Creating the perfect client journey

Simon Smith, group director, Nicky Clarke Salons says its vital to create a perfect client journey. Front of house matters First impressions last so make sure you employ the right personalities as your front of house. Calm, welcoming and coping under pressure are the basic characteristics for a good front of house. Pride in appearance is also crucial – they are the face of your brand. Is the price right? Keep it simple – too many levels and quirky names deter people. It should be easy to explain and clearly displayed in the window. Front of house should also know the price list from memory. Consultation is key The importance of a good consultation can never be underestimated. It is imperative that a thorough one is conducted at the beginning of the appointment. It allows the client and stylist to gain confidence in each other. Sit down, face to face and talk in-depth about what they want to achieve from this appointment. At Nicky Clarke, we work to a hair plan so that the client knows exactly what is happening over a course of appointments. This encourages rebooking. During a recession the consultation is even more important, so continuously educate your client so they feel valued. Creating the right atmosphere Lighting is something to consider when designing or refurbishing a salon. It changes the atmosphere, and so the mood of the client. Lighting at reception should be soft and welcoming, like a lounge area, whereas at the station needs to be effectively lit without harshly lighting the client and at the backwash dimmer lights are advised so the lighting can be altered depending on the time of day. Respecting personal space If your salon allows, create space between the cutting stations for a more personal experience. Clients don’t want to be sitting on top of each other. Picking the right products Consider what products work with your clientele and only offer these in the salon. Do not be swayed or pressured into stocking a range that is going to collect dust and take up valuable retail space. Set realistic targets and monitor products sold by midday and again by 6pm. This sends out the correct message to your team and by asking them to comment and sign their daily appraisal sheets encourages ownership and raises awareness of what they are retailing or not. Tailoring the team There is no excuse for your team not to be polite or smartly turned out. A uniform creates a strong brand presence and takes the pressure off the team, especially assistants, to look good. We have a no jewellery and minimal make-up policy. Introducing black ties or white collars for the assistants can make a difference. Encourage the team to always use the client’s name but check if they prefer their first name or title to be used. Offering added extras Refreshments add to the salon experience. Most salons have a coffee machine but consider pairing up with local delicatessens, cafés or bars to offer something special. Walking in the client’s shoes Look at offers and services from a client’s point of view. Often promotions and discounts can be impersonal and cheapen the brand. We introduced a parking policy, where if a client books for at least a cut and blow-dry, we will pay their parking for three hours. This equates to around 10% off their bill but is far more personal than a straightforward discount.