Clients’ Insights Survey reminds salons that prioritising client satisfaction and delivering high quality services is the most valuable investment they can make.
Published:To kick off 2025 with a bang and maximise their busiest time of year, Dot Hair in Liverpool embarked on an ambitious project. Salon owner Phill Gallagher seized the opportunity of increased client footfall pre-Christmas to gather over 400 valuable client insights. Through a quick and easy 10 question survey, findings highlighted the importance of personalised service, expert skills, and effective communication in fostering client loyalty and satisfaction.
The survey was sent to two groups: clients who visited Dot Hair in November and
December, and those on their marketing and sales email list. Phil shares his key findings with us below.
Client Communication
58.1% of clients indicating email as their preferred channel for receiving updates on service changes, price adjustments, or team member changes. A significant 23.3% preferred to receive this information in person.
Dot Hair Approach: This finding aligns with Phill’s communication philosophy. He believes in open and honest communication with his clients, developing strong relationships where even seemingly sensitive topics such as price increases are best addressed face-to-face.
Unveiling Client Priorities
76.7% view their visits as self-care, while 62.8% consider them a necessity and 51.2% perceive them as a luxury.
Dot Hair Approach: This powerful data emphasises the exceptional environment created by Phill and his team. By prioritising client well-being, Dot Hair empowers individuals to prioritise their hair care without feeling like they’re sacrificing on services.
Client Self-Care Preferences
42% of clients prioritise hair colouring services above all others. Other treatments, such as nails and aesthetics, were ranked lower, often being sought outside the salon.
Dot Hair Approach: This finding supports Phill’s business principles. He believes in focusing on core competencies and delivering exceptional service within the salon’s area of expertise, hairdressing. This aligns with his belief that prioritising core strengths leads to greater client satisfaction and business success, rather than pursuing other avenues.
Rethinking “New Year, New You”
84.2% indicating that they do not revamp their hairstyle due to the start of a new year.
Client Needs: The Stylist’s View
7% of Dot Hair clients indicated they do not desire any styling tips, hair care advice, product recommendations, or maintenance tips from their stylists.
Dot Hair Approach: This finding highlights a key aspect of Phill’s business principles: client centricity and personalised service. Recognising that not all clients desire the same level of interaction or guidance reflects a commitment to understanding individual needs and preferences. By respecting these differences, Dot Hair ensures that every client’s experience is tailored to their specific desires, developing a more positive and fulfilling salon experience.
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The Importance of Both: Service & Expertise
83.7% of clients highlighted the importance of friendly and personalised service, while 81.4% valued the stylist’s expertise and advice. Additionally 32% of clients prioritised efficiency and quick service, likely influenced by the salon’s location in a business district, with high demand for lunchtime and after-work appointments.
Dot Hair Approach: This incredible data points to a core value of Phill and his teams approach, creating an experience that’s both personal and professional. Clients clearly value both the friendly, human touch and the expert skills of our stylists. Building strong, trusting relationships is key – making sure each client feels valued, understood, and confident in the quality of their services.
What shapes client’s visits to Dot Hair, Liverpool
18% of clients revealed price as their primary decision-making factor.
Dot Hair Approach: This compelling data provides strong evidence for Phill and his team’s commitment to prioritising client value over short-term price sensitivity. Demonstrating that their focus on delivering exceptional service has built a strong foundation of trust. This reinforces Dot Hairs’ commitment to continuous professional development and a client-centric approach that prioritises long-term relationships over short-term price fluctuations.
The Big Picture: Key Findings
The Dot Hair client survey provided valuable insights into their client priorities, revealing a strong emphasis on personalised service, expert skill, and an overall approach to hair care. Clients value open and honest communication, appreciate a blend of personal and professional interactions, and recognise the importance of prioritising their hair care as a form of self-care.
While price is a consideration, the expertise of the team and the quality of service ultimately drive client loyalty. These findings show the importance of building strong client relationships, developing a supportive and welcoming environment, and continually evolving professional skills to meet the ever-changing needs and expectations of the clients.
For more information on the featured salon and its services, please follow @dothairliverpool
