Lesson 13 - Customer Service and Managing Expectations

• Customer Service
• Primary Education

Lesson Outline

Theory

Customer Service and Managing Expectations

 

Practical

Full Groom (Clipper + Scissoring)

Models

Meowdels

Lesson 13

Customer Service and Managing Expectations

Presented by:

Client Experience

All clients should be treated to the same standard on each visit to the salon

This will ensure a uniform experience for all visitors and allow us to meet expectations regardless of the groomer or staff on shift that day

10 Step Process to Customer Satisfaction

This 10-Step Process is in place to help all groomers service each client equally and at expected service levels.

Step 1: Enquiry or booking received 

Step 2: Process enquiry/booking

Step 3: Receive customer(s) at the salon

Step 4: Conduct pre-grooming consultation

Step 5: Confirm grooming agreement has been read and pet profile received

Step 6: Commence grooming

Step 7: Send photos/videos

Step 8: Inspection of grooming prior to completion of service

Step 9: Payment collection and departure

Step 10: Review prompt via Whatsapp (for new clients, immediately after departure from salon)

Step 2: Bookings should be processed by the end of each working day

Determine the services requested and check if the appointment can be scheduled on that day

Step 4: Conduct pre-grooming consultation

When receiving customers at the reception area, greet them and the cat. 

If it is a first-time customer, have a short chat with them to introduce yourself, as well as ask about their cat’s prior experiences being groomed (personally or professionally).

Speak to the owner about the temperament of their cat. Ask if their cats are comfortable with baths, drying, nail clipping at home. This will provide you with some clues on the temperament of the cat.

Ask customers what service they are interested in for the day, and guide them towards the most suitable service for their cat and its needs. 

Finally, if you have assessed that you’re unable to complete the groom without you or the cat getting hurt, you have the right to reject the appointment. 

Interaction with Clients

During interaction, groomers should always be friendly, outgoing and eager to please

You should:

• Dress professionally
  
• Be identifiable (wearing name tags)
  
• Be friendly 
  
• Be polite 
  
• Be professional
  

Seek to develop a relationship with clients based on trust

Talk to them, chat with them, and even ask about their cats so you have a good understanding of the cat you will be grooming. Be considerate towards the cat, its quirks, dislikes, so that it can come to associate grooming with positive experiences, not negative ones.

Best Practices for Communication

Do:

• Address them by their name
  
• Address their cat in conversations
  
• Maintain a positive, can-do attitude
  
• Speak from a position of experience
  
• Be clear and firm about our practices, charges applicable before providing services
  
• Ask for their explicit permission before providing any services to their cat
  

Do Not:

• Assume. Always let customers speak and understand their situation before proposing a recommendation.
  
• Appear condescending - It is one thing to have experience, it is another to point out that they lack it.
  
• Fail to inform them of any hidden or upfront cost of grooming 
  

Interaction with Clients

Communication During Grooming

Always keep an open line of contact and inform customers if any injuries, wounds, parasites, illness etc are observed or experienced by the cat.

Nearing the end of the session, send the /ready quick reply.

After the customer has collected the cat, or the cat has been received by the customer via transport, end the conversation with the /thank quick reply.

Talk to them, chat with them, and even ask about their cats so you have a good understanding of the cat you will be grooming. Be considerate towards the cat, its quirks, dislikes, so that it can come to associate grooming with positive experiences, not negative ones.

Managing Expectations

RECAP: What to say to the Client

Proper Communication is Key

The first thing that happens during the appointment is the coat assessment. You cannot skip this step and it should always be done before the owner leaves.

Safety and comfort of the cat is priority. Our safety is next, but then the next thing is that we want happy clients and that comes with good communication.

It is essential to go over everything and discuss and confirm expectations in person. We should be upfront about pricing and the possible duration of the groom as much as we can before starting work. 

If you find that there will be additional charges after starting on the groom, call the owner and inform them to get their approval before continuing. It is unprofessional to proceed and expect the owner to pay for what they did not agree to when they pick up their cat.

Managing Expectations

RECAP: What to say to the Client

Proper Wording

Asking questions that are properly worded can help you extract more information from the client without making them feel offended or defensive.

Is your cat matted? vs Do you feel any clumps?

Does your cat shower often? vs When was her last groom?

When clients ask how long the session will take, give them an estimated time as well. Otherwise you will be bound to a very specific time limit and that may not work out as every cat is different.

It is essential to go over everything and discuss and confirm expectations in person. We should be upfront about pricing and the possible duration of the groom as much as we can before starting work. 

If you find that there will be additional charges after starting on the groom, call the owner and inform them to get their approval before continuing. It is unprofessional to proceed and expect the owner to pay for what they did not agree to when they pick up their cat.

Managing Expectations

RECAP: What to say to the Client

Pricing Estimate

Asking questions that are properly worded can help you extract more information from the client without making them feel offended or defensive.

We never want clients to feel like they're locked into something specific, whether a high or a low price. 

Some owners may insist for a final cost at the start but the best way will be to provide them with a cost estimate and explain that it depends on the actual condition of the coat when it comes to dematting and undercoat removal so we will only be able to tell when we start the groom.

A price estimate gives us an out if we are not comfortable proceeding, as well as giving the clients an out if they do not wish to pay.

Managing Expectations

RECAP: What to say to the Client

Following Up

Always follow up with a new client or a client whose cat came in poor condition. Touch base with them the next day just to see how their cat is responding.

We don't want to wait too long because if there were any issues, we can nip it in the bud before anybody has a chance to come back with anything that they were unsatisfied with.

Managing Expectations

Handling Customers

Be in tune with your customer’s needs and wants

Create trust through communication 

• Having substantial knowledge and understanding of cats
  
• Build an on-going relationship with your customers
  

When a client calls with questions or concerns about their dog or cat, patiently give them your time and attention.

Managing Expectations

Handling Customers

Be in tune with your customer’s needs and wants

Create trust through communication 

• Having substantial knowledge and understanding of cats
  
• Build an on-going relationship with your customers
  

When a client calls with questions or concerns about their dog or cat, patiently give them your time and attention.

Do whatever is possible to meet those needs

Groomers are in a unique position in that they are charged with the care of living creatures. Having a substantial knowledge and understanding of these creatures, their behavior, and their grooming needs and possessing the ability to easily communicate such to their owners, creates an environment of trust. Customers will quickly come to appreciate and rely upon this trust as far as the care of their pet is concerned. Building an on-going relationship with your customers that promotes excellence in customer service will give you an edge above the competition.  

Managing Expectations

Handling Customers

Informing owners as soon as possible without alarming them or making them feel guilty about something they may have had no control over

E.g. skin, coat or general health issues

• Refer them to a vet for proper diagnosis and treatment
  

These little extra efforts can help you create a larger customer base as your customer’s will recommend their family and friends to come to you

When you come across skin, coat, or general health issues on a particular pet, inform the owner as soon as possible without alarming them or making them feel guilty about something they may have had no control over. Refer them to a veterinarian for proper diagnosis and treatment. You should have already invested some time in networking and building a good relationship with the veterinarians in your area. In time, your extra efforts in creating the absolute best customer service within the grooming industry will add to your reputation and word will spread.

Managing Expectations

How to get existing customers to book more frequently: 

Step 1: Ask them!

e.g. Why do you only send your cat for grooming once a year? 

e.g. Is there a reason why you have never tried to send your cat for grooming?

Common reasons why customer’s do not return:

• Can’t afford it
  
• Not convenient
  
• Don’t have time
  
• Forget
  

Do not listen to everything they say, though. Beware, as all kinds of people are “experts” when it comes to telling you how to run your business. They will tell you what they want, but it is up to you to determine if it is cost worthy and beneficial to the business as a whole. You are not there to meet every ridiculous want and desire from a few select customers. Your job, as a business owner, is to provide a system or service that will generate more regular visits. Knowing the potential income that you currently have at your disposal is step number one in boosting your revenue. 

How can you get customers to send their cat in for grooming regularly/ more often?

Managing Expectations

How to get existing customers to book more frequently: 

Step 2: Educate pet owners on proper care of their cat

• Daily care and their cat’s grooming needs
  
• Requirements for their particular breed
  

For example, if they do not have time:

Convince them that you can do the bulk of the work for them if they bring CAT in regularly e.g. every 6 weeks

It will be more comfortable for CAT and easier for OWNER to groom cat in between each appointment

There are a lot of ignorant pet owners and as many that are just plain neglectful. You have an awesome opportunity as well as an obligation to provide information and education on a pet’s daily care and grooming needs. Not only is this good for the pet, but it can also work in your favor as an encouragement to get your existing customers to book more frequently. Take every opportunity to educate your customers on the requirements for their particular breed. Convince them that you can do the bulk of the work for them if only they would bring Fluffy in regularly every so many weeks. These days everyone is overly busy. Making life simpler will appeal to every customer. Be sure to keep the focus of the more frequent, pre-booked visits to the groomer on simplifying their life and making Fluffy more comfortable. Both of these factors are more appealing than the impression that you the only one benefitting from the added expense of visiting more often.  

There are a lot of ignorant pet owners and as many that are just plain neglectful. You have an awesome opportunity as well as an obligation to provide information and education on a pet’s daily care and grooming needs. Not only is this good for the pet, but it can also work in your favor as an encouragement to get your existing customers to book more frequently. Take every opportunity to educate your customers on the requirements for their particular breed. Convince them that you can do the bulk of the work for them if only they would bring Fluffy in regularly every so many weeks. These days everyone is overly busy. Making life simpler will appeal to every customer. Be sure to keep the focus of the more frequent, pre-booked visits to the groomer on simplifying their life and making Fluffy more comfortable. Both of these factors are more appealing than the impression that you the only one benefitting from the added expense of visiting more often.  

Managing Expectations

How to get existing customers to book more frequently: 

Step 3 (depending on cat/owner): Add in a bit of drama, especially for bad conditioned cats

Communicate to them how the pet must feel being in that condition by 

• Describing their pain as you ‘rip’ out its matts
  
• Unbearable itching
  

Owners will always tell you how much they love their cat, yet the condition that they come in proves otherwise

• It is okay to make a neglectful owner feel guilty for the suffering of their pet
  
• Only way to get the message across
  

Sometimes it is necessary to add a bit of drama to reasons given for more frequent grooming. When a customer’s pet is heavily matted, filthy, foul-smelling, flea-infested, or otherwise neglected, you can use the opportunity to communicate how the pet must feel being in that condition. Describe to them the pain their pet must feel as you “rip” out its mats or the unbearable itching it must be suffering as it is “being eaten alive” by hundreds of hungry fleas. Pet owners will tell you that they love their pets, yet the condition that groomers find them in many times proves otherwise. There are times it is entirely appropriate to make a neglectful owner feel some guilt for the suffering of their pet. Sometimes this is the only way to get the message across in such a way that it brings about change for the better. Do not be afraid to gently enlighten these customers on the truth of Fluffy’s pain and suffering. A dramatic flare for description can be a useful tool to drive the point in even deeper and make a more lasting impression.

Managing Expectations

Rejecting a cat

Aggressive cat

Consider the risks you have to take by handling the cat

Some risks:

• Medical care
  
• Medications
  
• Loss of work
  
• Pain and suffering
  

Will the money you earn from this groom be worth it?

You may:

Refer them to a vet that does grooming so that the cat can be sedated and groomed safely

If you are dealing with a dangerous dog or cat, ask yourself how much risk you believe you are at by handling it. If you believe the risk of getting bit, scratched, or otherwise harmed is high then why do the work? What if the resulting injury requires medical care, medications, and loss of work? Will the $50 you earn grooming that pet be worth the pain and suffering, loss of work, and monetary expenses? Do not be afraid to turn away a pet for these reasons. Most pet owners will be very understanding of your decision. If they are not, so be it. It is your business, your money, your hand, and therefore entirely your decision. Refer them to a veterinarian that does grooming so that the animal can be sedated and groomed safely.  

IT IS YOUR DECISION

Managing Expectations

Rejecting an owner

Obnoxious owners

Some traits:

• Extremely rude and unpleasant from the get go
• Complaining and harassing you
  
• Makes you feel uncomfortable 

Send them elsewhere to have their pet groomed. You do not owe them an explanation.

If you are dealing with an obnoxious customer who continually wastes your time, fire them. Send them elsewhere to have their pet groomed. You do not owe them an explanation. If they press you for one, and you think it best to answer, then simply tell them that your time is valuable and they are wasting it.  

Customers that continually use up your time by whining, complaining and harassing you or your employees must be sent away. The kind that habitually miss appointments without giving prior notice of cancellation are also wasting your time and have no respect for your schedule. Either fire them or require them to hold their appointment with a credit card which will be charged whether or not they show up. There is a definite need to provide excellent customer service as we mentioned at the beginning of this chapter. However, sometimes that means turning away the people that prevent or hinder you from being the best for those that truly appreciate it. 

Practical

• 1 pair to 1 meowdel
• In your pairs, complete a basic groom for your meowdel - 40 minutes
  
• Check for any undercoat or matts and remove them
• Do a pre-clip & trim before bathing your meowdel - 40 minutes
• Bathe and blow dry your meowdel (Practice on your dummy while waiting for your cat to dry) - 30 minutes
• Trim your meowdel - 40 minutes