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The Dot Hair Difference: Client Insights

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To kick off 2025 with a bang and maximise their busiest time of year, Dot Hair in Liverpool embarked on an ambitious project…

Headshot image of Dot Hair owner Phill Gallagher

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 ten question survey, Phill garnered informative data that he’s sharing here.   

Sample: The Dot Hair client survey revealed that personalised service, expert skill, and an integrated approach to haircare are essential to client satisfaction. Clients value open and honest communication, a welcoming salon environment, and a focus on their overall wellbeing. While price is a consideration, the expertise of the team and the quality of service ultimately drive loyalty. These findings underscore the importance of prioritising client relationships, investing in professional development, and creating a supportive salon culture. By focusing on these key areas, Dot Hair can continue to provide exceptional service and build lasting client relationships. 

Client Communication 

The survey revealed that despite living in an era of instant messaging, where face-to-face interactions and traditional customer retention methods like email often seem undervalued, Dot Hair clients expressed a strong preference with 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 client survey results 1

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 

Balancing necessities, luxuries, and self-care has become a common challenge for both clients and businesses. The Dot Hair survey reveals a unique perspective: their hair appointments seamlessly blend across all three categories. A remarkable 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 client survey results 2

Dot Hair Approach: This powerful data emphasises the exceptional environment created by Phill and his team. By prioritising client wellbeing, Dot Hair empowers individuals to prioritise their haircare without feeling like they're sacrificing on services. 

Client Self-Care Preferences 

A significant 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. 

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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" 

The popular marketing line of 'New Hair, New You’ was largely dismissed by Dot Hair clients, with a resounding 84.2% indicating that they do not revamp their hairstyle due to the start of a new year. The survey suggests that perhaps it’s time to move away from tired (dare we say lazy) marketeer headlines that don’t reflect behaviour? 

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Client Needs: The Stylist's View 

While a small percentage of 7% of Dot Hair clients indicated they do not desire any styling tips, haircare advice, product recommendations, or maintenance tips from their stylists, it's crucial to acknowledge and respect these individual preferences. It's important to avoid making assumptions about client desires and to approach each interaction with an open mind. 

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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. 

The Importance of Both: Service & Expertise 

The findings highlighted a strong emphasis is placed on both personal connection and professional expertise. A significant 83.7% of clients highlighted the importance of friendly and personalised service, while 81.4% valued the stylist's expertise and advice. This demonstrates a clear expectation for a blend of both aspects; clients seek a relationship built on trust and a deep understanding of their hair needs. 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. 

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Dot Hair Approach: This incredible data points to a core value of Phill and his team’s 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 

Despite the economic impact of recent events, only 18% of clients revealed price as their primary decision-making factor. The survey strongly suggests that the skill and expertise of the team are the key drivers of client loyalty. Regarding potential price increases, clients responded with understanding, acknowledging the need for regular price adjustments. 

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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 haircare. Clients value open and honest communication, appreciate a blend of personal and professional interactions, and recognise the importance of prioritising their haircare 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.