If you do a little research about providing excellent customer service, you will find that most advice focuses on delighting the customer and going the extra mile to earn their devotion. In our industry, some groomers provide extra things like bows and bandanas, offer discounts or free upgrades like facials or toothbrushing, take photos of pets, or send them home with a cute report card or goodie bag. These add-ons are nice, but are they enough to ensure customer loyalty?

When working with pets and people, sometimes mistakes happen. How you handle these situations goes a long way toward earning your customers’ loyalty. Here is an example: Mr. Green arrives on Wednesday morning with his Shih Tzu tucked under his arm for his scheduled appointment. You realize you made a mistake when you see him walking up to the door. You remember talking to him on the phone but accidentally wrote the appointment down for the following week. Your schedule for the day is already full, what do you do?

The first option will likely make his day a lot more complicated, as he is probably on his way to work and will have to return the dog home. It will not be simple for him. Since you know the error was yours, taking the second option is the best choice, though it will complicate your day.

Choosing the first option intensified bad feelings and earned you a poor review, while selecting the second one quickly made the best of an unfortunate situation. The customer was still displeased, but you proposed a solution to her problem and followed through.

Focusing on how to make interactions with your business simple and streamlined will significantly increase customer satisfaction. And that will give you more time and energy to do what you enjoy most—grooming pets.

Now we know better to only put ear powder on our dry fingers and then gently pull out the hairs in the ear that are in telogen/exogen phase—the hairs ready to come out. Then, lightly trim down the rest, leaving the firmly rooted hairs to continue to do their job of keeping debris out of the inner ear.

I wish everyone knew then, as we know now, that fleas die from simple shampoo left on the dog to soak for a while, and that the way to treat flea infestations is just keep the dog clean and to treat the dog’s environment—the grass, carpeting, etc.—where the flea spends most of its life cycle.

We paid big bucks for these trendy oil warmers, but had no idea what was in those oils; ingredients were never discussed. They did not seem to be the light oils, like Argan or Emu, which we know today to just rub in with our hands or work in with boar-hair bristle brushes after the bath for smooth-coated breeds like Boxers.

Groomers Lung is a real condition that many groomers suffer with. It is now common practice to wear N-95 masks during blow-drying, brushing and clipping to prevent microscopic particulate matter from getting inside our lungs. Thankfully, we now regularly talk about self-care in our industry.

Nowadays, there are countless education outlets and groomer platforms bringing us together and advancing groomer education and support for a booming industry. Grooming competitions, trade shows, websites, podcasts and online education abound, and the pet industry is now broadly considered recession-proof and one of the best businesses to be in.

Most groomers I knew in the 80s groomed alone. Healthcare and retirement benefits did not exist at that time for groomers working at giant pet superstores. There were few grooming schools and fewer Certified Master Groomers. Groomers rarely had their own commercial space for formal salons, so many worked from home on a subsistence wage. Groomers often undercharged for their value, skill, hard work and time—which is still a problem today.

The pay-by-commission culture is still with us, but the more professional salary or wage model is growing in our industry. The commission-based salons with multiple groomers often developed an “everyone-for-themselves” environment, as opposed to a culture of teamwork. Now, many shops pay either hourly or a hybrid commission-based W-2. That is at least legal, as the laws regarding contract employees have changed.

Thankfully, pet food choices are now much better, and pets are welcome more places, even being integrated into workplaces and schools. It is normal to be an animal lover today, and that has been good for our industry.

The high-velocity dryer was also in its infancy, and most of us used swing-arm heating stand dryers for the entire drying job. We did not have super-absorbent towels. We did not know about frothing. We did not have large-headed, long-tined, curved, soft slicker brushes. Shears and equipment were not ergonomically designed. We did not have the many choices in products and equipment as we have today.

Worst of all, there were no electric tables that went up and down at the tap of a foot. Our grooming tables had to be manually adjusted for height with bolts on each of the four legs. This meant most of us also have back problems because we rarely would adjust the table height during the day.

Today, things have gotten better in many other aspects of our work: product choices, techniques, animal handling, self-care, collegiality, education and so much more. We also now know that science matters. Learning about how things work and why they work makes a difference. Groomer certification and credentialing is growing, and the many industry trade shows are truly wonderful, inspiring and tons of fun. Now we can truly say together, “These are the good old days!”

In my opinion, every time a pet comes into your salon, a quick once-over to check for abnormalities is worth its weight in gold for the wellbeing of the pet, and for your own protection. No, I am not saying to make a diagnosis—but you can observe when the ears are dirty and nasty, when the teeth are rotting out of the pet’s mouth or when the coat is matted to the skin.

To do the best job, we must follow a routine when each pet comes through the door. Typically, I recommend a nose-to-tail-type approach, because certain areas of the pet’s body tell a huge story. Here are a few keys areas and some of the things you should be looking for:

And that was the start of Balanced Dog. The business grew quickly, and within a month, the sisters bought a grooming trailer, hired a groomer and got their licenses together.

The trailers are custom-made, and one has solar panels. “We’re trying to grow positively and get away from using generators,” Torina adds.

This community spirit translates into good vibes every day. The team comes to work happy, the clients are pleased and the love of animals keeps everyone united.

Kindness and integrity are at the heart of Balanced Dog, and the sisters look for continued growth with the right partners to maintain these core values. “We want to make sure no matter how much we grow, it always stays a family. We want to create an environment where people and animals feel valued and safe,” concludes Torina.

Mr. Walton’s words are very true, for any business. So whether you are a sole proprietor, mobile fleet owner, house-call groomer or multi-salon owner, customer service skills can make or break your business—even if you are a superbly talented groomer. But what is customer service? One definition is: the support, assistance, and advice provided by a business to its customers before, during, and after they buy or use its products or services.

Learning how to provide excellent customer service is equally as important as being able to groom well, and it is truly the foundation of building and retaining clients. When you offer a positive experience to your customers, your business can build brand loyalty, attract new customers and gain a competitive edge in the market.

So, how do you accomplish that?

Start by having a genuine interest and desire to build and maintain a mutually beneficial relationship with your customer. All customers want to feel valued, have their needs met, and know that any concerns they have will be addressed promptly and professionally. When you fully understand your customers’ needs and expectations, it lessens the chance of a bad outcome.

For example, when a new customer tells you they want their pet groomed “short, but not too short,” you can show them pictures of completed grooms or have a chart with the different hair lengths on it for them to see. Don’t promise anything that you cannot deliver.

Every customer is important because they have the power to influence others. By focusing on delivering quality, building trust, and providing consistent and reliable service, you can create a loyal customer base and turn your customers into walking, talking advertisements for your business.

Once you have built a strong customer base, your focus shifts from attracting new customers to ensuring the existing ones remain loyal and engaged. Do things that set you apart from others and keep your clients engaged with your business.

Here are a few ways to help build your brand and strengthen your relationship with your clients:

• Stay in contact through frequent email newsletters and postings.
• Make sure your website is user-friendly and easy to navigate.
• Empower your customers with videos and tutorials that educate them about pet care in a fun and entertaining way.
• Maintain an active presence on social media and engage in community events.

If you have employees, they can be the greatest asset your business has. Your staff plays an enormous part in creating customer satisfaction and retention. Every staff member represents the company’s image, and they become an extension of you to your clients.

“A company’s people are crucial in delivering the customer experience, and their level of motivation and belief in the brand can be the single greatest lever to pull in changing the customer experience,” says Tom Gray, Chief Strategy Officer of Imagination. “The role employees play in building connection with customers is key—a tool that is often massively undervalued by brands.”

It’s also important to show your appreciation to your valued team members. Bonuses, pay raises and other expressions of appreciation go a long way towards building (and keeping) an amazing team who will go the extra mile for your business.

One unexpected way to improve your customer service is by listening to negative feedback, in addition to the positive: “Thank your customer for complaining,” says success coach Marilyn Suttle, “Most people will never bother to complain. They will just walk away.”

Complaints give you another chance to meet expectations. When a customer is unhappy, you are unhappy. Once a customer brings a problem or situation to your attention, you have the opportunity to find a workable solution to resolve the matter and solidify your relationship with the client.

We all know that unhappy customers can be difficult to work with, but it’s important that you always remain in control and never engage in a shouting match with anyone. There are some people that you will never be able to please, and no business needs customers that they dread to see come through their door. Instead, you want ones that put a big smile on your face every time you see them. They are the ones who will also make you smile all the way to the bank.

As one famous quote states, “Profit is the applause you get for taking care of your customers and creating a motivating environment for your employees.”

So, structure your customer service so that you don’t just receive applause, you get a standing ovation!

If you don’t save street addresses, e-cards are another option and can easily be customized and sent to a client’s e-mail address. Bluemountain.com and punchbowl.com both offer a wide variety of digital options.

In addition to being a good practice in kindness, making the effort to comfort a grieving pet parent is also good for business—you can count on them to remember you when they find their next furry friend.

• Local Humane Societies: Many local humane societies offer group therapy sessions and pet bereavement services.
• The Association for Pet Loss and Bereavement (aplb.org): Their website has a page where you can create a virtual memorial for your pet and view the memorials others have made.
• Pet Loss Partners (petlosspartners.com): This organization hosts chat rooms, as well as individual and group virtual support.

Everyone who has loved a pet will have to go through the pain of losing them, but with a little preparation and a lot of love, you can support your client and comfort them with the memory of how much their pet has touched others’ lives as well as their own.

What is the secret to such a high level of service? The ability to communicate elegantly and listen carefully lies at the heart of their skills. Communication is an important part of an exceptional dining experience. Servers know the menu well and they can answer any question their guests may have, as well as make suggestions with confidence. Throughout the dining experience, the server is also an observer and a listener, often predicting the table’s needs before they are even requested.

Communication begins with someone before they even decide to book their first grooming appointment. The business is already communicating with the customer through their marketing efforts. Everything the business does—not just the obvious attempts at attracting new customers—sends a message. Therefore, it is important to have a clear process for everything, and to continue to adapt that process.

Once a customer books an appointment for their pet with your salon, you can provide even more details. One way to do this is by sending an automated appointment reminder that includes all the important details, such as what they need to fill out upon arrival or beforehand, what to bring, where to park and how long they should expect their pet to remain with you. Make sure these details maintain the voice of your brand.

The intake specialist should also set realistic expectations. Besides listening to the customer, they should explain what can and can’t be done in a way that aligns with the brand. Whether it’s describing the luxury spa experience a pet will enjoy or highlighting low-stress techniques, you can brilliantly communicate what makes your salon unique while explaining the process to new customers.

The person bringing the pet out should be proud of the work, whether it is the groomer or another team member. Team members should appreciate each other’s skills. When you are proud of the work, it shows. Not all communication involves conversations.

If you have expectations for the customer, such as keeping the dog on a six-week schedule, make sure the communication about this is clear. Every business is unique, and knowing what each client needs and what is helpful for them and their pet is paramount.

Communication enhances the grooming experience for customers. But more than that, it allows a groomer to educate their customer about coat care, training for grooming and more. This contributes to the wellbeing of the pets and it is helpful for the people who care for and love them, too. While no system is perfect, we can always refine and change the process and communication styles.

Once you understand where the stress is coming from, you can apply strategies to handle each situation with confidence.

The first step in working with anxious cats is to create a calm and controlled environment in your salon. Be conscious of the noise level in each area of the salon. Adding separation to different spaces can help with reducing loud noises, as can incorporating soundproofing materials.

Knowing how to properly handle a cat is critical in reducing stress and preventing aggressive reactions. Cats respond best to gentle, secure handling that is adjusted based on their reactions. Cat handling is not a one-size-fits-all situation. Avoid rough or sudden movements that could startle them or put them into positions that cause discomfort. Towels and/or lap grooming can go a long way with many cats versus over-handling to push a cat to “just get it done.”

Patience is key when dealing with difficult cats. The goal is to finish the grooming session without traumatizing the cat or putting yourself at risk.

If a cat is particularly difficult, be upfront with the owner. Some cats may not be candidates for all grooming services or styles. Educate your client on their cat’s needs and recommend both services and schedules that help to alleviate or prevent any issues the cat is having. Many pet owners do not understand the intricacies of cat grooming and may not realize that achieving perfect results requires time, patience and (sometimes) multiple sessions.

When taking on a new client, explain the grooming process and the benefits of regular grooming sessions, especially if the cat has a high-maintenance coat or severe matting. Let the owner know that extreme matting can result in uncomfortable or uneven haircuts, and that it is important to focus on maintenance grooming to prevent the mats from returning.

When expectations are clearly outlined from the beginning, it minimizes the chances of conflict arising later in the grooming process. Also don’t expect clients to memorize everything you’ve provided. Reiterate relevant policies before the appointment and/or before grooming has started.

While it may be tempting to promise more to please the client, setting realistic expectations from the start will help reduce potential conflict and disappointment down the line.

Cat clients have rarely gone to multiple grooming salons; you may be their first. But even if they have experience with other salons, each operates in a variety of different ways with pick-up and drop-off, how long the appointment will take, the pricing structure, policies on cancellations, etc. Don’t make assumptions about what your client knows about your grooming process and requirements.

The consultation is also your opportunity to explain your process and set expectations for the grooming session. Take the time to clarify what the owner is looking for and confirm that your approach aligns with their expectations. This simple step can help prevent confusion or dissatisfaction later on.

Showing empathy can go a long way in de-escalating tense situations. Let the client know that you understand their concerns and that your priority is the wellbeing of their cat. Even if the situation is difficult, approaching it with kindness and understanding can help build rapport and trust.

Practice deep breathing exercises and mindfulness techniques to help you stay grounded during stressful situations. If you feel yourself getting overwhelmed, take a moment to step away from the situation, collect your thoughts, and return with a calm and measured response.

Remind yourself that the client’s frustration is not a personal attack on you. Your approach can diffuse the tension and lead the conversation toward a constructive solution, but it can also escalate the situation if you let emotions drive your responses and interactions.

Whether responding to a message, text or negative review, the goal should never be to “have the last word.” In those instances, take a step back to let yourself cool off and seek guidance from others who aren’t as emotionally invested. Remember that your responses are a representation of the business and can be seen by others, including current and potential clients.

When you find yourself in this situation, politely explain your reasoning to the client and, if possible, refer them to another groomer or behaviorist who may be better suited to their needs. However, responses should be short and concise, avoiding long rants or messages trying to justify every individual thing that is bothering you.

• Dealing with Difficult Customers by Noah Fleming and Shawn Veltman
• Indestructible: Reclaim Control and Respond with Confidence in a Media Crisis by Molly McPherson