The power of REPETITION

Ward’s World

With the tough and challenging climate we’re facing, never has it been so important to listen to our customers. I know, I know, I never change my tune. But the figures speak for themselves; 68% of buying experiences aren’t based on the product itself, but on how the customer perceives they’ve been treated.

I never stop banging on about this to my team. Sometimes I think I will be saying the same thing as long as I’m holding onto the salon door keys. It will be written on my tombstone. Surely, I don’t have to keep talking about the importance of delivering great service, do I? I’ve told them again and again how important the customer experience is.

“Our teams need to hear the message constantly and we need to get a bit more positive about how often we must deliver it ”

Consistent message

Imagine you got on the plane and the stewards forgot to carry out the safety demonstration. Nobody told you how to buckle your seatbelt, or how the oxygen masks would drop from the ceiling if there was a loss of cabin pressure. Nobody said there was no smoking in the toilet, or pointed out where the nearest exits were, or that you should fit your own life jacket before helping others. Would it disconcert you? Would you feel slightly alarmed, no matter how many times you have flown? I would.

I shared this with a recent group of delegates on one of my training courses to illustrate that, in management, acceptance of saying the same thing over and over goes with the job description.

Sometimes it’s how we frame things to ourselves that matters the most. We all agreed that our negativity in repeating ourselves was becoming demotivating. We needed to remember that saying the same thing repeatedly is exactly what teams need. We couldn’t stop, we all said, because then we are being lax and inconsistent. We need to accept that our teams need to hear the message constantly and we need to get a bit more positive about how often we must deliver it.

Show them success

Of course, we can’t assume that our team members “know what good looks like”. They may never have truly experienced fantastic service. The onus is on us to show them. We can tell them as much as we like, but showing them is more valuable. One salon owner I know treats his newly qualified team members to afternoon tea at a swanky hotel so they can appreciate truly excellent service. After all, it’s not their fault if they haven’t experienced it.

Talking to your teams again and again to ensure consistency of service need not be something to despair over. Try thinking of it like carrying out the safety briefing. You’ll be happier – and so might they.