An important part of customer service is actually customer education. It’s not as much of a buzzword, but it is a big part of it. It’s what can set your business apart from the rest creating real value to the customer. Educating the customer enhances their experience and ties them more closely to your business. It is one area where your small business can differentiate itself favorably from the corporate behemoth.
Take vitamins and supplements, for instance. You can get just about anything off a shelf at any drug store or retailer or you can go to a health store. I shop at a health store located near my workplace and the reason I do is that their staff can tell me exactly how the products can address my personal needs and which to purchase among the thousands of products available.
They save me time and money in the long run. Even though I might buy more (the goal for their business), I don’t waste money on products that don’t work. I also can run in, ask a couple of questions, and get out in a fraction of the time it would take me in a retail store to read bottles and compare. The people are friendly, educated about the products and take anything back, no problem.
Ok, how about hair and beauty services and products. I have been in the professional beauty industry for almost thirty years. I’ve worked out in the field training salons as well as behind the chair. I have been in salons in small towns and large cities, those that are expensive and those that aren’t. I’ve also serviced thousands of customers who have shared their experiences.
What’s the difference? Why would anyone pay three to four times as much or more for someone to cut hair off? Why would they pay $15-$20 or more for a bottle of shampoo or conditioner? Well, of course, the haircut should be better as well as the product. But it’s the overall service experience that sets salons and stylists apart. The stylist that takes the time to do a professional consultation and make personalized recommendations to meet the individual needs of the customer will already be providing customer service heads above the rest.
The consultation reveals the needs, wants and challenges of the customer. It’s the ability of the stylist to educate the customer on what services or products will meet their needs and resolve their problems that sets them apart.
And not just the recommendation, but the educating of the customer about how and why these services or products work and will benefit them. It’s important to teach the customer how to properly use products and style their hair at home in order for them to replicate the style.
It’s also important to educate the customer on scheduling and maintaining a regular appointment. I can’t tell you how many customers have told me that this has been one of the biggest services to them (in fact I email them ahead of time to remind them of their appointment). They don’t wake up one morning and realize they need a haircut and then take a week to get around to calling and one or two more weeks to get in. By then, they look terrible and are fighting their hair daily. It’s amazing that most of my clients never had anyone educate them on the benefit of a regularly scheduled appointment.
Customer service goes far beyond a clean establishment, smiling faces and a good product or service. Training your staff to be knowledgeable about the products and services you offer is key to educating the customer and positioning your business as a resource that has real value that can’t be had anywhere else.
Cheryl Cornell
Stylist/Color Specialist
Wavelengths Hair Design
862 S. St. Rd 135
Greenwood, IN 46142
317-752-1343
Tags: customer service, indianpolis small business
