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Welcome to The Nerdy Stylist, a bi-weekly briefing of what’s happening in the world of Salon Geeks.
In each issue we will feature a topic (or two) on Marketing, Technology, or Management ideas for your Salon or Spa. Sometimes, we’ll tell you about us, where we’re going, what shows to look for us at, or what cool things we’ve created for our Salon and Spa clients. |
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| Customer Service |
| We spent several hours this week searching for and reading online “reviews” of salons and spas all across the country. If there was one reason, above all others, that kept clients from coming back to a salon or spa, it was customer service.
Customer service can mean different things to different businesses, but some of the most fundamental principles remain the same. This week we’ll explore the definition and share a few tips, but look for more as this is sure to be a recurring topic as it means so much for your business and your bottom line.
So what exactly is “Customer Service” ?
There are many definitions out there, but the answers tend to fall into two main archetypes:
Customer service is the manner in which an organization supplies their customers’ wants and needs.
and:
Excellent Customer service is the ability of an organization to deliver and support their product or service in a way that constantly and consistently exceed the customer’s expectations.
Either definition is valid. But notice that the first one can apply to good or bad Customer Service, whereas the second one implies that Customer Service is necessarily a way to differentiate your business and create the basis for long and lasting relationships with your customers.
As we always say, it’s far easier and cheaper to retain the customers you have, than to acquire new ones. Here are a few tips and observations from the field that can help you set up and deliver the kind of Customer Service that will keep your customers coming back:
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Make sure your receptionist, more than anyone else, knows what your return and refund policies are. We often find that receptionists think they are looking out for the best interest of the salon by refusing to accept returns when doing so would be perfectly acceptable -- and encouraged -- by the salon owner. Or they begrudgingly accept the return, costing you the client which is generally much more than the cost of the product.
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It begins in the first chair.
As a salon or spa owner, the tone that you set for customer service in your establishment is key. If you treat your clients rudely, or don’t respect their time and keep them waiting for their appointments, so will your staff. It’s only too easy to follow down into the path of least resistance—or in this case, the effort to care for your customers. On the other hand, it takes a lot of work, coaching and constant support, to lift expectations and turn bad habits into good ones. It’s much better, and easier, to set a high standard early on, and keep it there.
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Smile. Smile. Smile. Did we say "smile!" yet?
Smile when a customer walks in. Smile when you talk to them. Smile when they complain. Smile when answering the phone. You can hear a smile, really. The act of smiling imparts a certain quality to the tone of your voice. It's like a subliminal non-verbal friendship pact and is visually disarming on first sight. Train your staff to smile. Call your own front desk and see if you can hear the receptionist smile. What a difference!
Don’t finger the pointer.
Great customer service is only possible if you are open to suggestion. If your knee jerk reaction is that “suggestion equates to criticism”, there’s an inherent problem. When it comes to customer service, be it a client, another stylist, a vendor, or a consultant who’s “pointing” out problem areas or concerns, the goal is not to silence the messenger. Instead, aim to fix the problem that’s been brought to your attention in a way that resolves the issue and still fits with your budget and business values.
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Listen
As a customer, there’s nothing worse than bringing up a customer service issue only to find that when you’re finished, the "customer service" person hasn’t been giving you their full attention—be it an employee, or manager. Let your client talk, show them you are listening, and as importantly, appreciate their feedback by making the appropriate responses or suggesting how together you might solve the problem. Some people just like to complain: If your suggestions to resolve an issue are just not being accepted, ask the customer how they would like the problem solved. They may have a novel and beneficial solution you may have never considered. You’ll also find out that in most of those cases, the customer just wants to vent and doesn’t really even have an agenda or purpose.
Refund & Relax
Since most customer service interactions arise out of product returns and service correction issues, it’s important that your clients AND your staff understand what your return, corrections, and refund policies are. Establish clear policies that provide customer satisfaction by providing signage that makes the client feel comfortable about utilizing them. You don’t want a customer to never come back because they felt uneasy about bringing up a small concern.
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Practicing what we preach: Listening to our clients and getting feedback with a smile.
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Just as with your marketing efforts, or your search for the latest technology to help move your salon or spa along more efficiently, it’s important to stay proactive and keep gathering customer service ideas. It’s also worth noting that the most successful companies haven’t achieved their success status by doing the same thing over and over, or by simply reacting to customer complaints. Instead they have put policies in place that work to further the relationships they have with their customers and clients: They’ve taken a perceived liability and turned it into an asset. |
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Take the time to read reviews from your competition, and see what their clients like and dislike. You can find many of these reviews online. Put your establishment’s name in Google, and you may be amazed at the quantity of what you’ll find. If you read closely, or listen carefully, you might just find something that will surprise you. What we’ve found, often, it that the best reviews will not be for the haircut, or the stylist, but about the service.
We’d like to hear from you! Send us an email with your BEST CUSTOMER SERVICE story, or tip and we’ll share it with Nerdy Stylist readers across the country in our next issue on Customer Service!
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Online Marketing. Spin a Web of new business.
Should you have a Web site? What do your customers look for? Having a Web site is pointless unless you generate traffic to it. But how is that done? We'll go over the basics of search engine optimization, ad placement, and Web site usability.
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The Nerdy Stylist is a publication by Salon Geeks. We are dedicated to helping Salons and Spas grow their business.
Salon Geeks is much more than computers & software. We offer:
- Advertising, Design & Marketing
- Salon Software Selection & Training
- Management Best Practices
- Retail Therapy, Gift & Loyalty Cards
- Web Design, e-Commerce, & Online Marketing
- Email, SMS & Interactive Voice Marketing
- And more...
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© 2006 Salon Geeks. All Rights Reserved.
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