At your service

The client service journey is at the heart of your salon’s offering, and getting this right will give your business a competitive edge, explains salon business expert Liz McKeon

Many salons and spas talk about the client journey, and so they should.

Getting this crucial process right is an essential part of business management as it focuses squarely on the client experience in your salon. We have to conduct all business planning from the client’s point of view, examining every single touch point they have with your business. In salon management, it is amazing how different it looks when seeing it through the client’s eyes.

Therefore, when learning how to manage a salon business, it is important to keep your client at the forefront of your mind. Repeat custom is the main way to make money in the hair and beauty business, so good client experiences are a salon’s best competitive advantage.

A lot of salon owners and managers believe that the journey begins when the client walks through to door – in fact, it begins before that. It starts from the moment they first connect with your business via the internet (whether through your website or booking service) or by phone.

In order to determine whether you are winning or could do with some improvement, you need to conduct an audit from the client’s point of view. The following checklist will help you do this; run through it to determine the type of service you are offering, and to identify any changes you need to make in order to give your clients the best possible experience when they visit your salon or spa.

1. Phone

• Is the phone answered quickly, accurately and professionally?
• Is the booking process easy and smooth?
• Are enquiries answered satisfactorily and converted to bookings?

2. When the client arrives

• What is your salon meet-and-greet procedure?
• Is there a friendly atmosphere in reception?

3. The consultation

• Is the consultation process carried out correctly, exploring all client concerns?
• Does the therapist collect enough information in order to carry out a highly effective treatment?
• Are client details recorded?

4. Timing

• Are services running on time?
• How are delays dealt with?

5. Staff

• Are they well-presented and well-groomed?
• Are they wearing your company uniform with pride and perfection?
• Are they smiling, polite and mannerly?
• Do they call the client by name?
• Can they offer opinions and give recommendations?

6. The service

• Is the treatment room, couch and trolley perfectly laid out and ready?
• Does the therapist explain the procedure thoroughly to the client?
• Are there hangers for clothes and containers for jewellery?
• Are quality material and products used?
• Does the therapist give 100% attention to the treatment and to the client?

7. Wrapping up

• Is the client escorted back to reception?
• Is the client encouraged to rebook?
• Are the recommended products stylishly wrapped and placed in one of your luxury carrier bags?
• Is the client escorted to the door when the payment transaction is completed?

Examining your salon through the eyes of your client will change your perception.

This is a very useful exercise to do on a regular basis, as it will help to increase the appeal of your salon to clients, resulting in repeat customers and retail sales. It will also attract new clients to your salon, and keep them coming back.

Liz McKeon is an author, business coach, trainer and mentor, specialising in the hair, beauty and spa sector. For further information visit lizmckeon.com or call +353 86 386 1243.