Pulse May 2018 - Page 50

IT’S ALL THE BY ADAM HOETTE These are challenging Times for reTailers, and spas are no excepTion. customer loyalty, retention and profit margins are constantly in flux like never before. it’s more difficult than ever to be seen by the market as a provider of unique offerings. Wouldn’t it be great if there were a way to improve these metrics, with little risk and great potential reward? fortunately, there is a way—the customer experience. improving the customer experience (cx) is one of the most inexpensive, immediate and impactful paths spas can take to address these challenges. it is the ultimate low-hanging fruit— offering a simple and tangible means of increasing customer loyalty and creating valuable differentiation. in this article we’ll explore this concept further, with the goal of better understanding how experiential thinking can help spa brands stand out in a crowded and noisy market. 48 PULSE ■ May 2018