The guest journey starts before they enter our doors. There are two areas of focus, the Physical Window and the Digital Window. These two windows should relay strong and uniform branding.

Physical Window:

Display a strong, clear concept and branding.

Highlight new services and products

Visible day and night

Change themes every quarter

Digital Window:

Internet searches: Google my business is kept updated.

Social media: Always updated and features team members, promotions, celebrations, etc. Focus on connecting with our audience, not on selling to our audience.

Team members should post their work on their own accounts regularly. Guests want to know the type of work each team member provides and feel a connection to that team member.

Website: Always updated with team profiles, promotions, pricing, and booking opportunities.

When a guest arrives remember S.U.P.

Smile & Welcome

Upgrade & Checkin

Promotions & Shop

Step 1: Smile & Welcome

Smile and welcome a guest back within 10 seconds of their arrival:

“Welcome back to J Henry! How may I assist you?”

*If new guest (has a star next to their name in Boulevard) please add:

“Is this your first time visiting us?”

Guest says “No.”:

Move to the next step. Merge must have two profiles in Boulevard that you will need to merge together.

Guest says “Yes.”:

“Thank you for choosing us! We would like to give you a gift to welcome you. Your Specialist will open this with you and tell you all about what’s inside.”

Step 2: Upgrade & Checkin

After you have checked the guest in, offer them an upgrade:

“I’ll let Katie know that you’re here. Just so you know, Katie does have time for a deep conditioning treatment. If that is something you are interested in, please let me or her know.”

Step 3: Promotions & Shop

Inform the guest of any promotions or new products and have them shop around:

(Example) “Also, Kerastase deluxe size shampoos just arrived and are here for a limited time. If you have any questions my name is ____________. Feel free to shop around.”

The guest consultation is an opportunity to offer our guests a professional point of difference. In the USA, 97% of hairdressers say that they offer a consultation. 7% of salon guests say that they received one. The consultation is key to a successful guest experience. During the consultation our goal is to manage the guests expectations, upgrade the guest to any additional services they may need, and to set a plan to deliver great results.

The consultation can be intimidating for both the guest and the Specialist. It is important that we make the guest feel comfortable and confident in choosing us while maintaining our professionalism and position of expertise. We accomplish this not only by the questions we ask, but by using proper body language.

- Sit in front of the guest when asking questions.

- Look at your guest in the eye and stay eye level with the guest whenever possible.

- Stand/Sit up straight and with your shoulders back.

- Do not cross your arms and keep your hands visible at all times.

- Speak confidently and with a smile.

- When the guest is speaking, nod and do not interrupt.

When asking a guest questions about their hair or asking them to upgrade their service, remember S.A.N.S.

Smile when you ask the question.

Ask the question.

Nod your head as you ask the question.

Shut up, don't say anything else and let the guest talk.

While we understand that not every question in the consultation can be predetermined, we believe that the following questions need to be asked during the consultation. If you are sharing a guest with another Specialist, these questions should be asked during a co-consultation. More specific questions can be asked after the co-consultation.

Trust: Is it okay with you if I touch your hair?

Expectations: What is you goal today? Do you have an inspiration photo?

History: When was your last haircut/haircolor?

Styling: What is you at home styling routine? Where do you part your hair?

Maintenance: How often do you feel comfortable revisiting us to maintain this look?

Treatments: Do you have time for a treatment today?

Sensitivity: Do you have any sensitivities or allergies I should know about?

Concerns: Do you have any questions or concerns about todays visit?

Pricing: Do you have a beauty budget today? Would you like a quote for that?

Once we have asked our questions and heard our guests responses, a great way to make sure there is no gap in what we have heard and what they have said is to paraphrase back using our own words.

Example: “I want to make sure I understand what you’re looking for. It sounds like you would like a look that is a bit shorter with less layering. Does that sound right?”

Once you are in agreement with the guest, proceed with the service.

The shampoo & treatment portion of a Guests visit can make or break the entire Guest Experience. 86% of women say this is their favorite moment of the salon visit, but if its not right, 70% say they would not return.

It is important that every guest receives a spa-type experience when being shampooed. This will increase Guest Satisfaction while improving Guest Retention. A relax guest is a happy Guest, a happy Guest secures future reservations.

Treatment Upgrade

Offering a Guest a treatment upgrade takes this portion of the visit to a luxury level. Even if the guest says “no thank you” to your offering, they appreciate that they were given the opportunity. Its just like when you go to a restaurant, you appreciate being offered desert even when you do not want desert. In fact you would find it strange if you were not offed desert.

Upgrading a guest to a treatment is simple if you use the right script;

“Would you like a Treatment Haircut/Haircolor or just the regular?”

Guest asks: “Whats a Treatment Haircut/Haircolor?”

“A Treatment Haircut/Haircolor includes a customized deep conditioning treatment that addresses your most challenging haircare needs. We can upgrade you to a Kerastase Fusio-Dose and address multiple haircare needs for only an additional $35. Would you have time for that during your visit?”

Notice that the script offers a ‘Treatment HAIRCUT/HAIRCOLOR’ rather than just a Treatment. This will feel more natural and less sales like. At the end of the script we ask “Would you have TIME for that today?”. Time is a beautiful way to allow the guest to say no thank you. If the Guest did not budget for the treatment today it is easier for them to say they don’t have time rather than saying they can’t afford the upgrade. This allows you to not worry about spending the guests wallet or determining what a guest can or cannot afford.

Head Massage

Who doesn’t love a massage? The Massage portion of the service should be no less than 60 seconds. If the guest is receiving a Treatment Upgrade, the massage should be 3 minutes.

Tips for the Head Massage:

- Use pressure, most guests prefer a firm, confident massage.

- Keep moving, be sure to cover the entire surface of the scalp.

- Don’t forget the temples, behind the ears, and the neck.

- Massage to the tune of the ABC song, this is a very relaxing rhythm to follow.

Massage Techniques

Deep Strokes

Deep strokes are performed along the direction of muscle fibers. Deep strokes can be performed on the neck using your hands or throughout the head using your fingers and are used to increase tissue elasticity and aid relaxation.

Acupressure

Acupressure is a manual therapy technique that is used to relieve pain and muscle tension. Acupressure is performed using fingers gradually pressing onto key points to simulate pain relief and muscle relaxation. Giving a firm press at the temples, forehead, back of neck, and sides of head can be both beneficial and relaxing.

Circular Frictions

Frictions are localized manipulations performed onto soft tissues with fingers or thumbs moving in circular motions. Frictions can be used to increase local circulation and promote healing.

Pro Tip: Move back into in more aggressive shampooing motion right before you finish the massage. This lets the guest know the massage is over and gives them a moment to “wake up”.

It’s showtime, welcome to the main event. Its time for you to work your magic and create a look your guest will love.

During this portion of the journey, it is important to remember that a guests visit satisfaction is 90% experience and 10% skill.

A study by L’Oreal revealed that a while guest knows the difference between a good haircut and a bad haircut, they do NOT know the difference between a Good haircut and a great haircut. You do not have to have technical perfection to please your guest.

This same study determined that a guest does know the difference between a good experience and a great experience. A good experience is expected, It is important that every guest has a great experience during their service.

Here a a few tips for a great experience during the service:

Color

- Prepare the color in front of the guest to show you’re the expert.

- Do not leave the guest alone during the processing time, they are nervous when a color processes and will assume they are over processing if left alone.

- Do not apply color or process a guest in front of a mirror, nobody feels beautiful with haircolor/foils/plastic on their head.

Cut

- Describe what you are doing at each step, guest will assume you are cutting more than you should until they trust you.

- When styling, let the guest know what you are using and why you are using it. Place the product in their hand so that they can inspect it.

- Provide styling tips. The number one complaint after leaving a salon is that the guest cannot recreate the look at home.

Homecare is one of the most important parts of the Guest Journey. A Guest that takes home product is 3 times more likely to secure future reservations. These are your best and most loyal Guests.

While it is an important indicator it also shouldn’t be complicated or difficult. Follow these easy steps for a seamless and successful homecare recommendation.

1. Place products that were used during the visit on the desk at checkout.

2. Let the guest know that these are the products you used on them. (You should have already shown them how to use them and why you chose them during the Service.) Use the script: : “These are the products I Used on you today”

3. Highlight one product by pulling in forward on the counter and using the script: “If you can only take home one I would recommend the ________” (shampoo, Conditioner, etc)

4. Get out of dodge! Leave the retail area as fast as possible, let the Guest Experience Team do their job and close the sale. It is hard for them to do this with you standing around.

Retailing can be intimidating. Remember to show and tell, not sell. It is our job to let the guest know what we used and why we used it. It is not our job to sell them things they do not need.

51% of salon Guests say they feel rushed at checkout, 60% say they feel treated impersonally. It is crucial that we make a great last impression.

Tips:

- Smile. Show the guest that you are a friendly face, and there to assist them.

- Use the Guests name. Make it a personal experience for the Guest.

- Focus on the guest in front of you. The phone can wait, pay attention to the guest that is checking out.

At J Henry we always use the 4 step Checkout to ensure a consistent and valuable Guest check out each time, every time.

Step 1: Experience

“How was your experience today?”

Step 2: Rebook

“Specialist Name would like to see you again in 4 weeks, that brings us to date. Does the same time that day work for you?”

Step 3: Retail

“These are the products that Specialist Name used on you today. How are you doing with homecare?”

Step 4: Payment

“Your total for todays visit is $XXX.XX”

Follow these steps and every guest is sure to have a pleasant and memorable check out experience, while promoting the Specialists key indicators, Rebook, Retail, and Service.