CREATING CUSTOMER LOYALTY

Having owned Transformation Pet Center in Tucson for 32 years, I have many clients that have been bringing various dogs/cats for grooming for twenty years or longer.  Lately I’ve been talking with them about what has factored into their loyalty. Here are ten things that my customers tell me have made a difference for them.

1.     Relationship. Relationship. Relationship.  You may think your strength is all about your grooming, but for many pet owners, the thing that brings them back is their sense of having a relationship with you or your staff.  We could call this the “Cheers Factor” (where everyone knows your name).  With many of my customers we have established a relationship where we are partnering in the pet’s care.  For some, I have been involved in many decisions beyond the simple matter of grooming style, from choosing a breed for a new puppy to deciding when it’s time to let a dear old one go. 

Trust in your care.  People return to places where they feel their pets are well cared for, safe     and relatively happy. How do you show that you care?  I think this has more to do with what you do than what you say.  There is one thing that I do with first-time customers that is so effective that I can visually see them relax.  I step through the gate at the counter to their side and sit down in one of two chairs I have for the customers, and greet their dog and pet it while talking about the grooming plan.  I ask them if I can offer the dog a treat.  This simple action takes 2-5 minutes, and not only speaks volumes to the owner; it gives me a chance to assess the new dog and the condition.  I can anticipate problems and even turn away dogs that I don’t think I can work with.  Another important factor in my workplace, is that people can see all the way into the back.  There is no closed off “back room”.  Transparency builds trust.  I have no qualms about showing people the facility, or even letting them watch me groom.

Grooming Skills.  Styling ability is important, but only when it serves the client.  Other places lose customers because they take the coats too short, I lose some because I don’t take it short enough.  But when I nail it, and give them exactly what they want, and hear those words “She’s never looked this good, ever”, then I know I have them for the long haul.  And, of course, I always give the client permission to discover that the look they love does not work for the level of home maintenance they are willing to do.  I’ve worked for years in developing my knowledge and ability to groom to breed standards, and I market my service to those pet owners who want those skills.  I have customers who have been to several other groomers before finding me, especially Bichon and terrier people or folks who don’t want a “puppy cut”.  Once they get what they want, they stick like gum to your shoe.  Trust me, it pays to be a Certified Master Groomer.  It’s not so much the certificate that pays off, as it is all the work leading to certification. 

Showing your love of animals and demonstrating patience. Another thing my customers tell me that reflects my caring is how I am with my own dogs that are at the workplace.  The love shows through.  Likewise, your patience and tolerance with your customers is a reflection of how you are with the pets.  Let me say this again: people will make assumptions about how you treat animals from how they feel treated by you.  If you are impatient and unsympathetic with them, they will worry about how you treat their pets.  They might even make stuff up, “I think she was rough with my Bowser, “ said one customer of a previous groomer.  “Why do you think that,” I asked.  “Because she seemed angry at me when I asked her to comb out the ears.” 

Reserving judgment, being non-judgmental.  People are not inclined to return to a service where they feel judged or made to feel bad, wrong or insufficient.  They don’t want to be lectured.  An explanation becomes a “lecture” when there is a judgmental tone to it.  If you stay focused on what “works” or “doesn’t work” for you, your service, or the pet, and not so much as what is right/wrong or good/bad, you can explain things without sounding judgmental.

 Caring for the people as well as the pets.  Helping clients get dogs in and out of the car, offering them a drink of water, holding the leash while they write the check, having a place for them to sit a minute. all of these things show you care for the welfare of the people as well as their animals.  Pet grooming is a service, so help make your service valuable to them.  Ask them if an out time works for them to pick up their dog, rather than simply assign a time.  When you ask, “Does this work for you?”  it means you care whether or not it works. 

 It’s the little things. For you, it may be homemade bows and bandanas.  For me, it’s putting chocolates out in a dish for the customers.  It’s fine that we have dog treats in every pocket, but some of our folks are very impressed that we have Bliss chocolates on the front counter.  Holiday decorations, a printed out pet joke, these are all things that suggest that you love your work.  People return to where there is a positive exchange of energy. 

 The power of acknowledgment.  Don’t get me started.  I could write a whole column on the power of acknowledgment.  Acknowledgment is one of the most effective tools we have in relationship building.  How does it work?  You simply give it up.  You look your client in the eyes and you say, “I just want to acknowledge your commitment to maintaining a regular grooming schedule.”  Or, “I wish to acknowledge how much I appreciate your business.” Or, “I want to acknowledge that I am honored that you place your trust in me to care for your pet.”  Or, “I want to thank you for being such a great customer.” Or, “You take such good care of this dog!”  The human condition is such that we all yearn for acknowledgment, we want to be good pet owners, good customers, good employees, and good bosses.  The more acknowledgment you give away to those around you, the more loyal people become to you.  People like to do business where they feel good about themselves. P.S. Acknowledgment works wonders with employees, bosses, co-workers, friends and family. 

Having integrity and being honest.  One customer said, “I like this place because you do what you say and you say what you do.”  That means you establish a realistic grooming “agreement”, you do what you agreed, and if anything else happens you tell the client and explain.  You don’t agree to do something you can’t.  If an accident happens, you confess.  If you can’t do what you agreed to do, you call the people and at least leave a voicemail that you are changing the plan.  You don’t just say you are going to do one thing and then do something else.  Being crystal clear with your communications is part of your integrity. 

 Managing odor.  Odor is one of those things that can turn people off.  Bad odors are unacceptable to many people.  Studies have shown that people get de-sensitized to constant bad odors.  While grooming staff can get accustomed to dirty dog smell, sour towels and such, the customer walking in the front door will notice.  Odor management takes constant vigilance and good cleaning protocol.  Aromatherapy can be very helpful in avoiding the stereotypical kennel odor that is often associated with grooming establishments.  We get many compliments on how good it smells in our place. 

 I’m sure there are many more points to be made on subject of creating customer loyalty.  Please feel free to add to this list and share what has worked for you, whether you are a pet groomer or a pet owner.  For every customer that we keep, it’s one less new client that we have to find.  These loyal customers that have been with me for years are the backbone of my business; knowing that they are there are what helps me relax on the weekend, even if it’s been a slow week.