Midas-Module8

MODULE 8 GOING THE EXTRA MILE Angeline Hayden Founder Midas Customer Service Training www.midascustomerservicetraining.com

TABLE OF CONTENTS INTRODUCTION CHAPTER 1: WHAT IS ‘GOING THE EXTRA MILE?’ CHAPTER 2: NEW VERSUS EXISTING CLIENTS CHAPTER 3: STRAP LINES AND MISSION STATEMENTS CHAPTER 4: CUSTOMER SERVICE MATTERS MORE THAN PRICE CHAPTER 5: LOYALTY AND THE IMPORTANCE OF CUSTOMER SERVICE CHAPTER 6: EXCEPTIONAL CUSTOMER SERVICE SKILLS CHAPTER 7: GOING THE EXTRA MILE WITH OUR NEW CLIENTS CHAPTER 8: THE ‘DROP OFF ’ AND THE PHONE CALL CHAPTER 9: RECAP

INTRODUCTION: In this module we explore in greater depth ‘going the extra mile’ and how we can learn to use certain skills and gain knowledge in our salons every single day to ensure our clients not only stay with us, but are happy to recommend us to others, and to ultimately enjoy the experiences that we create for them. We will be going over specific areas of exceptional customer service that we have mentioned in our previous modules, but stick with us as we are reaffirming the most important and relevant points you will need to practice to ensure your clients receive the very best you can offer them.

MODULE STRUCTURE • What is ‘going the extra mile?’ • What’s in a name? • Take notes • Every client is special • New versus existing clients • Strap lines and mission statements • Loyalty and the importance of exceptional customer service • Exceptional customer service skills • The drop off and the phone call • Conclusion

CHAPTER 1: WHAT IS GOING THE EXTRA MILE? The term “going the extra mile” is a very old expression. It describes individuals and businesses who provide great customer service whether it's over the phone, in person or via email. This is a great concept for customer service and is further enhanced by the saying : “There are no traffic jams along the extra mile.” What is going the extra mile? ‘Going the extra mile is :- To make more effort than is expected of you’ There are numerous Salons on the high street that exude opulence and style, offering the best products and services, and very often the single thing that separates one from another is the level of customer service, this is why you need to ‘go the extra mile’. “Customers are willing to pay more for a better experience.”

It is about offering your clients exceptional customer service on an every day basis. At the end of the day we all expect the industry we are in to always show passion for the job, and to really make a difference, you need to show initiative, show you care about the quality of your work and that you take the responsibility seriously. The most successful people have one thing in common ‘they never stop when things are just good enough’. They are always striving for perfection. When you know you are doing everything in your power ‘and then some’ to make a difference, then you can feel good knowing that you are cultivating the personal habit of success. We all need to do our share to cultivate this excellent practice, and we all know what practise makes - perfect! Enthusiasm and you. We all love an enthusiastic person, enthusiasm very often makes the critical difference: it can sustain you when times are tough, it encourages those around you, it is totally infectious and it rapidly becomes a good habit. In turn, that enthusiasm adds to the extra sparkle to everything we do -

and this is so often achieved by that little extra bit that carries us to the finish line. You may not be the brightest or the most academic in your group, or maybe you are? It really doesn’t matter, there’s nothing stopping you being the most enthusiastic person you know. Step up and be a little different from the crowd. Make enthusiasm your daily decision, even when you don’t feel like it! We can all choose our attitude, and one of the best reasons for choosing enthusiastic attributes is the alternative - which means if you don't pick a good attitude, then you will have a bad one, or, even worse, a lukewarm, insipid, neutral one! Your clients will love you for your enthusiasm and bright disposition and will remember you for it. After all, and like we said previously, who doesn't like an enthusiastic person? What’s in a name? As we previously mentioned using your clients name is like a little bell in their ears, you will be surprised to see what response you get when using this technique for the first time, don’t over use it, otherwise it will appear false, just now and again, that will have the most impact. Remember if your client is new ensure they also know your name when you first greet them, an exchange of names is a clear indication of commitment and genuine friendly positive communication.

Every client is special Make certain that your system or paper records recognise special occasions of your client such as their birthday send a hand written birthday card with a free treatment or a voucher to spend in the Salon of the same value. Or at least send a Birthday text or email. (Check you are complaint with the new regulation GDPR first.) Your client will feel that this is far more than what they would usually experience, they will feel that you have thought about them, and taken the time to treat them special. A sure way of showing that you and your salon know how to treat your clients and go the extra mile. Now here’s a great idea to show how you can offer exceptional customer service in the salon - Menu of refreshments in the salon Again, and although you will not be the ultimate decision maker in the salon, you could always make suggestions. You will get known for your positive personality, enthusiasm and great ideas, the smallest of detail can make the most impression, refreshments in the salon should be the best that is affordable and varied A selection of herbal teas, squashes for the youngest clients and biscuits or chocolate treats (always wrapped for health and safety reasons.) Here’s an example - A drinks menu for your clients to choose from, this will save you having to mention every drink you have available for them, and they will be

impressed with not only the choice, but the professional image the salon is portraying. Offering a ‘menu’ of refreshments is a nice touch, as not everyone wants a coffee, some of the more health conscious clients would certainly be wowed by a menu of selected herbal teas to choose from. Perhaps a hot chocolate in the winter months, a real treat. Explain to your boss or manager that these are not expensive to purchase and they create a more discerning experience for the client. It shows the clients that the salon has thought about a wide range of individual tastes and they care about every client. Why not suggest to your salon owner or manager to create a ‘Menu’ a simple Menu card for the clients to peruse over whilst they are having their hair done, it is little extra that you can offer.

CHAPTER 2: ’NEW’ VERSUS ‘EXISTING CLIENTS’ We know how important new clients are to the salon, new clients promote growth and stability, it lifts the stylists and all staff alike to see an influx of new clients, they bring a fresh approach to the salon along with positive challenges. BUT we must not forget our existing clients of course! They are what keeps us in business in the first instance, without them, we have NO business! There is a powerful message going around at the moment with every business about the subject of ‘existing clients’ verses ‘new clients’. You will now see an Aviva advert which shows the most powerful media presentation message I have seen in a long time. It depicts the existing customer in a disguise as a NEW client, he clearly feels the need to disguise himself as a new client as he feels that he is not getting - • The right deal • The same treatment • And he feels forgotten in the company’s desire to promote their business to just new clients. Have a look at the advert by clicking the link and you make up your own mind about what you see and hear......

It is a humorous and yet serious advert, and it does capture the essence of how some existing clients feel in all businesses if they are ‘overlooked’ due to being an existing client. It is also a powerful lesson to all of us to ensure our clients who have been with us since the year dot! are as looked after, and cared for in a truly professional way, so we must make a concerted effort to continuously look after them. No complacency here! This is how some salon’s see the experiences they offer in their salons.............

CHAPTER 3: STRAP LINES AND MISSION STATEMENTS We spoke about these detailed simple yet highly effective words, we know words are powerful and using the right words in the right place matters. We need to let our clients know - • We appreciate them and their business. • We will go the extra mile for them • They are vital to our business and the growth of our business • And by appreciating them we can see the way forward to creating the very best experience and do for them what they deserve. Remember our good friend Aristotle, he said... “We are what we repeatedly do. Excellence, then, is not an act but a habit.\"

So, we know that by repeating the steps we take to ‘go the extra mile’ and going forward we will not only wow our clients, but will ensure our working life will be far more fulfilling and rewarding. Some quotes for you to use and remember whilst going the extra mile for your own clients. “People do not care how much you know until they know how much you care” - Teddy Roosevelt - We like this quote as it is inspiring, it is simple to keep in your mind when dealing with your clients in the salon. It teaches us to listen more than talk, show empathy, and try to look at the situation from the client’s point of view.

CHAPTER 4: “CUSTOMER SERVICE MATTERS MORE THAN PRICE” That statement alone says a million words and describes just as many actions. When studies and surveys have been completed, they continue to find that a large group of consumers say that customer service is much more important than price. To get the right experience, they are willing to pay more. It is vital to keep your existing Clients as gaining new Clients is not only demanding but expensive. And one way is by referring friends and family, your existing Clients will find you the new Clients that your Salon needs to grow and be even more successful, the importance of looking after your existing clients has never been so crucial. By offering exceptional customer service and practicing going the

extra mile, you will naturally see your client base grow, this can make or break your business, so it is important to learn the skills needed to not only retain your loyal clients but to use them to grow your business for you. Clients are quick to share negative experiences, so your job is to make sure they never have one for them to share. Here are a few tried and tested ways to improve the service you offer by ‘going the extra mile’ you will be surprised how little an act can go such a long way - Parking ticket Parking tickets can be a nuisance especially if the Client runs a little over their time with you, perhaps you offered a treatment that they needed but did not account for in their timeframe or schedule, this could add at least 15 mins to their time with you. Offer to put more money on their ticket, they will see this as going above and beyond the usual service offered.

Rainy day? Keep some reasonably priced umbrellas at reception, then your Client will have one if they forget to bring their own, and if it’s reasonable it won’t matter if they forget to bring it back. The little touches are the ones that make the difference between customer service and exceptional customer service. Your success is very much dependent on you delivering an extraordinary positive experience. This is not a choice but a way of life for salon's that get it right, exceeding expectations that are planned and executed, solving problems before the client realises there is a problem. Focusing on the customer experience isn’t just the latest trend — it’s also smart business. It turns out that making every touch point great doesn’t just make customers love you; it can also increase your profits. As we have mentioned surveys have shown that clients will pay more for better experience. When you give exceptional customer service experiences you will see your column grow and grow.

CHAPTER 5: LOYALTY AND THE IMPORTANCE OF EXCEPTIONAL CUSTOMER SERVICE These days, people will only stay loyal to a company if they have very good reason to. Otherwise, there is plenty of competition available they could choose to move to. As a result of mediocre customer service, you have to work even harder to keep clients and build their trust in your brand. By providing the best in customer service, you will increase trust, and that could mean the difference between clients staying loyal and clients who jump ship. To over-deliver in the salon to a client is by far the most valuable aspect of a business. There are only three ways to improve the operations of a business: • Increase sales • Decrease costs • Improve customer service. The salon will find it very hard to decrease costs, but you can offer your clients better customer service and that allows you to increase sales. If that’s not enough to convince you, though, here are five reasons why we firmly believe customer service is more important than anything else in your business.

1. IT WILL BUILD BRAND AWARENESS Word of mouth is the most powerful ally you have on your side. What your customers say to others could make or break your business. When you provide the best in customer service, guess what happens? People will talk about you. They will remember your brand. If they hear someone else talking that they need a specific kind of company, they are much more likely to say, “Oh, go to this salon. They are amazing!” 2. EXCEPTIONAL CUSTOMER SERVICE REDUCES PROBLEMS Problems are always going to arise for any business no matter how hard you try to avoid them. While you can’t always be a part of a perfect business with all the perfect clients, you can ensure friction doesn’t become an issue. If your clients know that they can voice complaints and those issues will be handled properly, they will feel more comfortable doing business with you. 3. IT APPEALS TO THE NEW CLIENT This is someone who expects to be treated well, who wants more from the experience, and who does not want to be just a number or another person sat in the salon chair, exceptional customer service will ensure you are providing them with what they want and deserve. Just to recap on a few points that we have discussed -

When it comes to a business, nothing matters if you offer poor customer service. Keep exceptional customer service in mind so that these important things will happen - • The salon will attract new Clients • The clients will keep returning and the salon will gain client loyalty • By offering exceptional customer service this will lead to more retail sales • We all know that exceptional customer service is critical to competing effectively. • It will increase trust and loyalty with your clients, as you know this builds brand awareness, reduces problems, and appeals to all clients • You will build respect between you and your clients , you will only then be able to understand your clients needs and wants Exceed your Clients expectations, so, if they are expecting a certain level of customer service, then wow them with exceptional customer service. You have to create memorable lasting experiences, clients are willing to pay more to get those. Having a good product without exceptional customer service won't bring you success and vice versa. You won't achieve success with a good product without exceptional customer service. Keep in mind why customer service is important to your own success and that of the salon, and show it to your clients every day.

CHAPTER 6: EXCEPTIONAL CUSTOMER SERVICE SKILLS We have covered the following skills in earlier modules, but as we are discussing exceptional customer service, we feel it is important to bring them up again in this module. We believe that skills can be learnt through the following actions, and here are some of the most important - Empathy - The ability to listen and understand the Clients feelings and point of view, really listen to them and give the client your full attention, this will show your client that you are genuinely interested not only in what they are saying but how they feel. Attentiveness - Is to make the Client feel that they are not only important, but they have your full attention. Smile, studies have shown that when you first meet someone it is suggested that it helps ensure they will remember you. If the phone should ring, and you are in full conversation with your client and you are the only person available to take the call, look the client in the eyes fully and explain that you will be with them as soon as you have finished with the incoming call, this way you have not just dismissed them, and they know you will be with them immediately after the call, again, allowing the client to know what will be happening will make them feel assured. Discreet contact -

Discreet or subliminal touching occurs when you touch a person so subtly that they barely notice. Common examples include a gentle tap on someone's shoulder or upper back or touching their arm, which can make them feel more warmly toward you. Try this with the next client you have in the salon, remember it has to be genuine, a slight touch perhaps to the elbow to guide your client from the backwash area to the salon chair, or perhaps once they have had their hair done and are making their way to reception to pay their bill. It represents to your client an element of care and attention. Listening skills - It is important to really listen to what your client is telling you about their hair, their lifestyle and things that are important to your client. Do not talk about yourself unless asked by your client, it is human nature to want to talk about ourselves, let your client offload if they want to, some may not want to talk, so be prepared to have some uncomfortable silences. After all, it is their appointment, not yours! Clear communication skills - Allows the client to fully understand the journey you will be taking them on, clients like to feel that they have all the information about what is going to happen to them, from the initial consultation to the finished style. They then feel in control of the situation and do not have any unexpected surprises along the way!

Product knowledge - Ensure you know all about the products you are using on your Clients, they may well ask you then you will feel confident to offer knowledge about the product and the Client is more likely to buy from you if you show signs of positivity and confidence. As we have discussed in the earlier modules using communication in a non-verbal way, body language comprises almost 80% of human communication. People tend to believe the message they see rather than they hear. Remember our first impressions have a tendency to also be lasting impressions. They are often formed very quickly. There are many ways we can use body language in a positive way when offering exceptional customer service to our clients. When greeting your clients smile and have good eye contact, this will show your client that you are confident and trustworthy and they will then feel confident in you. Body language speaks louder than words, you want your Clients to buy into YOU! A positive, friendly and interesting

approach are likely to make your Client feel comfortable in your presence. Lean in towards your Client when talking to them, tilting your head will make them see that you are interested in what they have to say, nodding is the most applied head movement used, this shows you are agreeing with them in a positive manner. Reading body language is a skill, by learning the basics and applying it to most situations you will see a difference in all areas of customer service. You may have a new Client to the salon, it is a strange environment for them and some can feel out of their depth, remember that you are all looking your very best, hair and make up perfect, they, however, are coming into the salon to look better than they do already, so they may feel on a back foot, so to speak. Look at the way they are standing/sitting, read their body language, do they look confident or do they look submissive, tell tell signs and signals allow you to improve their time with you if they are feeling a little nervous or uncomfortable. By making your client feel comfortable you will erase any negative feelings they may have come into the Salon with and will enjoy their experience even more. One of the best ways to offer exceptional customer service is to do extraordinary things, these gestures and actions will not take up much time, nor much effort, but the experience that your Client will have will surpass anything that they have experienced before.

CHAPTER 7: GOING THE EXTRA MILE WITH OUR NEW CLIENTS Whilst we are offering exceptional customer service to our regular clients, in order that we WIN business we must look ahead and particularly to NEW CLIENTS. When the Salon has a new Client, she or he will want to experience exceptional customer service whilst in the salon, this is certain. But an area that we do forget and is just as important, is once the client has left the Salon you will lose a certain amount of contact with them. You will not be aware of their thoughts about their hair, the salon experience or if they will return. So why not call them the following day? We always suggest a follow-up call to ensure they are happy with their hair. There are questions that you can ask your new client -

• Have they managed the style that you have produced for them well? • Was there anything that they wanted to chat about, maybe the products that you have advised them on, have they used them? • Are they finding the products useful, easy to use? etc.

CHAPTER 8: THE ‘DROP OFF’ AND THE PHONE CALL We now know how to engage with our new and existing clients in the salon now, how to look after them with exceptional customer service and to make sure they are ambassadors for us. But how do we make sure that they are looked after once they leave the salon? There are ways in which we can reach out to them after they have left the salon, and we will explore this here - Our exceptional customer service can continue to WOW our clients soon after they have left the salon, this area of contact is seemingly simple yet highly effective. Let’s look at how this can work - • Your client has visited you in the salon. • They have experienced a full consultation and exceptional customer service, they have on this occasion either been a new client or a regular client that has had a different service/colour change or style change, or even bought new products you have offered them to continue the ‘salon look’ at home.

We have no way of knowing once they have left the salon how they feel about their hair or you! The experience can be shown in this simple yet effective diagram - (The line depicts the level of exceptional customer service you are offering and your client is receiving.) 1. The Client is in the salon, you are offering exceptional customer service to your client during their visit to you. 2. The client is extremely happy with her style, colour or cut, they leave the salon.

3. You make the ‘call’ to your client to see how they achieved their style, happy with the cut or colour. “Hello Mrs Thompson, I hope you are well, it’s Angeline here from (salon name), it was lovely to see you in the salon last week, I am just taking the time to call you to make sure you are happy with ‘the style, product and/or the colour’ that you had at your last appointment.” You can continue with the following - Then pause to let your Client tell you in their own words their experience, you have two ears and one mouth! use them in the right way. If your client states that all is not well, perhaps she has had difficulty in applying the product, the colour is too dark or her fringe is not short enough, the feedback, although not 100% perfect or as you would have hoped, is still essential, you now have an opportunity to put whatever is wrong, right! If you had not have made the short call to your client, she may have told a few people about the issues, and that way it may have escalated to a complaint. And on the other hand once your client has confirmed that they

are immensely happy you can end the conversation by saying - ‘thank you for the important feedback, we are continuing to develop our exceptional customer service skills in the salon and your feedback is extremely valuable’, have a great day/weekend and I very much look forward to seeing you at your next appointment (which they will have already booked with you!) 4. This is the change point, where you have made the difference and elevated your customer service to exceptional customer service. 5. The client has been ultimately impressed with your exceptional customer service and continues to talk about their experience.They will be an advocate to your business and spread the word about their excellent experience. Well done you!

CHAPTER 9: SO TO RECAP • You have used all of the positive tones and words to ensure your client understands the importance of the call. • You have made your client feel valued and special, that you have taken the time out of your busy day to engage with them, and they will remember the effort you have taken for a long while. The call may have taken around 3 - 4 mins to complete, and with this minimal effort you have made another positive and memorable experience for your client. And I am sure other stylists in the salon will be able to see this method working and will adapt their client care strategy to include this simple yet effective task. This is exceptional customer service and going the extra mile for your new client, and the call will just take a few minutes of your time. Make a note of when they have been called, and details of the call, perhaps a mental note of their positive reaction, and this will then become a good habit. We can see visually the way in which we can lose touch with our new clients, (the diagram above shows this effect) and how imperative it is that we look after our new clients,

as we know winning new business can be expensive and challenging. Here just for fun are some interesting quotations about customer service from a few of the worlds most influential people - “Do what you do so well that they will want to see or experience it again and again and bring their friends.” Walt Disney “People don’t care how much you know until they know how much you care.” Theodore Roosevelt “Your most unhappy customers are your greatest source of learning.” Bill Gates “Kind words can be short and easy to speak, but their echos are truly endless.” MotherTeresa “Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves.” Steve Jobs

Starbucks Everyone has heard of Starbucks, they have gone further with their customers and have added a new and powerful message to others - ‘Starbucks are on first name terms! Starbucks have started to personalise the service offered at its coffee shops by calling all customers by their first name. Instead of writing the name of the drink ordered on the side of cups, Starbucks baristas will now write the customer's name.’ One way to get personal! Conclusion ... Understand exactly what it is to ‘go the extra mile’ and just how important it really is for your own success. So, make sure you are offering the best in exceptional customer service, and enjoy the positive results. Put these suggestions and tips in place in your salon and in your every day work, and really see the incredible results on a daily basis. Your clients, will we promise you, will notice the difference in your salon and the services you offer, and will feel the incredibly positive and welcoming atmosphere.

We have spent the last hours dedicating our precious time taking things very seriously, learning how to treat our clients in a certain respectful way as they deserve, and it is likely you will meet all sorts of people in your career, as we are a diverse nation, I want you to, as a light hearted and brief break from wowing your clients watch the following video... it will make you smile... Click on the video and relax a little, see things from the other side! Rest assured… you will witness these types of clients!!To be forewarned is to be forearmed indeed!