Creating Raving Fans
When Jody, Lorry and I were initially learning about the industry and how to service and take care of customers I remembered a book I had read several years ago entitled Raving Fans by Ken Blanchard. You will remember Ken as the co-author of The One Minute Manager. Ken asks the question:
What is the one common central focus that Successful Organizations have in common?
He said that success comes to those and only those who are obsessed with looking after their customers.
So, at the next Elle Marie staff meeting, I asked our employees: “What do you think our customers think of Elle Marie Hair Studio?” Most everyone was happy to say that our customers are satisfied thinking being satisfied was good. They thought this was the right answer and end of the conversation.
They were dead wrong!! I was hot under the collar with that answer and told them that our customers are only satisfied because their expectations are low and because no one else is doing any better. I told them that having satisfied customers isn’t good enough at Elle Marie any more!!
I told them if we want a booming, successful business and make money, we have to go beyond satisfied customers, and we have to create. . . .
I told them that a Raving Fan was someone who was greeted immediately by name, by an employee who was smiling with enthusiasm, has good appearance and image, in a clean salon, who goes up and beyond the customer’s expectations, can turn a negative into a positive and reflects great teamwork.
Then someone else asked “How do we create Raving Fans? I told them that my vision was to have EVERYONE waving pompoms and cheering customers by name when they come in!! But, of course that’s not realistic so I created Colleen’s Vision:
- Employees will IMMEDIATELY STAND UP when the guest enters the door, will approach the guest or immediately make eye contact and GREET THEM WITH A SMILE and ask, “HELLO, HOW CAN I HELP YOU?”
- Employees will answer the phone by the 2nd ring and GREET THEM WITH A SMILE.
- After an employee sees their name in Envision they will immediately start CALLING THE GUEST BY NAME input their information into the system, ask them if they care for something to drink, show them to their chair and tell them their stylist will be right with them. Then, the employee will IMMEDIATELY tell the stylist their guest is in.
- Employees are CONSISTENTLY FRIENDLY to the guest, and CONSISTENTLY FRIENDLY to each other – even in the back room! Employees will not bring each other down with their personal drama!!
- Employees view their work as ALWAYS BEING ON STAGE. A Stage that gives the Stylist Authority. The Stage states:
- You are an Artist
- You are a Colorist
- You are a Performer
- i.e. A Sushi Bar – Fascinating for the Guest to Watch
- Employees will leave ALL personal conversations with each other in the back room. Personal conversations are not allowed on “Stage”. Employee’s conversations with guests will not include politics or religion as these are two topics that upset guests. Upset guests are not happy guests and unhappy guests are not big tippers.
- Employees are ENTHUSIASTIC with the guest and enthusiastic with each other
- Employees ALWAYS HAVE A SMILE on their face even on the phone – guests can tell.
- Employees will project a feeling of HAVING A GOOD TIME and HAVING FUN on the job. It’s easy to smile when you are having a good time. Employees who smile project a feeling of truly enjoying working at Elle Marie.
- Employees will GO UP AND BEYOND for each other and your guests (this does not mean discounts)
- Employees will take the time to LISTEN TO THEIR GUESTS and project a feeling of truly enjoying Training and Educating their Guests.
- Employees will TAKE PRIDE IN THEMSELVES and dress professionally projecting their industry – the Beauty Industry.
- Employees will have a PASSION FOR THEIR ARTISTIC TALENT and quality of work and a passion for working at Elle Marie
- Employees will take responsibility for uncompromising levels of cleanliness. Employees TAKE PRIDE IN THEIR ENVIRONMENT. The salon is ALWAYS clean and orderly.
- When a guest is ready to leave Employees will THANK THEIR GUESTS and any other Guests for coming into the Salon by ADDRESSING THEM BY NAME And Saying, “I APPRECIATE YOUR BUSINESS.”