I had an experience
the other day
that has made me think about how too many customer
service experiences
unfold in
the business world today,
and about
the difference that
really good service can make.
I have
two dogs. Earlier this week, it
was time for them
to get their summer haircuts so that
they will be able
to comfortably cope with the Houston heat.
The newest addition to the house
is Jason,
a miniature schnauzer who had been the prized pet of an old lady who had to give him up for adoption
when she moved to a nursing home. She had chosen to keep him fully furred, not trimmed in the traditional schnauzer cut, so that he had a really nice wire haired coat to go with his bushy eyebrows
and stubby tail.
The other dog is
Lucky, a schnauzer-poodle mix-poodle ears and body, schnauzer muzzle and curly tail-he gets the traditional cut.
So,
I took the two little guys to the groomers the other morning. I was the first client of the day, and the salon was nice and quiet. I explained what I wanted to the
person who would be doing the job-traditional schnauzer cut
on Lucky, but not on Jason. Just a trim for him. This is important, I told her, because I dont want his coat shaved off-once that wire hair is gone it never grows back. Did she understand, I asked?
Yes, she answered. But did I want Jasons skirt trimmed?
Skirt? I stared blankly and finally figured out that she was
talking about the feathery bits on his chest and belly. Yes, fine, I said. Trim that area but just dont shave him. She nodded.
I went back a few hours later to pick up the boys. At that
point the salon was buzzing with dogs, clients, and groomers. The fur was literally flying. First came Lucky, looking very dapper and neat. A few seconds later, out came Jason, and my mouth
dropped open.
He had been completely shaved!!! The groomer had given him a
standard schnauzer cut-and that
lovely wire coat was gone forever.
I couldnt believe it. I was angry and sad at the same time. What had happened? How could the conversation we had had in the morning have been so completely lost?
After discussing the situation with the salon owner, she reluctantly refunded my money,
which was very small consolation for the snafu. It should be no surprise that I will not be
going back to that salon when the boys fur has grown out.
This whole thing left me thinking about how this kind of customer service happens in other businesses. There were several points about the experience that translate:
1.
Are we really listening to
our customers? Do we
ask the
questions we need to ask to make sure that we understand what they want from us? Do we make accurate notes so that we retain instructions and deliver what was asked for? I got plenty of
nods from the groomer during our talk, but my instructions obviously got lost somewhere
between her ears and her shears.
2. Are we communicating clearly back to them, or do we use industry jargon that they may or may not understand? When the groomer asked me about trimming Jasons skirt, I had to stop and think. It was MY responsibility to
figure out what she was talking about. Not a great
way to do business.
3. Finally, and very very important, when mistakes do get made on our side of the transaction, how do we make amends? Even the worst error doesnt have to mean the loss of the customer. Respond to the mistake with restitution that matches its seriousness. In my case, given the extent of the mistake with Jason, and the permanence of the result, the salon owner
fell far short in restitution and in terms of
keeping my business. I had to struggle to simply get a refund, which was insufficient compared to the permanent impact this error has. I wont be back to that salon.
These three points--listening to the customer, communicating back in ways that they will easily understand, and making appropriate
amends when mistakes get made on our end-are the
core of excellent service and the key to keeping loyal and happy customers.
(As a post script, I should
note that Jason still looks darn cute, even without his
fur. And Im sure he doesnt care one way or the other about all that wire hair!)
Trish Lambert (
http://www.trishlambert.com), principal of 4-R Marketing LLC, is an experienced
marketing consultant and creator of the 4-R Marketing Model for service businesses. Very much a "non-conformist" in the marketing world, Trish produces measurable results with marketing that drives revenues for her customers.