Customised client care and customer service is paramount for boosting profits and for building a loyal client base, which will inevitably boost your bottom line. I've worked in customer service since I was a teenager. When I moved to Vegas mid teens, I worked at McDonalds and they've got a fantastic training program for customer service, upselling and leaving a lasting impression. Yes their unique selling point is fast food with a smile, but there are still some great takeaways from the type of service they offer their clients.

Moving forward I worked in fashion retail and that's where personalization really came into its own. The customer journey was further established - not just drive up, pay, receive order and thank you. In fashion retail each customer must have at least three touch points during their visit to the store - the welcome from the 'Greeter' at the door, someone halfway through the store asking if they need assistance and offering their name, then another associate whether at the fitting room or throughout the store offering further assistance.

The fitting room was the sweet spot in the customer journey because that's where we were asked to suggest three items that match what the customer was initially trying on. I could go on here, but we're talking about skincare clients so I will explain how this relates to our clients. 

Our clients should receive a warm welcome on arrival, followed by an introduction to the therapist, a five-star treatment totally tailored to the client including aftercare and home care, then the third touch point is the receptionist following up with rebooking, double checking for the sale, and asking how their experience was today.

I've been in the beauty industry for 25 years so many of my clients have become friends over the years because we've shared so many life chapters. These little touches I'm sharing with you, I don't do for the extra money, I do because I care. In return, being thoughtful and caring for and about my clients does ensure that they think of me when they need their products or treatments.

Five underrated touchpoints with your clients that can help boost your bottom line are:

💫 Write a letter  

Send them a little note with a new product that has just launched. I always think of 8-10 people (clients, friends and family) that might suit the new product and send them a little note and sample. Some times it results in a sale and other times they just appreciate the thoughtful gesture. More often than not, this thoughtful touch sells through at least one launch and then the others are from clients who have been in recently and sampled the product.

💫 Follow up email to reach out 

As mentioned above, I love my clients! I love learning about their skin and each time I see them it's the next chapter in their skincare (and life) story. I always follow up to see how their muscles are feeling after a massage and how their skin is feeling after their facials. This enables me to further customize their next treatment and it can be a reminder to them if they need products between treatments I'm here to deliver.

💫 Birthday card 

I LOVE birthdays -it's the one day all year that's all about YOU!! We send birthday cards to our clients with a little retail voucher offering money off their next purchase to keep their skin glowing. For client's whom we've not seen for a while, it's a great touch point to remind them that we're here and that we still care and look forward to seeing them soon.

💫 Christmas card  

During the festive season we often have little treats for our clients who visit us for their holiday treatments. Our top clients we also give a little something or Christmas card with a bounce back for January. For those who haven't visited it's a great reminder that you're thinking of them and including a little skincare sachet in their card gives them the gift of glowing skin and a reminder that you've got their home care in mind.

💫 Celebrating success  

For those of you in my community, and on my team you know I love celebrating the WINS no matter how big or small. Got engaged - hello champagne, lost a loved one (not a win) - flowers and sympathy card, not feeling well (not a win) - a little get well pack, BIG win at work - a celebration treat. The personal touches keep you front of mind because clients remember how you've made them feel.

Personalisation is important in the beauty business for several reasons:

💫 Customized Experience:

Beauty products and services are highly personal and unique to each individual. By offering personalized recommendations, you can provide a tailored experience that meets the specific needs and preferences of each customer.

This goes beyond the treatment room, reach out to your clients if you see an article of interest, share it with them. Also, if you've been chatting about something during their treatment - follow up with that resource or recommendation.

💫 Enhanced Customer Satisfaction: 

Customization shows that you care about your customers and are committed to meeting their unique requirements. When customers feel understood and valued, they are more likely to be satisfied with your products and services, leading to increased loyalty and repeat business.

If you can't always remember the little details, make a note on their client card about things they do or don't like... do they need an extra blanket, do they take the chocolate home for their children or spouse, do they like a warm drink on arrival or always need the loo before treatments... each client is different and remember their little nuances make them feel valued and special.

💫 Increased Engagement: 

Personalisation creates a deeper connection with your customers. By understanding their preferences, you can engage them through targeted marketing campaigns, special offers, and personalized communication. This helps to build trust, foster engagement, and encourage customer interaction with your brand.

Within our business we have different product lines that suit different skins, if there's an offer on Clear Start then it's worth reaching out to clients who are teenagers or have teenagers, clients that are about to go on holiday and there's a special retail offer on suncare, let them know. It's about knowing your clients so well and giving each of them personalized recommendations.

💫 Competitive Advantage:

In a competitive beauty market, personalisation can set your business apart from others. Providing customized recommendations, personalized skincare routines, or makeup looks can differentiate your brand and attract customers who are seeking personalized solutions.

I've been on a date day with my husband in London but popped into my client's favorite makeup store to see if a sought after product was in stock, I've bought lipstick that I know would look amazing on a particular client. It's the little touches and personal thought that matters to them. I've been on holiday in Bali and picked up a hair growth serum that I knew a particular client would benefit from. If you really care, it's felt through in the little things...

💫 Higher Conversion Rates:

Customer care and personalization has been shown to significantly improve conversion rates. When customers feel like your products or services are specifically tailored for them, they are more likely to make a purchase. By tailoring your offerings to each customer, you can boost sales and drive business growth.

This trust can be built through a thorough consultation, set aside at least 15 minutes before a client's initial treatment and get to know them - their skincare routine, daily habits, lifestyle commitments and any other requirements. We offer a 100% money back guarantee for all retail sold and swapped within 30 days because we feel so strongly about an our professional recommendations and getting the right regime for each client. Everything is bespoke with our professional treatments, aftercare and home care routines.

Overall, personalisation is important in the beauty business as it helps to create a unique and satisfying customer experience, build customer loyalty, differentiate your brand, and ultimately increase profitability.

Thank you for reading, if this was useful please 💖 and share if it could help someone.