Good customer service can be defined as consistently meeting or exceeding your customer’s expectations. In the pet grooming industry, we have a little added complication because people are so profoundly attached to their pets they sometimes react on a deeper emotional level if things fall short of what they expect.
Keeping a few basic concepts in mind can help pet grooming professionals to offer the kind of customer service that earns them customer loyalty and referrals. If a customer has a complaint or concern, enlist these concepts to help navigate the situation.
- Deal with issues promptly- Swift action in dealing with a complaint is far better than avoiding it.
- Listen- It is easy to switch into defensive mode if someone is critical of your skill or service. Once in that mode, listening to what the person is saying is almost impossible. It is crucial to focus on what your customer is telling you. Then repeat what you heard to ensure you are clear on the problem. Consider every complaint as a learning opportunity.
- Express empathy- Show your customer that you understand and care about their feelings.
- Offer a solution- Take what you know about their concern and how they feel and offer a solution to the problem. This may take some adaptability and flexibility on your part. If your answer is unsatisfactory, you may have to get creative and think of an alternative suggestion. Sometimes you even must ask, “What can I do to make you happy?” Their response may not be possible, but it gives you a place to start to find a solution.
- Express appreciation- Thank the person for bringing their concerns to you. It is always better to have an opportunity to try to remedy a problem than to lose a customer without ever having a chance to make things better.
- Continue communication- Check back after you have tried to solve the problem to see what the customer thinks and feels.
Let’s explore a situation that could easily happen in a grooming environment.
Mrs. White has a three-year-old Bichon Frise that has a standing six-week appointment and has been bringing the dog to you since it was a puppy. A few days after her last visit, she calls and complains that the dog was very itchy after being groomed. She then says the dog has been miserably itchy after several previous appointments.
A helpful response would be to offer concern about the pet’s discomfort. You might offer to have the dog come in as soon as possible for a complimentary bath in a different (maybe hypoallergenic) shampoo to help soothe it. You can discuss a plan with the customer to use other products and eliminate things like coat spray and cologne until you can find a combination of products that do not cause itching.
After the Bichon comes in for her free bath, call the next day to see how she reacted. Hopefully, the answer will be positive, and you can express your happiness and thank the customer for bringing the situation to your attention. Keep careful notes to remember how to care for the pet on future visits.
This example covers a minor incident, but you can see that using the six steps can help guide you in various other situations. Of course, we cannot always please every customer, but it is a good business practice to attempt to find a way to solve problems as they arise.
By Daryl Conner, MPS, MCG
Daryl Conner has been devoted to making dogs and cats more comfortable and beautiful for almost 40 years. You can find her happily working at FairWinds Grooming Studio with her daughter and infant granddaughter, or typing away at her latest grooming-related article. Daryl was awarded both a Cardinal Crystal Award and Barkleigh Honors Award for journalism. She shares her meadow-hugged antique Maine farmhouse with her practically perfect husband and too many animals.
