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Back for good
Cocktails, canapés and communication – just a few ideas that could help boost your salon’s customer loyalty. Russell Eaton proves that a few thoughtful touches make a big business difference…
 Robert Eaton is the current North Eastern Hairdresser of the Year,
and creative director at Russell Eaton
In today’s environment, customer expectations are high, and with so many salons in our area, competition is fierce. For Russell Eaton, keeping clients comes down to offering a high standard of customer service, which gives us an edge.
Most clients confirm it’s down to the service they receive as to whether they will return to our salon. Some clients have been returning to us for more than 30 years – we’ve even found ourselves styling two or three generations of the same family!
A professional and friendly atmosphere, coupled with good communication with your client, is essential if you want to provide a high standard of service. We also take the consultation process seriously, which is probably one of the keys to our success. Dress code is important to us too – how our team looks matters, and we always aim to give a good impression to our clients, old and new alike.
Attention to detail is paramount. The way our refreshments are presented, the offer of a complimentary hand massage or head ritual, or even a make-up re-touch from our beauty consultant are all part of our customer service.
I’m cautious of loyalty schemes – I believe if they are not done well, they are not worth doing at all. However, we do offer clients a £5-off voucher for every £100 spent on retail products. This can be spent on their next purchase of shampoos, conditioners and styling products. It’s proven to be successful from both our and our clients’ point of view.
Ultimately, customer loyalty always comes back to good customer service – it gives you a real edge. 
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