The new client journey

The journey NEW CLIENT

As beauty salons and spas prepare to reopen, we face new challenges in making the customer experience special while limiting contact. Kieran Read asks the experts what this new normal will look like A lthough restrictions are gradually easing and businesses are making plans to reopen, the beauty and spa industry faces a unique set of challenges. Whereas some industries can implement measures to eliminate touching or interaction with others completely, the be when salons, spas and clinics are back up is crucial. The entire industry is at a turning point, so it’s time to re-evaluate practices. As salons and spas prepare to reopen, we’ve spoken with a number of industry experts about what to expect from this new era of majority of our services are completely dependent on a customer service, and what you can do to ensure closeness with the client, both physically and that everyone visiting your establishment feels not emotionally. only safe, but content and relaxed too.

“The emotional impact coronavirus has had on humans is as strong as the physical effects,” says Yasmin The safety message

Teimoori, chief executive and co-founder of Morning Undoubtedly, the biggest concern on everyone’s

Glory Health Club and Medical Spa in Dubai, where mind going forward will be safety. It’s one thing for doors have been open since the end of May, and a your business to be following Government new model of customer service has been embraced. regulations but another to let your clients know

It raises questions about how clients, both new and exactly why and how you plan on keeping them up. old, will respond upon reopening here in the UK. Will This could mean small changes. “When using they rush to receive the treatments they missed over things like disposable towels, I’ve asked my staff to lockdown, or will apprehension mean they’re slower to show clients that everything is individually packed, return? With careers dedicated to making others feel and to open the packaging in front of them,” says better, mapping out how different the experience will Sue Ali, owner of Endermospa UK in Loughton.

Meanwhile, Angela Bartlett, managing director at great the spa was when they went with their mum or mystery shopping service Hidden Beauty UK and owner friends, for example. It’s a really powerful substitute of Sensoria salons in Cheshire, explains that taking it for people going out and telling their story and back to the absolute basics and being completely creates a sense of community,” says Dave transparent shows honesty: “Do you remember when Courteen, founder and managing director of you were at college and you had to inform your clients national chain Mosaic Spa and Health Clubs. that you were going to wash your hands before starting Accounting for client numbers will certainly be a the treatment? That’s not such a bad thing to bring challenge when reopening, and will vary business back,” she suggests. to business, so the only sure

Most salons and spas have way of being prepared is to always prioritised hygiene and safety, so much of your messaging may involve reminding clients of We’re going to have to be even warmer through have a smooth and wellorganised booking process in place. “The initial impression that, suggests Adam Chatterley, the masks, and use a made is the lasting one, so an chair of the UK Spa Association: lot more of our own easy system and good “We’ve always been an industry that’s had incredible hygiene procedures in place but, because personalities to ensure guests understand operator courtesy generally sets the scene,” explains Bartlett. we want people to feel relaxed, the energy we’re Although technology will be we’ve kept them hidden. Rather transmitting pivotal in streamlining the than saying, ‘these are all the new booking process, it’s important things we’re doing,’ it’s now time to not to lose that personal say, ‘did you know, this is everything touch. “People are going to that’s always been going on?’” need reassurance,” says Courteen. “There will be

It’s up to you to put your efforts front and centre and lots of questions and concerns regarding safety and Bartlett suggests spreading the message outside of your they’re not going to get that through online salon, spa or clinic walls and responding to individual booking. You need to be able to offer that through client concerns. “Keep in touch with your clients a conversation over the phone.” regularly in the way that best suits your business – text message, phone call, emails, newsletters,” says Bartlett. Spotlight on service “But make it a two-way communication process and Most of the time, delivering great customer service really listen to what your clients need from you.” actually coincides with the most hygienic practices,

An efficient and effective way of doing this can be by such as keeping to time when conducting using your loyal clients as ambassadors. “We’re going to treatments to ensure no cross-overs in schedules, or post 10-second videos of people talking about how opening doors for clients to reduce touch points. “I’m a great believer in just pure, genuine hospitality,” adds Emma-Jane North, spa director at Wyboston Lakes Resort in Bedfordshire, discussing attitudes to adopt when performing treatments. “We’re going to have to be even warmer through the masks, and use a lot more of our own personalities to ensure guests understand the energy we’re transmitting.” This optimistic demeanor should always extend to the conversations you’re having. “Brief your staff to stay away from the doom and gloom, which some clients will have a tendency to talk about. Steer it towards positivity, but make sure to be tactful and smart about doing so,” advises Bartlett.

Ultimately, embracing healthy living and mental wellbeing, which much of the industry made important strides towards prior to Covid-19, will help ease the sense of anxiety. “It’s so interesting how all of the things that we talk about – wellness, exercise, being outside, mindfulness, meditation – are now on the minds of the general public,” says Chatterley. “From that perspective, it’s a really great opportunity for the industry to be at the forefront of that.”

Tailored treatments

There’s no set way of dealing with your guests, because everyone’s reaction to this challenging time will be different. That’s why it’s essential you never adopt a blanket approach to your clients, and instead respect their individuality.

For some, especially those in “at risk” categories, this will require extra precautions and sensitivity. There are many ways this can be achieved. PPE. Although for some it may be necessary to Ali, for example, plans to book her most vulnerable increase treatment prices, it’s important to factor in clients into a dedicated morning slot so that less overlap the impact this could have on customer occurs and special care can be given. satisfaction.

For other clients, however, a firmer attitude may be “Remember that the cost of PPE is going to come required to ensure the comfort of all. “It’s all about out of your profits so if you’re happy with that and education,” says Bartlett. “Pick up on those clients that it’s not going to impact your life then fine, but you have a tendency to be late and stress how important it is really need to add it all up because if you find to stick to very strict treatment timing so that there are no you’re at a loss then you do need to add those dangerous crossovers.” charges to your treatments,” says Kerry Beavis,

“Upon arrival, we’re going to have a very clear owner of home-based The Revive Co and founder banner that explains our commitment to the client and of membership club the Affluent Solo Therapist all things we’ll be doing in relation Club. “People understand price to Covid-19,” shares Courteen. “It’ll increases are necessary and then explain what we expect from the client. If you’re unwell, then don’t come to the spa; always You really need to add it all up because if you most don’t question it; just give them some notice and tell them why. If your costs go up, usually maintain social distancing; be find you’re at a loss so should your prices.” respectful. We have to make sure then you do need to add However, Ali says she’s not there is some form of personal responsibility.” For the most part, clients will those charges to your treatments going to raise prices. “I want to focus on my existing clients and show loyalty to them, even likely share your concern in offering them a reasonable keeping everyone safe and your discount in the form of a gift messaging should include appreciation of that, and with a purchase or samples. I want them to recognition of those clients who have stuck around. remember how we treated them during hard New clients may be harder to come by, so proving your times,” she adds. value to those prior relationships will be key. Although it’ll be challenging, it’s important to

“Put anyone who has bought a voucher, or has been consider the coming months as an opportunity. supportive in any way, on your VIP list and give them the Now, when people need an escape from the opportunity to get the first appointments. Maybe extend everyday the most, is the time to show how the vouchers for a year, or swap out the equivalent price accommodating an industry we truly are. for products,” Bartlett suggests. “I’m a firm believer that every cloud has a silver lining and there are some amazing opportunities Price it up for us to make a change for the better in our Another common issue will be recouping costs, industry,” says Bartlett. “I truly believe we’ll come especially given the added time and money that will out of the other side stronger with an even more likely be needed to cover new safety precautions and caring and professional image.” PB

PROTECTING

staff clients and

Getting back to business after being in lockdown for so long will be both exciting and challenging. The NHBF explains what salons will need to think about, from health and safety issues to employment law changes T he National Hair & Beauty’s (NHBF) free guide to reopening can be downloaded at nhbf.co.uk/ back-to-business-guide. Non-members will need to register on the NHBF website to download the guide: nhbf.co.uk/join. “The guide is under continuing review to ensure it “One example is the new rule that allows employees to carry over up to 20 days of annual leave (full-time employees) into the next two annual leave years.” Find out more about new employment laws at nhbf.co.uk/ new-employment-law. NHBF members can also download the free in-depth reflects the latest official Government advice about guide to employment law for salons that are getting how to protect staff and clients, and the health and back to business at nhbf.co.uk/back-to-businesssafety measures you should have in place in your salon, employment-guide. including the need for risk assessments,” says NHBF chief executive Hilary Hall. Mental health in your salon

The NHBF’s FAQs and updates can be found at its “Financial worry, emotional problems and anxiety coronavirus information hub: nhbf.co.uk/coronavirus about friends and family have taken their toll during and on social media: @nhbfsocial. lockdown,” says Hall. “That’s why it’s more important Make marketing work for you in the salon.”

“Getting your marketing right will be more important Find out what steps you can take to support your then ever when you’re back in business,” says NHBF employees as you reopen for business at nhbf.co.uk/ marketing director Tori Priestley. “And the good news is back-to-business-mental-health. that a lot of very effective marketing can be carried out “Don’t forget to take care of yourself too,” adds Hall. for free or at a low cost. “We’ve heard from many salon owners who are

“For example, it will be important to make the most of planning to create a healthier work-life balance once your social media accounts, e-marketing, website and their business is up and running again. Our blog post at online business listings. You can also step up your retail nhbf.co.uk/back-to-business-work-smarter explores activity and make plans to enter competitions and some of the steps you can take to achieve this.” awards, which can create some great publicity if you are a finalist or winner.” The NHBF

Find out more about how to market your salon, For less than 80p a day, the NHBF will work with you to including getting your branding and prices right at support your beauty business while keeping you safe, nhbf.co.uk/back-to-business-marketing. legal and up to date with all the latest business laws.

Employment law post-lockdown “As well as the new employment law that has come into force this year, you’ll also need to understand changes that have come into force due to the coronavirus outbreak,” says NHBF director Tina Beaumont-Goddard. than ever to promote good mental health to your team Join the NHBF before the end of July 2020 and quote PBJ25 to get £25 off your membership fee. Join online at nhbf.co.uk/ join Or call us on 01234 831965