Use data to create a client relationship

In my experience in advising fashion retailers across the globe, I know that the successful ones don't just rely on their brand to engage their customers. says Sarah Cross, founder of Uber.

CRM (customer relationship management) is at the core of their businesses.

A good definition of CRM is building a mutually beneficial, satisfying and effective relationship between brand and consumer. 

Back to basics

In order to build a relationship with customers, CRM should involve a deeper, richer experience for the consumer. It's more than just cross-selling and up-selling, but embracing all aspects of interaction with the brand across all channels, if it is to be used as a loyalty tool. 

The initial test is how well the business aligns all its functions, front and back office, to deliver the desired customer experience.  CRM is the responsibility of the whole business. 

Why make all this effort?

One of the main reasons for implementing a loyalty solution and a CRM strategy should be to collect and then use customer data effectively. Data should then be used to either enhance the customer experience or change consumer buying behaviour.

Loyalty will inevitably have an impact on revenue. However, it's important to stress the soft benefits such as increasing data, building a meaningful relationship with consumers, and supporting the overall business objectives. CRM and loyalty are not a short-term sales fix.

Some important points for the hairdressing industry

• Provide an integrated, consistent and seamless client experience from the reception and styling chair right through to the online offering and the entire customer service from your team.
• Capture, organise, and analyse client data. It's important to store it in a single database, and always cross check to ensure clients are not receiving mixed or irrelevant messages, and that you have a complete contact history.
• It's not just about sales; value lies in attitudes and lifestyle enhancements. Start using a client panel for research purposes; these individuals are your clients and you should listen to them. They will guide you on what campaigns and activity you should and shouldn't be doing, how you should be communicating with your audience, and what your clients really think about your brand, staff and customer service.
• Find the right way to communicate based on their behaviour and needs. Smart segmenting allows lower-spending customers to feel valuable, and high-value customers to feel special.
• Timing is imperative: right message, right time - relevant message.