Aesthetician’s Guide to Business Success: Customer Feedback and Follow-Up

Customer feedback and customer follow-up are the unsung heroes of marketing any type of service oriented business, and in particular of the aesthetics business. Getting feedback from customers, knowing what they like and dislike about the services they receive and what positive changes can be made to make them happy is key to successfully retaining those customers for a lifetime.

Here’s a thought…

If a problem exists and you don’t know that there is a problem, how can you fix it? Of if you know a problem exists but don’t know what it is, how can you make it better? The answer is obvious to both questions. Knowledge gives you the ability to correct problems. All business have problems. All clients have concerns at times. People are all different, but one thing they all have in common is ego. Taking the time to ask your clients for feedback information, for advice, and for opinions on ways in which you can improve the service they receive, or add additional services, will ensure that they understand that they are valued parts of the business. The clients pay the bills, and you are really working for them.

Many business owners have customer comment cards on the front counter, or in the waiting room. They are conveniently located where they will be seen and taken by clients. Other businesses simply give one to each client. Sometimes they are even made as postcards with postage already affixed to make it easy to prepare and send later. Many businesses give the option of the comment card being anonymous. This allows some clients to really open up and express their true feelings without fear of offending anyone.  Of course many people use the old tried and true method of simply engaging their clients in conversation and asking them for opinions. Others find that the internet is the perfect tool for this. They send out an email questionnaire, and often times offer a free gift or a discount for filling out the survey. Sometimes offering five dollars off of the next visit with the returned survey brings in many completed and honest sets of opinions.

Whatever method you choose to gather information, take note of it, discuss it with your employees and co-workers and find ways to incorporate client suggestions into business operations when the suggestions make sense. Keep your clients happy through feedback and you’ll have a successful business for years to come.