Best Spa Business Practices: Shining On When Things Go Wrong
In a Spa? Things going wrong? Never. Yet we all know what I’m talking about. Just because you cater to a discerning clientele and you train your staff on treatments as well as great customer service doesn’t mean things never go wrong. We cater to people’s high expectations. People are unique. Things can and do go wrong. But here’s the key: When things go wrong, having an action plan to handle and resolve the issue makes all the difference. This must be part and parcel of your training. It must be part of your customer service and customer recovery strategy.
1. Have an easy way for your employees to alert you about things not going so great. Perhaps they post a color or a prop on their stations, press a button, or display something that alerts you as a spa manager to stop by and talk with the customer. In Japan’s auto manufacturing facilities such a device is called “andon”. Whenever something’s wrong, fixing that becomes the priority. Everyone pulls together to make it right. It makes a lot of sense. A mistake can and does affect the entire operation: moods, environment, outcomes, profitability. But in your relaxed spa environment this happens seamlessly — the customer doesn’t have to know you’ve been called over.
2. It is essential for you as spa manager to immediately have direct contact with the patron as soon as something goes wrong. Speak with your customer one on one. They will more likely to tell you what went wrong once the technician or staff member has stepped away. Empathize with your customer and apologize for the inconvenience. Doing this does not mean you are accepting blame, you are just letting them know you are sorry about how they feel. Most of the time, empathy and an apology diffuse anger and can help improve your patron’s emotional state.
3. Take responsibility to help make it better. Listen carefully to your patron. Something I find fascinating is that if we listen, people do tell us what it is they want. Do not assume they want money back, or free treatments. People’s values are quite diverse. Some patrons want only to be heard, or an apology or respect. Offer options and discuss possibilities for making it right. If nothing seems to appease them, ask them: “What do you think is a fair way to resolve this?”
4. Remember that a dissatisfied patron is often hurting. Most people don’t like to complain, indispose someone else or make a scene. They feel they’ve been let down, taken advantage of, disrespected or ignored. It is your job to not just make it better but to turn the entire interaction around so that you can exceed the spa customer’s expectations even in this difficult situation.
5. If it’s in your power, provide what the customer suggested as fair, plus (and this is where great spas shine) provide something more.
6. Assure the customer sincerely that you understand, that you are grateful for their feedback, and that you will take care of making things right for them.
7. If applicable, follow up the next day with a written apology and/or an update on what has been (or will be) done. This follow-up could include a “thank you for letting us know” handwritten note, a delivery of flowers, or another token of respect, good will and appreciation.
8. If a future no charge treatment is scheduled, make sure you are present when the spa customer arrives and at the beginning of their session with your staff member. Your presence is your statement that you take this seriously and are making sure it gets addressed satisfactorily. It tells your customer you are in charge and aware, plus it sets the tone for a comfortable, easy and positive interaction between the patron and the staff person (no hard feelings).
Being able to delight customers when things go wrong is remembered, gets talked about and can soon help position our spas among the best and greatest.
As spa industry professionals, I’m sure you have your own special touch for improving relationships with your patrons. Please leave a comment here so that we can all continue to dazzle, delight and deliver exquisite spa experiences to our customers.
ABOUT Adrilia V. Pedersen
Adrilia V. Pedersen is a professional trainer, speaker and consultant experienced in customer service, marketing and publishing. She has helped businesses in the U.S., Mexico and Canada to develop multicultural marketing initiatives, train and motivate personnel and succeed through shared values. She inspires people and companies to grow and unfold their highest potential. Her blog can be found at www.adriliavpedersen.com/blog
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