IQ Best practice - Getting Lost Clients Back with SalonIQ's Guest Retention System G.R.S.

Use automated marketing to increase client frequency and get lost clients back into your salon.

Unfortunately, Salons lose clients, they either get incentivised to go or try another salon, maybe they feel like a change or maybe there last visit did not meet their expectations in some way. The best way to minimise lost clients is to deliver consistent 5 star service. However, when clients stop visiting having an automated guest retention marketing will help get those clients back.

 

How does GRS work

The SalonIQ GRS system simply tracks the clients visits and services, and depending how long it is since the client's last visit sends them a specific email of text to encourage them to revisit the salon. If the client rebooks they automatically leave the retention campaign.

Working the System - Your Retention Campaign

We recommend  using text and emails appropriately to maximise the results whilst minimising the cost. Frequency and repeating messages is also important as the client may not have seen an earlier one or may not have been looking for a service at that time. A typical campaign would be as follows:

6 Week Email - Reminding the client to rebook

12 Week Text - Reminding the client to rebook

22 Week Email - Did we do something Wrong Email

24 Week Email -  Did you get my last email, and introduce promotion

26 Week Text - Same offer as 24 Weeks but via text

50 Week Email - Final Attempt

52 Week Text - Final Attempt by text, same offer as 50 week email

It is likely you will get some client replying to the emails or texts. Take the appropriate action depending on the reply

Scenario :The client complains about the last visit

Action: This is an opportunity. Call the client, listen to the complaint and try and remedy and rebook

Scenario: The client complains about the price

Action: This is also an opportunity!.Call or reply to the client and explaining your price structure or any promotions that they can perhaps use.

Scenario: The client has moved away or requested not to be contacted.  

Action: Email them acknowledging the fact and change their consent settings on their record card appropriately.

Turbo Charge It

SalonIQ's automated retention system is great but if you want to take client care and guest retention to another level you should implement  two extra daily client care call procedures:

1. All New Clients that did not rebook -

2. Daily Lapsed client calls, for clients that visited 8 weeks ago and have not booked another appointment yet. - Selection to use

If you have full time receptionist this is easy to implement. If you do not have a receptionist, even doing some calls in down time will deliver great results. 

In both scenarios your can use a variation of the following:

Hello Jane, This is Kimberley from XYZ salon, you visited us on xxx day,  we are just following up with to see how your experience was:

Did we meet your expectations?

Were you 100% happy with your hair/service?

Would you like to rebook your next service?

 

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G.R.S Examples

8 or 12 Weeks Not Rebooked:

 

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26 Weeks Not Rebooked:

 

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52 Weeks Not Rebooked:

 

Other Tips

• • Make the messages personal, always put the owner or salon managers name at the end of each email. Use of the merge fields available to you  to personalise your message to your clients.
  • Use both SMS and Emails to your clients. Make sure you are getting Email and mobile details
  • Send messages to yourself before you send it to all to check it reads and displays as you want it to.
  • Keep in mind the SMS cost. Each 160 characters used is one text credit
  • Think about the promotions you might want to use, adding value is always best plus our studies show percentage discounts work better than monetary values. You can create promotions which include having services with junior members of your team to help keep the promotion more cost effective
  • Make sure to regularly check your return on investment report which displays how many SMS have been sent and how many re-bookings have been made in due course.
  • You can also see the data displayed on the left side of each active SMS / Email which shows the amount of SMS / Emails sent and the conversion to bookings stats.

Your GRS Workbook

Click on the workbook below to view the 7 touch points of the Guest Retention System, you will also find further SMS examples inside.

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If you have any questions regarding the Guest Retention System please email help@saloniq.com or call 01892 280123 we'd be happy to help you.