Customer focus: examples and implementation algorithm

Customer focus (hereinafter “C”) is the client’s certification of the salon’s service. Based on mathematical proof by contradiction, “K” is not a list of service tools and technologies, but a method that is used in a beauty salon in order to satisfy the needs of the client.

Methods for implementing “K”: with examples

The owners of the salon or its employees can perform a huge list of service actions and subjectively determine that they have completed everything necessary, but the client will consider that “K” was not there. What is meant?

Example 1 : In summer, a client needs cold mineral water, tea with lemon and a straw for drinks. And you have made a significant investment in climate control and an air ionization system, which the client does not care about. Moreover, due to the amount of capital invested, at every opportunity you focus on this, but the client does not pay any attention to this component, and for him it is not important, which ultimately neutralizes all your efforts.

Example 2 : there is a hair/eyelash extension studio that loudly declares on its main page of the site: “We are the best.” They explain why: “Disinfection and sterilization are carried out at the highest level.” An interested client calls and asks questions, but the administrator cannot explain everything about the disinfection processes. Moreover, there is no photo of an autoclave or sterilizer on the site. As a result, the disappointed client decides not to visit such an establishment.

How to objectively evaluate customer focus?

• Questioning. The first tool to help analyze the situation;
• Secret visitor. It is preferable that this be done by professionals (colleagues who understand the essence of your business, perhaps from another city, but definitely working in your segment);
• Audit or surveillance. Comprehensive research of client preferences.

Remember: a beauty salon cannot serve all segments. For example, it is unlikely that a business woman will want to endure the screams of a child. Therefore, choose the right key client.

How to calculate a key client?

The Pareto optimality principle will help with this.

1. Select 20% of regular customers who bring 80% of the profit. They are being monitored. This method consists of ranking the client according to the rating of the accumulative system of money in the cash register for the entire existence of the salon.
2. Selection of opinion leaders. They don't necessarily leave the most money in the cash register, but they do bring in the most initial customers.

Key points to pay attention to: preferences, values, needs and lifestyle of the key client. According to the results obtained, methods, products, service packages and cosmetics are changing. The better you understand the client, the easier it is to analyze and communicate, and therefore get a high rating. It should be noted that the same person approaches different salons with different requirements. Even if beauty salons from the same chain with the same segment, services and class, but are located in different places (at a hotel, a fitness center and in a residential area), then the client will have different requirements for each of the salons. For example, the time of provision of services or related services.

Typology or three-stage “K” system

• Emotional "K". Associated with the good mood of each specific employee. A good mood on the part of an administrator or stylist always gives a positive result. Employees become customer-oriented regardless of prescribed standards and internal regulations. Ways to improve your mood are simple and varied:

a) competitions on social networks and inside the salon; b) free lunches in the salon; c) health and life insurance; d) payment for mobile communications; e) providing opportunities to learn; f) sweet table for no reason; g) praise; Advice: If you do not have the opportunity to monitor the emotions of each of your employees, then a CRM system can help, where it is easy to analyze the dynamics of key indicators (average bill, turnover, percentage of retention of regular customers). If there is a negative trend that is dissonant with the main dynamics of colleagues, then the masters are depressed and this requires correction. Even a simple compliment can be a boost to a good mood.

• Standardized "K". This classic method consists of prescribing internal rules and regulating the rules of conduct at the enterprise (smoking, discussing clients, mobile communications, protocols of procedures and relationships with employees and clients). Most of the tasks are assigned to control. The introduction of this method replaces the need for an emotional “K”. Therefore, the first one is easier to implement, taking into account our uncontrollable Slavic mentality.
• Value “K” is a certain list of traditions and rituals. It is formed by constant brainstorms, which are not meetings where people come on a “voluntary-compulsory” basis, but electives, where, on their own initiative, the best train newcomers, create protocols for new services and original methods. The manager's task is to see innovators who strive for new horizons and innovations.

A little instruction for those who want to develop a customer-oriented salon:

1. Understand the “K” and analyze your customers.
2. Start developing healthy habits—from wishing clients a happy birthday to capturing the first changes.
3. Appoint a “K” manager in your beauty salon who will be the voice of your clients.

The material was first published in the Fashion Mirror magazine.