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Keeping a loyal customer base – 5 Tips

When running a beauty business, you want to make sure to keep a regular, loyal customer base through ensuring excellent customers service to both new and existing clients.

These are our 5 top tips you need to remember when it comes to retaining a loyal customer base.

Top Tip 1: Follow up on missed appointments

Its often hard not to hold a grudge when it comes to no-shows… but the fact of the matter is we’re all only human, and life can be so busy at times, it makes it very easy to forget appointments.

Avoid missed appointments by always ensuring you confirm the time with your client 24 hours prior to the appointment – either by text or over the phone.

If your client does miss their appointment without warning, follow up with them over the phone. This will give you the opportunity to show you care should something unfortunate have prevented them from turning up. Also check whether your client would like to re-arrange their appointment – helping to guarantee their future custom.

Top Tip 2: Take the time to get to know your client

The number one rule when handling any client is ALWAYS remember their name.

Clients will always appreciate it when you take the time to learn about them, particularly when you ask follow up questions during their next appointment if they’re relevant to the conversations you had in your previous appointment  i.e. “how was your holiday…”, “Did you have a good birthday?” etc…

Remembering key things about your client helps create a bond, which in turn creates loyalty, making them less likely to go to competitors if they have already bonded with you as their chosen treatment professional.

Top Tip 3: Keep your appointments

Nothing says bad customer service more than moving client’s appointments. A client with a moved appointment will soon lose trust in your service and may even cancel their appointment all together. Disgruntled clients will also be inclined to share their experience with others.

To avoid moving appointments, always ensure when booking your client in for a treatment, to repeat the date and time of their appointment, the treatment they’re booking, as well as the name of the therapist the appointment is with.

Once the appointment is booked, by no means necessary should the appointment be moved, unless this is requested specifically by your client.

If you have no choice but to move a client’s appointment due to unforeseen circumstances, ensure your client is fully informed of the situation with plenty of warning. Any changed appointment should also have the client’s approval first before proceeding as this makes the client feel involved in the decision.

Top Tip 4: Maintain communication with your client

If you need to contact your client for whatever reason, always ensure communication is left directly with your client via their personal mobile phone.

Leaving personal messages with a client’s friend or family member can be damaging, as your client may wish to keep the nature of their treatments private.

Another issue when leaving 3rd party messages, is that you cannot always guarantee that your client will receive your message, which can be important if it is related to a past or future treatment that has been booked

Top Tip 5: Stay positive!

Everybody has a bad day from time to time – and this may be true for any client. You can never be sure of the sort of day a client has had though you can usually gauge this by their behaviour.

Always try and remain positive and professional when dealing with an upset client, as they may not be aware that their attitude and behaviour is obvious to outsiders and highlighting it might only embarrass them.

A positive attitude towards an upset client will breed positivity, and it’s your aim as a professional to ensure your client leaves their treatment feeling uplifted and refreshed.

In extreme cases, if a client becomes aggressive and verbally or physically abusive, ensure your salon has a written policy in place to deal with this situation, with a step by step guide on diffusing the situation.  Ensuring a senior member of staff is available to deal with extreme situations in a calming manner will often result in the client apologising for any aggressive behaviour.