Spas and salons survive on customers for repeat business. They provide predictable revenue and help meet monthly revenue targets. As you cannot rely on finding new customers every month, you have to hold on to the customers you have. The cost of not retaining customers is enormous - when you lose customers, you not only lose revenue, but also increase profits for your competition!
In this whitepaper, you’ll learn how to establish a core group of customers as regular customers for life. And, you’ll see how easily you can consistently provide world-class experiences to each and every customer.
Customer retention reflects your ability as a spa or salon to get customers to stay loyal over a period of months and even years. Spas and salons often address customer retention by providing:
Customers always respond positively to personalized attention. Every smart business owner knows this. The challenge is to implement a method so that staff provide a personalized experience to every customer and every visit. Effective ways to personalize a customer’s experience is to:
By anticipating a customer’s needs, you’re assured to make a positive impression. Anticipating a customer’s need can happen before they ever walk in and by addressing a need as soon as it becomes apparent. The more you know about your customer, the better you can anticipate their needs. For example:
Asking for feedback is the simplest way to know what works in your business and what needs improvement. It’s also an effective way to show your customers that you care about their experience. To effectively gather feedback, provide opportunities to offer feedback immediately after the service. You could choose to use:
After you’ve captured and collated customer feedback, it is important to analyze feedback accurately to make the right improvements. You will need to organize all the data in the stacks of feedback forms. Avoid the common pitfalls that spas and salons often make. Be sure to:
Any business can expect to receive negative feedback. By taking immediate action, you can turn a customer’s negative experience into an opportunity. A daily report to the manager is an effective method to capture negative feedback. The manager may choose to call this customer and address the problem immediately. Often times, a call can simply acknowledge that the complaint was valid and will be addressed. Most customers are delighted to know someone actually listened and acted on feedback, and will look past their poor experience.
In many cases, feedback may reflect action items that cannot be addressed immediately. And unfortunately, without a system to track requests, much of what customers are communicating can be lost. By putting in a system that tracks action items, assigning an owner and a delivery date, you can vastly improve future experiences. The manager may call the customer to understand their grievance, ensure the problem gets resolved by a particular date and inform the customer after the problem is resolved. This system should ensure that tasks do not slip through the cracks, allows the manager to quickly identify “to-do’s”, and communicate with the customer as appropriate.
While spa and salon owners may agree that customer retention is a critical factor for success, the question still remains how you go about implementing the processes without overwhelming staff and incurring cost in time and money.
Software tools, like Zenoti, incorporate best practices, like those of retaining customers directly into the software so that even novice staff will perform like seasoned professionals.
While Zenoti offers a complete set of features from booking appointments, to running marketing programs and inventory, the software has a number of features to support customer retention.
Zenoti integrates customer profiles, service history and preferences with the appointment book. That means receptionist and therapists have access to important information about customers through a single click. Things like detailed customer history, alerts and a smart booking system help personalize experiences, and help you anticipate customer needs.
With Zenoti, you can choose to enforce the printing of a feedback form on every customer’s bill, and ensure the receptionist enters the feedback into the system. This gives you full visibility to what customers are saying. Its easy to conduct audits, and the system does all the heavy calculating for you. As the owner or manager, you’ll see exactly which services and therapists garner the best ratings, a daily report will highlight any negative experiences, and you’ll be able to see trends within feedback as well.
You’ll only need a few minutes a week and still gain full transparency into exactly how your customers feel about your business.
The system also sends you a daily report by email to highlight any negative experiences reported for the day. This enables the manager to take immediate action and contact these customers right away.
For issues that can not be rectified right away, Zenoti provides an issue tracking system to store, track and follow-up on issues. Issues might include things like the sound system needing fixing, or to tighten a rod in the shower cubicle. The issue tracker is a sophisticated “to-do” list that tracks the person who reported the problem, the owner responsible for fixing the issue and even a due date. By communicating with customers about these longer term items, you show them that you truly value their feedback, and in effect turn a negative experience into an impressed customer.
Zenoti offers you something that no other software can - accurate customer retention reports. These reports are automatically generated from bookings made in the appointment book. Use these to determine your actual retention rate, find which therapists are best at customer retention and even which services attract the most customers back.
Why don’t we talk about special ways to retain a first-time visitor vs a regular guest? We should tie into our reports that show first time, employees, which service folks come in for and come back for, or even gender (which might help address anticipation).
To retain your customers, it is important to provide a world class experience. Simple gestures like greeting customers by name, or remembering preferences form the foundation for a strong, long-term relationship. Gathering and acting on customer feedback provides you with an accurate picture of your business, and gives you an opportunity to connect with your customers. It’s easier than ever to implement processes to personalize experiences, anticipate needs, gain insight from customer feedback and retain customers by using software like Zenoti. You can easily turn every receptionist and therapist into a seasoned professional and increase your customer retention significantly.