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.

Work stations and treatment rooms aren't home away from home for your employees. While a personal item or two are useful to establish rapport, they can detract from the professionalism of your business. There is a big difference between being personable and too personal. Keep it professional.

Smoking

It amazes me that any spa or salon owner would allow employees to smoke in front of the business. Smoking has become less and less acceptable, especially in an industry that is becoming more closely associated with wellness. Even spa owners who keep smoking during work hours out of client view should realize the odor that clings to the hands and clothes of a smoker can be extremely unpleasant to customers.

Unhappy Customers

What if you had a customer who was uncomfortable because they hadn't been given clear instructions about where to wait or what to do after changing? What if a claustrophobic client was left during a facial while under mask and became anxious? The first situation I witnessed when a bathrobe clad male client, popped his head into the reception area of a spa at a 5 Star property to ask what he should do next. The second situation was told to me by a woman who said she was so embarrassed she would never go back. Neither situation was anyone's fault. Both could be easily remedied by a clear customer service process.

Many successful business owners ask customers for feed back. CSI, or customer satisfaction index is an essential component of an effective Customer Service Program. You must ask for customer input to validate your program is on track. A client survey at checkout is possibly the best method as customers can submit their comments anonymously.

Another popular method is the E-mail survey, though it may prove less reliable as customers may hesitate to provide negative feedback when they can be identified. Another technique is to incorporate a postage paid return survey with a client appreciation offer. A program like this can be conducted bi-annually or annually and will reinforce client loyalty while providing valuable feedback. There is additional cost to choosing this method, but when weighed against of the cost of losing business to your competitors, it winds up being a bargain.

Will your spa pass the Customer Service IQ test? Start with a clear customer service process in place. Monitor customer satisfaction through feedback. If you establish a program up front, you will be much more likely to earn a passing grade.