Spa Marketing Resources: Customer Service

Guidelines for Great Customer Service

By Denise Smith

Getting customers through your doors and into your treatment rooms is a function of your marketing efforts. We all know these efforts can be costly and sometimes challenging. One would think that keeping customers would be a whole lot easier. After all, you’ve hired great therapists, and each one individually tries her best to provide a superior customer experience. Why then do so many day spas have high customer turnover over and what can you do to improve customer retention rates?

Think Like a Customer. What are your customers’ needs, and how do you turn customers into "repeat buyers" and advocates for your business?

Start by thinking like your customers. In general, all customers are looking for dependable, quality service. They want to know they’ll be treated with respect each and every time they interact with anyone in your business. Each contact must be highly satisfying and create value for them. This starts with credible marketing claims and continues through every customer touch point in your organization.

It’s incumbent upon every member your staff to take responsibility for the overall impression of your business. That’s what teamwork is all about. It means moving beyond individual decisions and responsibilities in the treatment room to ensuring customer expectations are met on every level. Provide an exemplary spa experience and your customers will return over and over again.

Deliver on your brand promise.  Your clients want to know they can trust you to deliver on the brand promise made in your advertisements and on your website. If you promote a new product and/or service and it falls short of expectations, how you and your staff react to the customer’s dissatisfaction will make or break the relationship. It’s possible the quality may actually take a second seat to the action you take to remedy the inadequacy.

Make it easy to do business with you.  Every member of your organization should have a thorough knowledge of your services and (at the very minimum) a general knowledge of all your products. Beyond the obvious cross-sell and up-sell opportunities, this presents clients with a seamless impression of your business. Granted each therapist will be most familiar with the products used in their specialty. They should, however, be able to intelligently and enthusiastically converse about product benefits across disciplines.

Train your employees to listen to your customers.  Reward employees for really listening to customers and solving their problems. Train them to respectfully listen so they can understand the customer’s real issues. Whenever possible, give them the authority to resolve problems without having to bring those problems to you.

Believe your customers.  There will be times when you receive complaints about products or services. Don’t be defensive and don’t engage in debates or force adherence to obscure policies or rules. Respectfully listen and try to believe what clients are telling you. For instance, if a customer returns a product and claims an adverse skin reaction, try your best to believe the person and her claim. In general, people are honest and when treated with respect, they’ll remain loyal and become advocates for your business.

Clean up your website and make it customer-centric.  Got old, outdated or poorly organized information? Is it hard for site visitors to find what they’re looking for? Does your website copy clearly communicate your marketing message and "on purpose brand experience?"

A well-designed site has a self-service knowledge base which provides answers to most questions that customers might ask. By providing this information you greatly reduce the number of incoming calls and email volume, which allows your staff to provide better service. Improved customer service strengthens your brand and increases sales.

React to customer complaints and fix problems promptly.  Every customer complaint should be taken seriously and acted upon. If you are one of the many day spas using customer surveys to identify areas needing improvement, be sure to collect and read the information regularly. When a customer takes the time to communicate a service issue, it’s important to show concern by fixing the problem. As tired and worn out as it sounds, "actions do speak louder than words" and problem resolution will leave a favorable impression with your clients. Have an action plan to regain customer trust.

If you make a mistake, admit it, fix it and move on.  There’s no point in trying to whitewash matters. Apologize, make the problem right, and move forward.

Return calls and email promptly. Nothing is more maddening than waiting days (or weeks) for a call back or email reply. There’s no excuse for that kind of poor service and customers won’t put up with it.

Great customer service must be the mantra of every one of your employees. Every customer who enters your day spa experiences it horizontally across several departments – even if they’re only coming in for a single service. Therefore, no single therapist is responsible for the total customer experience. A totally satisfying customer experience can only be had when an organization works together as a team to deliver superior customer service.

You’ve heard this before but it’s worth repeating: "Customers vote with their feet." Don’t force them to go elsewhere. Make customer service your number one priority and keep them for life. Remember, nothing is more profitable than a loyal, satisfied customer!

Isn’t it about time to move your business to the next level? Call 860-655-2283 or email us at: .