By Heather Rast, Interactive Experience Manager
I love getting my hair done. Yes, that’s a “girl” thing to say, but hey.
The salon I frequent is kind of out of my way. And I have to book my stylist on a rolling four-month basis; lest I lose my spot to The Woman Who Dares Be On The Same Schedule As Me (is she crazy? I get very cranky those last few days before my appointment).
The reason I’m sharing this is simple. Despite inconveniences and requirements of extra effort, I still love the place. You might call me loyal (I’ve gone there exclusively for years). You might even say I have affinity (I can’t imagine going anywhere else. I give my stylist small gifts at Christmas to thank her for managing my vanity). And I’m certainly a steward - I was just telling a gal the other day that I knew someone who could fix that Cheap Cuts disaster of hers. And get this - they recently had to switch my appointment - twice! - because of some training. Hey, no problem. I love these guys. No bother.
So what did this salon do to earn my allegiance and a portion of my paycheck? Let’s see. They recognize me by name. They offer to help me with my coat or packages so I can be comfortable. They give complimentary neck massages, repair my makeup, and send me discount cards on my birthday. And they have a referral network that entitles me to free products if someone I know sets up an appointment.
So what have they done right? Well, they’ve taken what could be a very transactional service (snip snip, ca-ching, bye bye) and elevated it to an experience that I look forward to. A place (mentally and physically) where I can be comfortable.
I think there’s something every service provider, regardless of sector or business, can learn a bit from. If you want to nudge your prospects or customers into the land of Bliss, you have to envelope them, nurture them, groom them, and take care of them. Build their impression of who you (or your brand) are, what you’re all about. Connect with them on an emotional level. Do whatever it takes to make them feel you.
Arriving at that coveted place isn’t easy. There are steps, and most certainly missteps.
