SUN CITY WEST, Ariz. — Is it necessary to get to know your customers? Some say yes, some say no. In general, my choice is yes, but let’s discuss both.
So, what are the positive effects of knowing your customers?
The first is that some of them will give you important feedback. The better you understand why your customers choose your mat, the better you’ll be able to serve them. A large part of understanding your customers can come from simply striking up conversations with them.
For instance, you may discover that retirees are coming on your busy Saturdays and Sundays simply because they’ve done it most of their lives, despite knowing they can now come during the week in retirement. If you find enough of that, you may want to offer seniors a weekday discount.
Or, customers may wish you would install some outlets so they can charge their phones, or add more folding space or seating. You won’t really know for sure unless you ask.
And, yes, they will often tell you negative things. As a dynamic business owner, it’s important to be enlightened by what may be turning off customers so you can correct it.
I always told my crews to look at a complaint as a good thing! It’s an opportunity to make your mat better, and if you’re not on a friendly basis with your customers, you may never know all the negatives of your mat. Many unhappy customers will just not say anything and never come back.
Second is the rewards of friendly encounters. Loyalty, word-of-mouth recommendations, and a positive experience for both you and your customers. I can’t tell you how many customers over the years bought me a cup of coffee after we got to know each other.
I enjoyed engaging them in friendly conversation: “Can you tell me one thing you like about my laundromat, and one thing you don’t like?” Do this with enough customers and you’ll learn a lot!
WEIGHING THE GOOD AND THE BAD
But customer interactions can go both ways.
Of course, you don’t really have to get to know your customers, at least not on too personal of a level. And there is a downside, especially for “big city” mat owners.
You may want to know them, but do you want them to know you? I chose to never let them—or by proxy, my employees—know too much about my personal life. Thought it was risky.
Unattended mat owners and laundry room operators are in and out, and many customers never meet them. For most mat owners, some people will eventually get to know you.
No matter how often you’re there or not, you’ll always be the laundromat guy/gal in their eyes. I think many see you as the “rich laundromat owner.” If you’re in a high-crime neighborhood, that could be a problem.
Depending who your customer is, engaging them could be good or bad, depending on whether they are mostly honest and congenial or angry and combative. My advice is to always be friendly and nice.
But getting friendly with someone can get you robbed if you reveal too much.
Every market is different. I operated in New York City for 41 years and saw and experienced many crimes. Always remember, this is a cash business, which basically puts a target on your back (unless you’ve switched to cashless). Even the bad guys do laundry, so watch out who’s watching you.
I like how some stores are being built so the owner can enter through a back door, collect the money from the rear loaders, and then discreetly leave.
Of course, there are many good customers you are happy to see, even in high-crime neighborhoods. They’re happy, friendly, and might even pick up a rag and help you clean a few machines. Some of them will even look out for your business when you aren’t there.
Regulars come in every week with loads of neighborhood gossip, just wanting to have a friendly conversation or lean on a sympathetic shoulder. It’s what I call the Bartender Effect.
Barbers and hair stylists know this very well. Have you noticed that they’ll ask you a couple of questions and let you do most of the talking?
There’s something else: customers love to watch you work! They feel good knowing that you’re taking good care of “their” laundromat. Seems like I had more conversations while working on my machines than any other time.
Check back Thursday for the conclusion...
Have a question or comment? E-mail our editor Bruce Beggs at [email protected].
