Customer Acquisition is Silver; Customer Retention is Gold

By Amber - on April 06, 2017 comments

Customer retention salonized

We believe that if your client base already extends over several hundred customers, it is time to shift your focus away from new client outreach. This is the moment to concentrate on first time customer retention instead. If you achieve an increase of this indicator by 2 per cent, it has the same effect on profits as cutting costs by 10 per cent. A great effect! So, what exactly is "first time client retention"?

First time customer retention is the percentage of new customers, on the first visit, that return for a second visit. This has to happen within a specific period, usually 90 days. To turn a new customer into a repeat customer: this is the undisputed growth engine of nearly every kind of business.

How to turn a new customer into a regular

We share some proven ways to improve your first time client retention. Want to start with (one of these) strategies? Always remember to collect and use as much information about your customers as possible. This goes beyond initial contact and the first transaction. You want to sell more than just a service; you are building a relationship! The more information you amass, the more opportunities you have to send personal offers.

Tip 1: A good first impression

Scheduling an appointment is the first direct contact a customer has with your salon. This can be done by phone, but online is becoming the norm nowadays. Therefore, it all starts with the look of your website and Facebook page. Needless to say, the possibility to book an appointment online is key here.

Have you ever clicked away from a website because it was unclear or confusing? The same is true of asking customers to schedule an appointment via your old-school contact form. If, on the other hand, customers can view your availability online and schedule the appointment themselves in the free slot that suits them most, this creates a professional and positive first impression.

Then, if the customer receives an instant appointment confirmation and a reminder the day before, you have put your professional stamp on the interaction. Your customer can look forward to the first appointment in your salon!

book appointment online salonized

Tip 2: An unforgettable experience

Many salons find that delivering on expectations is the best way to retain new customers. So, how do you make the customer feel welcome?

A good experience begins with greeting the customer and providing consistently great service. You will be surprised how quickly new customers will walk away from you if they do not feel as pampered as your other clients.

Make sure you know what your customers need - even better than themselves! This is done by collecting personal information, e.g. with a sign-up form. In addition, take a minute after checkout to jot down thoughts and details on the appointment. For example, what you did, what products you used, or even how the customer likes her coffee. These notes will make the next appointment flow smoothly and comfortably, and the customer will be pleasantly surprised that you 'remember'! ;-)

Tip 3: Schedule a follow-up appointment

Don’t be afraid to ask the customer if you should schedule a follow-up appointment. Don’t see it as intrusive but as thoughtful. For example, after a colour treatment, you naturally want your client to maintain the beautiful new colour. So why hesitate to invite her back for a repeat?

In case you don’t find the time or opportunity for a post-appointment chat, or you are more comfortable pitching beauty treatments with visual aids, no problem! You can check out our blog with tricks for increasing sales through email newsletters.

Tip 4: Understanding customer satisfaction

Suppose that 40 per cent of your new customers come back for a follow-up. That means you made your best effort for 60 per cent of new customers, yet you never see them again. Could it be that new customers experienced your services differently than you thought? Think of a restaurant visit, for example. The food was or delicious, but the service was poor and the wait was long. What is the chance you return if there are plenty of other eateries around?

Improve what can be improved and maintain a strong team with motivated employees. Keep everyone on their toes by asking customers for feedback and active evaluation of your services. With Salonized, you can send an automatic feedback request after the appointment, which allows willing customers to share their thoughts. That way you can find out whether the room was too hot or too cold, there was too much banter during the relaxing massage, or the waiting time was disappointing.

feedback request

Tip 5: Work on the relationship, even after the customer leaves your doorstep

You give your best to pamper every customer and make them feel special while they are at your salon. But how can you keep building that bond after the client has left? Sending newsletters is a simple, effective, and personal way to stay in touch with your customers. The occasional newsletter in the customer's inbox is enough to gently remind them to book a new appointment. Check out these tips to create the perfect newsletter for your salon in a few steps.

Even better, get smart and start running targeted marketing campaigns. Salonized salon software lets you filter out the new customers from your total base and lets you send them personalised communications. For example, send a special offer for the treatment your customer had the first time, or make them aware of other procedures which could benefit them based on the previous work you did for them.

Which of the above tips do you employ already? In other words, are you working to increase first time client retention yet?

Amber Korfage

Amber Korfage

Product Owner

We call Amber ‘Miss Salonized’. This is because she has held a number of different functions within the business and she knows all the secrets of the salon software system and more! All her experience has made her the perfect candidate for her current role as Product Manager, keeping you informed of all the latest Salonized developments.

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The summer of 2019

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Hidden functions

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Make your Facebook business page more effective

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The (online) marketing world is continuously changing and this affects all entrepreneurs into a certain degree. For instance, who does not have a business page on Facebook? We post interesting offers, make-over pictures, promotions and the latest news from the salon. And of course, we hope that most of our followers will see them. In January 2018, Facebook announced that it would make major changes to its news feed. “Bringing People Closer Together” was the title of the press release. Facebook wants to connect people to each other, using posts from friends and family. However, there is another trend on the platform, you can see more posts from Facebook pages and less from friends. This often results in an endless scroll session without of any useful interaction. Which thus results in a less positive user experience. Oh dear. People stop using Facebook. What’s next? This makes the alarm bells go off for Facebook. The changes implemented by Facebook during the next few months will have a positive effect on the use of Facebook by persons. For instance, posts from family and friends will become more important. But what will be the effect on the visibility of your business page for your followers? It will be extra important that followers will be active under your posts. What really works are posts which receive reactions, and posts followers want to share with friends. In this respect, you might consider: News from the salon with a personal touch Fun offers Live video in the salon Tips for keeping your "community" active The tactics behind the old model of just sending information, is outdated. It is better to regard your business page as a type of ‘community’. What fits this community? Facebook prefers images. Moving images are even better – which means videos. Live videos have the most effect. And are fun to make! Why not make a video while you are working on the latest nail art. Reviews are still the best possible means of advertising. Unfortunately, this is not a matter of waiting and seeing whether customers will post a review on your Facebook page. But of actively asking customers to write a review, for instance after an appointment or via a newsletter. Can’t you get around to it? With the Salonized salon software you can automatically sent the customer a review request after the appointment. The feedback tool also makes it very easy to respond to reviews. It goes without saying that the opportunity to schedule an appointment must be on your Facebook page. Facebook offers several call to action buttons which can be used; for instance, a Contact button or a Call-now button. Of course, the best option is the Book-now button. This forwards the customer to your online scheduler, so that they can schedule their appointment with you directly from your Facebook business page! Do you want to get started with reviews and an online schedule? Create a free trial account with Salonized. You can start immediately and our team is ready to assist.