The client service journey

client The service journey

Beauty business expert, LIZ MCKEON, asks salons whether they are selling an experience, or selling a service? lot of spas and salons talk about the guest journey and rightly so. Getting this crucial process right is an essential part of business management, A Think like a client. It’s amazing how different your salon looks when you are as it focuses squarely on the seeing it through the customer experience in your salon. We have to conduct all business client’s eyes. planning from the client’s point of view, examining every single

‘touch-point’ they have with your Most people think that the business. journey begins when the guest

In salon management, it is walks through to door. It begins way amazing how different it looks before that. From the moment they when seeing it through the first connect with your business client’s eyes. When learning how via the internet (whether your to manage a salon business, it is website or booking service) or by important to keep your customer phone. The guest journey requires in mind. Repeat customers is the a detailed examination of customer number one way to make money service. In order to determine in a beauty business, so good whether you are winning (or could customer experiences are the best do with some improvement), you competitive advantage of a salon. need to conduct a little audit from the client’s point of view. I have created a guide below with an introduction to customer service and a checklist to run through with some clear and concise questions which act as prompts. Do this today to help ensure that your customer is number one and has the very best experience when visiting your salon or spa.

What is customer service?

Customer service is the service provided to our customers before, during and after purchasing and using goods and services.

“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. We are not doing him a favour by serving him. He is giving us a favour by giving us an opportunity to do so.” – Mahatma Ghandi

Questions to ask yourself

1. What experience do you hope clients will have? 2. What is the actual process? 3. What is the process of making sure they are happy?

Guide 1. Phone

Is the phone answered quickly, accurately and professionally?

Is the booking process easy and smooth?

Are enquiries answered satisfactorily and converted to bookings?

2.When the client shows up

What is your salon meet and greet procedure? Is there a friendly atmosphere in reception?

3. Consultation

Is the consultation process carried out correctly, exploring lifestyle, stress levels, personal

Repeat business is the number one way to make money in a beauty business, so good customer experiences are the best competitive advantage of a salon.

needs and client concerns?

Does the therapist collect enough information to enable her to do a highly effective treatment?

Or, are clients details recorded at all?

4.Timing

Are services running on time?

5. The beauty therapist

Is she/he well-presented and well groomed?

Wearing your company uniform with pride and perfection?

Smiling? Polite and mannerly?

Does she call the client by name? Can she offer opinions and give recommendations?

Are your staff attentive?

6.The Service

Is the treatment room, couch and trolley perfectly ready and laid out? Does the therapist explain the procedure thoroughly to the client?

Hangers for clothes? Container for jewelry? Quality material and products used? Does the therapist give 100% attention to the treatment and to the client? When the treatment is finished, what happens?

7. Wrap-Up

Is the client escorted back to reception?

Is the client encouraged to rebook?

Are the recommended products stylishly wrapped and placed in one of your luxury carrier bags? And, are they escorted to the door, when payment transaction is completed? By doing this, you increase your chances of getting the following results: 1. More leads from advertising. 2. Capitalisation on footfall, by making the most of the clients coming through your salon. 3. By providing a more memorable experience, you create better word of mouth opportunities – still the most effective form of advertising.

Think like a client. It’s amazing how different your salon looks when you are seeing it through the client’s eyes. This changes your perception and is useful to do on a regular basis, as it will help to increase the appeal of your salon to clients, resulting in repeat customers and an increase in beauty retail.

Ask yourself the following two questions: ‘How professional does my salon appear to my client?’ and ‘Would I like to come to it?’ PB

Liz McKeon is an author, business coach, trainer & mentor, specialising in salon turnaround.

liz@lizmckeon.com