How has the program boosted your online appointment booking system?
“We had an online appointment booking program before, but we had really downplayed it. But when we first adopted Demandforce and sent out the first email to our database, 150 people immediately used that feature.”
Obviously, obtaining your clients email information is important to this program. How have you collected those addresses?
“Demandforce can help you purchase email information for people in your area if you want, but we don’t do that. At least twice a year, we initiate an email drive that offers the first front desk person to collect 40 emails a $100 gift card, anyone else who gets over 40 receives a $10 Starbucks card. When you’ve got 15 people focusing on obtaining guest emails, we can get almost 1,000 emails per drive. Now my database is more than 10,000.”
What else do you like about the program?
“We love that all of the measurement is done for you—you see the results right on your computer’s dashboard. The program makes it very easy to measure the success of a particular promotion as well, which helps in planning. From a business standpoint it’s a good way for our managers to get the pulse of the business as they spend time answering reviews. It’s another way to secret-shot your salons. We use the reviews as a coaching tool, we post good ones in the back room and have conversations with service providers about bad ones. Recently a comment helped one of my longtime staff members realize she was rushing her haircuts which was impacting customer service, so now she books a bit more time per service.”