WHEN DREAMS Become Reality!

By Louise May

In the world of hair salons, recognition is often elusive, reserved for the extraordinary few who transcend the boundaries of exceptional customer care and cutting-edge salon design.

Samantha Jones, the owner of Ms Monaco Hair Society, has not only breached these boundaries but has set an unprecedented standard. In September, her salon emerged as the shining star, clinching two coveted accolades at the 2023 Australian Hair Industry Awards: Best Customer Care and Best Salon Design.

This momentous achievement has brought well-deserved acclaim to her establishment, and it’s a dream realised after seven years of relentless dedication.

Editor Louise May chats with owner Samantha Jones, to explore the secrets behind her salon’s remarkable success in customer care and salon design.

Congratulations on winning the Australian Hair Industry Awards for Best Customer Care and Best Salon Design in 2023! How does it feel to be recognised for your salon’s excellence in these important categories?

I have been a finalist throughout the years 7 times. It has been my dream to build something special enough that it deserves industry recognition and to win 2 categories in the one year was such a magnificent surprise!

Customer care is a crucial aspect of any successful salon. Can you share some key strategies and practices that have contributed to your salon’s exceptional level of customer care, and can you share with us how your previous career as an international flight attendant has influenced your client experience?

Customer care and client experience is the very essence of Ms Monaco. When I came to Australia 12 years ago, I could really feel a gap in the level of service offered by businesses. Thankfully over the years, this has improved, and I feel I have been a leader in helping many design a great client experience.

As an ex-first class flight attendant and purser for a UK airline, my training in customer service is second to none - offering great service and sensing a guest's needs, before they need to ask, comes naturally to me.

I now spend a lot of time training my team and helping them to selector that same sense.

Creating an aesthetically pleasing and functional salon design is an art. Could you describe the inspiration and thought process behind the design of your award winning salon?

After opening 5 self-built salons I have always had so many missing links. Never quite being able to afford to go the whole way. It didn’t feel it at the time, but luckily due to COVID, building supply delays and rising costs, I had 18 months to plan, design, and tweak before the fit-out finally began!

I sold my home in order to go big! I wanted to build my dream, and I wanted nothing to be missed so I engaged a specialist for our company local to me to help.

The design inspiration comes directly from Monaco - the arches to embody the castle and the gold and marble to reflect a high-end hotel.

The results are spectacular I still pinch myself every day.

Salon design plays a significant role in enhancing the overall customer experience. How has your salon’s design positively impacted your clients and their perception of your brand?

When you come to Ms Monaco you go on a journey. After the concierge checks you in, you are escorted to our amazing cocktail bar to enjoy a refreshment while you fill out our consultation tools. After this, your stylist will come and welcome you before taking you through to the main salon.

We want every woman that comes through our doors to feel valued, like a princess and the little details have ensured that happens.

Building strong relationships with clients is vital for customer retention. How do you ensure that your clients feel valued and supported throughout their salon experience?

From the concierge welcome to the special Thankyou gifts, offers of refreshments and a beautiful shampoo experience it’s like visiting a 5-star hotel. We have a very well-designed pre-appointment and aftercare service, to ensure our clients feel valued before and after their visit.

Winning two awards signifies a high level of excellence in your salon’s operations. Could you share any specific training programs or methodologies you implement to ensure your team consistently delivers exceptional customer care and maintains excellence always?

Our team have designed our client journey together! By creating it as a team the whole team ensures it is delivered correctly.

We have a team website that has all aspects of our journey photographed, videos and explained. All team members have a full induction process where they learn ‘how we do it here’. Excellence is part of our team culture - it’s non-negotiable.

Client engagement is vital for outstanding customer care. How does your salon engage with clients beyond their appointments to build long-term relationships and ensure their continued satisfaction?

We have a clear aftercare process. All clients receive a phone call/message to check in with them and ensure their satisfaction. We also follow up 4 weeks later just to check-in. We have automated aftercare advice, great engagement on socials, newsletters and a fabulous members lounge that makes our members feel like part of a family.

For aspiring salon owners and professionals looking to enhance their customer care and salon design, what advice or insights would you offer based on your journey and success in these award-winning categories?

Never stop improving- I learned to always be striving for better. It’s never ‘just another day’. Develop an eye for detail, role play and engage your team in your customer care journey.

@msmonacohairsociety