The ultimate client journey - business extra
According to research by Client Wave, 80% of clients would not return to or recommend a salon if the customer service was average. That's why Carol Taylor, director and co-founder of Client Wave, has set about creating the ultimate client journey, which she shared with the audience at her Business Extra seminar at Salon International.
Carole believes that the perfect salon experience is all about delivering a five-star level of service for every client on every visit: a goal that can only be achieved if every single member to the team understands the philosophy.
"Most salons get it right most of the time," Carole explained. "The ultimate salon gets it right 100% of the time, but in order to do that you need to put measures in place to monitor what is actually happening in your salon. I recommend that acid test: how did the client feel at every step."
To prove her philosophy she used data collated in focus groups along with the experiences of mystery shoppers and warned the audience: "You need to know your clients expectations so you can exceed them, but these are becoming more sophisticated."
She then set about demonstrating the best way to behave at each touch point with the client
The phone call
Key complaints: 84% of salon clients say it could be significantly improved.
The ultimate journey: The phone should always be answered within three rings by someone speaking slowly and clearly. Always offer additional information such as where to find the salon and end by telling the client you are looking forward to seeing them.
Entering the salon
Key complaints: 68% feel anxious when first visiting a salon.
The ultimate journey: One person stood behind the desk should greet the client with a short and appropriate greeting. They should also ask the person how they would like to be addressed before introducing them to the member of the team who will be attending to them that day.
The consultation
Key complaints: not thorough enough consultation or worse still stylists asking 'what are we doing today.'
The ultimate journey: Ask appropriate questions about the client's current hair care regime and make recommendations in a professional manner.
The backwash
Key complaint: 86% say backwash is their favourite bit, but 70% will not return if they don't have a good experience.
The ultimate journey: Where possible, create a separate zone with softer lighting, scented candles and relaxing music. Tell clients what products you are using, but in no circumstances should staff members be allowed to chat at the backwash.
The service
Key complaint: The biggest complaint over 6 years is that clients want to know what products being used and how they should use them at home. They'd also like advice on when they will need to come back.
The ultimate journey: Cut out the small talk and focus on what they are there for: the hair. Explain the products that you use and how to use them along with a simple explanation of how they can recreate the look. You should also recommend a return date and rebook her or pencil her in and call her to confirm the appointment if she doesn't have a diary.
Closure
Key complaint: 59% feel less special and 51% feel rushed.
The ultimate journey: Check that the client is happy with the service and knows how to recreate it. She should have her money taken by a single person standing behind the desk who should also re-book her, and give her any vouchers or take-away samples in an envelope of goodie back. Each client should be thanked her for her custom and have the door opened for her. If possible, clients should be given an umbrella or walked to the car to protect the style.
