You’ve taken the time to build trust with your long-term clients, but how can you keep the relationship fresh and continue to grow brand loyalty? When your retained clients contribute to a majority of your revenue, it’s important to take the necessary steps to keep them delighted. Here are just a few stats that represent the importance of long-term client retention:
- 80% of your future profits will come from just 20% of your existing clients.
- Just a 5% increase in client retention can lead to an increase in profits of between 25-95%.
- Repeat customers spend 67% more in months 31-36 of their relationship with a business than in the first 6 months.
We’ve compiled three ways to increase retention and delight your loyal clients.
Implement a Concierge Department
Providing an outstanding client experience is a major competitive advantage to your salon or spa. More importantly, the customer experience is predicted to overtake service quality and price as the primary distinction between brands by 2020.
With so much of your revenue dependent on customer service, is your team prepared to provide a top-notch experience every time? This is where the idea of a concierge can come into play; A role solely dedicated to the happiness of your clients. Your concierge could do a variety of things such as:
- Re-book appointments
- Make dinner reservations
- Sell memberships
- Ring-up selected retail at the chair
- Feed the parking meter
- Re-fill a beverage
- Take music requests
With a dedicated member of your team providing a consistent and amazing experience, your clients will always return to be pampered at your business.
Perform Random Acts of Kindness
Never underestimate the impact of small acts of kindness. From a hand-written “thank you” note to squeezing a client in despite of your busy schedule, small gestures can go a long way. Take the time to consider ways you can delight your clients with kindness such as giving a bouquet of flowers, a gift certificate, a free product or service or more at check-out.
Furthermore, acts of kindness can improve the morale of your team. Studies show that the positive effects of kindness are experienced by everyone who witnessed the act, improving their mood, decreasing stress, and making them significantly more likely to “pay it forward.” Imagine the customer service from a team of happy individuals looking to give back.
Stay on Top of Trends
With direct access to hundreds of new styles at their fingertips, your clients expect that your team is well-versed in the latest trends such as unicorn hair and organic skincare. As a result, continuing education is critical, not only to stay competitive, but also to retain your loyal clients. Set aside a budget and invest in professional development so your team always has the necessary skill-set to grow with your clients. Keeping up with the evolving styles will help you remain the beauty experts in your client’s life as well as have the adaptability to help give them their next new look.