This is Secret Service at its best. It’s the small surprises that impress our clients and do more than anything else to increase our client retention dramatically. Complimentary extras increase loyalty. For example, Lube Stop allows customers to stop off any time between regularly scheduled oil changes and have their oil topped off at no charge. Car maintenance companies could also send a postcard or an e-mail reminder that it’s time to make another visit. To send a reminder, the shop would simply have to identify the customers who were in three months ago, print labels, and send postcards once a week. That’s a little work invested for a potentially large return. Other examples of great value added are free alterations of some high-end clothiers at any time—even a year after you purchased the garment.
The things clients enjoy most about coming to John Robert’s are the scalp massage they receive before the shampoo, the hand-and-arm massage during the haircut, the makeup touch-up for women, and the mini facial for men during the shampoo. (Every hair station has jewelry cleaner so clients can have their jewelry cleaned during the hand-and-arm massage.)
Clients also appreciate the free bang trims and clean-ups we offer any time between visits. Men find Read the rest of this entry »
