What My Dog’s Daycare Taught Me About Client Loyalty
Yesterday (Tuesday) I canceled a boarding reservation I'd made for my dog. The reservation was for Thursday-Saturday, and I learned that they have a 72-hour cancellation policy, making my 48-hour cancellation late. Because of this, they would keep my $67 deposit. They probably told me about this policy, or had me sign something, but I honestly didn't know about it and assumed I could give 24 hours' notice. I didn't argue. I accepted the penalty and left.
The facts are that they had a policy and I violated it. As a business owner, I understand this and believe that policies are part of a healthy business. I wasn't going to argue or make it uncomfortable for them (or for me).
But as a good customer, I felt a little slighted. We've been customers since we moved in March and spend a lot of money there. Our dog goes to daycare about once a week, and we also use them for boarding. We have upcoming reservations on the books and are consistent. We've never canceled late or ghosted a reservation. We're good customers.
So I felt bummed. And I wasn't bummed because of the loss of money, but because I felt like they weren't recognizing that I was actually a good customer who made one mistake.
When I went back to pick up my dog, the receptionist informed me that they'd decided to credit me the deposit. I didn't ask for this and I wasn't a squeaky wheel. They could have easily just charged me and moved on with their day. But they chose to give me the credit, and in doing so they gained a lifelong customer.
Ok cool, but I’m a hairdresser? What does this have to do with me?
Strong relationships require trust, and extending grace to one another builds trust and therefore strengthens relationships. Our behind-the-chair businesses are built on trust.
I went from feeling let down by a business I loved to feeling trusted and supported by them. I went from considering another doggy daycare to telling my friends about them and leaving them positive reviews.
As hairdressers, we are in a VERY human-to-human business. Yes, we need policies, but before we decide to enforce them, we need to step back and look at the whole picture.
Is this the first time this client has violated your policy?
Is this client otherwise a good client who respects and supports your business?
Is this client brand new, and are you creating a first impression?
If you answered yes to these questions, I'd recommend offering grace. It's important that you state the policy to your client so they know they're in violation, but follow it up by letting them off the hook, just this once. Say something simple like:
“I wanted to let you know I do have a 72-hour cancellation policy to avoid being charged a fee. I’m going to waive that this time, but wanted to make you aware for next time.”
If they violate it again, by all means enforce your policy. I’m not advocating becoming a doormat.
But your truly good, trustworthy, and loyal clients? They will appreciate the kindness and they won't do it again. Because you extended them grace, you gained their trust which is the most valuable piece of building a successful behind-the-chair business. They will recommend you to their friends, leave you reviews, and pay your prices when you raise them. They will be your best customers because they trust you and they know you trust them.
Crediting my deposit was a tiny decision on their end, but these are the tiny decisions that build big, successful businesses over time. If you ever need a doggy daycare recommendation, I'm happy to share!
About Anny VanDriel
Anny is a salon owner and hairdresser educator who has been teaching pricing strategy and business confidence since 2021. She developed a strategic pricing framework that allowed her to steadily increase her income over 10 years while maintaining client loyalty and reducing her working hours. Through her Pricing Isn't Personal course, she helps hairdressers create sustainable, profitable businesses rooted in self-trust.
Connect with Anny on Instagram @annyvandriel