Five ways to create client loyalty

Published 09th Nov 2016
Five ways to create client loyalty It is important that you keep your existing customer happy as your existing clientele is your bread and butter, says Valerie Delforge. Here are five ideas to keep the engagement with your existing clientele: Loyalty cards One of the most commonly used as it helps the customer feel they are getting value for money. As they are investing in your business, it is a way for you to “give back” as a thank you for their custom. There are various ways to create a loyalty card; some systems give you the options of points attached to the customer profile. It is important to remember one thing: KEEP IT SIMPLE The easier it is to understand and redeem the better the engagement. It is equally as important that everyone leaves your salon with one. If a customer finds out that someone has one but they were not offered it, you take the risk of them losing their trust in your business. Ensure that that process is created within your customer journey. So, it all comes down to your communication with your customer and your team in order for everyone to know that firstly it exist and secondly they are all entitled to it. Competitions Running competitions are a good way to engage with your existing clientele. As an example, think about the “everyone wins” scenario. “The best quote to describe the salon wins a hamper of products and treatments worth £200” Decide on the winner and send a mail to the “losers”... “Dear… I am sorry that on this occasion you didn’t win, however, since we value your custom and want to thank you for entering, we are sending you a voucher/invitation to our next event. We look forward to seeing you soon! Rethink your “Recommend a friend” campaign Recommend a friend is always a good way to ensure that you grow your clientele from within and in some ways, the cheapest form of advertising. It not only gives your existing clientele an incentive to stay with you but it brings new clients to your salon. However, recommending a friend is not necessarily as popular as it used to be. So to review it, you can generate a strong impact and keep it efficient by setting it for a limited time only. For example, in your quieter months, weeks or even days. This would have a stronger impact on your communication to your database. Follow up messages Sometimes a simple message is as effective as a loyalty card. Ensuring that your clients know you value their custom. This message can be a phone call or a post card and is not to promote anything, just a simple acknowledgment of their visit. VIP lists Create a VIP list and decide what do they get for being a VIP for example: a new product, events, discount etc. Decide on the criteria as to who can be on it, is it:
  • Anyone who has spent a certain amount of money in your salon
  • Anyone who has had a certain number of treatments in your salon
  • Your top 100 clients
  Valerie Delforge, CEO and Founder of Delforge + Co, is a judge, coach, mentor and global business advisor – visit www.delforge.co to learn more about the programmes and the Business Academy

Have all the latest news delivered to your inbox

You must be a member to save and like images from the gallery.