I am the kind of customer who extends loyalty if you offer me a good service. I’ve been going to a particular saloon in Ntinda for my beautification for the past five years. This harmonious relationship recently faced a turbulence. I was troubled by the customer “segregation” I observed in the salon. I had to approach one of the workers to demand an explanation for this ill-treatment.
“I’ve been going to this same saloon for five years, and I pay the same price that males who wear the same hair style do. All men get a head and shoulder massage, and a facial scrub after the hair cut. Why is it that I have never seen your female customers get that same experience?” I queried her.
Her response was that, women enjoy giving extra care to the men for two major reasons. The first one is that when men get a good extra care, they give good tips and also when they get a good extra care, they show extra care to the ladies.
She went on to add that, unlike men, women are picky and not everyone can give them a shoulder and head massage and facial scrub. Also they are always bargaining and will not give you substantial tips.
I couldn’t help but wonder, what it is then, they were doing as an extra service for customer care for the ladies? Every customer needs an incentive beyond what they have paid for. It’s up to you the business owner to continuously think of creative offers for customer retention.
While different customers are incentivized differently, no customer should be left behind. An incentive to a certain segment of customers may end up being misinterpreted as a lack of appreciation for other customers.