Using salon software to build client relationships

If you had a computer in the salon 10 years ago you were probably quite leading edge, now having a salon software system on your reception desk is the norm, says salon business consultant, Ryan Fox. So how do you differentiate yourself today? The answer is to use it to drive client service. Personalising the client experience The average client is now more sophisticated and demands a more personalised service. If you have suffered from clients drifting away recently, it may be because the service just isn’t personalised enough. Client Service advances in salon software We’re at a turning point and it could be a game changer. Salon software is going mobile. You still need a computer on your reception desk, but the capture of information will increasingly become mobile, making for a slicker and more personal service for the client. Think about how it’s done in the Apple Store. Collecting information If knowledge is power, then data must be the new currency so collecting the right information for every client is essential and should be part of your service culture. Insist on these standards and don’t accept sloppy service from stylists. Having a good receptionist helps enormously, but you need someone who is passionate about getting things right and has some authority over stylists. What information do you need to collect? Don’t try to collect too much. Decide what matters and get it right. Focus on the key things: name, address, mobile number, date of birth, e-mail address, personal preferences and ‘opt in’ for data protection. The computer does the rest by tracking appointment and sales histories. Invest in the latest technology You can ask stylists to check client histories on the computer or print it out before the client comes in, but if you really want to gain a competitive advantage, a better way is to provide mobile input devices for stylists to update and use with the client. This takes away the excuse that they don’t like bits of paper. It’s how everything is done now and increasingly how stylists see the world though their smart phones. Using Client information to gain a competitive advantage There’s no point collecting all this information if you don’t use it, so emphasise the value of it through staff training and make service as important as the haircut. We hear all the time that we need our stylists to recommend the right products, sell extra services and upgrades, rebook them on the right timescale and respond to personal preferences, but unless you have the information to hand when you need it, you can’t provide this level of personal service. Responding to clients’ needs requires you to be the expert and for that you need the right training, knowledge and information.   Ryan Fox is a hair & beauty salon consultant who aims to improve salon performance through training and innovation. Visit www.umbrellaconsulting.co.uk for information about future courses.