Enhancing Your Client Journey - Experience is Everything
Client journey or client experience is a significant factor in the salon marketplace when trying to not only gain clients but maintain and retain them long term. They vary slightly in their definition, but are often used to explain the same thing – how you are found, how they connect, how you interact with them and, of course, how the services you provide are delivered and received. Client journey to me is the pathway or touchpoints you lay down for your clients to travel. Client experience is their perception of that pathway registered against the expectations you and they have created.
Salon business owners know the importance of delivering amazing client services, but in the delivery of that treatment the surrounding and supporting factors are sometimes overlooked.
How your clients find you and book an appointment to post-service check-ins, every touchpoint plays an important role in forming the client’s perception of the salon, the team, and the business. In this article, out of the many touchpoints your business should be utilising, I’m going to focus in on five key touch points where you get no physical ‘touch’ with the client through your service and must rely on words, surroundings, and their understanding of what you do through the outward face of your business. We’ll explore some ways you can enhance each touchpoint and build a stronger relationship with your clients from the moment they find you.
- Discovery
- Welcome
- Ambience
- Departure
- Reconnection
Discovery
Once that person has had the idea that they want to book a service, what do they do? They go online! They visit Google, type in the service they want to book and hit return. Google does its job and provides a list of sponsored ads followed by a handy local map where you’ll Google Business Profiles, and finally the top ranked providers according to their algorithm. From here on in it’s down to the ‘feel’ of the ‘pick us’ touchpoints you utilise, how they can connect, what they can read about you through your touchpoints and reviews, and most importantly how simple it is to make that booking. Each obstacle you leave out puts that potential new client one step further from your door.
How does your business stand out against the other salons around you? How are you connecting when clients are doing their research? Do you have …
- Your Google Business Profile. This is a hugely important piece of your marketing and gives potential clients an awareness of all the vital information without looking for your website or socials and puts you on that handy map on Google. Used well Google Business Profiles can create a great online shop window for your business, which is even more important if you don’t have a physical shop window.
- Do you let your potential clients know what your disabled accessibility levels are? For example, are you wheelchair accessible, deaf accessible, do you provide silent treatments, are you trans aware? All these elements and more can welcome different communities to your business.
- An up to date and current website that provides information about the business including treatments, pricing and booking options. Make sure that the information is current and all links work. There is nothing worse than visiting a site that has old information that hasn’t been updated for 3 years and may still have COVID advice.
- An up to date and current social page on Facebook or Instagram with a call to action to book, make contact or find out more? Bear in mind if you have a booking system via website/app it may be best not to add social platform booking unless it ties in directly to your live booking system as this can cause unnecessary confusion for your clients and the team.
These 3 areas are the first points of contact for any new client in today’s world. Yes, some may do the old-fashioned thing of walking past a few times if you have a high street venue, and then coming in for a price list, but with more home-based businesses than ever, your online presence is how they do ‘a walk by’. Don’t miss this opportunity to connect with positivity and professionalism.
Welcome
How you greet your clients when they arrive often serves as the first in-person-contact they have with you and your business and sets the tone for their experience. Creating a welcoming space will enhance, even subconsciously, their likelihood of returning as they’re eyes, ears, nose, and hands will be filling up their senses of what they are experiencing. Check the following areas:
- Ensure the entry/reception area is clean, organised, and easy on the eye
- Give a warm welcome, perhaps a non-overpowering but relaxing aroma diffuser and provide refreshments if that fits with your business
- If you have a team ensure they are attentive, friendly, and knowledgeable about salon services and any timely offers that may benefit the client
- Where you have a waiting area make sure it’s comfortable so the client can relax
Touch
Touch includes the ethereal nature of ambience is that something that your client may not be able to exactly put their finger on until it’s not right. Ambience is that feeling of niceness, comfort, and Mmm. It’s things like your venue being clean, hygienic, tidy, the right lighting, good brand colours, a clean toilet (yes, that’s part of it too, believe me as a someone who’s been mystery shopped and read mystery shop reports as a judge many times, I’ve witnessed several comments on how clean or dirty a client toilet was. Things to look out for are…
- Lighting – soft in treatment rooms, task lighting at workstations, good lighting in your welcome area. If you only have one space, then have a mix of lighting elements so you can brighten or dim depending on task at hand
- Hygienic work areas, meaning no messy wax pots, no nail service dust, clean bottles. This type of attention to detail is not noticed when it’s done but when it’s left out of daily routines it’s the elements that the client will remember negatively.
- How are your work areas set up to welcome a client? What is your towel set up like? Do you use a heated underblanket or a cool blanket if you have clients that are going through menopause and may need something cooler.
- How do you adapt your service for clients that may need other types of support?
Departure
The last point of face-to-face contact should include an invitation to rebook, provide a smooth payment system and be hassle-free thus leaving a positive impression. Consider the following…
- Ensure processing of payments is efficient and accurate and that you have multiple payment options including cash, cards, digital payment.
- Check that the client has no further questions remaining around aftercare/homecare.
- When rebooking, advise clients of any upcoming offers that may be suitable for them.
- Let them know you value their visit and custom and invite them to provide feedback on their experience with your business.
Reconnection
Following up with clients after their appointment is essential gathering feedback and building long-term relationships. It also shows that you are ensuring that they are happy once they’re away from your business. Here are a few ideas on how you can continue to build on the initial visit with your clients…
- Send personalised emails thanking them for their visit and inviting them to provide feedback via Google Business Profile or your booking system.
- Use client feedback to identify areas for improvement and implement changes that align with your client preferences and expectations.
- Offer client incentives such as loyalty rewards or recommend-a-friend.
- Stay connected with clients through email and social media updates to encourage re-engagement and rebooking.
By focusing on these 5 key touch points, you will enhance the overall client experience to cultivate a more successful business. Providing a seamless and memorable experience from First Steps through to Reconnect lets your clients know you provide a professional, efficient, and welcoming salon business.
If you want to take book in for The Salon Inspector™️ to carry out a review of your online touch points and connection methods through to booking/cancellation then visit my website and book in for a Client Experience Audit and if you want my more detailed view book with the Focus Call upgrade.
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