While doing some research I came across a promotional video from a spa company that sells franchises. The information they provided was solid and in alignment with what I had read in other materials. They stated that 17% of Americans received massages in 2004, which means the industry performed 117 million massages in 2004, and the day spa segment generated approximately $6 billion in sales. They also stated that Spa goers want: the ability to make appointments in the spur of the moment, Spa locations to be in high traffic central areas (preferably near other stores), and reasonable prices. This got me thinking about Spa customers and what it is that they really, really want from a Spa visit.

According to the most recent statistics published by the International Spa Association (ISPA) in 2006 we had; 13,757 Spas throughout the USA, with 131 million spa visits in 2005, and $9.7 billion in revenue generated by the Spa industry. These numbers simply continue to prove that the Day Spa Industry is growing and that we will continue to see new day spas opening near us. It also made me wonder about the level of services that is being provided. In a recent article published by The New York Times, what most consumers complained about was the inconsistency of the level of service in the treatment room.

As consumers we are bombarded by email promotions, fliers, newspaper ads, magazine ads, and local TV ads to entice us to try the newest Day Spa or the existing Day Spa in our community. Unless you are still in an area where you do not have any competition in a 40 mile radius, we are all competing for the same client; the one that is shopping in the same mall we are located at, or the one that resides only a few miles away from our business. We think we know what they want; we have extensive menus of services, we create excellent seasonal promotions, we cater to their needs, we keep their birthday dates and anniversary dates on file and we want to make sure they stay as our client for ever and ever. Yet, sometimes we forget the most important aspect of what we are supposed to be offering; I hear about expectations not being met, appointment times not being available, service not being equal to the last visit, etc. etc.

When we think of promotional practices we tend to think of specials, treatment series, gift certificates and discounts, which are typical sales strategies for all kinds of businesses. I submit to you, that in addition to the above you also have to consider the experience that all these customers will be receiving. Don't over promise and under deliver, because you will never see them again, and they will tell ten more people about their negative experience.

Everyone has competitors and just implementing something that is working at the Spa a block away will not insure increased sales or customer satisfaction. Service is the number ONE factor that contributes to a customer's overall satisfaction; it is the total experience what will have them coming back to you time after time. We all want to provide excellent customer service; we want 100% customer satisfaction. Then every action, every word, every gesture, every day, plays a part in the overall service experience. This includes any telephone interaction your client has with your spa; it includes the state of the facilities when they visit, was the changing area clean, were there enough towels, was Suzy at the Reception area efficient, pleasant and effective?

EVERYTHING counts! The promotion, advertisement, or special service might bring them in once, but it will NOT keep them coming if they do not leave feeling 100% satisfied. Marketing research data tells us that if a customer has a complaint, 54-70% of those customers will do business with you again. However if the complaint is resolved then 94% will give you another chance if it is resolved quickly, immediately on the spot. Complaints could happen daily and if not dealt with correctly, empathetically and with true care it will cause you to lose business.

I repeat: there is a lot of competition out there, it is not about offering the latest service, the latest product, the most advanced, and it is not about having the most expensively decorated facility with all the amenities imaginable. It is about offering the highest quality service for the best price. To meet these expectations and to rise above competition, it is up to you to ensure that every single team member at your location provides that 100% excellent customer service all day, every day, without fail. Our job as owners and/or managers is a never ending story, we have to want to do this every single day to be successful, it will not happen on its own. If we don't take the time to set up the foundation in our business, with the right employee selection, recruitment, training and follow-up, we will not be able to provide this level of service in a way that will have our clients coming back for more.

Let's continuously put ourselves in our customers' shoes and look at our services, our facility and our staff interactions from their perspective. If we do this every day and make the necessary adjustments to how we do business, we will be a step ahead of our competition. Here at Resources & Development we believe in excellence in customer service. Helping you to achieve greater customer service is part of who we are and why we exist. Let's roll up our sleeves and work together.

Zahira J. Coll is a Human Resources Executive, Executive Spa Director and business owner with over fourteen years (14) of experience in the hospitality industry. Ms. Coll has a unique combination of talents, expertise and experience. She began her career in Human Resources Management, and for the past eight years she has been involved in Hotel-Spa operations at an Executive level. She has participated in numerous projects as a Consultant, designing and implementing all the aspects of opening and operating a Spa, Hotel, Casino and Retail center. Ms. Coll is also Founder & CEO of Resources and Development.

Posted in Resources and Development, Spa Marketing, Spa Business Management • Share • Trackback

One Response to “What a Spa Customer Really Wants…”

1. Rene Says:
   August 16th, 2007 at 5:23 am

   This couldn't have been said or written better. This is exactly what I try to explain to my staff at every team meeting. Right on target!

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