Customer Experience: What to Do When the Proverbial Hits the Fan

September 30, 2020

We all work hard trying to make our customer experience the best we possibly can, but what happens when it all goes wrong?

Things go wrong sometimes. We’re human and we’re busy and sometimes slip-ups occur. However, this doesn’t have to be the end of the world – it could even be beneficial if you react to the situation appropriately. Our reaction and how we deal with mishaps can actually help to change and improve the client’s perception of our services, therefore helping our business to grow.

Studies have shown that regular clients tend to have an ambivalent perception of products and services, as these services become a norm for them and therefore just form part of a habit (1). 

So, when mistakes happen and the proverbial hits the fan, satisfaction ratings plummet down a slippery slope and are at risk of never recovering to the same client perception level. What you do next will determine the future of that client’s worth to your business.

The Do’s and Don’ts of Retaining Dissatisfied Customers

Firstly, don’t blame the situation on others, staffing, circumstances beyond your control or basically anything that deflects responsibility from you.

  • Do:  Take full responsibility, show understanding and sympathise. 
  • Do:  Go beyond the ‘reasonable’ reparations (just this one time) – for example, a full repayment and a free treatment voucher. 
  • Do:  Do something they would NEVER expect as well! Send a bunch of flowers or chocolate to their home, always with a personal message of apology. 

Here’s a story

Virgin Atlantic used to overbook flights to NY, following a business model first used in USA domestic airlines in the ‘80s. Over 90% of the time, the flights would leave with a full or partially full cabin as people deferred or changed their booking. On the rare occasion of overbooking at the gate, passengers were offered financial inducements to ‘bump’ to the next flight as a small reward for the inconvenience. The later the time, the higher the inducement to drop down.

However, the truly brilliant thing that Virgin did was to ensure a gift, such as flowers or chocolates, were waiting for the most inconvenienced passengers when they arrived at JFK. These would include a personalised message from the staff member at the gate at Heathrow who delivered their bad news, thanking them for their generosity and helping them out during a tough time.

The results? An unlikely ambassador for the Virgin brand, as well as more full planes for the airline. 

I also know a clever man from Darlington, who convinced his local bank manager they should send small, simple, ‘thank you’ presents whenever the bank made an error with a clients account, as people tend to get very upset about big banks messing with their money!

The idea then spread across the group and to other sectors. The company turnover is now £35 million a year and they remain at the forefront of client satisfaction and recovery. 

The results for your business will be similarly successful 

The client’s ambivalence towards you will now be replaced with a self-satisfying pride and an important realisation of why they chose to use your services in the first place. This helps contribute to empathy on their part, enabling them to understand that things go wrong in your working life as they do in their working life. Most importantly, they will realise that you CARE about them – and every human likes that. Now you have an ambassador for your business who will tell everyone why they use you!

So, when the proverbial hits the fan, try to think of it as an opportunity to grow your customer satisfaction and gain an ambassador to your brand. Show your customers that you care, and thereby encourage them to care about you. 

Don’t judge by your success, but by how you overcome the challenges and make customers value you more.

#aesthetics   #smallbusiness   #businessowner   #success   #thankyou   #customerservice #mistakes #reputation #beautyindustry

  1. https://www.researchgate.net/publication/229964297_Consequences_of_Ambivalence_on_Satisfaction_and_Loyalty

The Future of Laser Hair Removal: Faster Treatments, Better Experiences, Smarter Technology

By Dee Malan • June 25, 2026
The aesthetics industry has spent years talking about laser hair removal in terms of technology. More power. Faster treatment times. Better cooling. Larger spot sizes. While these innovations have undoubtedly improved clinical outcomes, they've also distracted attention from a far more important question: What actually drives growth for a clinic? The answer isn't simply owning a better laser. In today's market, where many clinics have access to excellent technology, competitive advantage is shifting away from the device itself and towards how that technology is used to improve profitability, efficiency and client retention. That's a significant change in thinking, and it's one that many businesses are still overlooking. Laser Hair Removal Has Become a Business Strategy For many clinics, laser hair removal is the treatment that introduces a client to the business. A course typically involves six to eight appointments, creating months of regular contact rather than a single transactional visit. That's a commercial opportunity that shouldn't be underestimated. Every appointment allows practitioners to strengthen relationships, educate clients and identify other concerns they may not have originally booked to address. The clinics generating the greatest long-term value are no longer viewing laser as a standalone treatment; they're using it as the beginning of a wider patient journey. As client acquisition costs continue to rise and competition becomes increasingly local, maximising the lifetime value of existing clients is often more profitable than continually chasing new enquiries. Faster Treatments Don't Just Benefit Patients When manufacturers talk about speed, the conversation usually centres around patient convenience. While shorter appointments are undoubtedly attractive, the commercial impact for clinics is arguably far more significant. Reducing treatment times creates additional capacity without increasing staffing levels or extending clinic hours. Over the course of a year, those seemingly small efficiencies can translate into hundreds of additional appointment slots, improved utilisation of expensive equipment and greater revenue potential from the same physical space. Technology should therefore be assessed not only by how quickly it treats a patient, but by how effectively it improves the productivity of the business behind it. Stop Buying Technology. Start Solving Problems. One of the biggest misconceptions in aesthetics is that growth comes from continually investing in the latest device. In reality, successful clinics rarely buy equipment simply because it's new. They invest because it solves a commercial challenge, whether that's increasing capacity, improving patient satisfaction, reducing treatment times or opening opportunities for complementary treatments. The question isn't "Is this better technology?" It's "Will this make our business stronger?" That shift in thinking often separates clinics that consistently grow from those that continually compete on price. Looking Ahead Laser hair removal will continue to evolve, and advancements in speed, comfort and technology will remain important. However, the clinics that lead the next phase of the industry are unlikely to be those with the longest list of devices. They'll be the businesses that understand technology is only valuable when it delivers measurable commercial outcomes.  The future of laser hair removal isn't simply faster treatments, better experiences and smarter technology. It's using those advancements to build a more profitable, efficient and resilient clinic.

You’ve Built a Successful Laser Business… What Comes Next?

By Dee Malan • June 22, 2026
You’ve Built a Successful Laser Business… What Comes Next? For many salon owners, laser hair removal has been a game-changing addition to their business. It attracts committed clients, creates opportunities for treatment programmes, and generates reliable recurring revenue. But once your laser offering is established and performing well, an important question often follows: What comes next? As the aesthetics industry continues to evolve, many successful laser businesses are looking for ways to expand their treatment menu, increase client spend, and strengthen client retention. For some, the answer lies in a natural next step: skin. Is Skin Your Thing? If you've already built a loyal client base through laser hair removal, chances are many of those clients are interested in more than just hair reduction. They're also concerned about skin health, ageing, pigmentation, acne scarring, texture, redness, and overall skin quality. By introducing advanced skin treatments, salons can begin serving a wider range of client concerns while building on the trust they've already established. The beauty of adding skin treatments is that you're often speaking to the same client. Instead of constantly searching for new customers, you're expanding the services available to the people who already know and trust your business. Increase Client Spend Without Increasing Footfall Growing a business doesn't always mean attracting more clients. Sometimes the biggest opportunity comes from increasing the value of each client journey. Advanced skin treatments can help create treatment plans that span multiple appointments, support ongoing maintenance programmes, and introduce complementary retail opportunities. This allows salons to increase revenue per client while delivering a more comprehensive treatment experience. Rather than being known for one service, you become a destination for results-driven aesthetic treatments. Strengthen Client Retention The most successful aesthetic businesses understand that retention is often more valuable than acquisition. While laser hair removal naturally creates repeat visits, advanced skin treatments can provide even more opportunities for long-term client relationships. Many skin concerns require ongoing treatment plans, seasonal maintenance, or progressive treatment journeys. This creates regular touchpoints with clients and helps keep your business front of mind long after their laser course has finished. When clients can achieve multiple goals under one roof, they're less likely to look elsewhere. Become a Destination Salon Today's clients are increasingly looking for clinics and salons that offer expertise rather than individual treatments. They want personalised recommendations, treatment plans tailored to their concerns, and a trusted professional who can guide them through their aesthetic journey. Expanding into skin allows your salon to position itself as a destination for advanced aesthetic treatments rather than simply a laser provider. This not only enhances your reputation but can also help differentiate your business in an increasingly competitive market. Why Advanced Skin Treatments? For salons considering their next move, advanced skin technologies can offer several advantages: High-value treatment programmes Strong profit margins Growing consumer demand Opportunities to treat multiple skin concerns Increased client retention Enhanced business positioning  Treatments such as RF microneedling, skin rejuvenation, skin tightening, collagen stimulation, and advanced facial treatments are becoming increasingly popular as clients seek visible, long-term results. Building on Your Success The skills, consultation process, and client relationships you've developed through laser hair removal have already laid the foundation for growth. Adding advanced skin treatments isn't about starting again—it's about building on what's already working. For many salon owners, expanding into skin has become the natural next chapter in their business journey. It's an opportunity to increase revenue, strengthen client loyalty, and position your salon as a leader in advanced aesthetic treatments. So if your laser business is thriving and you're thinking about the future, perhaps it's time to ask yourself: Is skin your thing?

Are Clients Becoming More Sceptical of Beauty Claims? Why Evidence Matters Now More Than Ever

By Dee Malan • May 28, 2026
The beauty industry has never been more visible than it is today. Social media has opened the doors to endless treatment trends, dramatic before-and-afters and bold promises around what certain technologies can achieve. But whilst visibility has increased, so has scepticism. Today’s clients are more informed, more cautious and more selective about where they spend their money. They are researching treatments before booking, comparing providers online and questioning claims more than ever before. For salons and clinics, this shift is changing the way treatments are sold, positioned and delivered. The Rise of the Informed Client A few years ago, many clients relied heavily on recommendations from salons or word-of-mouth. Now, they often arrive at consultations already armed with information from TikTok, Instagram, Reddit, Google reviews, online forums and even AI. They have seen conflicting opinions, unrealistic results and treatments marketed as “miracle solutions” that may not always deliver long-term outcomes. As a result, many clients are becoming more cautious about what they believe and who they trust. This does not mean clients are losing interest in aesthetic or beauty treatments. In fact, demand continues to grow. However, expectations around transparency, professionalism and proof are evolving rapidly. Why Beauty Claims Are Being Questioned The accessibility of social media marketing has made it easier than ever for businesses to promote treatments. Whilst this has created opportunities for salons and clinics, it has also contributed to an increase in exaggerated claims and misinformation. Clients are becoming increasingly aware that: Filters and lighting can distort results Viral trends are not always backed by evidence Some treatments are oversold online Not every treatment is suitable for every individual Because of this, trust is becoming one of the most valuable assets a salon or clinic can build. Clients no longer simply want to hear that a treatment “works.” They want to understand: Why it works How it works Whether results are realistic What evidence supports it Whether the technology is reputable and clinically backed The Shift Towards Evidence-Based Beauty As the industry matures, evidence-based beauty is becoming increasingly important. Salons and clinics that invest in professional-grade, clinically-backed technology are often finding it easier to build long-term trust and credibility with their clients. This is where treatment consultations are becoming especially valuable. A consultation is no longer just a step before booking. It is an opportunity to educate clients, manage expectations and demonstrate expertise. When salons can confidently explain the science behind a treatment, the expected outcomes and why a specific technology has been chosen, clients are far more likely to feel reassured. Clinically-backed devices also help support these conversations. Instead of relying solely on trends or marketing language, salons can focus on treatment rationale, technology standards and real-world results. Transparency Is Becoming a Competitive Advantage One of the biggest shifts happening within the beauty industry is the move away from overpromising. Clients increasingly value honesty over perfection. In many cases, being transparent about treatment plans, timelines and realistic expectations can actually improve client trust and retention. This includes: Explaining that multiple sessions may be required Being honest about downtime or limitations Recommending alternative treatments when appropriate Prioritising suitability over sales Salons and clinics that take this approach are often building stronger, longer-lasting client relationships because they are positioning themselves as trusted professionals rather than simply service providers. Why Technology Choice Matters More Than Ever In an increasingly competitive market, the technology a salon or clinic chooses says a great deal about their business. Clients are becoming more aware of the difference between low-cost trend-led devices and established technologies backed by training, support and clinical credibility. Investing in trusted technology not only supports treatment outcomes, but also strengthens client confidence during consultations and throughout the treatment journey. As client scepticism grows, professionalism, education and evidence are quickly becoming the foundations of successful beauty businesses. Final Thoughts The beauty industry is evolving, and so are client expectations. Today’s clients are not simply buying treatments. They are buying trust, expertise and confidence in the experience they are investing in. For salons and clinics, this presents a real opportunity. Businesses that focus on transparency, education and clinically-backed technologies are likely to stand out in a market where credibility matters more than ever. At SMART Group, we believe the future of beauty lies in combining innovative technology with honest, evidence-led conversations that help salons build trust, loyalty and long-term growth.
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