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Executive Summary - Customer Experience Insights From the Salon & Spa Industry
The salon and spa industry has always been dedicated to providing a top-notch customer experience, and recent years have seen even more innovation and creativity in this sector. From personalized beauty treatments to cutting-edge technology, salons and spas constantly raise the bar to ensure customers feel pampered and indulged.
However, like many industries, the pandemic has significantly impacted the salon and spa sector. With safety issues, economic uncertainties, and changing priorities, customers have had to rethink their spending habits and prioritize their essential needs. But rest assured, salons and spas are rising to the challenge, adapting their services and safety protocols to ensure customers are ready to indulge again.
This report delves into the captivating world of the salon and spa industry, revealing astonishing revelations about customer preferences, concerns, and customer behavior. By meticulously dissecting the data from various angles and specific services and staff skills, we unlock invaluable insights from June 2018 to June 2023 with the help of 7000+ customer reviews from 21 salons and spas in the US.
Customer Review Volume Across Different Treatments
Massage and hair color treatments make up a significant portion of the overall treatment reviews, accounting for approximately 55% of the total reviews. This suggests that massage and hair color services are in high demand and attract a considerable number of customers seeking these treatments. The high number of reviews related to massage indicates its popularity among customers looking for physical and mental relaxation. The substantial number of reviews specifically focused on hair color suggests that customers frequently seek these services and are inclined to share their experiences.
Top 3 Drivers of Customer Delight in the Salon & Spa Industry
Customers highly prioritize and appreciate professionals and staff with exceptional skills in the salon and spa industry. They also seek a seamless and enjoyable salon experience, which includes a calming environment and an inviting atmosphere that promotes relaxation.
Deep Dive into the Top Driver - Staff Skill & Behavior
Customers expect staff members to have a combination of hard skills specific to their work proficiency and soft skills encompassing their interpersonal abilities and communication style. While hard skills ensure mastery of professional tasks and work, soft skills are essential for establishing positive customer relationships.
Digging Deep into Hard Skills
When examining the hard skills in the salon and spa industry, it is clear that customers look for knowledgeable and expert professionals to do the services. Customers value professionals who are knowledgeable about various treatments and can provide clear guidance. Staying up-to-date with the latest trends is also crucial, as clients appreciate being offered suggestions that align perfectly with their needs and preferences. Moreover, customers value staff members who can assist them in selecting products that are well-suited for their specific skin, face or hair type.
Check a couple of customers verbatim:
“the stylists really listen to what you say you want and offer suggestions if they don t think it will look right with your skin, tone, or shape of your face, etc.”
“stylists are very professional and knowledgeable! they are very good at helping select hair color and styles i love how i look when i leave and their advise on hair products helps me look good between appointments.”
Digging Deep into Soft Skills
In the salon and spa industry, customers greatly appreciate staff members and professionals with essential soft skills. These skills include being able to discuss personal topics with clients allowing them to feel comfortable and valued during their visit. Moreover, taking the time to understand and create the desired outcome is highly appreciated by customers, as they want to be assured that their specific needs and preferences are being met.
Additionally, having staff members with smiling faces creates a welcoming atmosphere and makes customers feel at ease. Another important soft skill is the ability to explain procedures and services in detail, ensuring that customers fully understand what they are getting into. This level of communication builds trust and enhances the overall customer experience.
Furthermore, building personal connections with customers is crucial in the salon and spa industry, as it allows professionals to better understand their client's individual preferences and tailor their services accordingly. Engaging in amazing conversations further enhances the customer experience, making them feel valued and leaving them with a positive impression.
Check a couple of customers verbatim:
“takes the time to get to know the clients needs and reviews what was done. the last visit, asks what i liked and didn t like and what i d like to improve for the current cut.”
“i had a great experience here. i forget my stylist's name, but she was fun to talk to”
Unveiling the Negative Customer Impression Around Desk Staff
Oftentimes, a poor experience with the front desk staff can significantly diminish customer satisfaction despite receiving top-notch services. There are several reasons why this occurs.
Firstly, clients become frustrated when they are not informed of any schedule changes, resulting in wasted time and disrupted plans. And failing to check automatic reminders leads to missed appointments and heightened annoyance.
Another factor that affects customers is when the front desk staff becomes pushy in offering discounts in exchange for reviews. This opportunistic behavior can make individuals feel coerced and diminish their trust in the salon and spa.
Moreover, the receptionist plays a vital role in creating a relaxing environment within the waiting area. If they fail to do so, clients may feel anxious or uncomfortable, thus hindering their ability to fully enjoy their spa or salon experience.
In the current circumstances, customers have a good awareness of health and safety protocols. If the staff is not properly masked, it creates a sense of unease and negates the positive aspects of the services received.
Check the customer verbatim:
“the front desk staff changed over from a very friendly woman to rude young men-it really changed the appeal for me.”
“awesome customer service and friendly staff at the salon! front desk assistant was also super helpful and accommodating:)”
Deep Dive into Another Most Important Driver: Ambiance and Environment
In the salon and spa industry, the combination of well-thought-out decor, soothing aroma, and tranquil music creates a space that can truly relax and comfort customers. The visually pleasing decor, be it calming colors or cozy furnishings, appeals to the customers' sight, while the subtle yet delightful aroma of scented candles or essential oils stimulates their sense of smell. Moreover, the selection of quiet and soft music fosters a serene environment, allowing customers to unwind and let go of any stress or tension they may have.
Top 2 Concerns of Salon & Spa Customers
1. Time
There is a significant requirement for seamless and timely booking and cancellation options in salons and spas. Another common issue reported by customers is delay and lack of punctuality. Poor time management practices often result in customers waiting excessively, leading to frustration and dissatisfaction. Another problem is the lack of effective communication between staff and customers, which can lead to misunderstandings and further delays. Payment policies also contribute to negative experiences, with customers feeling that they are being unfairly charged or misled about pricing.
Additionally, customers often express the need for more flexibility in terms of booking appointments, as rigid schedules can make it difficult for them to find suitable time slots. Lastly, unfavorable cancellation policies can also cause frustration among customers who need to reschedule or cancel their appointments.
Check a customer verbatim:
“they were so uninterested in apologizing or trying to make it right. i went out of my way to be there on time. they obviously have no value in me as a client that i would rather spend my money at another salon that cares about there individual clients”.
2. Price
Customers at the salon and spa have been left dissatisfied due to the prices charged, which have had a negative impact on their overall experience. One major concern is the inconsistency in pricing, as customers have observed that similar services are priced differently on different occasions. This lack of transparency leaves customers feeling frustrated and misled.
The perceived lack of value for money has been a common complaint, as some customers feel that the services offered do not justify the high prices charged. Customers have expressed their displeasure with sudden price increases, which catch them off guard and further diminish their satisfaction.
Check a customer verbatim:
“When i made the appointment, i asked for an estimate, they gave me a price. When i went to pay, they charged me an exorbitant price, they tripled the price that they gave me at the time of making the appointment! i think it's not professional. i would never dare go there to waste my money. i feel cheated, i do not recommend it!”
Conclusion
Customer insights play a crucial role in driving growth opportunities within the salon & spa industry, as they reveal the requirement on staff skills and behavior, as well as the ambiance and environment, in creating a positive customer experience. Customers expect a relaxing environment through decor, aroma, and music. Time management and pricing are top customer concerns, emphasizing the need for improved punctuality, communication, transparency, and value for money. Addressing these key factors will enhance customer delight and retention in the salon and spa industry.
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