WILLIAMSVILLE, N.Y. — Having loyal, returning customers is a necessity for success in operating a drycleaning company. Building that relationship, however, takes more than just doing a good job of cleaning the customer’s clothing. It requires relating to the customer as an individual and making sure their experience with the company is always a positive one.
To illustrate this mindset, Jen Whitmarsh of The Route Pros and Snappy Dry Cleaning recently conducted a webinar, “The Front Line Advantage: Elevating Everyday Service,” hosted by the Drycleaning & Laundry Institute (DLI).
In Part 1 of this series, we examined how important first impressions are, along with the three pillars Whitmarsh believes are necessary to make that impression a positive one. In Part 2, we looked at some advanced listening techniques and strategies for transforming difficult customers into loyal advocates.
Today, we’ll conclude by exploring creating memorable experiences and developing your personal service superpower.
The Power of One Degree
Excellence in customer service isn’t about grand gestures or expensive programs, Whitmarsh says. It’s about consistently going what she calls “the extra inch” — small, thoughtful actions that compound into extraordinary experiences.
Whitmarsh deliberately chose the phrase for good reason. “Sometimes, the extra mile seems like a lot,” she says. “Sometimes, it seems like that’s just too much to get done effectively. Go the extra inch.”
She referenced a concept from the book “212°: The Extra Degree” by Sam Parker.
“The difference between hot water and steam — steam which literally can move mountains — is one degree,” Whitmarsh says. “If we better ourselves one extra inch, one degree, every week, that’s 52 times better at the end of the year. And they’ve all been baby steps.”
This philosophy transforms overwhelming improvement goals into manageable, sustainable practices, she says. Rather than attempting dramatic overhauls, small, consistent enhancements can create remarkable results over time.
Celebrating Customers
One often-overlooked opportunity in building a relationship with customers involves celebrating their milestones. Rather than competing with dozens of birthday promotions, Whitmarsh suggests a unique approach: acknowledging customer anniversaries with your company.
“You could gather the information on when they first started using you, because that’s not a specific date for them and everybody else that they use,” she says. “They’re getting an email or text from you on May 28 that says, ‘Thanks again for choosing our dry cleaners.’”
Whitmarsh believes that even small personal celebrations make significant impacts. When customers mention family events, a simple acknowledgment of that can create a connection: “‘Hey, Mr. Scruggs, what are you doing this weekend?’ ‘Oh, you know what? It’s actually my 1-year-old’s birthday party.’ ‘Oh, that’s awesome. Enjoy that birthday party. What’s their name?’ and so on.”
Educating Customers
Well-informed customers create smoother operations for everyone, Whitmarsh says: “Educated customers are our best customers. The more educated they are, the less likely they are to walk in five minutes to close with spots all over and say, ‘Hey, can I get this tomorrow?’”
This education happens through strategic questioning, she says. When customers bring stained items at closing time, effective service providers ask: “Do you, by chance, happen to know what these spots are? Do you remember what event you went to?’ ‘Well, yeah, it was my son’s birthday. It was that stinking lemon pie….”
These conversations provide production staff with crucial information, Whitmarsh says, while teaching customers how their advance planning improves results.
Owning Your Attitude
Personal accountability represents another crucial element.
“Own your attitude,” Whitmarsh says. “I know it’s not always rainbows and butterflies. We know that it’s difficult at times. If you’re not the best version of yourself, though, the customer is going to know and you need to own your attitude. You’re out on stage.”
This doesn’t mean suppressing human emotions, she says, but rather managing their impact on customer experiences.
“If you’ve got something going on, I feel for you. I do. We’re all human, so we have those moments,” she says. “Just keep it behind the counter. Don’t let it go and seep through to the front.”
Practice Makes Perfect
When it comes to training, Whitmarsh advocates for “practice rounds” rather than “role-playing.”
Key scenarios to practice include managing long lines, handling lost items and dealing with difficult customers.
“Grab your work bestie and go through one of those practice-round scenarios,” she says. “Maybe you’ve got to do it a couple of times, and that’s OK. Grab them, work through it and increase your confidence, which is going to increase your consistency and vice versa.”
Discovering Your Service Superpower
Every effective service provider possesses unique strengths, Whitmarsh says, and encourages self-reflection: “What is your service superpower? What makes you stand out? What is it that you do better than others?”
To determine this, Whitmarsh suggests examining past successes.
“Think of a time that you turned a situation around,” she says. “What made it successful? Let’s replicate that, because the next time an issue happens, if we replicate how we made it successful in the past, odds are we’re going to make it successful going forward.”
A Game of Inches
The path to exceptional customer service isn’t mysterious or complex, Whitmarsh says. It requires mastering fundamentals, developing reliable systems and consistently going that extra inch. Small improvements will compound into significant advantages, transforming both customer experiences and business results.
For Part 1 of this series, click HERE. For Part 2, click HERE.
Have a question or comment? E-mail our editor Dave Davis at [email protected].
