Pulse May 2018 - Page 52

to drive the long-term success of the business.” Pick any industry, from eyeglasses (Warby Parker) to mattresses (Casper), and you will see similar examples of companies with a laser- focus on the experience. With this newfound focus in mind, here are four steps every spa can take to begin making tweaks to their own unique customer experience offerings. 1. REVISIT YOUR PURPOSE Passion and purpose are the fuel of your work. You know all about purpose if you’ve ever had a job where you struggled to find motivation. Distilling deeper meaning from the work you do is essential to doing it well—to waking up every day and giving your best effort. When you work for reasons more intentional than just making a profit, it shows. In a 2014 Harvard Business Review article titled From Purpose to Impact, authors Nick Craig and Scott A. Snook describe purpose as “who you are and what makes you distinctive.” They add, “It’s not what you do, it’s how you do your job and why—the strengths and passions you bring to the table no matter where you’re seated.” I couldn’t agree more. Every spa should develop a purpose statement. Better yet, they should make it known to their customers. When done correctly, a purpose statement is a reminder of the “why” behind the work of you and your organization. It’s a reminder to yourself, your staff and your customers that you are committed to something grander than just earning a living. I strongly encourage you to take a step back and think about the reasons you’re in this business. What are your ultimate goals? To enrich the lives of your customers? To help them find a moment of solace in their day? Use these questions to kickstart your organization’s purpose statement. 50 PULSE ■ May 2018 3 Companies Who Remain True to Their Purpose it’s not enough to just create the ultimate purpose statement, you must take actions to constantly fulfill it. here are some examples of companies who make conscious decisions to remain true to their purpose. 1. Ritz-Carlton Purpose: The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests. Sticking to It: everything from the company’s “Credo” to its extensive employee training program ensures their purpose is not only shown through guest experience, but also instilled in each employee. ritz-Carlton’s motto, “We are ladies and gentlemen serving ladies and gentlemen,” shows employee value while giving them a huge purpose to work towards. 2. CVS Purpose: “Helping people on their path to better health.” Sticking to It: When CvS decided to discontinue the sale of tobacco products at its u.S. retail locations and leave billions of dollars in revenue on the table, people were shocked. at the time, the company’s Ceo said, “put simply, the sale of tobacco products is inconsistent with our purpose.” in a crowded market, CvS’ decision to put purpose ahead of profit could have been costly, but the dedication worked heavily in their favor. 2. ISPA Purpose: “To be the leader in promoting and enhancing the well-being of the spa industry and the people it serves.” Sticking to It: iSpa’s purpose and vision are one in the same and the staff works every day to embody it. Through resources like the iSpa academy and ground- breaking research initiatives, iSpa serves its members by serving the entire spa industry as a whole. 2. REMEMBER WHAT YOU’RE REALLY SELLING Spas sell a variety of products and services, from massages and beauty treatments to skin care products. While these are what your customers purchase, they’re ultimately not what keeps them coming back. What you’re really selling are feelings. More than anything else, you’re selling the way your customers feel when they engage with your brand—things like relaxation, escape, connection and even self-confidence. The product is not the experience. Customers can buy “stuff”—from massages to shampoo—anywhere. Yet they choose the places that make them feel the most connected, appreciated and important. Ask your most loyal guests why they are so loyal, and it will likely have something to do with the way they feel. This realization is important because it gives more weight to every inter ѥ)ݕȁ䁅)ѽ̸QЁȁ́)͕ȁѥ̰́)͕ѼɽՍ̰ѥձє)́ȁɽ٥Օ)ѥ!܁ԁЁ