Industry • Best Practice
The Client-Centric Approach: How Estheticians Can Craft Personalized Experiences
Oct.06,2023By Boulevard Staff
Increase client retention and improve your client’s experience with these easy tips
Clients walk in your door for a lot of reasons, but the one thing they tend to have in common is a desire to be catered to. This is what makes personalized experiences so powerful: They communicate to the client that you are listening, they are heard, and you are taking their needs into account.
So it should come as no surprise that 80% of consumers say they are more likely to make a purchase when brands offer personalized experiences. Personalized experiences make clients feel like you have created a service specifically for their needs, and, as a result, they will be more likely to return or even upsell.
There are a few easy ways to create that “just for you” feeling for clients. Here is what we recommend.
The psychology of comfort
Whatever your client walks in the door asking for, what they really want is to be comforted and cared for. Creating that sense of comfort and care should be your primary concern.
A comfort zone is described as “a psychological state in which things feel familiar to a person, and they are at ease and in control of their environment, experiencing low levels of anxiety and stress.” That sounds a lot like how you want your clients to feel when they walk into your spa, doesn’t it?
From the aesthetics of the spa to the manner in which your staff presents themselves, you want every aspect of the client’s experience to feel familiar and stress-free. This can be as simple as soothing decor, pleasant scents, or simply addressing clients by name when they walk in the door.
Then, when it’s time for treatments, continue creating that comfort zone by tailoring the experience to your client’s specific needs or preferences. Have their preferred beverage already waiting for them, or ask about their family and pets. If you take a quick look at their social media or client notes, you should have plenty of ideas for ways to make them feel at home.
Too often, estheticians can take away the agency of clients, choosing treatments for them and making them feel rushed or out of control. The client should feel like whatever treatment they’re receiving was their decision, whether you selected it for them or not.
Tailored treatments go a long way to making a client feel like you’ve personalized your service just for them. Whatever treatment they’ve come in for, tailoring it specifically to their skin type, needs, or preferences will make them feel more satisfied and more likely to come back through your door.
Start with a detailed consultation. Ask questions about the client’s lifestyle, concerns, and desires. Actively listen to what the client tells you and respond with clear, specific suggestions to help them get the most from their visit. Suggest customized membership options that suit their treatment vision and long-term goals.
Then, when your client returns, surprise and delight them by recalling their previous experience and asking how they feel about the treatment they received. Continue to tailor their experience based on what you hear and learn. Treating every client like a VIP and every interaction like an opportunity to learn more about their needs will keep them coming back.
How we say something is as important, if not more important, than what we are saying. Clear, concise communication is a cornerstone of effective client service.
Try to speak in plain terms, without jargon or ambiguity. Be polite. Clearly and concisely describe what you intend to do to service your client and make sure they understand.
A lot of times, a client may think they need one treatment, but in actuality require another. Describe the benefits of both, and explain why you recommend the appropriate treatment. Helping them to better understand why you are doing what you are doing will help build trust, improve their satisfaction, and increase the likelihood they will return.
Looking for upsell opportunities is good business, but those discussions can be offputting if they sound like a script. Your client is an individual, and wants to feel like it! Any conversation about new products or packages should come from a place of wanting to educate them and help them reach their specific goals. When clients feel understood on a personal level, they’re more open to hearing about how else they might benefit from your services.
Software might be one of the last things you think about when creating a comfort zone for your clients, but think about how they interact with your spa. Their visit to your physical space is just one aspect of their experience with your business and probably also one of the least frequent. Most clients will visit your business’ website before ever setting foot in the actual spa — often more than once — so you want to be sure that experience is as comfortable as the in-person one they’ll eventually have in your physical location.
A good software solution will allow clients to self-book through your website or social media. The process should be smooth, on-brand for your spa, and accurate. Not only will this help you to keep your schedule full, but it will clearly communicate your values to the client from their very first interaction with your brand.
On the back end, you can create client profiles based on their interactions with your software to help you welcome them to their visit with detailed information about their preferences and desires. Customizable forms and waivers allow you to gather information about your client digitally and have it on hand for their visit.
Digital payment options also make it easy for clients to pay for their visits, either at the spa or before they arrive. This reduces friction from the experience and keeps all of their interactions within your software solution, including tipping, which your client can then do on their own time.
Finally, a stress-free software solution should help you with your marketing, empowering you to build your brand. By creating your website or app as an extension of the spa comfort zone, your client will think positively of their experience whether they are in the spa or on their sofa.
It’s good practice to send a post-treatment follow-up 24-48 hours after a client’s visit to make sure they are happy with their treatment and to ask if they have any questions. It helps make sure they’re aware of their follow-up care, and also gives you another opportunity to let them know that you are thinking of them. They left your spa looking and feeling great, and you want to make sure that feeling continues in the days, weeks, and months to come! Following up sends the message that their ongoing satisfaction really matters. That, in turn, makes them feel special and builds up their loyalty.
By following these tips, you can easily create the perfect “comfort zone” for your clients and ensure they keep coming back. After all, who doesn’t want to go to a spa that puts that kind of effort into taking care of its clients?