How to build an extraordinary client experience

Delivering an exceptional client journey can not only set your business apart from competition, but a seamless client experience is also key to sustainable business growth, according to these business owners…

“Client experience is about how we make our customers feel. It’s about relaxation, downtime and taking time out for selfcare – it’s not just about the treatment or service itself,” explains Fiona Jackson, business mentor and owner of Diva Salon in Lanark.

“If you create a superior client experience, customers will pay more for the entire package they are getting from you. They’re not just leaving with a nice set of nails or a nice session, which can create loyalty. Customer retention is what keeps our businesses going and, ultimately, it can improve profitability,” adds Jackson.

How to transform your client experience from ordinary to extraordinary

Often, a great customer experience begins before the client even visits you.

“A user-friendly booking system is so important for our clients, as it’s their first point of contact with our business,” says Tavia Hampton, owner of Pilatai’s. “The easier the system, the smoother the client’s journey.”

“I chose Vagaro as our booking system because I have previously used it myself to book appointments. I found it seamless and easy to navigate, compared to other systems I have experienced,” shares Hampton.

“I love that we can have our reviews on our front page along with a map that directs customers to our location. It also displays who is teaching which class.

“Clients can also earn reward points for the classes they attend, leading to a free class once ten are collected.”

It’s also worth considering what your client will experience upon entering your business. “Take your phone out and take a picture,” Jackson instructs. “Look at how you’re welcoming clients coming into your salon or studio.

“Are they sitting in a room by themselves? Do you have a member of staff that welcomes them into your space? Do you have nice music playing? Do you have any scents in that environment?

“It’s about creating the best possible environment for them to start their journey with you. Simple steps let you take your client experience from something that can be quite ordinary to something that sets you apart from your competitors.”

How establishing clear expectations can help improve your client experience

Ensuring your client has clear expectations of your service can also go a long way in delivering an excellent customer experience.

“Social media is very important in creating clear client expectations,” says Nicole Davies, instructor at Pilatai’s. “We can post videos of what to expect when you come to our classes, which clients appreciate.

“It also enables us to keep all our information, including schedules, in one place – it’s easy for clients to find.”

How client reviews can grow your business

“When you go to a new restaurant, what do you do? You Google it, you read everybody else’s opinion, and then you make a decision based on that of whether you’re going to go,” says Jackson.

“You need to start using reviews; start making people aware of it within the salon environment, to remind them that they can leave you a review.

“With my online booking system, once a client has come to us for their service, they get an automatic response from the software thanking them for their visit and asking them to leave a review.

“I went from not asking clients or feeling really uneasy asking for reviews, to having over 1,600 five-star reviews. It happens automatically.”

“We collect our reviews on Vagaro and Instagram,” shares Hampton. “Reviews and word of mouth are huge in the Pilates Industry. I always follow through with purchases after I read reviews myself, so I expect clients behave similarly.

“Any positive words, texts and reviews are shared throughout our social media platforms. This gives others the confidence to try our classes and to know what to expect.”

Small ways to improve your client experience

“We love addressing our clients by their names – we build strong relationships with our clients and consider them friends,” says Hampton.

“We ensure customers are made to feel comfortable and confident by providing a friendly, fun and inclusive environment where everyone is welcome. There is zero judgement and we have lots of laughs whilst working hard and moving our bodies.”

“We live in a world dominated by social media and we can’t live without it, but the best customer you can get is still one who’s been sent to you by recommendation,” says Jackson.

“Word of mouth is huge in our industry, it might seem old fashioned, but if you can have somebody coming to you because their friend or their mum told them to come, or the woman at the checkout in Tesco told them to, it means you’ve had a client who’s already had an amazing client experience from start to finish.”