Simply put, it is to establish the business philosophy of customer first, find out the key elements that have obvious influence on marketing, and constantly adjust the business strategy. Take appropriate measures in time to ensure the optimization of the whole service while optimizing the customer base structure, so as to win the favor of customers and maximize their contribution and loyalty. There are often many short-term behaviors in the process of cooperation between beauty salons and customers, which requires beauty salons to instill the benefits of long-term cooperation with customers, analyze the cost of their short-term behaviors, and point out that their short-term behaviors not only bring many disadvantages to beauty salons, but also waste resources and costs to customers themselves. Beauty salons should fully explain their bright prospects to old customers, so that old customers can realize that only by following the beauty salons can they get long-term benefits and avoid customers investing in competitors.
It is very important to follow up the investigation regularly.
In the beauty industry, many beauticians will take away a large number of old customers when they change jobs. The reason is that the managers of beauty salons don't understand the customer situation and lack effective communication and contact with customers. Only by collecting customer data in detail, establishing customer files, classifying management and grasping customer needs in time can the purpose of "controlling" customers be truly realized. Research shows that customers will be dissatisfied once every four times, and only 5% of dissatisfied customers will complain. Most customers will reduce the number of times they spend in beauty salons or turn to other beauty salons. Therefore, beauty salons must not measure customer satisfaction by the level of complaints, but should directly measure customer satisfaction through regular surveys. Samples can be randomly selected from existing customers, and questionnaires or telephone consultations can be sent to them to understand customers' impressions of the beauty salon environment and services. When collecting customer satisfaction information, asking some other questions will be very helpful to understand the customer's intention to spend again. Generally speaking, the more satisfied customers are, the more likely they are to spend money in beauty salons. It is also very useful to measure whether customers are willing to recommend our hospital and its services to others. Good reputation means that beauty salons have created high customer satisfaction. Knowing the customer's dissatisfaction can make better improvement and prevent the loss of old customers.
Make good use of emotional magic weapon
The end of the beauty salon's transaction with customers does not mean the end of the customer relationship. After the service, it is necessary to keep in touch with customers to ensure their satisfaction, and affection is an important way to maintain customer relations. Every day's visit, holiday greetings and a bunch of flowers will deeply impress customers. The owner of a beauty salon takes beautiful flowers and rich new year's goods every year on New Year's Eve to visit the hospital's most "loyal" customers' homes to understand their new needs and lay a good foundation for the continued service in the coming year.
Preventing the loss of customers is not only an art, but also a science. It requires beauty salons to constantly create, transmit and communicate in order to finally acquire, maintain and increase customers, forge the core competitiveness of beauty salons, and let beauty salons have the capital to stand on the market.
In the beauty industry, the beauty salon is a special entity, and the contact with consumers is face to face, which is a direct and concrete service. Beauty salons will inevitably encounter problems of one kind or another in the course of operation. Some young operators are blind in the management of beauty salons at the initial stage of operation because of their lack of sufficient experience. There are also many operators who have achieved temporary success at the beginning of their business, but ultimately failed because of their negligence in operation. How can we succeed? This requires operators to base themselves on the market and solve the following problems in a multi-level, multi-angle and multi-direction manner.
First, the market positioning of beauty salons
Beauty salons are large and small, but they are also an enterprise, and the market positioning work can not be ignored. Moreover, the market is neither static nor simple. Therefore, investors must thoroughly understand the market in many aspects, establish a clear and accurate goal, set their own market positioning, and imagine how to make the best positioning of the market in order to produce positive chain economic benefits. Of course, market positioning can't be achieved overnight, and it needs a comprehensive and profound investigation and understanding of the market, and then a detailed and thorough analysis and judgment, and finally a correct market positioning can be made.
Second, beware of fallacies in management.
Many self-made operators can finally achieve something. Although there are many successful factors, the most important thing is that they pay great attention to the mode of operation and are good at management in the process of operation. In fact, there are many mistakes in the management of many beauty salons, both the threat of fierce competition from external peers and the internal management mistakes of beauty salons. If you want to run a beauty salon well, you must properly sort out these two problems. Smart operators will determine a clear business philosophy at the beginning of their business, and integrate it into the whole management process and penetrate into every detail of management. Make good mental preparation, prevent the emergence of passive management situation, and ensure that beauty salons have enough liquidity to operate normally. Otherwise, even if the concept of entrepreneur is feasible, it will be futile. In the case of insufficient product supply, beauty salons are either dragged down or swallowed up by other big stores. On the other hand, management thinking should be close to and conform to market trends, and with the continuous improvement of market dynamics, fresh blood should be injected from time to time. When it matches the market, project management will follow the trend in time; When the market shrinks, you can change management and change the situation. For external competition, we might as well implement the principle of learning from each other's strengths, learn to learn from each other's strengths, clearly recognize our own shortcomings, discover and review the problems existing in our own operations in time, and further adjust, optimize and improve on the basis of the original management.
In addition, the management crisis caused by internal management mistakes is by no means external, and sometimes it is the internal crisis that these operators easily ignore that gives the beauty salon a fatal blow. Phenomenologically, the contradiction between managers and employees, disunity among employees, communication barriers between customers and employees and other unhealthy phenomena make the operation of beauty salons lifeless, the internal personnel relationship tense, and the customers' hearts are completely blocked by beauty salons. This has greatly hindered the development of beauty salons. Therefore, only by putting the family relationship in order first can foreign business activities proceed smoothly. At the same time, it is necessary to understand that customers' consumption habits are constantly changing, and operators should learn to grasp the changes in customers' consumption psychology and innovate from time to time so that customers can always enjoy freshness. This way can not only help beauty salons firmly grasp some old customers, but also attract many new customers.
Three, scientific, fashionable, advanced and humanized software and hardware facilities.
When customers enter the beauty salon, the first thing they feel is the perfect environment and atmosphere of the beauty salon. In order to attract more consumers, beauty salons should first grasp the customers' psychology from the enjoyment of the five senses of sight, hearing, smell, touch and taste. Spacious and bright halls and brand-new and comfortable rooms can make consumers feel suddenly enlightened, while gentle and charming lighting and fresh and elegant fragrance will make customers taste a kind of spiritual pleasure. When the senses are completely immersed in a meticulous and warm atmosphere, the customer's emotional balance has begun to tilt. If you do this, customers will begin to accept your beauty salon from the heart. Secondly, the overall design of beauty salons should have characteristics. Many beauty salons are similar, with monotonous format and no innovation. If we can break through the format of general beauty salons in design, and pay attention to the diversification of formats according to the different needs of consumers, whether it is a luxurious urban structure or a kind and natural style, we will be ingenious, which will definitely make customers feel refreshed and win their love. Of course, it is particularly important to equip a full set of high-tech beauty equipment, and whether the equipment is advanced or not is related to the substantive effect of beauty. First-class equipment allows customers to enjoy first-class beauty and body-building services at ease, so that beauty is also at the forefront of fashion.
At the same time, due to face-to-face communication between beauty salons and customers, beauty salons must provide customers with a humanized service. Every employee must treat customers with a sincere and warm smile, and provide targeted skin consultation and personal beauty and body consultation. In addition, a complete customer personal file management system should be established to realize the science and technology of beauty salons in a forward-looking way.
Fourth, advertising media publicity
Modern society is an era of information expansion. Whether it is the birth of new products or the upgrading of old brands, it is inseparable from the extensive publicity of the media. Before most customers set foot in beauty salons, almost all concepts came from advertisements, so powerful and timely advertisements are very necessary. However, advertisements should be targeted at consumers, pay attention to publicity strategies, and instill the information of beauty salons into customers, so as to impress people and make customers subconsciously have an impulse to experience it personally, which will produce economic effects in actual operation. Don't over-advertise, just seek quantity, not quality. Less but better, spend the least money to make the most sensational advertisement. In fact, many operators of beauty salons spend a lot of money on media promotion, but the fundamental reason is that advertising is weak and cannot be deeply rooted in people's hearts. However, if a beauty salon only wants to increase the number of tourists through media publicity and ignores some of its own essential work, then even a temporary flow is only a flash in the pan.
Five, managers and employees should improve their own quality.
In a sense, the quality and ability of managers determine the success or failure of beauty salons, the operating conditions of beauty salons and the space for tuxedos in the future. Modern beauty salon managers should not only have professional business knowledge and strong organizational ability, but also have comprehensive qualities in many aspects, and be able to plan ahead and be independent. Before making an important decision, Qin should brainstorm, solicit opinions from everyone, fully combine his own unique opinions, and then make a wise decision. At the same time, managers should handle the relationship between subordinates and employees, have a detailed and profound understanding of each employee and keep in touch with employees at all times. If there is friction between the two sides, we must calm down and reflect on the reasons as soon as possible, and solve the contradictions between the two sides as soon as possible. At the same time, it is necessary to cultivate high-quality, high-level and high-tech practitioners, so as to win the competition of beauty salons, seize the market and compete effectively with other peers.