As a
hair stylist, you probably have your own response to this title question, and we could discuss it forever, but to start I’ll share something that has nothing to do with the salon industry. The business of running a salon has frequently been compared to running a hotel or restaurant. A recent piece in my hometown
Chicago Tribune pondered whether food or service
was the key factor in whether customers returned to a restaurant. Restaurant critic Phil Vettel didn’t equivocate.
“Good service and mediocre food beats poor service and great food every time,” he wrote. As a critic, he regularly hears about all the problems diners have with restaurants, and “service-related complaints outnumber food-related issues by at least 10 to 1....the best food in the world, paired with lousy service, is a recipe for bankruptcy.” One reason, he speculates, is that people aren’t gourmets and can be pleased by adequate food, but they notice every little service shortcoming.
Is Phil’s experience relevant for
professional hairdressers? I believe it’s extremely instructive. A lot of haristylists can do a cut that clients find acceptable. But if clients are waiting 15 minutes past appointment time, if the stylist or receptionist is rude, if the salon is dirty or cold or hot or noisy or whatever, they’ll go somewhere else. The opposite applies as well: if you go out of your way to provide exceptional customer service, you’ll very likely see that client next time. Has that been your experience?