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Headquartered in Norwood, South Australia, SILK specializes in non-surgical aesthetic services at more than 150 clinics across the country. The company offers laser hair treatments, cosmetic injections, and skin treatments, selling a range of skincare products, too. They refer to themselves as the go-to for “all things laser, skin, inject, and body treatments.”
The team at SILK Laser prides itself on being at the forefront of innovation and customer care in the aesthetics field, striving to achieve the best possible outcomes for clients – with the staff, equipment, and clinics to get it done.
Adel Farhat, SILK Laser’s executive general manager of technology, faced the herculean task of moving a patchwork of operations into a single business management system.
"We were a single brand, SILK Laser, with multiple acquisitions. At one point, we had four brands, four different POS platforms, four different service offerings, different price points, and different ways of dealing with client data," says Farhat.
Getting everything consolidated was a massive undertaking, but the payoff made it all worthwhile.
The Zenoti team took a detailed audit of SILK Laser’s needs and returned with solutions. Farhat appreciates their adaptability and resourcefulness. “I don't think there's been a single problem that we've put to them that they haven't come back with a solution or a workaround," he says.
Delivering nuanced personalization to clients requires gaining the right customer insights. But that can be scattershot without a proper system for tracking and reporting.
Enter Zenoti, with a platform that positions SILK to elevate customer care with personalized marketing based on each client’s transaction and visit history.
“Zenoti is going to help us really get to know clients at a granular level and truly be able to market to them,” says Farhat. “Understanding the client journey will help us help the client. I think that’s going to be a really big one.”
On the business management side, Farhat struck gold within six weeks of working with the Zenoti software platform. “We’ve already uncovered something within the data that has the potential to significantly impact our financials for each clinic,” he said.
Zenoti unlocks previously hidden business performance insights for SILK Laser Clinics
“The business KPIs and employee KPIs within the platform are able to drive so much more efficiency within the clinics. Just understanding our business at a granular level. I don’t think we’ve ever truly understood it, and that to me is just going to be amazing.” – Adel Farhat, Executive General Manager of Technology, SILK Laser Clinics
The future looks bright for a brand that started with laser hair removal and expanded in phases, adding skincare and aesthetics. This evolution led to a mature client base for SILK.
"We're using Zenoti to understand and learn about our clients,” says Farhat, “which will help us continue that growth journey.” Farhat thinks of Zenoti as “a beast of a platform,” comprehensive software that offers tremendous potential to businesses seeking growth and efficiency.
For now, Adel Farhat is tempering his excitement over the plethora of possibilities with step-by-step management. “I’d like to roll out the basics, get our clinics used to it, get them to learn it. And then, from there, there are so many things the platform can do for us. I just want to really take advantage of all that.”
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