Sometimes I get the feeling that I’m turning into a substitute agony aunt for acquaintances of mine who want to share their hairdresser stories, both the good ones and the not so good ones.

But, I do always find it interesting to hear what goes on in the clients mind and how they deal with it. Recently a friend told me of her disappointing colour experience.

She said to me,“At the end when I looked in the mirror it wasn’t what I expected, and given the price, I was disappointed.”

She went on to say, “I thought that maybe when I see it in natural light it will be better. But when I got outside it was much the same.”

I asked her if she had communicated her disappointment to the hairdresser about the end result at the time or if she had gone back to see them afterwards…

The scary thing for the salon (or maybe not) …

Is that she wasn’t disappointed enough to put the time into sharing her thoughts with them.

They were in that strange zone of mediocrity that doesn’t really deserve more attention. And, that given her past experiences sharing her thoughts with them, she just wasn’t up for another eye roll or some defense of a reason for mediocre work.

So she quietly just won’t return. And, she won’t encourage others to go either. In fact, she will probably do the opposite.

Seek and invite feedback rather than just wait for it…

As a salon owner, manager or stylist, I think it is essential that you seek and invite open honest feedback [even if it’s not what you want to hear] rather than just wait for it.

When I had my salons I made it a habit to call at least 5 of our clients every week. My hope was to learn something new about our service levels, the client experience and if there was anything we could do to improve what we offered.

I would usually connect live with someone 3 or 4 times. If I didn’t connect live, I would leave a message with the reason for my call and then email the person with a similar request for feedback. 2 or 3 of those people would usually call or email back.

Sometimes they would tell me how happy they were, but other times they would let me know of areas that they were disappointed in. It was those clients and their comments that were potentially the most valuable because if you don’t know what’s wrong you can’t fix it!

As Bill Gates once famously said, “Our most dissatisfied customer is our greatest source of learning”

Thank you for watching…

I love getting feedback so please feel free to ask a question or leave a comment in the box below or you can also email me at

GROW 4 - Marketing

2 responses to “I’m not an “agony aunt”, but…”

  1. Nat Wilson says:

    Really good, valuable advice there Antony. Anyone in the service industry should needs to know this, any industry at all really.

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