Are You a Customer Service Super Star?

 

     Let's talk about something often overlooked by professionals, yet never overlooked by the client. Customer service, or in our arena, client service. Many a tale is told about horrible service, yet you will be hard pressed to find stories about great service.  Since we are in a service business this should be a top priority in our tool box. Don’t bother marketing yourself to the masses if you don’t have exemplary client service.  I attended a class given by a gentleman from the Ritz Carlton hotel chain several years ago in Orlando on customer service. The Ritz Carlton is legendary for their customer service and he had great information to share. Why then if great customer service is so important do we have such a hard time finding it? With the onset of social media customer service horror stories are only a click away. So many rant over poor customer service but rarely rave about good customer service. So what are the key ingredients to great customer service?  Anticipate needs. Don’t just respond to them. If you know what your client likes to drink why not have it ready for her when she arrives for her appointment? If you know her favorite shades why not pick up ones at the store or the latest show and tell her I thought of you. Everyone likes to feel special and anticipating your client’s needs is a huge advantage in today’s busy, take a number and wait your turn business world. If you know there is a special event coming up for your client why not offer to get their appointments on the books before they get shut out, or you end up working extra hours. Also if you know you will be out of the salon during one of their appointment time’s look ahead to accommodate their appointment so they are not scrambling at the last minute. If your salon allows, why not offer a glass of wine after a long grueling day? 

   

      Clients so appreciate the little touches that make their visit an experience. If problems arise work diligently to find the best solution possible, even if you have to go a bit out of your way. Taking care of a problem swiftly and compassionately turns the problem into a great customer service experience. Sometimes it’s as simple as asking What is it you would like to have happen here? If there are mistakes such as in booking or miscommunication in pricing, own the mistake upfront. Don’t avoid it, deny it or try and bury it. Oftentimes when I have a problem arise I automatically assume the mistake was my fault. Saying I’m so sorry I must have miscommunicated or made this error myself, let’s look at possible solutions together. Many times the client will actually realize it is their error, but because they were not put on the defensive from the onset they are much more agreeable in finding a resolution. We all just want to be heard and understood, our clients are no different. When you go above and beyond your clients expectations, clients tell others. It is the backbone of client referrals having great customer service. BE a story they want to share that sheds the best possible light on your salon. It’s not hard to deliver great customer service but it is a decided practice. You must be present, so your client senses you truly care about them and the service you are providing. Make them the star for that half hour or hour service. Encourage them, compliment them and don’t forget to thank them, after all without them there is no us. Continuing to strive toward excellent customer service is smart business and smart marketing.

Get Out of Your Own Way

 

     Monday I had the opportunity to take a class with Brittany Foster called Get out of your Own way. Foster is a passionate business owner and Quite the entrepreneur. Besides running her own salon she had developed a natural product line and runs a nonprofit ministry called Be a Blessing. Her giving spirit drives her desire to help educate other business owners. The class I attended on Monday is the first in a series of 12 classes, one each month to address topics entrepreneurs need to survive and thrive in the business community. I wanted to share some take away nuggets I found spot on.

1.       Customer service is number 1. Make sure the customer comes first in your business. Think about meeting an over looked customer need. Not sure what that might be? Ask your customers.

2.       Join or create a specific or uncrowded niche. There is a lot of competition in the masses. Step off the beaten path and create something new. In a category of one, there is no competition.

3.       Take a risk. In order to make things happen you must get out of your comfort zone. Taking a risk involves being vulnerable, chancing failure. Take the risk anyway. You just might surprise yourself.

4.       Offer something exclusive to your business, something your competitors don’t. Do some research in your hometown. Set yourself apart by going above and beyond client expectations. Have unparalleled customer service.

5.       Always be on the lookout for a potential opportunity. Have cards, ever flyers with you at all times. I was just at Ulta this afternoon and ran into an old business contact that is in a new position with a few schools. She invited me to come speak to her students. I gave her my card and told her all of the students need to be listening to Nail Talk Radio.

6.       Be humble to connect with customers and employees first. Always think about how your business decisions affect them, put yourself in their shoes.

7.       Deliver Excellent customer service and you will stand out from the rest. There is so little attention paid to customer service people have come to expect a mediocre experience. Wow them with more.

8.       Continue to find ways to reinvent your current business practices to enhance your business. Don’t fall into the  “This is the way we have always done it”  trap. Look at waterless pedicures as an example. This concept was so foreign to so many professionals yet more and more is adopting this new technique.

9.       Become an expert within your industry. Do your homework. If you run a sloppy business no one will ever treat you better than sloppy.  I love her quote “If God gives you a vision He will give you provision.” 

 

Brittany also shared some hints and tips on building a successful brand on social media.  Make sure you do things the right way. Look at how people are going to view you. A brand is a promise that resides in your customers mind. Make good on that promise. Be consistent in your brand, stay structured and focused. Don’t be all over the place. Split up your personal and business account. Be content with who you are. Love who you are and what you are and build your true identity. Don’t be too proud or afraid to ask for help. Read up on areas you need to master or hire a professional if need be. Create a tagline that people can remember you by. Last but not least invest in your dream, put your money back into your business. Because investing in you is smart marketing.

What Gets Rewarded Gets What?

 

      My tip this week comes from a message from one of our loyal listeners. DanaLynn, or you may know her as FunFancy nails messaged me for some advice. She writes" I won a whole year supply of Tammy Taylor supplies and wanted to do something in return- kinda like paying it forward. I decided to give a free full-set of acrylic enhancements every month. I mentioned it to a client and the response I got was "well that doesn't help your current clients".
      For my current clients I have a loyalty program for them. After 10 stamps they receive $30 to be used towards any service. I also send them a $5 "D" dollars for their birthday and for their anniversary date with me. I think that's plenty! What are your thoughts? I messaged back I think that's plenty too..but I can see how they might feel left out of the "Tammy" gifts. Maybe your current clients can go in a pool and pick a winner once a quarter for a free fill...until you run out of product. So this conversation got me thinking about loyalty programs again. I know I have shared my thoughts about them before but they are worth revisiting with new data and research.

 

      It's been said what gets rewarded gets repeated. Are you rewarding your clients? Loyalty programs make your clients feel special and after all don't we all just want to feel special? According to Colloquy, a marketing firm specializing in loyalty programs, loyalty memberships exceeded 2 billion in the United states alone, that works out to about 18 per household through 2010, up 17% from 2008. They also estimate that an astounding $48 billion worth of rewards are handed out annually.
According to Belly, a national loyalty program,
88% Of businesses with loyalty programs are more profitable than competitors who do not.
65% Of customers say they would recommend a business because of a rewards program.
73% Of customers want a universal loyalty solution where they shop.
46% Of customers have increased frequency of visits for a business with a rewards program.

     Many solo nail businesses don't have the means to afford a high end loyalty rewards program or the technology to track it. So Keep It Simple Sweetie. A punch card works great and it's easy peasy. 10 punches gets a free polish change. or something like that. Never give away your bread and butter, to those that are already on board. Make the reward for a service you are trying to promote, or a person you are trying to build. Be on purpose with your rewards. Remember though the average margin for profit hovers around 10% when all is said and done and paid so make sure you are not giving away all your profits. If you are in a plaza you can have loyalty cards printed up and sold in each business. Try and get 100% participation from each business to encourage your clients to shop there more often.
     This Chicago based company called Belly is building huge loyalty program that you can earn points to other businesses as well. They provide all the technology, an Ipad for your business as well as a mobile app and have plans that range from 79-149 dollars per month to have a turn key mobile rewards program. It's kind of fourquare on shopping steroids. Check it our online and check out more about rewards programs on my blog, Adventures of a probeauty girl and of course my books now on Amazon.com because that's smart marketing!