4 Questions to Enhance Your Client’s Experience

Posted by on Jun 17, 2011 in Branding, Business, Creative, Life | Comments Off on 4 Questions to Enhance Your Client’s Experience

A few weeks ago, my husband went to get his hair cut at his favorite place. At this particular franchise, they not only cut hair, they know how to treat a man right. Envision flat-screen T.V.’s, “manly” invigorating scalp massages, hot towel treatments and neck/shoulder massages. A guy can walk out feeling like a million bucks! Hubby loves this place.

Or at least he did…

Now, you have to understand, my engineer husband is very particular about his hair. He likes to spike it up in the front with a gel called “glue.” (His hair is lethal, I tell you!) His extra-thick and wavy hair has to be a certain length for this to work. Most professionals are able to oblige.

However, the last 2 times, he had the same poor stylist. Both times, she cut his hair too short to accommodate his due. (Unfortunately, he didn’t realize it until he put his glasses back on). It was not a huge deal. His hair grows very quickly, but it was a bit annoying – especially since he was so specific about his request.

So when he received a survey from the shop for a future discount on a hair cut and pampering session, he decided he would give them another shot. He would just ask for a different stylist. No big deal.

No sooner had he filled out the survey when it happened…

Almost immediately, hubby received a response from the shop owner. Shop owner was very sorry for the inconvenience and would be happy to comp him a haircut. Good customer service, right?

If he had just stopped there, it would have been fine. But he didn’t...

The owner then promised to talk to the stylist and let her know she goofed on hubby’s hair and that it would never happen again.

Let’s take a step back and look at the situation. It was not hubby’s intention to get the stylist in trouble. It was just a survey, for Pete’s sake.

At no stage of the game did hubby threaten to never return OR ask the poor stylist be put to shame. Perhaps said owner assumed hubby was so unhappy, he wouldn’t come back – unless extreme measures were taken? (I promise you, hubby is nothing like the “Soup Nazi.”)

The result? Hubby is much more reluctant to go back. Especially if the same poor stylist is on duty. I don’t think that was the owner’s intent, do you? He was trying to build loyalty, but it backfired.

This situation made me think twice about the customer experience. The experience you provide your clients is your brand, after all. Here are some questions to ask yourself:

  1. What do I do during the sales process to make it enjoyable for my prospects? Listening to their real needs and desires is key. In the case of the shop, they provide their prospects with a fun, inviting, “manly,” sports-like atmosphere.
  2. How easy do I make it for them to buy? At the shop, there are only 3 options to choose from. Your first haircut is discounted so you can have the full experience of the facial and massage. They make it almost a no-brainer.
  3. What do I do during the process to enhance their individual experience with me? The shop’s stylists are encouraged to “chat it up” with their clients whenever appropriate. They show a genuine interest in their clients needs and wants. The additional side-services are enhancements to the experience.
  4. How easy and comfortable is it for my clients to interact and provide me feedback – before, during and after the transaction? This is the biggest lesson of all. When you ask for feedback, be sure you are certain of what kind of reasonable action the client is asking you to take. Above all, clients want to be heard. What is the appropriate next step to help your client feel heard? Not all the steps. Just the next one. Then do the next logical thing.

Hubby is due for another haircut soon. I wonder where he’ll go next?

 

 

 

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