SUN CITY WEST, Ariz. — When thinking about how to build customer loyalty, the first thing that comes to mind is outstanding customer service. And not only personal customer service. You want your customers to feel good about your store in every possible way, to not even consider going elsewhere.
So, the mantra of keeping a clean, up-to-date, brightly lit store with easy parking outside and high-functioning equipment inside (don’t forget your restrooms) always applies.
MAKE THEM FEEL WELCOME
Hire Friendly, Helpful People — If you have employees who display these traits (go get some natural smilers), I guarantee you will build loyalty.
Building a business of loyal customers is about making them feel safe, satisfied, and comfortable in as many ways as you can, including them not worrying about whether you’ll reimburse them should a machine malfunction.
Help first-time customers use their machines properly so they get the best outcome. This is common sense, of course, but how many times does the average laundromat crew really do it?
How many times have you received a complaint about a machine, only to find that your customer didn’t understand how to use it?
You should happily correct the issue with a smile (even if it means redoing a wash on the house), and never make them feel bad about it. Keep the thought in mind that these are not annoyances, they are opportunities to make loyal friends, and everyone who works for you should have that same attitude!
Try to frame it as sharing “laundry tips,” which infers that they do know how to do laundry (they save face), all the while sharing a couple of professional tricks or choices. Use things to back you up, such as going over the machine instructions with them. If they over-suds a washer, perhaps you can go over the directions on the detergent bottle.
It also helps to hire some of the same ethnicities as your customers (without excluding others, of course). Customers will feel really good if one or two of your crew can speak their language.
I’ve written previously about the bartender effect. Many people love to talk about the issues going on in their lives, so you’ll want to employ good listeners. Some people just need a sympathetic ear. If a customer feels like they have a friend in your mat, they’ll show up time and time again.
Give Customers a Little Something — Giving customers little things that they don’t expect also builds loyalty. I would sometimes walk up to a customer with a basket full of new nylon laundry bags in my arms: “How are you today? I’ve seen you here a couple of times, so, here, pick out a laundry bag of your color choice, on the house.” I’m sure they didn’t forget that little act of gratitude.
And give them as many conveniences you can afford. A nice, clean, well-lit parking lot probably knocks out any anxiety about finding a safe spot. And seal and stripe the lot if it needs it. First impressions are important.
Automatic doors are a great convenience that will keep some customers coming back. Many laundromats don’t have them, yet you’ll see customers struggling with the front doors while trying to carry in their laundry. Automatic doors are a no-brainer, I believe.
How about offering isopropyl alcohol in spray bottles for your customers who are concerned about germs? This demographic may never want to go anywhere else.
Another no brainer these days: free Wi-Fi (with a time limit, of course).
I installed GFCI outlets around my mats so people could safely charge their cell phones.
For those who can’t afford to drop off their laundry, consider this: purchase washers that extract at least 200 G-force so customers don’t spend a lot of time drying their laundry.
Yes, you’ll make less on dryers, but you’ll do more business. And if you promote your new washers as leading to “quick drying,” you can charge a little more to make up for the lower dryer income.
Plus, you’ll achieve greater throughput, meaning your mat can handle more customers as they move more quickly out of your store, and you’ll have more dryers available.
Another loyalty-building option is air conditioning. When it’s really hot out, which mat will laundry customers choose? The ones that are air-conditioned.
After I installed AC in my store, I realized we weren’t just getting more customers in summer. As the weather cooled down for fall/winter, many kept coming back.
Check back Thursday for Part 2!
Have a question or comment? E-mail our editor Bruce Beggs at [email protected].
