Making online surveys work for your salon business

Ever wish you could read minds? Life would be good. You could make a fortune in Las Vegas and limit any dating nightmares. You could also find out what your clients are thinking and act on it quickly and decisively. But as life isn't a fantasy, it's probably better to stick with the classic survey, says Valorie Revis of LinkUp Marketing.

Data capture

For free or little cost, the savviest salons are using online survey systems, such as Survey Monkey, to delve deep into what makes their clients tick. These surveys automatically collate the data into an easy-to-understand format, which the salons then use to inform their

client care and marketing strategies. Finally, the paper survey is dead and the hours spent trying to decipher the findings are now being spent in much more productive ways - such as reacting to what a survey reveals, focusing on what is working and fixing what isn't.

Think about length and structure

What makes an effective survey? The best are structured, of a reasonable length and varied, but with enough closed questions and a limited number of responses that are easy to analyse. They should be like a journey through the salon, touching on reception, querying attitudes towards stylists and assistants, probing retailing patterns, examining lines of communication. A good survey will also find out as much about the respondents as possible, about what they like and don't like and why they chose your salon. You might have some of the information already available on your salon management software, but seeing it in graph form and reflecting the current opinion of your clients can be a real eye-opener.

Opening the goodwill gates

Surveys do much more than give an insight into clients' minds, they also create goodwill. When the gates of communication are open, you are signalling that you care about your clients and their opinions and that you will take action based on their feedback.

Keeping it simple

The advent of online surveys has made it so much easier for salons and spas to find out what clients are thinking, but there are a few points worth remembering.

• Don't overdo it; too many questionnaires will only irritate and alienate clients.
  
  
• Try to ensure the questions are focused and relevant to the recipients. This means that it should be timely so they remember accurately what you are asking.
  
  
• Don't be disappointed by a low response; 20% is usual, 60% is a good rate and either is enough to give you an idea of how your salon is viewed. Offering a reward can boost uptake. If your response rate is low, send reminders.
  
  
• Most importantly, act on the feedback. A survey initiative can backfire if your clients don't see change.