Author: Jenna White | San Francisco Hairstylist
February 2nd, 2021
February 2nd, 2021
All businesses need to track customer feedback, and individual stylists are no exception to this rule. One effective way of measuring customer satisfaction (MCS) is by using surveys. With each survey you run there should be clear objectives about what you want to know from your clients. If you’re unsure of where to begin, start by simply talking to your clients when they’re in your chair. Ask for their feedback related to your availability, services and/or other aspects of the salon. Based on their responses, formulate survey questions to ask all of your clients that will support measurable, specific changes you can make.
Why should stylists run customer feedback surveys?
- To improve over time and/or prepare for changes.
- To proactively seek feedback before things need to be changed.
- To ensure the salon/barbershop is comfortable for clients.
- To track feedback privately, as opposed to on Yelp or other public review sites.
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How should you conduct customer feedback surveys?
Questions can be asked in an open-ended or close-ended format. Open-ended allows clients to input their specific opinion without a predefined response. The downside to this approach is that it can be hard to track everyone’s feedback in a uniform way and is unrealistic to measure. With surveys, the questions will make or break it - specifically biased ones that suggest a specific answer. They can be broken down into Leading, Loaded, and Double-Barreled question types (to name a few). If you've ever taken a company survey and found it to be boring, the creator was probably guilty of applying too much bias.
Here are examples of each of the three question biases mentioned:
Leading Question: “How awesome of a job did I do?”
This leads a respondent to the “correct” answer. The word “awesome" also makes any negative response feel harsh. To be clear, you can include a question about yourself on your survey, but you have to use neutral language to get honest feedback. For example: “How would you rate my performance today?”
Loaded Question: “What did you love about my services?”
Respondents don’t get a chance to explain their answer, which risks them ignoring the question or dropping the survey. The flaw of a loaded question comes from an assumption that is made - in this case that they “loved” the service at all.
Double-Barreled Question: “How happy or unhappy are you with the color you received and the Kenra color line?”
You're forcing respondents to answer two questions at once. A better way of asking would be splitting this into two questions:
“How happy or unhappy are you with the color you received?”
“What do you think of the Kenra color line I used?”
Questions can be asked in an open-ended or close-ended format. Open-ended allows clients to input their specific opinion without a predefined response. The downside to this approach is that it can be hard to track everyone’s feedback in a uniform way and is unrealistic to measure. With surveys, the questions will make or break it - specifically biased ones that suggest a specific answer. They can be broken down into Leading, Loaded, and Double-Barreled question types (to name a few). If you've ever taken a company survey and found it to be boring, the creator was probably guilty of applying too much bias.
Here are examples of each of the three question biases mentioned:
Leading Question: “How awesome of a job did I do?”
This leads a respondent to the “correct” answer. The word “awesome" also makes any negative response feel harsh. To be clear, you can include a question about yourself on your survey, but you have to use neutral language to get honest feedback. For example: “How would you rate my performance today?”
Loaded Question: “What did you love about my services?”
Respondents don’t get a chance to explain their answer, which risks them ignoring the question or dropping the survey. The flaw of a loaded question comes from an assumption that is made - in this case that they “loved” the service at all.
Double-Barreled Question: “How happy or unhappy are you with the color you received and the Kenra color line?”
You're forcing respondents to answer two questions at once. A better way of asking would be splitting this into two questions:
“How happy or unhappy are you with the color you received?”
“What do you think of the Kenra color line I used?”
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How to Phrase Questions
The best way to phrase questions on surveys is to avoid words overcharged with negative or positive emotions (love, hate, obsessed, annoyed) or words that imply a positive or negative feeling (pleasant, unpleasant, like, dislike). Additionally avoid words that are all-encompassing (always, awful, gorgeous, true, false) due to them forcing respondents to think in black and white terms.
Try to use at least two of the three approaches below to get the most action-oriented results:
Measurable Format: Multiple choice questions are quick and easy to compile later for analysis.
Specific Asks: Make sure to not only identify potential problems, but also what your client thinks the solution is. You could also conduct a solution-focused survey as a follow up for further research.
Seek Actionable Advice: Provide multiple choice responses that lead you to make targeted changes if needed.
Scaled Answers: Consider using a scale of one through ten, or base it on feelings of “Poor", “Satisfied", and “Very Satisfied” to get a better understanding of the client’s feelings.
Avoid Absolutes: These are "Yes" or "No" response options, which can create a bias around the story you're allowing the client to tell. For example: “Do you come to the salon regularly? Yes or No". This type of question doesn't tell you much about the respondent, and likely requires nine other absolute questions to get to a more succinct answer.
A better question would be: “How often do you come to the salon?”
(A) Every 2 weeks
(B) Every 1 - 2 months
(C) Every 3 - 4 months
(D) Every 5 - 6 months
(E) Other ___________
The best way to phrase questions on surveys is to avoid words overcharged with negative or positive emotions (love, hate, obsessed, annoyed) or words that imply a positive or negative feeling (pleasant, unpleasant, like, dislike). Additionally avoid words that are all-encompassing (always, awful, gorgeous, true, false) due to them forcing respondents to think in black and white terms.
Try to use at least two of the three approaches below to get the most action-oriented results:
Measurable Format: Multiple choice questions are quick and easy to compile later for analysis.
Specific Asks: Make sure to not only identify potential problems, but also what your client thinks the solution is. You could also conduct a solution-focused survey as a follow up for further research.
Seek Actionable Advice: Provide multiple choice responses that lead you to make targeted changes if needed.
Scaled Answers: Consider using a scale of one through ten, or base it on feelings of “Poor", “Satisfied", and “Very Satisfied” to get a better understanding of the client’s feelings.
Avoid Absolutes: These are "Yes" or "No" response options, which can create a bias around the story you're allowing the client to tell. For example: “Do you come to the salon regularly? Yes or No". This type of question doesn't tell you much about the respondent, and likely requires nine other absolute questions to get to a more succinct answer.
A better question would be: “How often do you come to the salon?”
(A) Every 2 weeks
(B) Every 1 - 2 months
(C) Every 3 - 4 months
(D) Every 5 - 6 months
(E) Other ___________
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What types of questions should you ask?
Timing: By knowing how often your client does something you'll be able to cater to them. You'll know what hours of operation work best, or how often to restock products.
Example: “How often do you use product x?”
(A) Daily
(B) Every other day
(C) Three times per week
(D) Once a week
(E) Other ___________
Feedback: Sometimes feedback can be hard to hear, but you’ll need to listen to grow professionally and personally. When asking for feedback, avoid leading questions that ask if a client liked a service or product. Try instead asking what they'd improve.
Example: “What would you improve if you could?”
(A) Timing
(B) Music
(C) Chairs
(D) Language
(E) Other ___________
Health & Safety: Use questions on this topic to understand the perspective of your guests, particularly during COVID. Since these are more personal questions, put them at the end so people don't become intimidated and lose interest in finishing the survey.
Example: “What safety precautions would you like in place during your visit?”
(A) OSHA salon guidelines posted at every station
(B) Verbally review the salon's COVID protocols during each of my appointments
(C) Allow me to sit outside if there are breaks during my appointment (ex: processing for color)
(D) All of the above
(E) Other __________
Demographics: These are population groups that the respondent identifies with, for example their age, gender or zip code. Demographic information may sometimes feel intrusive to clients, so it's best to give more general multiple choice responses, plus the option "Prefer Not To Say". Since these are more personal questions, put them at the end so people don't become intimidated and lose interest in finishing the survey.
Example: "What is your age range?"
(A) 18 - 24 years old
(B) 25 to 34 years old
(C) 35 to 44 years old
(D) 45 to 54 years old
(E) Prefer Not To Say
Excitement: Surveys are a marketing tool. Dropping hints in a survey can generate an "insider" feel to your marketing.
Example: "I'll be using your feedback to plan events, products, and in-salon services that more closely fit your interests."
Timing: By knowing how often your client does something you'll be able to cater to them. You'll know what hours of operation work best, or how often to restock products.
Example: “How often do you use product x?”
(A) Daily
(B) Every other day
(C) Three times per week
(D) Once a week
(E) Other ___________
Feedback: Sometimes feedback can be hard to hear, but you’ll need to listen to grow professionally and personally. When asking for feedback, avoid leading questions that ask if a client liked a service or product. Try instead asking what they'd improve.
Example: “What would you improve if you could?”
(A) Timing
(B) Music
(C) Chairs
(D) Language
(E) Other ___________
Health & Safety: Use questions on this topic to understand the perspective of your guests, particularly during COVID. Since these are more personal questions, put them at the end so people don't become intimidated and lose interest in finishing the survey.
Example: “What safety precautions would you like in place during your visit?”
(A) OSHA salon guidelines posted at every station
(B) Verbally review the salon's COVID protocols during each of my appointments
(C) Allow me to sit outside if there are breaks during my appointment (ex: processing for color)
(D) All of the above
(E) Other __________
Demographics: These are population groups that the respondent identifies with, for example their age, gender or zip code. Demographic information may sometimes feel intrusive to clients, so it's best to give more general multiple choice responses, plus the option "Prefer Not To Say". Since these are more personal questions, put them at the end so people don't become intimidated and lose interest in finishing the survey.
Example: "What is your age range?"
(A) 18 - 24 years old
(B) 25 to 34 years old
(C) 35 to 44 years old
(D) 45 to 54 years old
(E) Prefer Not To Say
Excitement: Surveys are a marketing tool. Dropping hints in a survey can generate an "insider" feel to your marketing.
Example: "I'll be using your feedback to plan events, products, and in-salon services that more closely fit your interests."
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Other tips on making survey submissions easier for clients:
Examples of how to apply the information gathered:
Websites for creating online surveys:
- Create a QR code that can be placed at your chair and scanned to submit a survey.
- Allow clients to opt for anonymous submissions, and make sure to remind them that they can do this.
- Offer incentives for answering surveys, like being entered into a drawing for a complimentary blowdry.
- Let them know it will only take a moment of their time, and keep the survey short (10 questions max).
Examples of how to apply the information gathered:
- Make changes to your website.
- Alter your hours of operation.
- Switch your booking platform.
- Determine new marketing objectives and strategies.
- Add testimonials to your website and social media.
- Adjust your actions between introduction --> service --> payment.
- Support pricing decisions with data.
Websites for creating online surveys:
- SurveyMonkey
- Google Forms (Free)
- Typeform
- SurveyPlanet
- JotForm
