In the past couple of weeks, I have had several different customer interactions. In thinking about them from a marketing perspective, I realized they all come down to the experience each was providing.

It's about customer experience

Last week, I had an appointment to get my hair cut. My hair stylist owns and operates the salon, by herself. In other words, she has no employees--no receptionist, no cleaning person, nobody else but her. Because of this, she has several challenges in providing a good customer experience.

It's not easy to make an appointment. To make an appointment is often a two-step process. Since you have to call and speak to her and she's obviously not always available,  you have to leave a message, and wait for her to call you back. If she had a receptionist or an automated system on her website, this would be done in one easy step.

She has to do everything herself.

Not providing a pleasant customer experience. Last week, I walked in a couple minutes early for my appointment. She was still working on another customer. She told me to take a seat.  I am not sure if the other customer was late for her appointment or if she inadvertently double-booked. This has never happened before. Since her place is small, she only has a couple of (hard) chairs. It's not made for waiting. There are no refreshments or piles of magazines to sit with.

It became apparent that she was going to be a good while, so I said I would go run another errand. I came back about twenty minutes later, and the other customer was still there!

The stylist never apologized for making me wait or gave me an explanation for the delay.

Forgetting customer relationships are personal. After I finally sat down to have my hair cut, I explained what I wanted. I told her that I continue to let my hair grow, and that she had cut too much the last time. She looked at me with absolute surprise. She didn't know that I was growning my hair out (something I have been doing for months). Now, she can't be expected to remember every customer's situation, which is why she should make notes about each of her customers' visits. She should review the notes before the customer comes in.

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