Customercare Customercare ding fi n o c y l g n i increas ’s often Clients are e r e h t g n i n sts, mea li y t s r i e h n cutting t a h in t g n i s s o hairdre t e r o m h c mu covers s i d y e s p m ren De hair, as Ka “Just let clients talk and get the issue out of their system. Speaking about a problem can be healing in itself. Don’t offer too much advice – listening seems to do the trick.” Barrie Stephen, owner, Barrie Stephen, Leicestershire “Put a hand out to console them and have tissues on hand and the offer of a cup of tea. Let them offload their trauma or problem, but do refer them to a specialist qualified in dealing with these situations.” Stuart Holmes, owner, Stuart Holmes Hair & Beauty Spa, Cheltenham “Encourage and boost their confidence without belittling their struggles. One of my clients died suddenly, and her sisters and mum came in to get their hair done for the funeral. While I felt miserable, I made sure I didn’t add that burden, so we all talked about her life.” Jack Melville, owner, Be-ba-boom, Edinburgh PHOTOGRAPH: JUPITER IMAGES - POSED BY MODELS How to be a confidante to your clients “Being able to read your client’s body language and facial expressions will help you realise something may be wrong. Offer to take them to a private area where they can talk freely without being overheard.” Lauren Turner, owner, Spirit Hair Company, High Wycombe CLIENT “Listen, be empathic and non-judgemental, and keep what they say in total confidence.” Ronnie Marshall, owner, Byron Hairdressing, Kirkcaldy Heads Up! Heads Up! is an NH S East of England campaign that’s pa to Change initiativ rt of the national e, aimed at stamp Time ing out the stigma ab is encouraging pe out mental illness. ople to talk about It their mental healt relax and chat ea h in places where sily – and it has be they can en tar ge tin g Peterborough salon hairdressing salon s in the region. P.Kai was the first in the East of Engla campaign. Salon nd to join the owner Kai Wan sa ys : “Clients often fee hairdresser, and it’s l they can confide good to be able to in their provide a listening campaign the haird ear. By being part resser is able to giv of the e a troubled client a to where help is av leaflet and refer he ailable.” r on confidential The conversation between stylist and client can cover far more personal topics than the weather, holiday destinations, and plans for the weekend: a trusting relationship means clients are more likely to open up about their stresses and problems. Salon owners are increasingly embracing the need to offer emotional support to their clients – which can often cover delicate topics such as bereavement, divorce and depression – believing it to be part and parcel of the feelgood nature of a visit to the salon. “Having a cut and style has the power to transform and uplift, especially if you’re putting a phase of life behind you,”says Barrie Stephen, owner, Barrie Stephen, Leicestershire. “A woman can come in with her confidence dented and after a spruce-up she can leave the salon looking 48 red-hot gorgeous and feeling a thousand times better.” During that process, hairdressers can become privy to all kinds of intimate details about their clients’ lives. Barrie says he has seen clients get married, have children, divorce, move house and go through bereavement. Intimate secrets Some of those details are more confidential than others, however. Stuart Holmes, owner, Stuart Holmes Hair & Beauty Spa in Cheltenham, recalls:“We have, over the years, had clients confiding in us about their infidelities and exploits. “In the salon on one occasion, to the right I had the wife whose colour was developing; to the left I had the mistress having a blow-dry; while I sat in the middle cutting the philanderer’s hair. Discretion was of utmost 8-14 October 2010 importance. All left the salon happy, and the women left totally unaware of each other.” Team support The majority of hairdressers are not trained counsellors, however, so salon owners need to be aware of the impact on their employees of providing this emotional support to clients.“Being a confidante to clients can be draining, so you have to make sure you don’t become too emotionally involved,” says Jack Melville, owner of Be-ba-boom in Edinburgh.“Yes, sympathise, but you have to keep a barrier up too. And, don’t take it out of the salon. Experience helps, as does training – roleplaying is an excellent way of exploring how to deal with emotional clients.” Barrie makes sure his employees are physically 8-14 October 2010 and emotionally robust by running an ongoing programme across his salons called Fit 4 Business.“When our team members feel good inside, this translates into their work,” he says. Supporting people in their personal circumstances, as well as making them look fantastic, can lead to positive results for the salon, says Stuart.“We find our clients very loyal, and over the years this can become a great friendship based not only on providing them with good hairdressing but also as their friend. “I have had many conversations with my father-in-law, a GP, to whom I say he helps to save and prolong lives, and we cut hair. However, he always says back to me: ‘That may be the case. However, you have the ability to make people happy, which is just as important.’” 49
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