I've been going to the same nail salon in San Mateo for several years. I travel out of my neighborhood (where there are 4 nail salons on the main drag here) and am a loyal customer to Pinky Nails because the owner, Jennifer, understands her customers. When I call she answers the phone and I never have to identify myself. She hands me my favorite trash magazine when I enter the door and if she is not giving me a manicure, will rapidly give my preferences to the person who will be working with me. I don't need to say a thing. On Friday when I was having a manicure, she asked me if I was attending a party. I mentioned that I was going into San Francisco for a company Christmas party and she noted that I went to the same place last year. Then she asked after my children and remembered that there were two in college and reminded me that last time I came in I was with my youngest daughter. Her memory astounds me because I do not have frequent manicures and sometimes go months in between visits.
Because Jennifer is so in touch with her customers, they tend to care about her business. I noted that I was the only customer on a Friday afternoon before a big holiday party weekend and she had a ready answer for that. Many of her customers will be taking two weeks unpaid leave this Christmas season as companies are closing their doors to try to deal with the projected downturn in business again this year. Those customers now can't afford to come in to her shop. Hair and nail salons are suffering a lot this season. Jennifer is very concerned for her customers' financial stability beyond their ability to bring business into her shop. She worries about the other sacrifices that they are making this season.
There's a lot of talk these days in bigger companies about listening to customers and responding to them with solutions that truly meet their needs. After spending so much time in local small businesses, I am surprised that it's considered a new idea. But I'm also happy that there is some hope to the outcome of my next call to AT&T or PG&E. I don't expect them to know my children or social schedule, but do want them to know that I am human. And I want to feel that they are too.
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