Great Spa Customer Service: Role of the Spa Provider

By Spa Lady on December 4th, 2008

My previous SPAPARAZZI article discussed customer service from the perspective of the spa patron, addressing what the spa patron could do to ensure receiving great customer service. This article (part 2) focuses on the role of the spa provider in that interaction.

As a spa manager or service provider you deal with customer moments of truth (MOTs) all the time. What is an MOT? Any interaction anyone in your spa has with anyone else, inside or out of your group. Every casual conversation where your spa’s name is spoken, every fax, phone call or mention of your facility.

My work as a trainer involves a sharp focus on customer service MOTs and a desire to improve them. Spa environments offer unique opportunities for transformation, for building powerful relationships and for creating community. Patrons visit you with openness, a sense of expectation and a desire for a powerful, positive, even healing experience. Such vulnerability is wonderful if your staff is well-trained on delivering extraordinary service.

The holidays bring fabulous opportunities to delight new patrons. People want to look their best for parties, so they make an appointment at a spa. People want to gift their friends or family with a nourishing fun experience instead of an object, so they purchase spa gift certificates. People receive spa gift certificates and they visit your facility for the first time. These are all golden opportunities. Are you ready to turn these new visitors into loyal long-term patrons?

While providing great service should be stated and developed as part of your spa’s overall mission and strategy, here are some tips to help you delight customers right now:

1. Provide training for everyone in your staff, not just on the services but also on etiquette, listening and communication skills and on how to delight patrons every time. This must include handling upset customers, handling customers with special needs, and resolving difficult situations. Everyone in your staff needs to be authentically courteous, polite, refined and responsive because patrons come to your facility in search of an uplifting and exquisite experience.

2. Ask your patrons to fill out comment cards about your facility, the services, the courtesy of staff. Remember, whatever you measure gets remembered. Whatever you focus on, grows. This is a way of communicating to your patrons that you care about their input and are interested in improving. It is a way to tell your staff you are observing, listening and aware.

3. Institute an attractive referral program to let you know how you are really doing. Patrons may write nice comments on a card, but where the rubber meets the road is in the decision to share that experience with someone else by way of a referral.

4. Make it easy for your staff to delight your patrons. Give them the know-how and the power to make a difference, to offer an alternative, to surprise a customer with a special offer.

5. Review comment cards and patron observations with your staff on a regular basis. Let staff know this is one of their measures of success and it is important to you and your spa. Elicit their ideas and creativity to address customer concerns.

6. Most importantly, align the day-to-day work your staff is performing to your spa’s mission and vision. Everyone wants to be part of something larger. Share your objectives, goals and your story with them. Ask your staff what they need in order to be better, more effective, more memorable to patrons. Provide the training, the help, the support, the incentives they seek.

As spa industry professionals, I’m sure many of you have ways of motivating staff and improving your relationships with your patrons. Share your comments here so that we can all continue to dazzle, delight and deliver exquisite spa customer service. Happy holidays!

ABOUT Adrilia V. Pedersen
SPAPARAZZI Featured Expert and Contributor

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.adriliapedersen.com/blog