customer service

Tracy does my nails. I have an exclusive, albeit only in my head, contract with her, alone, to tend and maintain all twenty of my phalanges. We’re coming up on our three-year anniversary in a couple of months and Tracy recently gave me her cell phone number so I can text her directly to schedule my mani/pedi. So we’re at that level of commitment.

Last week I messaged Tracy, asking for a slot in her day; it was time to update my color. I showed up promptly at four o’clock, handed Tracy my bag of polishes (I always bring my own), and turned on the chair massage. Settling back with my (also always with me) book du jour I relaxed into knowing everything was now taken care of and my only responsibility was to be sure I tipped well at the end of this service.

Exactly 18 hours later, at 10:30 Thursday morning, I cracked the big toenail of my left foot. It was an innocent ottoman relocation stunt that resulted in my using the direct-line to my pedicurist, begging for help. Tracy gave me a time to come back and I showed up early, bag of polishes in-hand. In a matter of minutes, a torn paper towel, some adhesive, and fresh polish I was as good as new. My toenail would have to be inspected microscopically for you to notice any disruption or visible flaw. Impressed? I was beyond thrilled, amazed, and deeply grateful to Tracy for her mastery of trade.

She refused to take any money from me. We argued back and forth and she was having none of it. I left the salon better than I entered, but questioning the entire transaction of which I’d just been privy. I, the customer, wanted to compensate her, the service provider, for the labor she’d provided. She refused.

I spent a lot of time reviewing that situation. I discussed it with my husband, a landscape architect, and with Lisa Fields, the owner of Media Staffing Network. I looked through my own lens as a leadership coach, and you probably landed on the big picture quicker than it’s taken me to type this story down.

Business owner Tracy gets it. She understands that she depends on me to keep coming back, manicure after manicure, to give her the repeat business she builds her business on. The five-minute fix of a broken toenail is her investment back into me; it’s her way of thanking me for continuing to call. She needs me in the same way that I need her. Our relationship is symbiotic and requires both of us making deposits for it to grow.

I needed this up close and personal demonstration of relationship building to remind me to check in on my own customers. In what ways am I investing in them, to thank them for their repeat business? Do they feel special because they have my direct number and can reach me when they have something that’s broken that I can easily and quickly fix?

I can’t wait to see Tracy for my next appointment. She gets all my nail money and then some, because she gets me, and I love how much she understands my specific needs.

What are the “five-minute fixes” you provide for your repeat customers? How do you thank your clients for coming back?

I’m writing to you from Chicago, Illinois, where pizza is a pretty big deal.

I love pizza.

Dairy, however, does not love me, and this teeny little barrier often prevents me from eating a traditional pizza with cheese on top.

On rare occasions I find a pizza place with vegan cheese as an option and on those occasions I am always in the mood for a slice.

Blaze Fast Fire’d Pizza on E Ontario Street in Chicago is just such an establishment, where building custom pizzas is what they do best.

Their process is simple: pick your sauce, cheese, and toppings and watch it bake.

My turn: I asked my server if she would please put on a pair of clean gloves before handling my pizza dough. With a genuine smile she happily obliged.

Regarding the sauce, everything I saw had cheese floating on top and when I told her I cannot have any dairy she immediately whisked my round of dough to the opposite end of the line where a separate cheese-free container of sauce was waiting.

After the vegan cheese was applied I selected several additional toppings to complete my custom pie.

While my pizza baked in the flames, the cashier was nothing but kindness and complimented me on my eyes and thanked me for coming in tonight.

The young man in charge of removing my pizza from the oven and slicing it before putting it in the box called me over to his workstation to show me the pizza cutter he used was one they reserve for pizzas with the vegan cheese so as not to contaminate with cheese and/or meat from the other pizzas.

As I left with my pizza box in-hand, all three of those young people thanked me again for coming.

The system those employees used demonstrates exactly the way for any business, regardless of industry, to increase sales: don’t sell, serve.

They served me by honoring my request for clean gloves.
They heard my dairy issue and provided a custom sauce option for me.
They recognized my dietary difference & offered toppings that might be useful for my needs.
They saw me as a person and complimented something unique in me.
They included me in their process to show me they respect what differentiates me.

Don’t focus on a number. Don’t see potential dollar signs above your clients’ heads. Don’t rush to convince them what they need, according to you. Don’t focus on your budget. And don’t wait for the phone to ring.

Serve your clients.
Give knowledge, time, a call, recommendations, observations, something extra, with no expectation of a sale.
Hear their stories.
Ask what would be useful for THEM and not for you.
See them as unique and with unique qualities, strengths, and needs.
Include them in your conversations and respect them as a valuable part of your organization.

Do not try to sell them a pizza.
Just love them for being in front of you and notice how pretty their eyes look to you.

Your tip jar will always overflow.

Nail Salon Epiphany

Pizza Power