It’s ALL About The Experience!
The only way to be successful behind the chair…
Yeah, that’s right! It doesn’t matter how good you are at hair if people don’t like you. The most excellent hairstylist in the world will not be successful as a behind-the-chair stylist if they are an “a-hole” and people do not like them… Besides, even if you do not want to believe this, just consider the statistics! The proof is in the data, and the data shows that an above-average experience means you will be more successful than the majority of other hairdressers. See data below!
After doing some research on customer service and experience, it turns out that there is a TON of research, polls, and other data to prove that people will allocate larger percentages of their spending money to businesses and experiences that they consider to be excellent and better than other businesses or experiences. So, it doesn’t matter if you think you should worry about competition or not because your clients are constantly being made aware of them. The psychology, as explained in the Harvard Business Reviews article titled “Customer Loyalty Isn’t Enough. Grow Your Share of Wallet” by Timothy L. Keiningham, Lerzan Aksoy, Alexander Buoye, and Bruce Cooil explains that consumers (aka existing and potential clients) are aware of your competitors and have, likely, tried or inquired about their services. Customers do not only make decisions based on their satisfaction with you and your business, but they regularly weigh the options.
You must understand why people would pick a different business. If you are great at cutting and market yourself on that, you will likely get people looking for a good cutter. Then, to increase business, you take more cutting classes and promote yourself as even better or more talented. This tells your customers that you have gotten better at what sets you apart. However, customers are aware of your nearby salon that advertises their skilled cutters, but they also promote another aspect of the experience like ease of booking/checkout, scalp and neck massages, and a cappuccino/latte bar. Suppose your differentiator (your cutting skills) do not stand out enough as compared to this alternative experience. In that case, you will see the % of dollars going to your business be less than if you were to focus on the entire understanding and brush up on best practices, industry trends, social trends, and what your competitors are doing.
I need to point out that racing your competitors to the bottom by competing on price is a terrible idea. Also, getting wrapped up in worry about your competitors will take you away from your business and could negatively impact your brand. You must differentiate yourself, but being aware of customer behavior and what they enjoy/want is essential. Sometimes, this is as easy as checking out other salons. This means salons that are not your competition, like those not in your geographic area.
Market research is a vital part of business, and you should never grow complacent if you want to survive. Now, speaking of market research, here is some data and their sources that I have compiled for you:
96% of customers say customer service is important in their choice of loyalty to a brand.
73% of companies with above-average customer experience perform better financially than their competitors.
107 Customer Service Statistics and Facts You Shouldn't Ignore Written By Mercer Smith
If the company’s customer service is excellent, 78% of consumers will do business with them again after a mistake. (Salesforce Research)
Increasing customer retention rates by just 5% can increase profits by between 25% and 95%. (Bain and Company)
68% of consumers say they are willing to pay more for products and services from a brand known to offer good customer service experiences. (HubSpot)
Now, this data shows that customer service experiences are a significant driver of a successful and sustainable business. This is very different from satisfaction levels. The entire experience, not just your service to them while they are in your space, is VERY important.
The customers' journey with you begins with them becoming aware of you. This starts with a Google or social media search or maybe a referral from a friend. How do you appear to the customer before they ever meet, communicate, or visit with you? What is your digital presence like? How do they connect with you? How easy and efficient is the communication process? What do their confirmations look like? What emotions are you conjuring up within them before they even arrive?
…then, they come to your space. What is the parking like? How easy is it to find you? Do they feel excited, scared, relaxed, etc., when parking and entering your space? Once they walk in, what does it smell like, what are the first visuals, what is their first human interaction, and how long does it take before they are recognized? How are they identified? What is the tone and language used?
…as you can see, there is a lot to consider; however, focusing on some “core pieces” will ensure you are delivering the Highest-end Service you possibly can. Thus, setting yourself apart from your competition and wowing your clients to the point where they come back repeatedly, increasing their loyalty with each returned visit!
So, what are these “core pieces”? It starts with a warm welcome, equipped with pleasantries and smiles. People must feel like you are happy to see them and that they are in a safe space for them to let their guard down and relax. Then, your process or system to service the customer and the observance of salon etiquette.
…Wait, what is salon etiquette?
I am glad you asked!
Etiquette is a system of rules and conventions that regulate social and professional behavior. In any social unit, there are accepted rules of behavior upheld and enforced by legal codes; there are also norms of behavior mandated by custom and enforced by group pressure.
Now, some of you may gawk at the idea of a set of rules and conventions that regulate appropriate social behavior. I am a rebel, too, and I do not want to think of myself as being under anyone's or any group's rules for my social behavior. However, after over two decades in this industry and most of my time working at High-end Salons, I have learned a set of guiding principles and concepts that ensure my guests' experience is elevated and consistent from one visit to the next. Here is a list of some of the principles, concepts, and rules that govern my behavior and communication in the salon:
Reliability & Punctuality: If you're not early, you’re late.
Respect, Hospitality, & Friendliness: Treat others how you want to be treated.
Client Touchpoints: Consider every single step the customer takes with you.
Personal Awareness & of Others: Constantly inventory my impact on others.
Space, Sound, Cleanliness
Professional Attitude, Attire, and Appearance: Make every impression a first impression.
No “No’s”; Provide Options: Provide options, not “No’s”
Customers should not know the drama or problems of the business: What Happens in Vegas, Stays in Vegas
Organization & Cleanliness: Cleaning and organizing is a practice, not a project.
Between now and next month's blog, I want you to memorize and practice these principles, concepts, and rules. If you have any questions to better understand or apply to a specific situation, please comment below, and I would gladly help you work through it!
Next month, I will expand further on how you can develop and grow your High-end Service Mindset to help you create the most luxurious customer experience you possibly can, separating you from your competition, elevating the experience, and helping you to live a Strong Life with a Strong Business!
Robert, a 20-year veteran, has worked passionately, for the bulk of his career to empower stylists, democratize the industry, and shift the power dynamic to be more equitable for the hairdresser.
