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 don’t 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 Jason’s 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 don’t 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 couldn’t 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 Jason’s 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
doesn’t 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
won’t 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 I’m sure he doesn’t care one way
or the other about all that wire hair!)
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.
--------------------------------------------------------------------------
Distributed by Hasan Shrek, independence blogger. Also run online business , matrix, internet marketing solution , online store script .
Beside he is writing some others blogs for notebook computer , computer training , computer software and personal computer
--------------------------------------------------------------------------
Technorati Tags: web, internet marketing, internet business, marketing
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 don’t 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 Jason’s 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 don’t 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 couldn’t 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 Jason’s 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
doesn’t 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
won’t 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 I’m sure he doesn’t care one way
or the other about all that wire hair!)
About The Author
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.
--------------------------------------------------------------------------
Distributed by Hasan Shrek, independence blogger. Also run online business , matrix, internet marketing solution , online store script .
Beside he is writing some others blogs for notebook computer , computer training , computer software and personal computer
--------------------------------------------------------------------------
Technorati Tags: web, internet marketing, internet business, marketing
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