8 Emotions that Lead to Client Loyalty
THOUGHT PROCESS
Meeting your clients expectations is a must; however, meeting expectations doesn’t guarantee Salon Suite client loyalty. Loyalty is an emotion, and stems from how you make clients feel as much as how you make them look.
ACTION STEPS
Find out which emotions are connected to client loyalty and create a client experience that is thoughtful in creating these moments.
THOUGHT PROCESS
Meeting your clients expectations is a must; however, meeting expectations doesn’t guarantee Salon Suite client loyalty. Loyalty is an emotion, and stems from how you make clients feel as much as how you make them look.
ACTION STEPS
Find out which emotions are connected to client loyalty and create a client experience that is thoughtful in creating these moments.
So you booked a new client – now what? If you don’t find a way to turn first timers into long term, loyal Salon Suite clients, you’re going to have to start all over again with someone new. Plus, client acquisition marketing can cost anywhere from 3-10x what loyalty marketing tactics require. If you’re going to grow your business to the level of profitability you dream of, focusing on client loyalty is a must.
No matter your level of professional mastery and the excellence of results you deliver, client loyalty won’t be a given unless you realize that the feeling of being loyal is an emotion, and has roots in emotional experiences. A study from InMoment of more than 20,000 consumers identifies eight specific emotions that clients feel most often when they feel positive about, and connected to a brand.
Salon Suite Client Loyalty Stems from 8 Emotions
40% – Feel Satisfied
Your clients must not only be satisfied with their results, but with the experience as a whole. It’s possible for you to deliver great client results but have them leave feeling dissatisfied. For instance, if you were distracted, texting or talking to others during the appointment, discourteous in some way, rushed, or if they didn’t feel they received a good value for the cost of services and products they might feel dissatisfied, even if they left looking better than ever.
Satisfaction with the experience as a whole requires that you thoughtfully design the client experience from end to end, minimize distractions, and be present in the moment with each and every client. In addition, the next seven emotions loyal clients say they felt when having a positive brand experience can all help you shape the experience as a whole, to increase client satisfaction.
18% – Feel Safe, Reassured
This can refer to everything from overall location to perceived safety of the salon suite, building and parking lot. In addition, clients need to feel that they’re in good hands and that they will be leaving with the quality and type of services requested. They also need to know that if something isn’t quite what they wanted (especially if they’re trying something new), you will be there to make things right.
12% – Feel Relaxed, At Ease
Beyond feeling safe and reassured, your clients need to feel comfortable so they can relax. This is especially true if you view your Salon Suite as a haven for clients, where you hope to provide a calming, relaxing experience. Everything from your Salon Suite’s lighting, temperature, furnishings, music, capes, towels as well as your attitude and the personality you bring to the client experience can all work to make them feel more relaxed. Also, as you continue to deliver a great experience over time, your clients will feel relaxed and at ease from the get-go; this is an emotion you can build on.
9% – Feel Part of Something Special
This refers to the extent to which clients feel good about doing business with you. They may connect with your professional or brand story, or may feel that being your client provides them with extra social clout. This is about whether clients feel better about themselves in some way as a result of doing business with you.
8% – Feel Important
If you’re distracted, rushed, bored, or otherwise disengaged your client will not feel important. Make sure that you’re fully present from greeting your client, the consultation, services, and through to the end of the experience, so that each client knows they are truly important to you.
8% – Feel Enjoyment
Does anything about the client experience provide pleasure? This could be as simple as the way you interact with the client to the little extras you add, such as a beverage, chocolate, product samples, or some other detail.
4% – Feel Excited
Excitement can come into play during the Salon Suite experience, especially when clients are trying something new or changing their look in some way. Excitement can also stem from discovery, such as when you show clients how to create their look at home or introduce them to a new product.
2% – Feel Entertained
Entertainment can stem from simple conversation and personality, but can also be conveyed through digital or video displays, music, magazines and other stimuli.
When was the last time you evaluated the client experience from the standpoint of creating emotion? Finding ways to stimulate these emotions in your clients could take your client experience from ho-hum to stunning, and turn new clients into loyal fans of your Salon Suite right away.
40% – Feel Satisfied
Your clients must not only be satisfied with their results, but with the experience as a whole. It’s possible for you to deliver great client results but have them leave feeling dissatisfied. For instance, if you were distracted, texting or talking to others during the appointment, discourteous in some way, rushed, or if they didn’t feel they received a good value for the cost of services and products they might feel dissatisfied, even if they left looking better than ever.
Satisfaction with the experience as a whole requires that you thoughtfully design the client experience from end to end, minimize distractions, and be present in the moment with each and every client. In addition, the next seven emotions loyal clients say they felt when having a positive brand experience can all help you shape the experience as a whole, to increase client satisfaction.
18% – Feel Safe, Reassured
This can refer to everything from overall location to perceived safety of the salon suite, building and parking lot. In addition, clients need to feel that they’re in good hands and that they will be leaving with the quality and type of services requested. They also need to know that if something isn’t quite what they wanted (especially if they’re trying something new), you will be there to make things right.
12% – Feel Relaxed, At Ease
Beyond feeling safe and reassured, your clients need to feel comfortable so they can relax. This is especially true if you view your Salon Suite as a haven for clients, where you hope to provide a calming, relaxing experience. Everything from your Salon Suite’s lighting, temperature, furnishings, music, capes, towels as well as your attitude and the personality you bring to the client experience can all work to make them feel more relaxed. Also, as you continue to deliver a great experience over time, your clients will feel relaxed and at ease from the get-go; this is an emotion you can build on.
9% – Feel Part of Something Special
This refers to the extent to which clients feel good about doing business with you. They may connect with your professional or brand story, or may feel that being your client provides them with extra social clout. This is about whether clients feel better about themselves in some way as a result of doing business with you.
8% – Feel Important
If you’re distracted, rushed, bored, or otherwise disengaged your client will not feel important. Make sure that you’re fully present from greeting your client, the consultation, services, and through to the end of the experience, so that each client knows they are truly important to you.
8% – Feel Enjoyment
Does anything about the client experience provide pleasure? This could be as simple as the way you interact with the client to the little extras you add, such as a beverage, chocolate, product samples, or some other detail.
4% – Feel Excited
Excitement can come into play during the Salon Suite experience, especially when clients are trying something new or changing their look in some way. Excitement can also stem from discovery, such as when you show clients how to create their look at home or introduce them to a new product.
2% – Feel Entertained
Entertainment can stem from simple conversation and personality, but can also be conveyed through digital or video displays, music, magazines and other stimuli.
When was the last time you evaluated the client experience from the standpoint of creating emotion? Finding ways to stimulate these emotions in your clients could take your client experience from ho-hum to stunning, and turn new clients into loyal fans of your Salon Suite right away.
