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The Wright Cut trims inefficient phone service with Ooma Office.

By Mike Langberg|Tuesday July 21, 2020

Cutting your hair at home, if you’ll pardon the pun, just doesn’t cut it. When shelter in place shut down hair salons in March, The Wright Cut didn’t want to lose touch with clients who were calling repeatedly for updates on when they could once again get their hair professionally styled.

A franchisee of Great Clips, The Wright Cut operates 30 salons in and around Indianapolis, Indiana. Daniel Hendry of Managed IT Solutions , The Wright Cut’s tech consultant, used Ooma Office to help fix the problem.

Great Clips salon, operated by The Wright Cut, in Greenwood, Indiana

While The Wright Cut had used Ooma Office in its corporate office for two years, the phones in the salon locations were provided by a local internet service provider and had a very limited feature set. When the salons closed in March, there was no way for managers to get voice messages remotely or easily change the automated greetings to give updates.

Hendry devised a quick and effective solution: Adding Ooma Office lines for each salon and having all calls to the salons forwarded to the new lines. Managers now received voice messages as audio files attached to emails, so they could easily respond to clients.

The Virtual Receptionist feature of Ooma Office, programmed through the Ooma Office Manager web portal, made it easy for each salon to give detailed updates to callers.

“I’ve installed Ooma Office for ten of my clients because it’s easy to set up and because users can often make changes themselves without having to call me,” says Hendry. “The advanced features in Ooma Office were especially helpful for keeping The Wright Cut’s salon managers connected to their customers.”

The Wright Cut salons re-opened in two batches, on May 11 and June 1, creating new challenges. The Virtual Receptionist greetings were now revised to give information on store hours and new rules regarding masks and social distancing.

In some cases, clients have to wait in their cars to keep down the number of people in each salon. Because incoming calls were automatically forwarding to Ooma’s Virtual Receptionist, the existing phone lines in the salons remained available for stylists to call clients when a chair is ready for them.

“We were truly bombarded with phone calls when the salons first reopened,” says Deb Currey, chief financial officer for The Wright Cut. “It was a big relief when we were able to add Ooma Office at the salon locations. We weren’t missing calls, we were able to advise our customers of our hours and protective requirements, our salon phones weren’t constantly interrupting our stylists as they worked, and our receptionist was able to call customers to let them know it was their turn to enter the salon.”

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Loyal customers are critical to business success because they tend to be a source of repeat business. According to The Loyalty Report 2018, “Loyalty programs that establish positive emotional connections with Members see 27% more of their Membership increasing their spend with the Brand.” This research tells us that building customer loyalty can lead to more spending.

Loyalty programs vs. improving customer experience: Designing your approach

There are different approaches to building customer loyalty. Some companies use loyalty program cards, bonus offers and other incentives. You might offer access to special deals like CVS or take 5% off the purchase price like Target. You might even give some or part of your product away for free, like airlines that provide free flights through their loyalty programs. What if your small business isn’t interested or able to offer these kinds of loyalty programs?

There is another way to encourage loyal customers to keep giving you repeat business. Gather customer feedback through a phone survey and then use that data to improve the customer experience. When customers see that the business owner has acted on their feedback, they may feel inspired to return to that business. That means more revenue for the bottom line. You just need a fast and straightforward way to conduct a customer satisfaction survey. That’s where a focused business phone survey comes in.

Why increasing customer loyalty with a phone survey is a good choice.

Organizing a customer satisfaction survey by phone offers notable advantages compared to other methods. While a net promoter survey can give you interesting data, there is no conversational element involved. Further, using the net promoter survey approach effectively requires a certain degree of specialized training in the net promoter methodology.

You might also consider online customer surveys. Surveying your email list or website is worth attempting. Depending on the size of your email list or website traffic, you might be able to get a large number of survey responses. The challenge with online customer surveys is that you will have to spend a lot of time reviewing the data to find insights. There is no way to ask a customer to clarify their survey responses or provide an example.

Conducting a customer satisfaction survey by phone gives you the best of both worlds. You can ask questions and get survey responses. However, you also have the opportunity to provide the human touch. For instance, you may hear a customer complain about a lost or delayed order. When you hear about a problem during a phone survey, you can gather all the necessary details to make the situation right with the customer.

How to increase customer loyalty with a phone survey step by step.

The following steps give you a starting point to create a simple customer satisfaction survey. Over the course of a month, you could gather a significant amount of insights to improve your customer service by calling five to 10 customers per day.

  1. Define your customer satisfaction survey goals.

Before calling a single customer, reflect on your business goals. Are you seeking to improve your profit margins? In that case, you may want to focus your survey on the customers that spend the most on your business. Finding ways to make high-spending customers content may give you an excellent return. Alternatively, you may decide to focus your survey project on whether your local SEO has attracted customers. 

  1. Write your customer satisfaction survey questions.

Now that you have clarity on your goals, it is time to write your questions. According to Survey Monkey, a survey software company, it is best to focus your survey on closed-ended questions. An example of a closed-ended question would be: “How many times have you bought from our business in the past 12 months?” However, this kind of question may not give you the ideas you need to improve the customer experience.

At the end of the survey, consider asking one or two open-ended questions to understand better what your customers like. Encourage customers to think creatively with a question like this: “If you could change anything in our business, what would you improve?”

Tip: Reduce your need for note-taking by using call recording, but make sure that you ask for permission first.

  1. Test the survey with a small group of customers.

With your list of customer satisfaction questions, make a few test phone calls to customers. The purpose of the test is to discover if any of the questions are unclear. If you receive confusing answers, revise the question to make them clearer.

  1. Train employees on how to gather survey responses.

Consider running a few training phone calls for your employees. Ask them to call you or other employees in a role-playing scenario. Making a few practice calls will help your employees become more familiar with the questions. Besides, practice phone surveys will help employees learn how to record survey responses accurately. Once the training is complete, give your staff a list of customers to call and let them get started.

  1. Review the survey responses for insights and follow up with customers.

After all of the survey responses are in, schedule time to review the results. In particular, look for patterns in the results. If a large number of people gave low scores to your website, you may need to make improvements. Also, review the survey responses received in the open-ended questions. You might be pleasantly surprised at what customers tell you.

  1. Follow up with customers after the survey when needed.

A phone survey lets you gather rich insights because you can quickly ask follow-up questions. However, merely gathering survey responses may not impress your customers very much. Instead, offer to refer problems to the business owner for improvement or offer to enter the respondent in a drawing for a gift card. That is a much more compelling improvement! By addressing problems and issues when they arise, you stand a much better chance of winning additional loyal customers.