I’m going to start with a simple lesson on customer service and loyalty.
I’ll let you in on a secret — I go tanning…at a salon. Call it fake baking or bronzing or what ever you like. I go because it clears up my skin. When I don’t go, I tend to get break outs that last for weeks.
Coming off my recent trip from Florida, though, my efforts to maintain my tan have been solely for aesthetic purposes. I’m not ashamed to admit it. With spring beginning to break around Pittsburgh, I suppose it helps me feel like summer has already arrived.
The salon I frequent, EZ Tanning & Nails, is attached to my gym and offers a slight discount of 10% for gym members. On the surface, this is a nice perk and the reason that I chose that particular salon (not to mention its convenience to a location that I am already going to). I have been going there for nearly a year and a half. The place is clean, well kept and could always accept walk-ins…a classification of customer that I always fell into due to my crazy schedule. I chose the words “could always accept walk-ins” on purpose because this seems to no longer be the case.
Within the past three weeks, the salon has “changed” three of their five beds from 15-minute beds to 10-minute beds. The 10-minute beds claim to offer the same tan in less time using more intense bulbs. Not a bad idea, right? Seeing as my time is valuable, I’ve inquired about this new system. As it turns out, the new 10-minute beds are $2 more than the 15-minute beds (which is what constitutes my package). So my choices as I walk-in are to a) use one of my package credits towards a 15-minute bed or b) use one of my package credits and pay $2 to use the 10-minute bed.
Now there could be two schools of thought here:
1. Since my time is valuable, I could be willing to pay the additional $2 in order to save myself 5-minutes of listening to the whir of the bed fan and my favorite 80s tune.
or
2. If the management is saving 5-minutes of time on each use, then they could squeeze an extra 15 people conservatively into a day’s efforts, resulting in more sales. Then why am I paying an additional $2?
Both of these thoughts are appropriate and reasonable. The addition of the beds was a sound business decision from the sounds of #2 above and will provide for extra income.
Where my salon goes wrong is that they are turning away business because of this new system. Instead of a trial of this system on a bed or two, they have converted three of their five beds to the 10-minute version. Before the system, I would walk in and maybe have to wait a minute or two. The beds were always in use non-stop. This week on four occasions, I stopped in looking for a 15-minute bed. The only available beds were 10-minute beds with a 15-20 minute wait for a 10-minute bed. Sure, I could upgrade for $2, but instead I say “thank you” and I walk out the door.
Where they go wrong: letting paying customers walk out the door; creating frustration for their customers; charging customers additional costs for same (or less) services rendered
Where they could improve: don’t let paying customers walk out the door; offer a free upgrade if other beds are busy; turn one of the 10-minute beds into a 15-minute bed
Remember when dealing with sales, it is important to act in the mind of the customer. Before making a large, strategic decision, think about all of the consequences and how you will handle possible failures of that decision. Be ready to act upon situations that may arise and adjust to ensure that you are offering a quality service or product that is to the satisfaction of each customer that walks through your door.
The customer is always right…only when you want their business!
Filed under: Customer Service, Marketing Tagged: | EZ Tanning & Nails, Sales
