Front of house

Atraditional front-of-house role, such as a receptionist, is reactive – greeting clients and taking telephone bookings. But with 32% of people wanting to book online and 46% of bookings taking place out of hours (see ‘Th e right tools’ on page 34 of the last issue of salonfocus), that role is changing.

‘Front of house is the starting point of the client journey and a vital business function,’ says Carole Taylor, founder of salon training provider ClientWave. ‘Th e role has moved to being more proactive, focusing on fi lling slots, maximising bookings and monitoring rebooking rates.’

A warm welcome

Ryan Harris, owner of Harris & Fox in Aberdeen, has a full-time salon coordinator in Becca Walker.

‘As we got busier, we realised we needed someone on reception,’ he says. ‘With Covid-19 it’s been important to have Becca to greet people and limit interactions.

‘She has a business support role and helps with marketing ideas and bringing in new clients. It’s defi nitely made me

WORDS CHRISTINA SALZANO

After a year of virtual bookings and consultations, and with software becoming more integrated into salons and barbershops, what is the future for front of house?

FROM THE FRONT

more productive.’

For salon owner Suzanne Badder, taking on a receptionist has been a revelation. Suzanne has run Th e Salon in Bunbury, Cheshire, for 13 years but took on 78-year-old Jill Day when the pandemic struck.

‘I’ve used software for bookings, but Jill is amazing,’ she says. ‘She sanitises everywhere and takes people’s temperatures.

‘Everybody loves Jill and I have time to take on more clients. She’s made a big diff erence to my business.’

Rescuing dead time

Th e average hair and beauty salon is busy 60% of the average working week, leaving 40% downtime, says David Drew, NHBF business coach and consultant at Impact Business Coach.

‘What we do is hair and beauty services, but what we’re actually selling is time,’ he explains. ‘If we don’t utilise and monetise our time eff ectively, we’re going to be struggling to derive a decent profi t and survive.

‘Front of house, reception, customer care, manager, whatever you want to call

RESOURCES

NHBF guide to delivering outstanding client experience:

nhbf.co.uk/clientexperience-guide

Salon software guide: nhbf.

co.uk/salon-software-guide

it, that person focused on managing time eff ectively for the business and upselling at every opportunity is of critical importance. Th ey’re not a cost, they are a benefi t.’

Carole agrees. ‘Not having someone leads to lower levels of customer service as there is nobody focused on rebooking or upselling services.’

Without that designated person, corners could be cut at vital moments in the customer journey, explains David, especially during busy periods such as post-lockdown reopening. ‘Th e welcome is very important. And the last impression is critical. Th e farewell – getting the rebooking

THE FACTS THE HUMAN TOUCH

50%

On-site rebooking

leads to 50% more spend in a 12-month period

42%

of clients would pay

more for a friendly, welcoming experience

74%

of clients want more

human interaction

with businesses

32%

One in three clients say they will walk away from a brand they love after

just one bad experience

CASE STUDY

Marguerite Marshall, owner of Stones Hair and Beauty in

Loughborough, brought in daughter Mia Sutton as a receptionist fi ve years ago and saw the business grow by 75% in the fi rst year.

‘I always wanted someone on front of house and didn’t think we could aff ord it, but now I’d never go back.

‘Mia is so productive and in control of our business. She manages the whole team and is my eyes and ears. ‘She pays for herself 10 times over because she doesn’t leave gaps in the bookings. She will book to the advantage of the salon rather than the stylist.

‘Many stylists are rushing off to their next client whereas Mia will spend time with people and in terms of retail, she sells like there is no tomorrow.’

TIPS FOR SUCCESS A FRONT-OF-HOUSE STAFF MEMBER SHOULD...

Be given a clear job description – is the role purely customer service or does it include being a manager or business support? Be approachable, with empathy and great communications skills Be presentable and organised Agree with your ethos on customer service as this will help drive the business forward Show tech literacy or be willing to learn salon software and produce reports. Being social media savvy or interested in marketing and brand is a bonus. before the client leaves – is another big lost opportunity.’

An in-salon booking leads to 50% more spend in a 12-month period, says Carole. Front-of-house staff can be responsible for ensuring that rebooking.

Increasingly, salons are giving over reception space to retail, and front-ofhouse staff can ensure clients go home with recommended products.

Th e customer journey is increasingly important. Clients now base their loyalty not on price or product but on their experience. From easy online booking to a friendly farewell, salons need to consider all the touchpoints in that journey.

‘As a result of the changing world, front of house adds to the experience being off ered. It’s a bit like a maître d’ in a restaurant,’ explains David.

Software plus human touch

For salons with limited space or owners who are stylists, software or a ‘digital employee’ can help manage tasks, run the appointment calendar and keep client records up to date. Again, see ‘Th e right tools’ in salonfocus Spring 2021 for tips on how to choose the correct software solutions for your business. Th is can be found on the NHBF website.

David sees the way forward as personalising services with front-ofhouse teams and using salon software to ensure a smooth and happy customer journey. ‘Salon software is often only being used to 10% of its capability – as a glorifi ed booking system, not as a piece of management software to run the business more eff ectively.’

And making your service memorable could be adding the personal touch to automated systems. ‘People want to be able to book online when it’s convenient for them, but they also welcome that personal interaction with somebody bothering to call them or send them a message,’ says David. ‘We need software with a human touch.’

AUDIO POWER

So you have a phone, and it rings. That’s a great start. How old is the handset you have currently sitting within the reception desk or area?

M

aybe you do not see the value in updating this part of your business, as your phone rings and does what it should. As long as calls are coming through and the line works, that’s fi ne, right? Let us ask you this question: have you ever wondered whether your client experience is as strong as it can be?

Do you even care about this factor? Maybe it’s not one you’ve considered important, or as important as other areas of the business. Th at’s absolutely fi ne – you know your business better than anyone else.

We’ll assume that you’re marketing to your clients via email and on social media, but the phone side has been left behind. It’s just the classic ‘ring ring… ring ring’, isn’t it?

When was the last time you called your own salon to hear what your clients experience?

Is there any room for improvement (be honest)?

Yes, social media plays a key part in all of our lives these days, and with the booking process now available around the clock through an online service, you are quite rightly catering for all clients. You are giving them the choice as to how they can book in with you. However, it does miss one key factor. speak to one of your team, b) they do not have access to the internet or social media, or c) they may want to ask a question or be looking for a bit of advice, something that cannot be answered by a booking platform.

It’s vitally important that you do not neglect this portion of your client base. It’s quite likely that this is still a foundation of your business, if you look at this area in detail.

Your phone line is one of your vital assets, your key salesperson, and remains the gateway to your business. With that in mind, this is where Salon Telephone Services can help you and your business.

By introducing audio marketing messages into your business, your clients will be met by a professional welcome message that can be used e

client pro Special offer: Up to 20% OFF for NHBF Members m

HUMAN INTERACTION

We know a percentage of your clients choose to do business with you over the phone because a) they simply prefer to as a subtle sales tool. It can also be used to deliver key information on your in-salon safety measures and protocols, in just 10 seconds or so.

Th at’ll also take away any pressure from your front-of-house team, and result in a professional, standardised message being heard by each and every client who calls. Th is avoids any mixed messages, as each of your front-ofhouse staff is likely to have a slightly diff erent telephone answering style. To hear an audio message in action, call our demo line now on 0204 506 4510. To order your free audio sample, visit

salontelephoneservices.co.uk/thefacts

and start to #pamperyourcallers and generate more sales.

Salon Telephone Services is committed to helping every salon we work with to improve your clients’ caller experience. We are a proud NHBF Member and specialise in providing a full end-to-end solution, consisting of everything from professional audio marketing and messaging to updating your in-salon telephone technology. We also off er salon-grade super-fast business broadband and Wi-Fi solutions, ensuring your salon has no Wi-Fi ‘dead zones’. We provide dedicated guest Wi-Fi networks, keeping you and your businesses data safe, along with inclusive call bundles, so you’ll be in full control of your expenditure from day one.