My morning really started off crummy. I raced to a dealership to have my car serviced. When I arrived at the dealership cars were parked everywhere. I found an empty spot near the service area, parked, and headed for my appointment. Before I got inside, a gentleman asked what I needed and I told him I had an appointment to have my Volvo serviced. He said, “you need to park it in there” pointing to an area that would require backing up 30 feet and then finding a way to maneuver a sharp turn into the covered service area. I got in my car, backed up 30 feet, went over a raised section of the parking lot, almost got hit by a car entering the same service area and failed at my attempt to get to the right spot.

Humiliated, I looked up to find the entire service team not moving an inch but all highly amused by my efforts. Needless to say, I won’t use their services again, but as I waited to be picked up I thought of all the touch points (customer interactions) I had with the dealership in that short time. If they had managed them correctly I would have left feeling great and ready to recommend them to friends and family.

I counted 5 touch points that occurred before I actually spoke to a service team member at the dealership. If they were given the insight to analyze each touch point through the eyes of the customer they could identify the gaps in service and fix them. Managing and refining their operation practices in the first 2 minutes of a customer's experience would have a tangible impact on their bottom line.

Create a customer service map that outlines your spa client’s service experience. By looking through the eyes of a customer you can create an organization designed around their desired buying experience. It will translate to customers by making them feel special, important and valued every time they use your services. Creating a consistent customer service experience is the means to an end–brand power.

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