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How to design customer visit cycle management and repeat customer cultivation for nail salons and eyelash extension businesses using EMOROCO CRM Lite

Hello, this is Matsubara, CRM Evangelist.

"We get new customers, but they don't come back for a second or third time."

"Our clients who come for hair removal are going to other salons."

"My favorite nail technician changed, and I stopped coming."

This is a phrase I hear repeatedly from owners of nail salons and eyelash extension salons.

Nail and eyelash extension services are industries where the customer visit cycle is very clearly defined.
Nails need touch-ups every 3-4 weeks, and eyelash extensions every 3-4 weeks.
Managing this cycle through a system rather than relying on the individual's memory is the core of cultivating repeat customers.

Field Design – 10 Fields Specialized for Nails and Eyelash Extensions

field name Types Message
emotional temperature Selection Red = Hot / Orange = Warm / Blue = Cool / Light Blue = Cold
Last visit date Date The starting point of the entire workflow
Store visit cycle Selection 2 weeks / 3 weeks / 4 weeks / 5 weeks or more
Next recommended visit date Date The person in charge will set it after the treatment.
Main menu Multiple selections allowed Gel nails / Sculpted nails / Eyelash perm / Eyelash extensions (single) /
Eyelash extensions (volume) / Repair / Removal
Preferred design trends text "Simple and natural," "Trend-conscious," "Loves flashy and artful styles," etc.
Nail Artist text Name of main person in charge
Allergies and contraindications text Allergies to specific drugs or glues, etc.
Birthday Date Useful for birthday benefits and follow-up contact.
Narrative text "I appreciate the trend suggestions every time," "I'm particular about the finished product and I take my time to do it carefully," etc.

Workflow Design – 5 Key Points for Cultivating Repeat Customers

Workflow ①: Visit Cycle Exceeded Alert (The Core of Preventing Customer Loss)

Trigger: Last visit date + number of days in the visit cycle + 7 days elapsed

Action: Create a task for the assigned nail technician.
"Customer {Name}'s last visit is overdue by one week."
　Please contact me this week.
　
　Last visit date: {Last visit date}
　Normal cycle: {Visit cycle}
　Previous menu: {Main menu}
　
　"I think it's about time for nail (eyelash) treatments."
　　"I contacted you because I was thinking of you" is all you need to say.

Action ②: Automatically update emotional temperature to "cool".

Workflow ②: Follow-up within 48 hours after the first visit

Trigger: 48 hours after the first visit

Action: Create a task for the assigned nail technician.
"It has been 48 hours since {customer name}'s first visit."
　Please send a thank you message.
　
　Confirmation items:
　Satisfaction with the finish
　- Are there any problems with the grip or buoyancy?
　- Talk about your next visit in a natural way
　
　"How are your nails (eyelashes) doing since then?"
　Starting with just that one phrase is enough."

Workflow ③: Follow-up two weeks before the birthday

Trigger: 14 days before your birthday (every year)

Action: Create a task for the person in charge
"There are two weeks until {customer name}'s birthday."
　Include a message encouraging customers to visit around their birthday.
　
　Your birthday is coming up soon.
　　How about a special design to commemorate the occasion?
　"That one comment is what prompts customers to come in."

Workflow ④: Handover alert when the person in charge changes

Trigger: Assigned nail technician/artist field changed

Action: Create a task for the new person in charge.
"Your contact person for {customer name} has changed."
　Please review the narrative and contraindications before your first treatment.
　
　Preferred design: {Preferred design tendencies}
　Allergies and contraindications: {Allergies and contraindications}
　Narrative: {Content of the narrative}
　
　First impression: I will be taking over from the previous person in charge.
　　　　　　Please convey it naturally."

Workflow 5: Long-term follow-up with returning customers

Trigger: More than three times the visit cycle has passed since the last visit.

Action: Create a task for the person in charge
"{N} days have passed since {customer name}'s last visit."
　Please update your emotional temperature to cold.
　
　Announcements about new designs and new menu items
　Before seasonal events (coming-of-age ceremony, graduation ceremony, cherry blossom viewing, etc.)
　I recommend using that as a starting point for contact."

Design points unique to the nail and eyelash industry

Inheriting the "context of design" through narrative.

In nail and eyelash salons, information about "what kind of design suits this person or what they like" tends to be based on the personal knowledge of the person in charge.
If this information is lost when the person in charge changes, it results in the experience of having to explain your preferences all over again.

Narrative recording example:
"Mr. Tanaka: A simple single color is the basic style, but
　I like to add art to just one or two nails each season.
　Spring: Cherry blossom pink / Summer: Marine blue
　Autumn: Terracotta Bordeaux / Winter: Christmas White
　Because my nails are thin, I need to be especially careful when removing gel nails.
　They're happy when I take a picture of the finished product each time and show it to them."

Follow-up design before seasons and events

Nail and eyelash services are industries with high demand leading up to special occasions.
Designing proactive communication strategies tailored to annual events such as Coming-of-Age Day, graduation ceremonies, company entrance ceremonies, Valentine's Day, Christmas, Obon (Buddhist festival), and year-end is highly effective.

Summary

The recommended visit cycle for nail and eyelash extensions is clearly defined as 3-4 weeks.
By managing this cycle with a "system," you can create a salon where customers continue to come back even when the person in charge changes, and where bookings keep coming in naturally.
Start by setting the emotional temperature for all customers.

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Person who wrote this article
Shinsuke Matsubara

Arcus Japan Representative Director / CRM Consultant
Click here for detailed profile
He has worked as a system engineer, architect, and consultant at Accenture and other companies, an evangelist at Infragistics (Microsoft MVP for Dynamics CRM (now Microsoft MVP for Business Solutions)), and a solutions specialist at Microsoft (in charge of Dynamics CRM products).He currently leads a service team specializing in CRM, supporting CRM implementation and business launches for companies of all sizes.At the same time, he works as a CRM evangelist, spreading the idea of "true" CRM through events and article contributions.
Having learned CRM at Accenture, and having advocated and globally popularized CRM 2.0 (platform-based CRM) at Microsoft, he is a legitimate successor to CRM and the longest-serving active CRM expert (CRM consultant/CRM doctor), having received an award at Worldwide.
Since then, as a leading expert in CRM who advocates CRM 3.0 (Personalized CRM) and CRM 4.0 (Creative CRM), he has been interviewed and received numerous awards both domestically and internationally from publications such as The Wall Street Journal, Newsweek, TIME, WORLDCOM, Mainichi Shimbun (Weekly Economist), and Nippon Cultural Broadcasting. He has also been selected as a representative company of the Kansai business community by "Keizaikai" for four consecutive years.
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