TOP  5  TIPS  TO    KEEP  CUSTOMERS  COMING  BACK    

Unlike  many  service  businesses,  spas  understand  the  importance  of  marke8ng  to  get  new  clients  in  their  doors.  A=er  all,  there  are  a  lot  of  spas  in  the  marketplace,  and  standing  out  is  crucial  to  staying  ahead.  Building  your  brand,  focusing  on  a  target  client  group,  using  social  media,  ge?ng  media  recogni8on  –the  marke8ng  list  goes  on,  and  it  can  feel  like  a  full-­‐8me  job.      What  happens  a:er  your  markeAng  efforts  pay  off  and  you  enAce  a  new  client  to  contact  your  spa,  schedule  a  service,  and  show  up  for  that  appointment?      To  get  your  money’s  worth  from  your  marke8ng,  you’ve  got  to  get  the  client  to  come  back.  Otherwise,  your  marke8ng  budget  will  keep  increasing  as  you  con8nue  to  aFract  one-­‐8me  only  customers,  which  is  not  a  recipe  for  long-­‐term  success.      Following  these  five  simple  but  important  steps  should  be  part  of  your  orienta8on  and  training  process  for  both  customer  service  and  service  staff  and  prac8ced  on  every  client,  every  day.  In  this  guide  you’ll  learn  how  to:    •  BUILD  THE  RELATIONSHIP    •  FOCUS  ON  THE  ENVIRONMENT    •  HOOK  CUSTOMERS  WITH  RETAIL    •  CUE  THE  CUSTOMER  EXECUTE  ON  THE  BASICS    

BUILD  THE  RELATIONSHIP    You’re  not  just  filling  appointments;  you’re  star8ng  rela8onships  with  your  customers  and  hopefully  long-­‐las8ng  ones  at  that.  With  personalized  and  polite  service  from  your  staff,  customers  will  feel  connected  to  your  spa.    

     

Today,  poten8al  customers  typically  first  interact  with  your  spa  through  your  website  or  Facebook  page,  which  should  share  the  personality  of  your  business,  be  welcoming  and  inclusive,  and  make  it  easy  to  book  a  service.      From  the  8me  a  customer  places  a  call  to  your  spa  to  their  arrival  and  beyond,  make  sure  that  your  staff:              The  customer’s  name  should  be  used  a  few  8mes  during  their  visit  to  make  their  experience  more  personal.  When  they  arrive  for  their  service,  they  should  be  welcomed  immediately  and  treated  as  though  they  were  a  guest  in  your  home.      Staff  should  be  polite  and  able  to  answer  any  ques8ons,  and  the  customers  should  look  forward  to  their  next  visit.    

1   BUILD  THE  RELATIONSHIP    

Communicate  clearly,  especially  when  answering  

the  phone.    Use  the  customer’s  name.    

Engages  the  customer  in  a  conversa8on  while  

comple8ng  standard  tasks  such  as  taking  an  

appointment  or  checking  the  customer  out.    

FOCUS  ON  THE  ENVIRONMENT      AFen8on  to  detail  can  make  or  break  your  success  at  bringing  in  repeat  clients.  The  liFle  things  can  make  a  big  impact  on  their  experience.    

 

When  was  the  last  8me  you  had  a  service  in  your  spa  or  used  a  mystery  shopper?  It’s  difficult  to  see  your  spa  through  the  eyes  of  a  client  but  important  to  do  so.      Some  ques8ons  you  should  ask  yourself  about  your  spa  might  include:    •  Is  everything  as  clean  as  it  should  be?    •  Is  the  staff  in  uniform?    •  Is  the  sea8ng  comfortable?    •  Are  the  magazines  less  than  three  months  old?    •  Do  you  offer  half  &  half  for  your  coffee  or  honey  for  tea?      Small  disappointments  like  these  can  add  up  to  an  underwhelming  experience.  Se?ng  up  a  schedule  to  review  your  spa’s  environment  can  help  you  an8cipate  customers’  needs  and  requests,  so  they  don’t  have  to  ask,  which  can  make  a  big  difference.    

 

2   FOCUS  ON  THE  ENVIRONMENT    

?  ?  

HOOK  CUSTOMERS    WITH  RETAIL      Did  you  know  that  if  a  customer  purchases  a  retail  product,  it  can  have  a  major  impact  on  whether  or  not  they  return?  

 

Many  studies  indicate  that  the  likeliness  of  a  customer  returning  increases  anywhere  from  25%-­‐75%  when  they  purchase  a  retail  product  from  you.  A=er  all,  they  can’t  exactly  go  home  and  recreate  the  relaxing  experience  you  labored  over  without  professional-­‐grade  tools  and  products,  can  they?    

 

You  can  also  encourage  customers  to  purchase  products  by  simplifying  the  process.  If  you  use  so=ware  with  a  mobile  app,  you  should  train  your  staff  to  upsell  the  client  during  their  service.  They  can  add  the  item  to  client’s  order  directly  from  their  treatment  area,  which  increases  the  ease  and  likelihood  of  the  client  making  the  purchase.    

 

Encouraging  your  staff  to  sell  retail  products  through  rewards  or  compensa8on  can  improve  the  chances  of  capturing  a  follow-­‐up  appointment,  so  make  sure  you  train  your  staff  to  upsell.  Using  this  tac8c  along  with  easy  purchasing  can  help  customers  take  a  piece  of  your  spa  home  with  them  and  set  your  spa  apart.    

3   HOOK  CUSTOMERS  WITH  RETAIL    

CUE  THE  CUSTOMERS  AT  CHECKOUT      No  one  likes  to  feel  unsure,  especially  at  check-­‐out  a=er  a  relaxing  treatment.    

Train  your  technicians  and  customer  service  staff  to  guide  customers  through  the  check-­‐out  process  in  terms  of  8pping,  comment  cards,  and  retail  purchases.  Your  staff  can  use  this  as  an  opportunity  to  encourage  booking  a  follow-­‐up  appointment.      A  great  way  to  do  this  would  be  to  men8on:      “Most  people  book  their  next  appointment  before  they  leave  so  they  can  get  their  preferred  day  and  Ame.”        Another  tac8c  could  be:        “You  look  so  relaxed!  Would  you  like  to  make  a  follow-­‐up  appointment  today?”        You  might  think  that  most  clients  will  say  they  they’re  not  sure  about  their  schedule.  But  for  every  five  customers  you  ask,  one  will  say  “That’s  a  good  idea!”  This  added  convenience  will  not  only  put  your  customers  at  ease,  but  will  also  ensure  a  follow  up  visit.    

4   CUE  THE  CUSTOMERS  AT  CHECKOUT    

EXECUTE  ON  THE  BASICS      Don’t  let  this  obvious  rule  get  lost  in  the  details.  Performing  an  excellent  service  is  the  most  important  step  to  remember.  

Nothing  will  ruin  a  customer’s  experience  more  than  a  sub-­‐par  service.  Ironing  out  these  details  should  come  first,  and  engraining  this  concept  in  your  technicians  and  customer  service  staff  should  come  first  in  all  of  your  training.      

Areas  for  you  to  focus  on  include:                        Giving  your  customers  the  experience  they  pay  for  and  expect  cannot  be  achieved  without  basic  tenets  for  you  and  your  staff  to  live  by.  Establish  these  standards,  train  your  team  to  follow  them,  and  provide  your  customers  with  an  experience  that  will  bring  them  back  through  your  doors  8me  a=er  8me.    

5   CUE  THE  CUSTOMERS  AT  CHECKOUT    

Providing  customers  with  a  high-­‐  quality  

massage.    

Offering  them  an  expert  wellness  experience.    

Employing  well-­‐trained  and  professional-­‐looking  staff.    

Training  staff  to  consult  with  customers  and  deliver  on  spoken  and  unspoken  desires.    

We’re  happy  you  took  the  8me  to  read  this  guide  and  hope  these  8ps  give  you  ideas  to  make  the  most  out  of  your  marke8ng  dollars  and  keep  your  customers  coming  back  again  and  again.  It’s  never  too  late  to  implement  these  concepts,  and  u8lizing  unified  spa  management  so=ware  can  put  you  on  the  fast  track  to  improving  your  customer  rela8onships.      SpaBooker  can  help  you  implement  all  of  these  8ps,  so  feel  free  to  call  us  at  1.866.966.9798  or  visit  www.spa-­‐booker.com  for  a  free  demonstra8on.