What is the biggest question all small businesses ask: How do I get customers to keep coming back? The key is customer service. With so many large and small companies offering many of the same services and products, it\u2019s the personalized customer service you provide that will stand out to customers.<\/p>\n
In \u201cSmall-business Q&A: Ways to keep customers coming back,\u201d Ron Consolino, a management councilor and contributor to Chron.com, writes that personalized customer service is the biggest factor for returning business and demonstrates how to use that personalized service to distinguish your business from the competition.<\/p>\n
His first piece of advice: \u201cNever let your clients forget who you are. Use every method possible to keep yourself in the front of their minds.\u201d He suggests doing little things for them, like writing personal thank you, birthday, anniversary or other special occasion cards. When a customer knows you\u2019ve gone out of your way for them, it will stand out. Knowing a customers birthday is an easy start to personalization because you can have them fill out information cards at their first visit. Send them a card for their birthday, and maybe a coupon to be used for a free tan or half off lotion purchase.<\/p>\n
Or, even better, personalize it so they know you\u2019ve taken notice of them. For example: \u201cDear Jenny, we at Suntan Salon wanted to wish you a happy 25th birthday by giving you this coupon for a half off your next purchase of Suntan Salon #5 lotion and a free tan in our level 3 stand up booth! We know these are your favorites, and we hope you enjoy!\u201d Taking an interest in a client\u2019s activities and purchases at your salon is a touching gesture. It will show that client that they are valued and not just a number.<\/p>\n
If you haven\u2019t seen a customer in a month or more, let them know you miss seeing them and send them a coupon for a free tan. Draw them in and find out why they\u2019ve been away. \u201cWhen a customer stops doing business with you, consider it unacceptable. Find out why it happened and work to prevent it from happening again,\u201d says Consolino. It\u2019s most likely that a customer won\u2019t initially tell you why they are upset or disappointed about service they receive, so being able to get this feedback from them can be extremely helpful. If one customer is upset about something, it\u2019s likely there are others equally upset.<\/p>\n
Finally, the ability to follow through is the biggest factor to customer retention. \u201cDeliver what you promise. Delivering a product or service that disappoints is the fastest way to lose your customers,\u201d says Consolino. Working with customers to achieve their tanning goals is imperative, and making sure you do your utmost best is key to setting your salon apart from the one down the street. You and your employees are not clerks, you are skin care professionals. Make that fact known to your clients and you won\u2019t be disappointed in the results.<\/p>\n