What do customers look for or expect when visiting a spa? - Part 2
When deciding to visit a spa, there are those who exactly know what they want. Likewise, there are others who are nervous with the idea of going to a spa. Many people have their first spa experience when they receive a gift voucher to a spa. Being unfamiliar with the finer points of spa etiquette and anxious about what will happen, many of them avoid using it. Some may research on the internet about the services offered in spa treatments, and then call up the establishment and set an appointment for the visit to the spa.
Staff should not be seen idly walking around, talking to the front office receptionist, or playing with their cell phones on their intermission as that would be a downside for the spa. It is important to note that staff should act professional at all times, and give a positive outlook of the operations of the spa. The restroom should be stocked with necessities, pleasant hand soap, lotion or even a scented candle to showcase the ideal spa operation. The expectation of a client when visiting a spa is to experience consistently acceptable good and valuable service.
To create an exceptional service in the best interests of the client, many opportunities can be used in a professional manner to achieve this. For example, a facial treatment is given to relax and beautify the skin of the client. But should the therapist spend half the time in trying to up-sell the products of the spa during the therapy session, then the question of properly ‘nurturing the client’ is unfulfilled. You can inform and educate the client at the proper time after the therapy is completed, by inquiring if the client enjoyed the treatment. In doing so, one can assess their concerns and make suggestions or recommend products that might be useful to them. Providing information to the client, on what products are available in the spa, for the client to purchase - if he/she desires to do so, must be subtle. The key fundamental in client care is to communicate correctly. To meet the goals of clients, the skin care professional must know what is required from them the moment they step into the therapy room.
The smallest and simplest of gestures speak volumes on the professionalism of the spa establishment. The thoughtfulness in offering a hot beverage of tea or a cold fruit-infused glass of water at the end of the therapy or spa session, gives the client the feeling of being nurtured and rejuvenated.
The spa professionals need to communicate and listen carefully to learn what the clients may need. To connect with the clients, the professionals need to set-up opportunities that arise in educating and informing about the services offered by the spa. Since the spa professionals treat so many clients, and keeping mental track of minor details of each client is not possible, so it is advisable to document the client’s history and preferences. This conveys a sense of commitment by the professional that they care for their customers by writing and recording their details. It also sets up a platform for the client to re-visit the spa.
To cultivate a good client relationship one is required to go above and beyond providing just a good service at the spa. A highly skilled technician should always ask if you’ve ever had the treatment elsewhere; once the treatment begins, they’ll generally ask you several times how you’re doing, or if they’re pressure is too light, too heavy, etc., Whatever the issue a discontented guest or client has (perhaps it happened on the first visit or at another time), the spa staff must have the requisite skills to handle the situation with professionalism, politeness, and understanding. When things go wrong they must act promptly to rectify the client’s dissatisfaction with the aim of re- gaining the client’s respect and loyalty.
Surveys are a great way to utilize customer feedback. It measures the client’s satisfaction, strengthens the staff members resolve towards enhanced customer care and is a good way to share accountability within the business infrastructure. In surveys of social media and public forums, it is vital to make the business practices ‘useful tools ‘in researching bad customer ratings too - not just the good ones. This enables the spa to read in a balanced manner, the client’s reviews, their personal insight or perception of visiting the establishment, and, their thoughts on the treatments offered and the customer service they encountered at the spa.
Of the many ingredients that go into operating a spa, the most important of them is ‘first impressions ‘. The difference between a successful spa and a struggling one is, that you get that ‘one chance to make that first impression’ work by offering a service of exceptional standard - from the very first point-of-contact by the customer or client.
MEHROON WAHAB
The writer is a former media representative for ‘Spa Asia’ and it was during her tenure that the Singapore based magazine published a feature on Sri Lankan Spas in 2005.
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