Lately, I have been on a mission to revolutionise my clients’ salon reception areas and desks. More specifically, I focus on the training for reception and on how to turn the first and last client touchpoint into a strong commercial asset that impact revenue. Ok, so “revolution” might come off strong, but being French, I thought it would represent my mindset in the changes I implement with my clients! Ready? It’s about time I got vocal about it!
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Why Reception Areas Need Rethinking
During all the mystery shopping experiences I conduct, I usually stand beside the retail display and wait to see if anyone approaches me… Surprisingly enough, it doesn’t happen very often. The hustle and bustle of the salon takes over, and when there is no reception team, I understand I’m meant to pick up, pay, and go.
At the risk of stating the obvious, here are a few of my observations:
- Staff body language is distant. The desk is a barrier, especially if the receptionist is sitting down while talking to the client.
- Habits undermine the client’s experience. Routine takes over, and no suggestions on how to improve ‘x’ or ‘y’ are made.
- Desks can be very messy (I’m thinking post-it notes here!)
- There is a lack of merchandising development: the retail area is sometimes away from the desk and other times impulse buys aren’t set up; if not both at once.
- The reception team lacks training. Because this area of the salon can be so busy, focusing on the priorities can be overwhelming for any staff.
- Retail sales are random; with no official systems in place.
If a client’s spending and loyalty rely on the experience they have had in the salon, rather than the treatment itself, then it’s only normal we rethink the design of our retail and reception areas.
What does this achieve?
It helps you become more than a salon. It helps you to be an experience.
The Link Between Salon Reception Areas & Customer Journeys
Salon reception areas are at the heart of the customer journey. They are a client’s first and last point of contact. Because they’re so central, it’s crucial to make them memorable and get the experience right.
From a customer’s point of view, the reception adds value to the treatment. It enhances the feelings they’ve experienced in your salon, clinic, or spa. The smoother the customer journey, the more they leave with a sense of contentment. This creates a domino effect; the more content a client is, the more likely they are to come back and/or to recommend you.
When you focus on delivering a consistent and first-class customer experience, pricing becomes irrelevant.
First Impressions & The Peak-End Rule
Put yourself in your clients’ shoes for a moment and think about the last time you went to a salon, clinic, or spa. How did the reception area make you feel? Was it an irritating experience? Did everything go smoothly, or did you feel like the staff didn’t know you?
A client will either enter a treatment thinking: “I hope this gets better…” or “Wow, this is amazing so far! I can’t wait to see what’s coming next.” And while it all starts with a first impression, we are often inclined to forget that the said impression will also be influenced by the quality of the treatment and what happens at the very end of the visit.
In fact, the Peak-End Rule, which was explained to me a long time ago, quickly became the reason for my focus on reception and its impact on customer journeys:
“The peak-end rule is a psychological heuristic in which people judge an experience largely based on how they felt at its peak (i.e., its most intense point) and its end, rather than based on the total sum or average of every moment of the experience. The effect occurs regardless of whether the experience is pleasant or unpleasant.”
This means that the end of your customer’s experience, i.e. when they’re at your reception desk, is what matters the most…
Test this rule regularly through mystery shoppers or by simply by asking existing clients for feedback via a phonecall or automated review request. Generate best practices from the results you are getting. Oh, and before I forget, this should happen whether you employ receptionists or use a tool like a client self-check in app!
Actions & Final Thoughts
I recognise that creating salon reception areas without adding a desk is somewhat tricky. In fact, I have listened to situations where in the absence of a point of reference, the customer ends up leaving without paying. If you decide to go down that route, then make sure both your operational systems and your customer journey are well-defined and detailed:
- Have the card machine delivered to the client while they are in treatments or utilise chair check-outs
- Know when to introduce retail and have a policy on this
- Get your receptionist to wear an apron and use an iPad with your salon management POS system on it
Personally, I’m a fan of small standing desks, like the hostesses’ ones you see in restaurants. Those desks allow your staff on reception to walk to customers when they’re looking at your retail displays or just as they come in. They encourage a more open and welcoming experience.
Look at your desk right now; what does it represent? How many things do you have on it? Are they all necessary? Can you see a way to make your retail space work hand-in-hand with your salon reception? Can your receptionist become more of a retail coordinator? To increase your salon’s revenue, you must start encouraging retail & customer experience culture.
Looking for personalised advice on salon reception areas? Email Valerie at valerie@valeriedelforge.com! Got feedback? Let us know either in the comments below or on Instagram!
Thanks for reading! #Togetherwegrow
Phorest has a range of front-of-house management features designed to streamline your reception area.
Updated 2024 for accuracy
