A new survey from Phorest revealed 91% of salons miss calls on busy days, shining a light on one of the most common but often underestimated pressures facing hair businesses
The Big Salon Phone Survey, which gathered 412 responses from salons and spas, was created by salon software Phorest to better understand how businesses feel about their current phone systems, how missed calls are being handled, and whether there is appetite for AI to support with some or all client calls.
What Does Phorest's Big Salon Phone Survey Reveal?
The findings show that missed calls remain a significant challenge for the industry. According to Phorest's survey, only 7% of salons are happy with how missed calls are currently handled, while 30% said they were particularly unhappy. The majority of missed calls, 84%, are currently going to voicemail.
While many businesses assume missed enquiries happen when the salon is closed, the survey found the issue is often happening during the working day. Calls are being missed because the front desk is busy, there is not always someone available to answer or the team are with clients.
Luke Doolin, Country Manager UKI at Phorest, said: “What this survey shows is that missed calls are not simply an after-hours problem. They are happening when salons are at their busiest, when teams are doing exactly what they should be doing, looking after the client in front of them.
“That is the real challenge. A missed call could be a new booking, a rebooking, a colour consultation, a treatment enquiry or a client trying to make a change to their appointment. If it disappears into voicemail, there is a very real chance that opportunity is lost.”
The Role of AI in Supporting Hair Client Calls
The survey also explored how salons and spas feel about AI supporting client calls. Phorest found that 84% said they would like AI to handle some or all calls, but most described themselves as curious but cautious.
Concerns remain around whether clients would trust or like AI handling calls, whether the experience could feel robotic, and whether bookings might be made incorrectly.
However, there was clear interest in AI stepping in when teams cannot get to the phone, with 74% saying they only want AI involved when the team is unavailable. Just 14% said they would want AI to handle every call.
Luke continued: “The industry is not asking for AI to replace the front desk. Salon owners want to keep their team, keep their number and stop losing calls. What they are looking for is a second pair of hands, something that can support the business when the team is busy, the desk is slammed, or the salon is closed.
“The opportunity for AI is not to remove the personal touch, but to protect it. If technology can help keep the conversation going, send an instant response, answer simple questions or make sure a potential booking does not sit unheard in voicemail, it gives teams more space to focus on the client experience.”
What Can We Learn From Phorest's Big Salon Phone Survey?
The findings come as salons and spas continue to manage enquiries across more channels than ever, from phone and voicemail to SMS, WhatsApp, online booking, email and social media.
For Phorest, the results reinforce the importance of developing technology that solves real problems for salon teams while supporting, rather than replacing, the human connection at the heart of the industry.
Luke concluded: “The salons that manage this well will not necessarily be the ones with the biggest teams. They will be the ones with the clearest systems, the fastest follow-up and the ability to make sure every client feels acknowledged, even at the busiest moments.”
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