If you are satisfied with a service provider, you tend to become their permanent customer.
People prefer to keep the same baker, florist, butcher, books salesman or a barber for as long as it can work out.
One case of extreme loyalty to a service provider can be seen in the form of Sam Farr’s relationship with his barber, Joe Pace. Sam has been his customer for approximately half a century and counting.
Joe is the owner of Giuseppe’s hairdresser’s in Bath, Bristol.
Sam has kept the documentary proof of his loyalty to the barber by taking mirror selfies with him and the first of those dates back to the 70’s.
The photos are also a catalog of how the two men have aged over all those years.
Sam is such a loyal customer of Joe that he now comes from another city just to visit him for a haircut. “I think as a whole, we like things to be much the same,” Sam told a local media outlet.
“Obviously, lots of things aren’t the same as they were in the ‘70s, but the only [consistent thing] is Joe. Everything has changed, while Joe is still there happily cutting my hair and doing a great job of it.”
Joe, on the other hand, said: “It’s been a privilege to work with people time and time again over the past 42 years, and in many cases, we’re not a customer-client relationship—we’re friends.
“We’ve shared dinners together, been away together, and they’ve joined me on holiday trips to my villa in Sicily. In some cases, the fourth generation is coming in of the same family, and that is really spooky.”
Chris Ford, Senior Director UK Sales with Haw Incentives, recently told Bored Panda the factors which make people loyal to small businesses.
According to Ford, small businesses win the loyalty of their clients when they “take the time to offer exceptional customer service—they will know the person personally, treat them relevantly (often as a VIP) and deliver the right service the first time every time.”
“I’d also like to think that people realize that the small business exists as a local convenience only if it gets used!” Ford said.
When asked which category of small businesses have the most loyal customers, Ford said: “100% of the businesses that can treat people personally and relevantly whilst offering an exceptional experience and service.
“The business that becomes a pivotal part of a person’s life will often be the business that has transitioned their approach into one that engages with the customers way beyond the functional parts of doing business or the price of the goods.”
Giving advice on how to win the longtime loyalty of the customers, Ford said: “Be an active part of the community—small sponsorship locally goes an awful long way and this creates a sense of community and trust.
“Be brilliant at customer service—welcoming, engaging, and relevant.
“Have a social media presence—be part of local online communities, be a commentator, be seen to be active and passionate—people will respond in the same way!”
Replaced!