Customer data insights for salon owners: What your clients really want

Keeping your clients satisfied is key for your salon's repeat business and referrals. But what does it take to truly delight seekers of hair, nail, and skin care? If your salon provides outstanding service and outcomes with an eye to the latest trends, what more could guests want? Which aspects of their experience matter to them?

To find out, Zenoti conducted a survey of more than 1,500 U.S. beauty and wellness consumers in 2023 to better understand effective with automated review requests. For salons using Zenoti, a request for feedback is part of the automated thank-you texts that guests receive after their appointments.

This approach ensures the best chance of getting four- and five-star reviews from your most satisfied customers. Let software do the sometimes delicate job of asking for those glowing reviews – the more reviews you receive the easier it is to offset the occasional and mostly unavoidable negative reviews that can lower your overall rating.

Half of all people (51%) in the United States regularly visit a hair or beauty salon, and three in 10 say they're nail salon regulars, according to Zenoti 2023 consumer survey data. That's good news. With a focus on customer relationship management and improving guest experiences, the findings suggest a healthy pipeline of potential business for your salon.

In person, salon customers respond positively to excellent results and a warm, personal welcome. Outside of your shop, they want online booking and a mobile app to streamline every part of their journey.

Personalize your brand's customer experience even more by leveraging the trust in service providers and offering product recommendations. At checkout, a mobile POS with automatic suggestions takes the work out of this step.

Finally, online reviews are important to salon customers – and they'll use reviews as a threshold for which businesses they'll frequent, and which they won't. Monitor and respond to reviews and ask your most satisfied customers for feedback through automated review requests.