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Loyalty: Why you need clients that love you

Posted on 4th October 2013 by Madeline Maguire

Loyalty: Why you need clients that love you

Client satisfaction and loyalty may seem like two sides of the same coin: if your clients are pleased with their service, they’ll probably stick with you, right? In reality, thinking your satisfied clients will automatically remain loyal is a costly assumption to make. Why?

Because loyalty is about a long-lasting relationship, and satisfaction is fleeting.

While your ‘satisfied’ clients will be tempted to leave you for the salon down the street offering lower prices,  your loyal ones stay because they know the experience they get with you is simply better. 

 A loyal client is one of the most valuable assets a business can have. Don’t believe me? Consider these facts:

  • It costs five times more to attract a new client than keep an existing one  
  • A 5% increase in customer retention increases a company’s profits by 25% to 95%
  • 80% of your company’s future revenue will come from 20% of your existing customers
  • Studies show that in our industry when a stylist leaves up to 30% of their clients follow them. It is your clients' loyalty to your business rather than just to your individual stylists is what will help to protect you from these losses.

The important point about loyalty is that you should never take it for granted. Above and beyond offering a great quality service, you need a strategy for recognising and rewarding those clients that stay with you, and refer you new business. 

Many of our clients already do this using our Clubs tool, and this month we are excited to announce that we will soon be launching our new Loyalty feature, which will be part of our S.M.A.R.T. Suite. Our new feature will give you new exciting ways to reward your clients in a way that suits your business. Register here for our FREE education webinar to get a sneak peek into the new program and find out how it could work for your salon.

about the author

about the author

Madeline is a seasoned marketing specialist, having worked with a wide range of consumer and trade brands throughout Australia, New Zealand and the United States. Working in a global role at Shortcuts, Madeline executes marketing strategies throughout the USA and Australian markets.


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