Become the client to enhance your salon’s customer journey

By Leah Durrant on October 30th, 2023

Market research in any industry is a baseline activity that helps businesses to better understand their sector and customers. For hair salons, good market research will inform choices around location, client demographics, services, consumer behaviour and most importantly, the customer journey.

Leah Durrant, owner of Leah Durrant Hair in Chertsey, believes that one of the best forms of market research for salon owners is to become the client.

She says, “For me, there is no better way to understand what makes an exceptional customer experience, than becoming a customer yourself. What’s interesting about being the customer is that you see the things within the client journey that work well, and those that don’t. You have a different point of view which can be invaluable to the decisions you make in your own salon”.

By becoming the customer you are able to understand the client perspective, particularly when it comes to upsell on treatments and products.

“You will often find missed moments, such as opportunities to retail products. I recently had an appointment at another salon and the number of opportunities missed was incredible. I was getting a special blow-dry and I would have paid for extra treatments and retail as I was away from home. However, this was not offered and the salon missed out on that extra revenue.”

Good customer service can make or break your business, despite the talent you have within your team. Leah believes that by becoming the client, you will better understand what would make you want to go back.

You don’t even have to book into another salon to do market research – it’s incredibly beneficial to walk through your own salon as if you were the client.

“I recommend standing in the customer’s shoes. Enter your building and wait at reception. What is your first impression? What can you see and hear? Does the reception desk look messy or can you see hair brushed into a corner? Try sitting at a station to observe from the client’s level and use the toilets with a customer mindset. All of these things will help you to gain great perspective.”

Leah is keen to stress that the customer journey is a team effort, and all staff must be united in delivering your salon’s standard of customer service.

“It’s important to remember that each team member is a part of the process. Having a clear vision for the customer journey will ensure that everyone plays their part. In this current economic climate, you also want to make sure that your team isn’t missing opportunities to up sell on treatments and retail. Lastly, it’s also important to remember that clients are looking for added value. This could be as simple as a friendly welcome, relaxing head massage, calming scents, tasty refreshments. It really is the little things that make a big difference.”


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Instagram: @leahdurranthairbeauty @leahdurrantsaloncoach

Leah Durrant

With 18 years industry experience, Leah began her career at Toni&Guy before working alongside Trevor Sorbie and managing a Gina Conway Aveda Salon in London. In 2010, Leah opened Leah Durrant Hair in Chertsey which has gone on to win multiple accolades, including Outstanding Salon of the Year at the English Hair and Beauty Awards 2023. Leah also provides mentoring for salon owners and hairdressers.

All articles by Leah Durrant

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