things to improve. This doesn’t have to take long. Even if you set 30 mins aside each month to focus on customer service, it will pay off in the long run. Many salons come up with an annual Action Plan in January to plan ahead for the year and to also underline how they want to improve their business. This is a great way to get everyone involved, reflect on the previous years and to look at statistics. Salon Tracker can help you with specific business reports whether you’re looking at profit, best spending customers or when your salon is busy/quiet. This not only helps with your marketing but also can assist you to determine when you have to take extra care of your customers.

Notice your customers

It all starts with a smile… How many times does a customer enter a busy salon and gets ignored for a few minutes before actually getting greeted. Salons should have a 30 second rule from when someone enters the store to being noticed by staff. A quick hello or smile in their direction will do the trick. Make sure they are aware you have seen them. Even if you’re busy with a client just smile in their direction or offer a quick “I’ll be with you in a minute”. Most customers will understand if you are busy and that you will be available as soon as you're done. If you have a receptionist, then make sure she/he is aware of this. Successful salons make sure their receptionists do this. 

So if you’re interested in building a growing business and revenue, over a long-term period, then customer service should be your top priority. To differ from your competition it will take work and you’ll have to put effort in. Find out what your customers want and offer it to them in your own unique way.

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