Q: I’m a business owner but still have a question about my customers. I opened a new nail salon not too long ago, and lots of manicurists give me different advice to make sure I get loyal customers. What do YOU say? — Mitchell Manicure

A: Dear Mr. Manicure: I say that you’d be pretty smart to ask current and prospective customers what experiences they prefer when receiving manicures, pedicures, and the like.

Great customer service makes for faithful clients, no matter what the business. While there’s no need to duplicate the instructions and legalities you learned in “salon school,” such as the minimum time period to sterilize instruments, I can offer a few suggestions based upon my own experiences, as well as those of other people whom I interviewed. (The following also applies to any type of “beautification” shop.)

n Do your best to make every customer feel she or he is the only person in the room. Usually, while we get our nails prettied, other customers enter the shop.

My technician politely acknowledges them and advises the wait time (if any), but he never stops working on my nails. His attitude makes me think that he recognizes my time is valuable and makes me feel that I’m a special client.

n Watch what you say and when you say it. Many salons these days employ technicians who aren’t English-speaking. I know more than a few women who don’t return to a salon because they felt the employees were gossiping in their native language (or even in whispering English) about the ladies. Be professional at all times and make sure your employees are professional, too.

n Come up with a gimmick that defines your own business, specifically a “pampering” action. This gesture doesn’t have to cost money, as long as you make it unique to your shop. Think in terms of a hot towel treatment following a pedicure or a three-minute hand and arm massage before applying polish to the customer’s nails.

While these actions may seem like nothing but promotion-grabbing devices, so what? My pals and I assure you such techniques as the latter pretty much work every time! And, after all, aren’t you in business to build up a loyal following?

Ellen Phillips is a retired English teacher who has written two consumer-oriented books. Her Consumer Watch column appears on Saturdays in the Business section of the paper. An expanded version is at www.timesfreepress.com under Local Business. E-mail her at consumerwatch@timesfreepress.com

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