Customer care has never been so important. When I think about my own experience in other sectors, the businesses that stand out are the ones that deliver amazing service. Regardless of the industry, I often find myself saying ‘the service was incredible’ before I’ve actually considered the product itself! Lots of salons can deliver great colour or a decent cut, but it’s the five-star service that adds the extra layer of satisfaction and makes clients want to return for more.
Part of great service is knowing your business inside out – this means having exceptional hairdressing skills, understanding products and giving aftercare advice. Being the expert and offering the right advice all contributes to the experience of feeling like you’re in a safe pair of hands. Clients want you to problem solve their hair concerns, so it’s up to you to find the solutions they need and to communicate them.
Think about the body language you’re using, the atmosphere within the team, the levels of positive energy and the language that is used. Don’t say ‘no’, even if something is not achievable. Instead, suggest an alternative that might be even better. Never underestimate the power of being positive, upbeat and happy.
Using your client’s name in conversation, making notes about the details you discussed and noting down elements of the last conversation are the little things that will make a client feel noticed and special.
Is your bathroom spotlessly clean? Do you have up-to-date magazines? Does your coffee taste really good? Are your brushes clean? Is dust gathering in the salon? Get the basics right before you focus on anything else. Think to yourself, ‘if an A-list celebrity walked in here now, would it be good enough?’
A great customer care culture is about consistently delivering, ensuring clients know exactly what they can expect on each visit. Think about the retail brands and shops that have stood the test of time – they’re all consistently maintaining standards. This is what makes them a ‘safe’ choice for consumers. In a world where businesses are closing daily, ‘safe’ is a very nice place to be.
Take yourself through your client journey and consider every step and the service level you’re offering. Go to a five-star hotel for the day and think about all the touch points where service is key. This doesn’t mean that every salon has to have five-star prices; you can be a high street salon charging really competitive prices, whilst still offering a five-star service. Think about smell, sound and all the senses. If a client approaches the door, does someone open it for them? Is the client instantly greeted? Are they all made to feel like a VIP, no matter how small the service they have booked in for?
