Getting customers through your doors is a function of your marketing efforts. We all know these efforts can be costly and sometimes challenging. One would think that keeping customers would be a whole lot easier. After all, you’ve hired great staff, and each one individually tries their best to provide a superior customer experience. Why then do so many salons have high customer turnover and what can you do to improve customer retention?

Thinking like a customer

What are your customers’ needs, and how do you turn customers into “repeat buyers” and advocates for your business?

Start by thinking like your customers. In general, all of your customers are looking for dependable, quality service. They want to be treated with respect each and every time they interact with anyone in your business. Would you be able to come to your salon and enjoy your time spent with the staff, feel relaxed in the surroundings, and benefit from the services offered?

It is very important that every staff member take responsibility for the overall impression of your business. That is what team work is all about. It means moving beyond individual decisions and responsibilities in the salon to ensure customer expectations are met on every level.

Deliver on your promise

Your customers want to know they can trust you to deliver on your promises and in your advertisements. If you promote a new product and/or service and it fails to meet their expectations, how you and your staff react to the customer’s dissatisfaction will make or break the relationship. The quality of service may actually take a back seat to the action you take to remedy an inadequacy.

Make it easy to do business with you

Everyone in your salon should have a thorough knowledge of your services and products. This presents clients with a seamless impression of your business.

Train your staff to listen to the customers

Reward employees for listening to their customers and solving their problems. Train them to respectfully listen so they can understand the customer’s real issues. Whenever possible, give them the authority to resolve problems without having to bring those problems to you.

Believe your customers

There will be times when you receive complaints about products or services. Try not to be defensive and engage in debates and force adherence to obscure policies or rules. Respectfully listen and try to believe what clients are telling you. In general, people are honest and when treated with respect, they’ll remain loyal and become advocates for your business.

React to customer complaints and fix problems promptly

All complaints should be taken seriously and acted upon. When a customer takes the time to communicate a service issue, it’s important to show concern by fixing the problem. Actions do speak louder than words and problem resolution will leave a favorable impression with your clients. Customer trust is very important, if you make a mistake, admit it, fix it and move on. There’s no point in trying to whitewash matters. Apologize, make the problem right, and move forward.

Return call and emails promptly

Nothing is more maddening than waiting days for a call back or email reply. There’s no excuse for that kind of poor service and customers won’t put up with it.

Great customer service is a must for all of your employees. A totally satisfying customer experience can only be had when an organization works together as a team to deliver superior customer service. Make customer service your number one priority and keep them for life. Remember, nothing is more profitable than a loyal, satisfied customer.