How to Retain and Win Back Customers 

All salon owners wrestle with the emotional and monetary loss incurred with losing customers. Here are some measures you can take to retain or win them back. 

·         1. Identify potential problems

·         2. Communicate with your customers

·         3. Listen to your front-end staff

·         4. Treat all customers well

·         5. Be even-handed and fair

·         6. Ask why they are leaving

·         7. Win the right customers back

 Identifying potential problems

 Run periodic reports generating a list of customer activity and separate the list into groups such as 3 month inactive, 6 month inactive, 9 month inactive, and 1 year inactive.

Communicate with customers

Communication is the best way to stop customer loss. Emotionally connected people will not stray far from your brand. Ensure that you stay connected through regular communications. Use the phone, email, or direct mail to engage your customers.

Listen to front-end staff

Your front-end staff and therapists are the first to hear about what bothers customers. Have regular staff meetings and ask for their input.

Treat all customers well

Survey your customers to find out how they feel compared to the competition. Ask for their feedback on services, products, and the surroundings of your salon. Put a plan together to keep from losing these customers which may include a phone call, a personal letter, a meeting, or even a comp.

Be even-handed and fair

·         Treat your customers fairly; never use misleading or false claims

·         Meet your customer’s needs

·         Make costs transparent

·         Resolve complaints quickly to the customer’s satisfaction

Ask why they are leaving

Most customers won’t tell you they’re leaving; they’ll just never return to your salon. If you’re lucky, a customer may actually confront you before leaving. Consider that an opportunity to find out what the problem is and fix it before the customer leaves.

Win the right customers back

Determining which customers you want back is not always easy because “high value” is not synonymous with “big spending”. Customer relationships can be valuable to you for any number of reasons. For example, a celebrity or person with a strong place in your community will enhance your salon’s image. A person who refers a lot of business to you may be more important than a customer who spends a lot of money.

·         Determine which customer you want back

·         Find out why they left

·         Fix the problem

·         Invite them back

Each salon needs to design their own win-back campaign based on individual findings and requirements.

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