Offer the cleanest, friendliest, most professional facility in your area, and customer loyalty will follow.
[gap]As we roll into 2017 and the start of a new season, it’s appropriate to get headed in the right direction. So, let’s kick the tires on customer service!
[gap]Perhaps you’re like my wife and I who did most of our holiday shopping online, that it kind of took some of the fun out of it – browsing around stores and getting the visceral “feel” and smells of the season. But, it was a time-saver! So, you may have lit a candle, put on some holiday music and grabbed your tablet for a somewhat similar shopping experience – minus the Black Friday pushing and shoving combined with that oh-so-much-fun parking entanglement. Egad! I never knew I was rated “No.1” by so many folks (according to their hand gestures).
[gap]Okay, so you placed an order, got the confirmation and tracking numbers and anxiously awaited the arrival of that box to be wrapped and placed under the Christmas tree for your loved one. Except that maybe, it didn’t arrive when expected. Then of course, you placed that dreaded call to customer service and embarked on the typical labyrinth of phone prompts to get to the correct department. Then, you began a conversation with a representative who was on his or her 100th call regarding a shipping snafu, and couldn’t care less about the product you paid for but hadn’t received. Painful, for sure.
[gap]So, shift this scenario (irate customer) to reflect your own situation. Inevitably, small business owners all experience some type of customer service issue. How you choose to handle it can be the difference between keeping a customer and having that customer leave and probably begin to “dis” you and/or your salon on social media. I’d like to pass on a few suggestions for maintaining the positive energy with you, your staff and your salon guests.
[gap]Most “unsatisfied” customers want to be treated fairly, at the least. Salon guests who complain about your products of services will want respect and do not want to be argued with. Listen to their complaint fully, without interruption. You may not agree with them, but try to understand their situation. Your job is to listen and seek a resolution. If they get a little hot under the collar, raise the intensity level of the situation and direct it at you, personally, try the following response to dial that level down a bit: “I may be the source of your irritation, but I’m also the one who can try to resolve this issue. So, let’s work together and try to fix what’s broken.”
[gap]So, what are some common tanner complaints?[gap]
- “I always tan in Bed 2 and you put me in Bed 3 today. That bed was not hot enough and I’m sure I didn’t get anything from my session.”
- “I’ve had three sessions and I’m not seeing any color.”
- “I’ve tanned six times and I’m not getting any darker.”
- “I saw an ad for a new salon and they have much better pricing. Can you meet or beat their price?”
[gap]First: “That bed’s not hot enough.” Understanding the role that heat plays in the salon tanning environment is key. Guests have always perceived heat as being directly related to the output of the sunbed’s lamps. They probably equate the feeling and warmth of natural sunlight to the tanning process. However, as heat in the tanning room increases, the UV output of your low-pressure lamps can decrease. Your salon guests should be made aware of this reality and understand that under normal operation (assuming that you replace your lamps on schedule), UV output begins very quickly once the lamp is ignited.
[gap]Let’s move on to the tanning plateau complaint (“I’m not getting any darker”). After UV exposure, the epidermis (outer layer) skin thickens slightly, making it more difficult for the rays to reach the dermis to stimulate the melanocytes. It’s been said that “healthy skin tans best” (thanks, Rick Norvell), and keeping skin hydrated is crucial for indoor tanners. For tanners who have reached a plateau in their results, suggesting an upgraded UV session or adding a sunless session can be the answer. However, remember that your guests should always be reminded to tan in moderation.
[gap]“Can you beat their price?” Hey, we all want the best deal – your tanners are no different. Over the years, I’ve heard many complaints from salon operators about price cutters – I call them “Two Buck Toms” (my apologies to the Tom’s out there). However, it’s a slippery slope trying to keep up by cutting your prices! Instead, make the extra effort to increase your level of service. Offer the cleanest, friendliest, most professional facility in your area, and customer loyalty will follow.
[gap]All the best to you for a great 2017! For more info on offering great customer service in your salon, visit sunislife.com.
