Since studies have shown that it costs 6 to 7 times more to acquire a new customer than keep an old one, outpacing your competition depends upon having a loyal following of happy customers. Today’s customers have access to an endless amount of information about your business, and research shows that they’re ready and willing to stop searching around and stick with companies who go above and beyond to create a fantastic customer experience.
With this read you’ll walk away understanding why customer loyalty sucks, what you can do to increase loyalty with new and existing customers, and how to track your efforts.
Is great customer service really worth the effort?
It might seem like a no-brainer, but many Salon & Spa Owners struggle with this question. It’s not as clear-cut as simply looking at reviews to see if your service quality is in the green.
To answer this question, Specifically. we need to look at:
1. Why aren't you rewarding customers?
2. What are the costs and punishments for providing bad service?
Fail To Reward Customer Loyalty
If you're like most salon owners you think that the customer just wants you to reward them with a dazzling haircut or style. But, the fact is if the customer wants to feel appreciated, and customers want to be rewarded. Let’s not talk about Minor monetary rewards what we're talking about is rewarding the customer for their loyalty.
Too Focused Reaching New Customers
Why spend all that time reaching new customers? Spending thousands of dollars on marketing with no return. The problem is that you're so focused on new customers that you lose sight of the customers that are in front of you and guess what? Your customers can go anywhere, anytime, and anyplace with the abundance of choices they have everyday. I'm sure you're not the only Salon or Day Spa that's in a 5-mile radius so why take that huge risk?
How To Increase Customer Loyalty
Are you ready for it? Care... It's the minor caring that counts. i.e. exceeding the customer service experience with every visit, over promise over deliver with 100% satisfaction. Send reminders about specials, events, and appointments. Consistently put your message in front of them! The best loyalty is when you're loyal to your customer with your power of personalization. Care about what's important to them, and you'll always remain top of mind.
Reach New Customers Through Customer Loyalty
It's common sense, but not common practice. The easiest, fastest, and most efficient way to reach new customers right now is through your loyal customer base. The customers that are experiencing amazing customer service, the customers that are being rewarded for their loyalty, those customers will now be rewarded for referrals. Why spend thousands on marketing? When you can take care of your existing customers, and have them do the marketing for you. There are so many tools out there to attract new customers just focus on the eyeballs, you can reach customers through mobile, text, and even a simple "hey refer us and get you a discount next time"
Track Results And Repeat
Track results weekly to improve your customer loyalty rapidly. We all know that all great things take time, so take the time to deliver an extraordinary customer experience, over promise over deliver, and keep your business top of mind with your customers.