Issue link: https://www.ascpskindeepdigital.com/i/716901
www.ascpskincare.com 49 www.ascpskincare.com 49 If clients aren't returning for a second visit, it's time to take a hard look at your customer service by Patti Biro D o you find that you have lots of new clients every month but few of them return to your business or rebook an appointment upon checkout? Are you spending time, energy, and money every month on offers and incentives to bring in new traffic? If this is the case, you may be a one-hit wonder. And, more than likely, it stems from a serious customer service problem. In a poll from Harris Interactive, 86 percent of respondents said they would stop patronizing a business because of just one bad customer service experience. 1 In today's review-driven environment, a single bad review can hurt you. As many as 88 percent of consumers trust online reviews as much as a personal recommendation.2 And, we are far more likely to complain publicly about a poor experience than to write a glowing review. This means you really only have one chance to turn a new client into a loyal client. Why should you care? It's simple—the cost of attracting one new client is 6–7 times more expensive than your cost to retain that client. The Harris poll also indicated that customers will pay up to 25 percent more for a great customer service experience. That could have a huge impact if you are thinking about raising your prices or trying to stand out in the marketplace. Every retained client has a lifetime value to you and your business. A loyal client may be worth as much as 10 times what they spend on their initial purchase.3 The value of that client increases when you consider that they are more likely to refer new clients, purchase more retail, and post great reviews. In the skin care profession, every happy client is a walking billboard for your services. Losing even a single customer can be costly. ARE YOU A WONDER? ARE YOU A WONDER? O -Hit