Hello, this is Matsubara, CRM Evangelist.

"We need to attract more new customers."

This is usually the first thing salon owners whose sales are stagnating think about. However, the real issue that most salons should be prioritizing is not attracting new customers.

The revenue of a beauty salon is simply calculated by multiplying "number of customers x average customer spending x frequency of visits." The average repeat rate for new customers is around 30%, and for existing customers it's around 70%—meaning that no matter how much you spend on advertising to attract new customers, it's like "pouring water into a leaky bucket."

By simply increasing the frequency of visits from existing customers from once a month to 1.5 times a month, and by increasing the average spending per customer from 6,000 yen to 8,000 yen, sales would roughly double without changing the number of customers.

This article explains how to use EMOROCO CRM Lite's custom fields, workflow automation, and dashboard features to simultaneously increase customer visit frequency and average transaction value as a "system."

The "three sales barriers" faced by beauty salons and spas.

Wall 1: "I thought they would come again, but they didn't."

When a treatment is finished, the customer says, "I'll come again," and leaves. However, two or three months pass without them making another appointment—this is a common sight in many salons.

The longer the interval between visits, the more customers begin to feel a psychological distance from the salon. The feeling of "I haven't been there recently" turns into "But maybe I don't need to go right now," and eventually into "Maybe I should try a different salon."

If repeat customer strategies are neglected, it's possible that 9% of customers will no longer be repeat customers. This reality needs to be re-evaluated not as "customers stopped coming," but as "there was no system in place to keep them coming."

Wall #2: "They always order the same thing."

Regular customers tend to fall into the pattern of saying, "The usual is fine." You want to suggest new menu items or higher-priced courses, but you don't know when the right timing is. Even when you do suggest something, it's often rejected. —This problem boils down to the "accuracy of your suggestions."

The key to increasing the average customer spending is introducing high-value-added menu items and strengthening counseling skills. However, in order to effectively use counseling skills, you need information such as "What state is this customer in right now? What are their concerns? What kind of menu items are they likely to be interested in?"

If that information only exists in the staff's memory, the accuracy of the proposal will depend on the staff's talent.

Wall 3: "Every time the person in charge changes, the counseling process starts from scratch."

When the staff member in charge changes, customers experience having to explain everything from the beginning again.

If customer information isn't properly consolidated and readily accessible, customers may experience unpleasant service, such as being asked the same questions during consultations or receiving suggestions that are completely unrelated to their preferences. When this experience accumulates, customers may feel that "this salon doesn't remember me," which can be the first step towards them leaving.

"Visit frequency" and "average customer spending" are not separate issues.

Many salons consider customer visit frequency and average customer spending to be "separate issues that should be improved," but in reality, these two stem from the same root.

Both stem from a deep relationship with our customers.

Customers who visit frequently have an emotional connection to the salon—they like it, trust it, and have a reason to come. Because of this connection, they are more likely to accept new menu suggestions, and their average spending per customer is also higher.

Conversely, if you suggest increasing the average spending per customer to customers who visit infrequently, they are unlikely to listen. Suggestions to increase average spending only resonate once their visit frequency has increased.

Creating a system that deepens relationships is the only way to increase both customer visit frequency and average spending per customer simultaneously.

Overall design of a "relationship-deepening system" built with EMOROCO CRM Lite

Step 1: Designing custom fields for customer records – creating a state where you "remember your customers."

EMOROCO CRM Lite's no-code custom fields allow you to design information specifically tailored to the beauty salon and esthetics industry.

【顧客レコードの必須フィールド】

基本情報：
・氏名・生年月日・連絡先
・来店経路（SNS/紹介/検索/ホットペッパー）
・紹介元（誰かに紹介してもらった場合）

施術・好み管理（客単価向上の鍵）：
・よく利用するメニュー（選択式・複数可）
・施術の好み（強め/ソフト/丁寧/スピード重視）
・好きな会話スタイル（おしゃべり好き/静かに施術）
・アレルギー・皮膚の状態・NG事項
・好みのシャンプー・トリートメント・香り
・前回施術後の感想メモ
・「次回試してみたいメニュー」（提案候補）

来店管理（来店頻度向上の鍵）：
・通常の来店サイクル（2週間/月1回/2ヶ月/不定期）
・最終来店日（来店のたびに更新）
・来店回数
・来店頻度ステータス（順調/やや低下/要フォロー）
・次回来店の予約状況（あり/なし/未確認）

関係管理：
・担当スタッフ（メイン）
・お客様との関係温度（ファン/良好/普通/やや冷え）
・SNSフォロー状況（あり/なし）
・誕生月（誕生日フォローに使用）
・フォローで使えるフック（施術後に話したこと）

The "Menu items I'd like to try next time" field is particularly important.

During or after a treatment, if the customer says something like, "By the way, what exactly is a head spa?" or "I'm also interested in hair straightening," we record this in the field. The next time they visit, we can suggest, "How about a head spa, like you mentioned the other day?" This is the essence of a "well-timed suggestion to increase average customer spending."

Step 2: Workflow Automation – Create a system that "acts before customer traffic stops."

[Automatic follow-up based on customer visit cycle]

通常来店サイクルの1.5倍日数が経過したとき
  タスク：「【来店サイクル超過】○○様へのフォロー連絡」
  内容：
    「お体の具合はいかがですか？先日の施術後が気になっておりまして、
    よろしければまたいらしてください」
    ※催促・プレッシャーを感じさせるトーンは厳禁
    ※「売りたいから来て」ではなく「気にかけているから連絡した」

次回予約なしで退店してから7日後
  タスク：「【予約なし退店】○○様への次回提案」
  内容：
    「先日はありがとうございました。
    次回いつ頃ご来店予定でしょうか？
    ご都合がよければ○月○日にご予約を入れておきますね」

[Automating the timing of proposals to increase average customer spending]

来店回数が3回になったとき
  タスク：「【3回目ご来店】○○様へのアップセル提案タイミング」
  内容：
    「3回来てくださったお客様は関係が温まっている。
    『次回試してみたいメニュー』フィールドを確認し、
    今回の施術後に自然な提案をする準備をする」

「次回試してみたいメニュー」フィールドが更新されたとき
  タスク：「○○様 次回来店時の提案準備」
  内容：
    「先日○○に興味を示してくださった。
    来店前日までに、そのメニューの所要時間・料金・効果を
    わかりやすく説明できる準備をしておく」

[Birthday/Anniversary Follow]

誕生月の10日前
  タスク：「○○様 誕生月のご挨拶メッセージ送付」
  内容：
    「誕生月のお祝いメッセージを送る。
    特別メニューの案内やプレゼントの提案を含めて。
    誕生日来店は客単価・関係深化・紹介につながる最高のタイミング」

初回来店から6ヶ月記念
  タスク：「○○様 来店半年のお礼メッセージ」
  内容：
    「継続してくださっていることへの感謝を伝える。
    『半年間でこんなに変わりましたね』という変化の共有が
    お客様の継続モチベーションを高める」

Step 3: Dashboard Design – Make it easy to see at a glance "who to contact today."

【美容サロン・エステ 顧客管理ダッシュボード】

【今日来店するお客様の事前確認リスト】
→ 本日予約があるお客様の「フォローフック」「次回試したいメニュー」
  「前回の感想メモ」を施術前に確認する
→ 「今日の○○様、先日ヘッドスパに興味を示していたので
  施術後に提案する」という準備ができた状態で迎える

【来店フォローが必要なお客様リスト】
条件：「次回予約なし」× 「最終来店から通常サイクル×1.5倍以上経過」
→ 今週フォロー連絡を入れるお客様リスト

【客単価向上の好機リスト】
条件：「来店回数3回以上」× 「次回試してみたいメニューが記録されている」
→ 今月提案タイミングが来ているお客様リスト

【関係が冷えてきているアラート】
条件：「関係温度：やや冷え以下」または「最終来店から90日以上」
→ 放置すると離脱につながる危険なお客様リスト

【担当スタッフ別のパフォーマンス】
→ スタッフごとのリピート率・次回予約取得率・客単価の比較
→ 高い数値のスタッフの接客・提案スタイルをチームで共有

Step 4: The "30-Second Rule" After Treatment – ​​Keep a record of the conversation each time the customer visits.

Upon arrival and after your treatment, our staff will record the following information in 30 seconds.

【施術後の必須更新（30秒ルール）】

1. 最終来店日（本日の日付に更新）
2. 来店頻度ステータス（順調/やや低下/要フォロー を選択）
3. 次回来店の予約状況（あり/なし を選択）
4. フォローで使えるフック（1行メモ）
   例：「お仕事が転職されたとのこと。新しい職場は美容師さんが多い環境らしい」
   例：「ヘッドスパに初めて興味を示してくれた。次回提案のタイミング」
   例：「肌の乾燥が気になり始めているとのこと。冬のコースを次回提案できそう」

By simply recording these four items using a selection form and a one-line memo, you can start the conversation from "where you left off" no matter who the staff member is the next time you visit.

By strengthening information sharing among staff, customers will feel that they are understood, and will be more likely to return to the salon—this experience is the biggest driving force behind increased customer visits.

Increasing both "customer visit frequency" and "average customer spending" simultaneously—the positive cycle created by EMOROCO.

When the system is in place with EMOROCO CRM Lite, the following positive cycle will be created:

【EMOROCO CRM Liteが生み出す好循環】

① 施術後に「フォローフック」を記録する
       ↓
② 次回来店時に「前回の続き」から会話が始まる
       ↓
③ お客様が「覚えていてくれた」と感じ、関係が深まる
       ↓
④ 関係が深まると「次回試してみたいメニュー」の提案が通りやすくなる
   → 客単価が上がる
       ↓
⑤ 満足度が上がると「次の予約」を取ってから帰るようになる
   → 来店頻度が上がる
       ↓
⑥ 「このサロンが好き」という感情が育ち、紹介が生まれる
   → 新規客が紹介で来る（広告費ゼロ）
       ↓
① に戻る（紹介客にも同じ仕組みが機能する）

By implementing a CRM system, you can collect and analyze data such as customer visit patterns and preferences. By using the results of this analysis to improve customer service, communication with customers becomes smoother and customer satisfaction increases. Improved customer satisfaction leads to higher repeat customer rates and a greater likelihood of word-of-mouth referrals, which offers many benefits to the salon. EMOROCO CRM Lite's role is to design this positive cycle not as a "feeling" but as a "system."

Why EMOROCO CRM Lite is chosen by beauty salons and spas.

Dedicated systems specifically designed for beauty salons and spas (such as SALON BOARD and BeSALO) excel at handling routine salon operations such as reservation management, POS systems, and email distribution.

EMOROCO CRM Lite offers a different kind of value.

The value that EMOROCO provides: Making "deep relationships with customers" a part of the organization's structure.

The "Menu you'd like to try next time" field, post-treatment follow-up notes, visit cycle exceeding alerts, and birthday month follow-ups—these are all examples of CRM 4.0 practices that "record customer emotions and situations and proactively engage with them."

If a dedicated system supports "efficient salon operations," then EMOROCO supports "deepening relationships with customers." These two are complementary and not in conflict.

Starting at just 1,500 yen per user per month, you can design custom fields to match your salon's workflow without coding—this flexibility allows each salon, with its unique characteristics, to systematize its "relationship with customers."

Start with our 30-day free trial and begin with our "30-second follow-up memo after treatment." That alone will change the quality of our conversations during your next visit.
EMOROCO CRM Lite Product Page

Summary - Checklist for Systematizing Beauty Salons and Spas

Designing custom fields:

• Is the "Menu I'd like to try next time" field set?
• Are "regular visit cycles," "last visit date," and "visit frequency status" being managed?
• Is there a one-line memo field for "hooks that can be used with follow"?
• Is your "treatment preference, things you don't want, and allergies" recorded?
• Have "Birth Month" and "Number of Visits" been entered?

Workflow design:

• Will a "follow-up contact task" be automatically generated after 1.5 times the customer visit cycle has elapsed?
• Will a follow-up task be automatically generated 7 days after a customer leaves without making a next reservation?
• Will a task be automatically generated for suggesting an upsell on the third visit?
• Will a "birthday message task" be automatically generated 10 days before the birth month?

Dashboard design:

• Can I check the "follow-up questions and suggested menu items" for today's appointment before the treatment?
• Is the "List of Customer Follow-ups Required" displayed?
• Is there a "List of Opportunities to Increase Average Customer Spending" (customers who have visited 3 or more times and have potential suggestions)?
• Is the repeat customer rate and the rate of next-appointment bookings for each staff member visualized?

Operating rules:

• Have you updated your "Last Visit Date, Status, Booking Status, and Follow-Up Hook" within 30 seconds of your treatment?
• Do all staff members confirm the information of customers with appointments scheduled for the following day the day before their treatment?

Related article:[EMOROCO CRM Lite is a system for personal gyms and fitness centers that monitors visit frequency to prevent members from canceling their membership.]

Related article:[How to improve patient management and repeat visit rates with EMOROCO CRM Lite for private practice clinics and osteopathic clinics]

Related article:[What differentiates high-LTV customers from low-LTV customers? — CRM 4.0 reveals the differences between customers]