10 Effective Strategies to Retain and Build Customer Loyalty
What is as important as the duration of the lashes you are applying? Certainly, how long your clients stay with you! It is well known that regular clients spend more money on average than new ones, and selling services to them is less costly. There is also a significant advantage: regular clients recommend you to their friends and acquaintances, that is, potential clients. Once you have built a solid client base, it is necessary to maintain it and strive to make people come back to you.
Here are 10 effective strategies to retain and build customer loyalty:
1. MAKE THE VISIT AN UNFORGETTABLE EXPERIENCE
Imagine this situation: two lash makers, both excellent at creating beautiful lashes. Lash maker 1 is professional and works quickly, always leaving you satisfied with your lashes. Lash maker 2 is equally professional and fast, but beyond that, they are very friendly and charismatic. With them, you can relax and feel comfortable while pleasant music plays in the background. Every session starts not only on time but also with aromatherapy or even a scalp massage. The lash maker always remembers what you talked about last time, showing genuine interest in your life. You always leave their studio relaxed and extremely satisfied. Which of these two professionals would you return to? Competition in the beauty industry is very strong, so finding a way to stand out from other lash makers is essential for the growth of your business. Surprising clients with attention to their needs is a wonderful way to earn their trust.
2. SHOW YOUR CLIENTS HOW MUCH YOU APPRECIATE THEM
Your clients could go anywhere for their lashes, but they choose to come to you! It is extremely important to show how much you appreciate them. A simple way to do this is to build personal relationships with each one. Remember their stories and ask questions, show interest, and demonstrate that you care. You don’t need to become their best friends (although sometimes it happens), but it’s essential to show that clients are not just walking wallets to you. Give them small gifts during the holidays. Offer free services for their birthdays. Organize events. Even a simple thank-you card can play a very important role.
3. DON'T FORGET THE CUSTOMER
Always try to book the client for the next treatment directly on the spot. Suggest a convenient date and try to agree immediately. If the person isn’t ready to book again right away, don’t forget them. Send a message or an email asking how their lashes are doing and remind them to schedule the next treatment before your calendar fills up. (avoid being too pushy).
4. START A LOYALTY PROGRAM
It can be either in the form of simple coupons or a more complex points system. Assign points for repeat bookings on the spot, referrals of new clients, or every cent spent. Whatever you choose, the main goal of the program is to make clients feel special, let them know they’re getting your services under favorable conditions, and that they receive rewards in return. Reward clients who meet the program’s conditions with free services or discounts on them. Always make sure to carefully monitor the progress of your program. You can’t start a program and then forget about its existence or prevent clients from using the promotional services you offered.
5. KEEP IN TOUCH
Sometimes, you see a client consistently for months, and then they seem to disappear into thin air. It’s always helpful to call people you haven’t seen in a while. Maybe they’ve moved, or maybe they need a nudge to come back. We’ve all had clients who wanted to take a “break” from extensions. Don’t forget about them! Let them know you miss them and offer a discount on their next appointment.
6. DON’T FORGET CARE
Show your clients that you care about the future of their extensions by providing tips and tricks. Print an information sheet on how to care for eyelash extensions, what to do and what not to do. No one likes the “set it and forget it” approach. Ask clients how well their lashes are holding up. If there are issues, work together to solve them. Also, it’s a great way to sell the extension care products you have available.
7. MANAGE A DETAILED CLIENT DATABASE
Record which curl, length, and diameter you used for a specific client, what they liked and what they didn’t. It’s an excellent way to show that you care about each individual’s specific needs. Keep a diary with the names of all clients and notes about them, which you can consult before each new appointment. Record everything, from the materials used to the questions you want to ask at the next session. For example, if the client told you last time they had an interview for their dream job, ask how it went. The impact will be significant!
8. SHOW FRIENDLINESS AND PROFESSIONALISM
This should seem obvious and simple, but unfortunately, in reality, things don’t always work that way. When clients come one after another, the day can become very long, and it’s easy to forget this fundamental rule. Always communicate professionally, avoiding complaints and gossip. Keep the workplace clean and hygienic. Show how important it is to constantly use gloves, clean tools, and masks when necessary.
9. IT MUST BE EASY TO INTERACT WITH YOU
Organize everything so that your clients can easily book or reschedule a session. It doesn’t matter if you manage bookings online or through a calendar, it should always be easy for your clients to reach you. Remember, there is no such thing as too much business. If you never have availability, clients will get tired of never being able to book a treatment and will find another more accessible professional. Try to avoid canceling or moving sessions at the last minute. Life happens, so sometimes it’s unavoidable, but it shouldn’t become a habit. Keep in mind that sometimes situations cause clients to delay or cancel sessions at the last moment. Always try to show understanding.
10. BE THE BEST
Your work must always be impeccable. Don’t take shortcuts by skipping steps just to finish faster. If you need more time for each session to do your best, give yourself that time. Believe me, you won’t regret it, and your clients will appreciate it, definitely coming back to you. Keep learning, developing, and perfecting your skills! Learn new techniques and acquire new competencies. Attend various courses and masterclasses to always stay up to date: believe me, it’s easy to fall behind in a constantly evolving industry, and no one wants that. Do everything within your power to become the best, and your clients will be loyal for life.
Here is an additional tip: turn your studio into a welcoming place. Add a coffee and/or tea machine, include high-quality chocolates, and light some candles or a diffuser. You know well how much we women love these little touches!
