Scripting the Transformational Client Experience

Hi,

Earlier this week we dropped into BestBuy looking for a gift. Do you shop there? Sometime ago they must have implemented a greeting policy for their front door personnel. For a time, they used to look right at you, smile, and greet you as you walked in. Later, that evolved into a “Hi,” “Hello,” or “Welcome to BestBuy” that was sort of lobbed in your general direction but not clearly at you personally. This week the greeting was gone and we anonymously drifted in and out of their store without making a purchase.

We were on our way to the Apple Store, at the time, and when we arrived it looked like chaos. However, as we went inside someone, busy with another customer, caught our eye—not the other way around—and said “Hi” with a big smile. What looked like chaos was actually a thriving tribe of people shopping, learning, and discussing their needs with a small army of Apple staff members. We were only in front of the iPhone display for maybe 15 seconds before someone approached us and offered to help. We asked our questions, they provided simple, accurate answers, and we selected our phone. Then it got really cool. Our sales guy reached into his pocket and pulled out a modified iPod touch: Not only did he take our payment right there (no standing in line!) but he also activated our phone, set it up, emailed us a receipt (our preference), and helped us pick out a case. On the way out, the same person caught our eye and gave us that same big smile, a nod, and a “Thanks!”

So, two completely different experiences and two completely different levels of satisfaction—not to mention one of the experiences turned into a purchase.

I guess the obvious question is, “What was the difference between these two experiences?” Our answer is this: 1) They were both branded experiences. That is, we have come to associate a certain kind of reliable, repeatable experience with each brand every time we visit their stores. 2) Apple’s experience, while seemingly effortless and very organic, is something they have invested in, iterated on, and improved year after year. Apple’s experience is one of the ways the consciously strive to transform customers into brand advocates with the hope that those brand advocates will “evangelize” the Apple message by telling their friends (or blogging about it).

Séva Education is very much an advocate of creating positive, brandable experiences and using them to: 1) Increase the power of your brand, 2) Mobilize your staff toward a shared goal, and 3) Transform your salon clients into brand advocates that not only cannot wait to return but can’t wait to tell their friends about you.

We’ve developed a Transformational Client Experience (TCE) scripting process that breaks down the experience clients have with your salon into seven separate steps.

FIRST CONTACT / PHONE-IN

DIRECTIONS AND PARKING

WALK-IN

CONSULTATION & GOAL SETTING

CUT, COLOR, & STYLE

PERFORMANCE REVIEW

WRAP UP, RESCHEDULE, & PAYMENT

RETAIL AS A SERVICE

By setting goals for each aspect of TCE in your salon, and by writing scripts that guide the behavior of your staff, together we can craft an inspiring, branded experience that will help you create a Thriving Salon.

If you want to begin developing a Transformational Client Experience for your salon that turns your clients into Brand Advocates please contact me. I’d enjoy talking to you about your needs and the work we’ve done with TCE.

Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871


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