The best way to know how your customer service is going is to ask the people that can tell you – your customers. While customer surveys are important, they’re also not necessarily what a customer feels like doing once they’ve emerged from a massage, or of they have to dash off back to the office after their leg wax.

This leaves you with two options: ask if a customer has time to fill in a survey on the spot and if not, email it to them.

That said, encouraging someone to commit to answering a survey on their own time, in their own space, can be tricky, so it’s worthwhile to throw in an incentive, such as a discount at their next treatment, or the chance to win a prize.

Be prepared that customers may use the survey to air their grievances. But according to Elizabeth Brintstein, professor of sociology, this is a good thing. “A vast majority of people will not complain after a negative experience; they just won’t go back.” This gives you a chance to work on customer retention and acquisition. “If a salon customer is dissatisfied with their experience, you have the chance to make amends and try to keep them as a customer.” Alternatively, if a guest is thrilled wit their experience, you can ask for a referral or review.

Surveys should be kept short and to the point, while offering customers to add any additional thoughts if they so wish. Here are some recommendations for what to include in your survey:

Did you find booking your appointment simple and straight-forward?

How did you book your appointment? (online, mobile, phone, in person)

How would you rate your experience with our desk staff (offer a scale between one and five, where one is dissatisfied and 5 is very satisfied)

Did your appointment start on time?

What treatment did you have?

Did you feel that your therapist was knowledgeable and professional?

How likely are you to recommend us to friends and family?

What else would you like us to know? (include a comment box


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