If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask a successful beauty and wellness entrepreneur for her insights on customer service.
In this edition of "Ask the Board," we feature Vanessa Yakobson, CEO of Blo Blow Dry Bar and CEO and Founder of LashKind, two successful beauty and wellness brands. Yakobson understands the value of creating a personal connection with every client who walks through the door. Yakobson shares her advice for other entrepreneurs with similar businesses about how to deliver stellar customer service and earn a following of loyal consumers.
For any business, brand loyalty is strongly tied to customer service. After all, 91% of customers do not return to a business following a bad experience. This can ring especially true for the beauty and wellness industries, where services are hands-on and deeply personal. With the tips outlined below, you can build and retain your customer base.
Create a luxurious, comfortable atmosphere
Small details make a big impact. Music, soothing scents, plush seating, and cleanliness turn a simple appointment into an indulgent escape. At Blo Blow Dry Bar, the pink carpet treatment is all about creating a high-quality, luxurious experience: curating upbeat music for a positive vibe, maintaining a pristine and stylish space, and ensuring every detail contributes to a comfortable, indulgent atmosphere.
Demonstrate value to earn loyalty
While price increases are inevitable, customers will continue to invest in services when they consistently see the value. Delivering exceptional experiences at every touchpoint ensures that clients feel their beauty routine is worth every penny.
While price increases are inevitable, customers will continue to invest in services when they consistently see the value.Vanessa Yakobson, CEO of Blo Blow Dry Bar and CEO and Founder of LashKind
Make every client feel special
The pink carpet treatment starts the moment a client walks through the door. Thoughtful touches like remembering their favorite blowout style, offering a customized consultation, or sending a birthday card help build lasting relationships and foster loyalty.
Be consistent
The best salons offer a seamless experience every time. Standardized greeting protocols, uniform service techniques, and reliable booking/payment processes ensure clients know what to expect.
Deliver highly personalized service
Take the time to understand each client’s goals and challenges to tailor recommendations that meet their needs. From suggesting the perfect blowout to personalizing product advice, a customized approach ensures every visit feels special.
Evolve to meet changing consumer needs
Stay ahead of trends by thoughtfully adding popular services and products while staying true to your brand’s core values. Expanding offerings to meet client demands, without compromising quality or experience, ensures long-term loyalty and solidifies your business as a go-to destination.
Invest in staff training
Provide ongoing training to ensure your team stays skilled, confident, and equipped to deliver exceptional service. This enhances your staff’s expertise, keeps them engaged, and ensures every client experience meets the highest standards of excellence.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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