Every salon owner wants to deliver an extraordinary client experience.
The challenge is where to start – and how to do it in a way that not only creates deep engagement with clients but can be executed efficiently with the team and profitably for the business.
THE CLIENT JOURNEY MAP
Creating a client journey map involves identifying key points and the many ways in which that interaction can take place at each touch point.
As a result, instead of thinking only about “what” you will offer to clients, you are thinking about how they will experience the service in your business.
Statistics show a whopping 91% of customers choose to not complain and walk away from your salon, just like I have done previously. So I am definitely not alone here as this happens every day.
Key to client journey mapping is ensuring that the experience is extraordinary at every stage of the service.
Starting from when the client is even only a potential client, looking on every platform at you to see if you’re the salon of their choice.
Potential clients are watching well before you even realise, so being on your A game at all times is key.
At each step you define what AWESOME looks like, and what processes would support you in delivering at that level.
It’s SO important to involve your team and involve them with each step along the way. By the end of this process I want you to have your client journey mapped and SOME processes in place for each touch point, but truly this is an ongoing part of your business that needs tweaking at least every month to quarterly, depending on whether you’re starting from scratch or revisiting to make your client experience absolutely extraordinary.
This is a huge and long-term project so heads down and bums up, and of course, if you’re stuck you can reach out.
Building a respected brand & delivering an exceptional service takes planning. Firstly, I would recommend making this simple. Purchase a large piece of paper/card from an office supplier, so you can bring it out for the team to work on in team retreats.
Draw a large figure S almost the size of the paper, on it. From here, using post it notes, mark out the main touch points you currently have by using the example touch points below to guide you to your optimum potential client journey.
Secondly a procedure checklist is necessary as you implement each new system within your salon.
One by one create a point form that say goes from 5-10 points to perform each procedure, making sure anything new or changed takes time, so one process at a time is key, otherwise the team won’t retain or implement the process correctly.
Wow, there are so many ways clients can view your business and we need to update regularly and have each touch point nailed. Google is an area to keep all your biz information up to date, online booking, allows clients to book 24/7 from socials or your website for their convenience, Facebook, insta, lives or video content has the power to influence our thoughts., and through surveys 74% of millennials talk through socials along with all demographics are more online than in person.
The true power of social media engages potential for new or current clients make decisions and for you to build a brand.
THE WELCOME FIRST IMPRESSIONS
Phone call to the greeting needs to be warm & welcoming and using their name, making sure you keep the client informed & be hospitable. Appointment confirmation, taking a client through, collecting client information, station set up or room set up to be on point.
Building rapport, making suggestions, consultation tools like I pads or prescription marketing, asking quality questions, quoting, next visit plan, add on services for the current visit or future appointments to be discussed now and booked to have full appointment books with high retention of more than 85%.
Welcome pack – is as simple as branded gift bags with sample or small sizes that may be low cost, an offer for the next visit or 2, drinks menu, points of difference that make your salon stand out from the rest.
Retail suggestions should be made on your client’s hair, as 80% of the time they do their own hair & 20% of time is with the stylist. How will they manage their hair at home without product. Prescription cards & suggestions as a professional should be your highest priority as we all go to a salon for our concerns to be corrected and how will we look after it at home without retail!
MENU’S & TOOLS
Treatment menu, consultation forms & suggestion card, package menu, product and home care planners should be a must.
FRONT DESK EXPERIENCE
Front desk experience should be the sales department and future proofing your business with rebooking, planting the seed, scripts for rebooking mapped out so your team feel confident, payment gateway & membership options.
New client follow up, lost client follow-up, treatment follow up, product follow up, asking for a review. This area will take time, remember engage the team to help with this process (when it’s their idea it always feels better).
The advantages your salon will see when you have provided your client with the ultimate client journey experience you’ve always dreamed of with
Improved client loyalty
Increased rebooking rate
Positive 5 star google reviews
Positive social media reviews
Improved client retention rate
More revenue $$$ and profit ………let’s face itthat’s why were in business
Loyal clients become your greatest fans & marketing ambassadors.
Providing an ultimate client journey from the front door to the till and beyond is critical in creating a solid business that is fully booked.