Opening a day spa requires a significant investment. There is no doubt the competition is fierce and risk is high. As of July 2007, there were 14,600 spas in the United States. While annual revenues reached $9.4 billion dollars, spending was down from the previous year. Business owners are sometimes left wondering why new customers don't return or established customers quit coming. What keeps their bottom line from growing?
Running a day spa is a monumental task and as with any business, owners and managers are likely unable to see their business through the eyes of their customers, better yet through the eyes of new customers. Yet, many business owners risk earning and keeping customers by working without a Customer Service Program in place. Having a CRP saves time in the long run by creating a customer service structure that can be duplicated. It is a simple road map for insuring outcomes.
Both as a consumer and in my former capacity as a skin care sales executive, I have visited hundreds of salons and spas in a number of states in the U.S. as well as in several foreign countries. I have often wanted to share my observations, things I think owners should be interested in hearing.
Poor Phone Technique
Having a well trained front desk staff is imperative. Some businesses feel so strongly about this, they have a dedicated staff in place to perform this job. Are telephones answered in a timely manner without having to place callers on hold for several minutes? If placing a customer on hold is unavoidable, do you have specific verbiage? There is a big difference between placing a customer on hold by asking, “May I please place you on brief hold,” rather than a hasty “Hold please” before switching away. Sound familiar? I hope not.
Secondly, are staff members trained in suggestive selling to assist customers in booking more than just basic services? Can they recommend treatments and describe the benefits through first hand experience? Do they know what brand products are used and something special about them?
Rank treatments over the past 3 months. Are you satisfied your service offerings are well represented in actual bookings? If specialty treatments are falling by the wayside, everyone loses. The customer misses out on an opportunity for increased benefits and satisfaction. Treatment revenues suffer and depending on your compensation structure, technicians are probably losing out as well. Also, you can factor in losses for premium priced products that are sitting on the shelf getting old.
New Clients
You don't get a second chance to make a positive first impression. Does your staff identify new clients? Do you have a protocol for first time clients? Make certain new customers are being properly handled. Do they know how to locate your business? Are they informed of any special policies such as cancellation or what form of payment you accept? I recently witnessed a customer checking out after receiving a manicure who intended to use debit card, to be informed the shop only accepted cash or checks. Had the policy been explained at the time the appointment was made, an awkward situation would have been avoided.
And, most people can identify with trying to find their way to a new and unfamiliar location. Poor or inaccurate directions can turn a first visit to your spa into an exercise in frustration. Minimize the risk your client will connect a negative experience with their first visit by making sure directions are part of the handling procedure when schedule appointments for new clients. Also, make sure your front desk staff is capable of providing directions to callers en route to their appointment.
Flag first time customers and assign a greeter. Give them a tour of the spa and explanation of the services you offer. Introduce them to service providers who perform services other than those they are having. Explain special amenities such as beverage service, relaxation area, re-booking discounts or other features that set you apart from your competition. Remember, it takes on average, three visits to win a customer.
Not very many businesses are taking the time to thank customers for coming. Whether the contact includes a special offer or not, a mailed thank you is a nice touch.
Getting Too Casual
The service industry, granted, is a very personal business. But don't allow your staff, or yourself to fall into the habit of becoming too familiar with customers. Personally, I don't enjoy having a service while technicians chat about their headache; fights with their boyfriend or, heaven forbid gossip about customers. While technicians may forge friendships with certain clients, personal conversations should be kept out of the workplace. Personal conversations make newcomers feel like outsiders and increase the likelihood they will not return.
