By Alyssa Cink
How you deal with criticism can impact your bottom line. According to a poll of 1,000 Americans commissioned by Toni & Guy, one in 10 clients has been so disappointed by a haircut, they’ve refused to pay for it. One percent even threatened to sue.
Here are seven ways to handle barbershop complaints with ease.
1. Don’t ignore an unhappy client.
If you receive a harsh customer review, withdrawing is not the answer. Don’t ignore the flustered voicemails or simply delete the inflamed comments from your Instagram post.
Harvard Business Review’s study of more than 400,000 customer service-related tweets found that customers who received any kind of customer service response were willing to pay that company more. It didn’t matter if the customer was happy, furious, or sad. All of them were willing to recommend a brand for at least six months after their interaction.
Takeaway: Respond to all feedback, good and bad. Engaging with even the most confrontational, difficult hair clients can positively impact their brand loyalty.
2. Respond fast.
Harvard Business Review observed that, after 20 minutes of waiting for a reply, customers saw the brand as $3 more valuable. After waiting five minutes or less, many customers were willing to pay almost $20 more (an increase of 85 percent).
Takeaway: The sooner you reply to a barber shop complaint, the more value your brand captures.
3. Stay calm.
In his book “How to Win Friends and Influence People,” Dale Carnegie says customers can “hear” your smile through your voice.
So remind yourself to smile – yes, even if you can’t see your client’s face, and even if you don’t feel like smiling. By acting happy, you’ll influence your inner thoughts and change how you respond to unhappy clients.
Takeaway: Don’t match an upset client’s emotions. Instead, stay calm and smile.
4. Adopt HEAT.
Another trick is to adopt the HEAT model: Hear, Empathize, Apologize, and Take ownership.
First, people who feel heard, feel better. The 2020 National Customer Rage Study reported that one percent more active listening can yield 14 percent more gratitude from customers. Furthermore, one percent more empathy can yield up to 90 percent more gratitude.
So listen actively to upset clients. Use their names. Don’t interrupt. Give verbal cues over the phone, like repeating information to show you’re paying attention.
Takeaway: Hear and empathize.
Additionally, tell clients how sorry you are for the inconvenience or the trouble.
Don’t admit fault. Do present possible solutions, set expectations, and follow through.
Takeaway: Empathize and take ownership.
5. Rethink the refund.
In lieu of refunds, solutions like gift cards give you the opportunity to provide a stellar second experience and earn an unhappy client’s loyalty. In other words, it allows you to make things right at your salon, not someone else’s.
Takeaway: Instead of refunds, invite them back.
6. Learn from your mistakes.
As Carnegie writes in his book, learning from the past is way more productive–and fun–than getting defensive.
Takeaway: Never miss an opportunity to learn.
7. Set and practice your protocol.
Before complaints happen, set a complaints policy for all kinds of barbershop conflicts: in person, over the phone, and online.
Furthermore, give every customer-facing employee an opportunity to practice. Giving them pretend Google reviews or roleplaying stressful scenarios in-person keeps everyone calm and confident during real conflicts.
Make insurance part of your procedure.
If a barbershop complaint turns into something serious, like a lawsuit, make sure you have an insurance provider who’s in your corner.
Not currently insured? Scan the QR code to visit our website and start your coverage journey with WellnessPro.
