This is Our Lash.
Eyelash extension technology is not unique and may be easily copied by peers or replaced by other technologies.
Therefore, on the basis of technology and service as the core competitiveness of the store, regardless of the technical aspects, we need to refine customer management, achieve the ultimate service, customer satisfaction, mouth to mouth, and can be passed on, so as to improve the performance of the store.
01. Customer psychological analysis
1) Take the initiative to choose channels.
When a customer has a demand for eyelash beauty, she will definitely go to a variety of ways or channels to understand the relevant brands and store services.
If she has not selected the brand and store, she may learn about it through various channels, such as group buy website, outdoor advertising, street store door tags, consulting friends, etc.
If she chooses your brand and store, she may know your brand and store through less channels and more through comments and friends’ introduction. She will focus on the technology, service, after-sales and other relevant contents of the store.(Therefore, the store’s public reviews and high praise from website are very important, as is the reputation of existing members/customers.)
2) Passively accept high-quality services.
Generally speaking, customers have higher requirements for durable and repetitive consumer goods in terms of overall service quality.
There may be three or four eyelash shops on the street next to or opposite your shop. Faced with such a big competitive environment, shops need to provide customers with different experience and services.
When customers go to each store to try, she will be differentiated psychologically, each store has the price, technology, service, management and other aspects of the plan.
Given similar management, technology and price, customers are more likely to choose the one with good service.
02. Customer refinement management model
Since customers are more willing to choose a store with good service, how can the store achieve the ultimate service and customer satisfaction?
To provide services unexpected to customers, namely, the refined management of customers that we will talk about today includes the following five parts:
1) Management by objectives
Target disclosure at the beginning of each month (Target number of members converted this month, and Target number of customers that may convert this month)
Weekly goal discussion (focus on Monday morning to analyze the customers who have booked this week)
Strengthen the target of the morning meeting every day (check the historical data for the customers who come to the store on the same day, analyze the customers of key convertible members, and make sure that we have a good idea)
2) Data management
Record the detailed information of each customer (such as name, telephone number, date of first visit to the store, items consumed, amount of money, favorite style, related preferences of customers talked about during the service…
Record as much as you can)
Reasons for not converting will be discussed in the meeting (in the weekly target discussion, reasons will be analyzed for customers who failed to convert into members, and reasons will be found out to strive for next conversion)
3) Transaction management
For unfamiliar visiting customers, we should strive for each customer to stay more, and use interlocking plan to lock customers;
Use service details and chat techniques to close the distance with customers, and move customers emotionally;
The lash artist should be familiar with at least 10 cases of post-ciliary changes of customers, which can be shown in pictures.
When customers leave the store, please see them to the door and use farewell language.
For customers who only do eyelash beauty, we can recommend manicure, hair removal, semi-permanent, beauty and other items, as well as ancillary products such as eyelash fixation solution.
4) After-sales service
Customer 24 hours, 3 days, 7 days, 1 month telephone return visit;
Holiday SMS blessing;
Invitation to preferential activities;
Birthday blessing welfare reminder;
Communicate and deal with customer feedback in time
5) Value added management
Interview or research of some members and customers
A gathering of themed events
Reward for referral of members
According to customer data analysis, launch new theme activities
3. Value the customer’s lifetime value
1) Classification of member customers
Use the member management system to classify the member customers, such as age, whether they have children, occupation classification, membership level.
Differentiated understanding through different categories can reduce the risk of customer management failure and maintain these members and customers well, so as to bring more referrals and word of mouth.
2) Analysis of active members/customers
Use the 80-20 rule to identify key members or unconverted key customers.
The transformation value of these key customers is manifested in repeated consumption, increasing customer unit price, transfer introduction and so on.
Selecting these members/customers whose contribution value is 80% from the overall customer base and continuously strengthening service and maintenance to retain these high-value members/customers can also reduce the cost of the store’s marketing activities.
3) Necessity of exclusive interviews with members/customers
You may think that it is unrealistic to study individual customers to improve the profits of a store, but for a store, regular market research is very necessary.
Through one-to-one interviews, we can extract the commonalities of practical members/customers, so that when the lashes artist learns the information of other old members/customers, he can immediately know whether these members/customers have created the maximum value of the store.
Of course, fine customer management is not unequal treatment of customers, but the need for survival, development and improvement of performance of eyelash stores.
If the same amount of time and effort is invested in customer refinement, the results may not be as good. But by serving the members/customers with the highest value, you can get the most customer traffic and store performance.
That’s all. We are one of the best Korean eyelash suppliers of eyelash tray wholesale ,3d silk lashes wholesale and other kind of lashes. Let me know if you need any help.
