How many times have you referred a restaurant to a friend? Think about why you made that referral ... was it the food or the service? Maybe it was both, but usually referrals result from great service. That is because, no matter how good the food is at a restaurant, people always seem to remember how they were treated: if they had to wait “forever” for their food, and how often they saw their server.
This holds true for all service businesses, including salons—memorable customer service is what makes people come back over and over again. If your business has excellent “food,” but terrible customer service, customers not only won’t return, but will also warn all their friends to stay away.
By investing in customer service training, salons can greatly improve their bottom line—and nothing is more important during tough economic times. The top three pet peeves that customers have with any type of business are: waiting for a long period of time, being ignored by employees and not feeling appreciated as a customer. Here are some customer service tips that can be incorporated in your employee training to address those common complaints.
1. The customer is always No. 1. Without customers, there is no profit; without profit, there is no business; without business, there is no salon; and, without the salon, there is no employee. When your employees understand the importance of customers to the business, they’ll start to understand how important their role is as well.
2. Never ignore a customer. Instruct employees to greet your customers as soon as they walk in the door and to answer the phone by the second ring. If they walk in, they can walk right out—and customers will walk out if they feel ignored.
3. Never make customers wait. If an employee is busy with another customer when another person walks in the salon, he or she should acknowledge the customer right away and see if another employee can assist them. If there is no one available, the employee should let the new customer know he or she will be with the new customer shortly.
4. Show appreciation for customers’ business. This is one of the major factors customers consider when returning to a business. Showing customers how much you appreciate their business can turn them into regular clients. The most obvious way to show this is by verbally telling them, “Thank you for your business, we hope to see you again.” This should always be said to your clients, no matter what else you do to show your appreciation.
5. Remember your “regulars.” Once you learn a client’s name, always address him or her by it. Personalize service by learning what specific clients like or prefer. Get to know something about them, whether it’s their hobbies, children or job. The more you can personalize your interaction with your regulars, the more appreciated they will feel. There is nothing worse then going to an establishment on a regular basis, and having the employees ask who you are, or worse, act like they have never seen you before. Your goal is to make every customer a regular client, but it's just as important to personalize service for your already established clients—that is what will make them life-long customers.
Investing in customer service training for your employees can be just as important as perfecting the quality of your business product or service. You can have the best product or service out there, but if your employees do not treat your customers well, they will not come back. However, if every customer is treated with the utmost respect and courtesy, your outstanding service will get your company more referrals. And the more referrals your customers make, the more money your salon makes.
Kim Goff is a professional speaker and author who currently works as a communications director for United Way of York. In addition to being a freelance writer, she also works on the York Daily Record blog, “Volunteer Now!” and is Examiner.com's Philadelphia Special Needs Kids Examiner. She speaks on overcoming obstacles, life balance and women in the workplace, and is author of “Female Empowerment—A Personal Journey.”
