How to attract new customers and make life easier for employees: the experience of the implementation of CRM-system

The owner of two beauty salons and make-up artists school Vyazankin Paul tells how to use CRM-system enabled its business increase profits, win new customers and bring back old ones, as well as to improve the work with employees.

Paul Vyazankin

Expert in salon business marketing (two own beauty salon and make-up school). More than 12 years working in large Russian and international companies. He has a degree in marketing.

I understand that business needs CRM-system

By establishing a stream of new customers, I started thinking about turning them into permanent and preferably leading to a friends and acquaintances. After all, whatever business you do, these factors certainly affected and you:

• Competition is growing - it is necessary to stand out, moreover, it is desirable not at the expense of lower prices.
• customer expectations of service and quality of services are constantly increasing, which means that you must be aware of these expectations.
• The cost of attracting new customers by advertising is constantly growing, and with a small average check costs are often not met. Therefore, you should pay more attention to existing customers, to attract that money has already been spent.
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Ideas of future improvements already in the air and stirred the consciousness, causing to act immediately. But George Lucas' lack of necessary technology forced to start filming "Star Wars" with the fourth episode, and my Wishlist faced with the urgent need of technological support.

It needed a simple and effective system of intelligence and interaction with the client, or CRM-system, which will simplify and partially automates everyday tasks.

You can ask a reasonable question: if a telephone and conducted customer base in Microsoft Excel, it is a CRM-system? The answer is - yes, is but a very primitive, and the majority decision of arising problems with its help either impossible or time of their decision does not suit me.

Selection of CRM-system

According to the introduction of CRM-system type can be divided into stationary and cloud. Stationary installed on the computer in a place of business. To cloud CRM your employees connect through the Internet, since all of your databases are on remote servers of the developer (in the cloud). Both solutions are both pluses and minuses. And the one minuses indicate the advantages of another, and vice versa.

Advantages of cloud solutions:

• You can not be afraid to check, since your computer is not stored anything.
• No need to constantly update and archive database.
• The employee can not carry out the database with the dismissal.

Cons of cloud solutions:

• No Internet connection does not allow you to work with the program.
• Hardware problems, the company-developer, or problems in your relationship with him can be reflected in the working process.

Having dealt with the basics, go to the main. How to use the CRM-system? I will not give a review of all existing CRM-systems on the market functions. Outline only those tasks which should have been required to solve system I:

• Automatic loading of applications from the site in the system.
• Record all calls, auto phone number and the customer during the call.
• The introduction of the bonus coupon and loyalty programs, and referral programs.
• Formation of reports on customers, sales, finance and so on.
• Configuring clients automatic information by SMS and your email.
• Ability to work with remote systems.

Business Results

Finished with dry terms, go to the most delicious that I was introduced and how it affected business. For convenience, I'll start to build an overview with the passage of all stages of the customer from start to finish.

Step 1

The customer comes to your site and recorded online on a specific date and time, establishing a record immediately displayed at the reception in the program, and the customer will automatically be entered into the database. One day before the specified date he comes SMS with a reminder of the appointment.

Result. Over 40% of customers began to be recorded via the website or a mobile app, which significantly reduced the download manager, and the load on the phone. SMS-message with a reminder about the forthcoming visit allowed to halve the number of undo records that were due to forgetfulness customers, and to avoid a shortfall in revenue. In addition, during the second call, the customer into the cabin, we could immediately call him by his name, that is captivating and has a human.

step 2

Before paying at the checkout the customer is invited to join the club and receive bonuses from the amount of the check. Binding and customer identification program comes on a phone number, so the need for a plastic club cards is eliminated. The customer is requested to invite two friends, for which they will receive a discount, and the client - bonuses.

Result. Join the loyalty program can in a matter of seconds - the number of customers entering the club reaches 90%. Thus, we obtain a more complete customer data and use them to clear a further segmentation. Referral system "bring a friend" the inflow of between 80 and 100 new customers every month.

step 3

After a visit to the salon client receives a message with a proposal to assess the quality of service. A few days later he receives a message stating that the date of the visit has passed so many days and we are pleased to see him again.

Result. The evaluation of quality of service to respond quickly to the shortcomings of the interior as a whole and individuals in particular. After binding the service quality factor to motivate staff to improve the relations of the latter to the quality of work and level of service. Automatic information about revisiting reduced cycle salon visits clients by 15%.

step 4

Analytics total and merciless! All in a short time. Money, visits, services, products - all of these indicators are analyzed through and through. Also, a detailed analysis of each employee and plan his performance for a month.

Result. The possibility of formation of individual revenue plans for each employee increase their return and get out egalitarianism, and sent each month detailed analytics of their work has allowed to build a substantive individual development plans for each and raise my status in their eyes as a head.

step 5

Deep detailing possible to identify different groups of customers and make them targeted offers. For example, customers who use only one category of services offered another category with a discount. Those who were not in the cabin for more than 90 days, is a good offer, for a limited time. VIP-clients, active and wealthy, you can invite to share a one-day closed-presentation.

Result. Increasing the Recovery of lost customers by 27%. Obtaining additional revenue from cross-selling. During events for VIP-clients revenues above average twice, and increasing commitment to and stressing their special status to the benefit of the passenger compartment.

Output

Needless to say, that the system spent on 60 thousand rubles will pay for itself many times and gave me a number of competitive advantages. The introduction of even inexpensive CRM-system will greatly simplify the work of business owners save time and money, It allows to see their company more transparent and coherent, properly set goals and ensure their quick achievement.