Pulse June 2018 - Page 41

1. the first impression. You want to make sure the client’s first impression with your spa is a lasting one. This means the booking process needs to be seamless. The spa may be a busy place, but the client should never get that vibe from your staff. Short- tempered, rushed staff are a sure way to make a bad impression. Ensure excellent customer service starts at the beginning by training reception staff on customer service best practices. Additionally, online booking takes some pressure off the desk staff and is a huge convenience for the client; they can book anytime, anywhere. Who doesn’t love that? 2. Have clear company Protocols. Nothing turns a person off more than rude and unprofes- sional staff, and because you can’t be there for every customer interaction, you must trust your employees are always making customer service their priority. Make sure your company has a protocol for everything from staff cell phone use to client interactions. Once you do, your staff needs ongoing training and education on company protocols and expectations to remain present with customers. 3. Explain your Process. Think way back to the first time you stepped into a spa. Were you nervous? Unsure? Often, first-time clients who have never experienced a spa treatment are in for a surprise when they are not explained the process step- by-step. Take the time to explain your services, policies and expectations to new clients. They’ll appreciate the one- on-one time your staff gives them, plus there won’t be any unwanted surprises. “The word ‘no’ was not an option. If it was legal and moral, we would make the request happen. I have carried this lesson with me to the deepest depths of my core.” Be sure to have the ISPA Code of Conduct displayed in guest-facing areas, or go a step further and give the guest a copy of the code during their spa mini- orientation. 4. anticipate Needs. A client’s spa experience should be seamless; never a moment of uncer- tainty or need. From the moment they walk in the door—a greeting, a smile, coat taken, refreshment offered, service confirmed—to the treatment room— correct temperature, music, comfortable treatment table, a place to change and store personal items—a spa client should never have to ask for anything, practitioners should anticipate needs before they arise. Once a client’s preferences are determined, save that information so everything can be easily customized on their next visit. 5. regular staff Meetings. 6. set sMart goals. Frequent staff meetings and one-on-one meetings are a good way to build trust with your employees by genuinely listening, asking for feedback, focusing on amplifying people’s strengths and learning to work together as a team for the same common goal. Open communication can foster a team atmosphere that will help in dealing with customer needs. According to the November 2016 ISPA Snapshot Survey on customer loyalty, less than half of spa respondents said they track customer retention goals. Our teams cannot be held accountable if they are not provided realistic expecta- tions, the tools to do their job and goals to measure their successes. I am a fan of setting Smart, Measurable, Achievable, Relevant and Timely goals. So, instead of just setting a vague goal to offer exceptional customer service, turn it into a SMART goal by saying, “our goal is to receive a guest satisfaction score for the month of June of 4.5 or higher out of 5.” This goal is a SMART goal that everyone will be able to quantify. Maybe even add in an incentive if the team reaches the goal. June 2018 ■ PULSE 39