



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.”

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.
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!