Industry Update
Opinion Article 8 January 2019

How to Boost Customer Experience in a Spa Centre

By Lillian Connors, Senior Digital Marketing Strategist at Bizzmark

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With the growth and development of the spa industry, the quality demands on customer service have risen as well. In order to satisfy those requirements and boost your customers' experience, you need to aim at establishing a premium resort spa service.

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Whether the visitors are there to write a report for the travel magazine or simply enjoy a day of relaxation and rejuvenation, they are looking for an outstanding service for their money's worth. Here are several aspects you need to work on in order to impress your spa guests.

First impressions

In the hospitality industry, first impressions count immensely. The basic rules of hospitality etiquette dictate that you greet your guests warmly and politely immediately upon their arrival and always answer the phone within three rings. Be formal at the reception and address your guests by their last name until given permission to use their first name.

Formal language and high level of professionalism is expected of all staff members, but they do need to show excitement and enthusiasm as well. The best way to achieve this is to train your staff in common reception interactions and teach them essential language and phrasing that will differentiate a four-star from a five-star establishment.

Customer navigation

After the check-in, the next step in high-quality customer service is the wet area or the locker room. Offer new clients a tour of the premises, show them how everything operates and where all the amenities are located, so they can find their way between services.

It's absolutely imperative that all the slippers, robes and towels are clean and without stains or odours. It goes without saying that all the amenities must be spotless with all the attendants present and ready to meet the clients' needs.

This is particularly important for the pool area and the pool itself. If you don't have a pool installed, a contemporary swim spa imposes itself as the logical choice, owing to the ease of installation and maintenance.

The guests will expect a full service by the poolside: refreshing drinks, dry towels and a quiet and respectful communication with the attendants. This is a perfect opportunity for the staff members to make the best possible impact on the guests and their experience. They should be able to anticipate their needs and be willing to help and engage in pleasant conversation if the guests ask.

Stellar service

A critical role in a stellar customer service is played by the aestheticians and massage therapists. If the staff's performance is exceptional, the guests will keep coming back even without all the extra luxuries.

Such a service includes more than just fine manners, professionalism and polite language. It also involves proper product knowledge, timing, draping, adjusting to preferences and a calm presence. For instance, a consultation before the massage session is an important step to take, as it will help in determining the exact preferences and expectations of the client.

Classy extras

As attention is in the details, giving your guests a few classy extras will make an enormous difference in service quality and their satisfaction. For instance, providing a safe space for jewellery, phones and other valuables, adjustable tables and beds, lighting and music options will make your guests feel pampered.

All the rooms need to be pristinely clean, spacious, quiet and tastefully decorated, with all the elements that might be needed for a massage or beauty session stocked ahead and within easy reach. It will make your guests feel extra special and cared for if the staff know their first name and schedule so they can guide the clients personally to their next treatment or back to the lounge area.

Final feedback

When your guests are checking out, make sure you point out your satisfaction and if there are any negative comments, address them immediately. It's essential you express your gratitude and offer to book an additional appointment.

Never solicit any gratuity, but if it's the guest's choice to leave one, make it simple and safe. All staff members should be instructed in a clear gratuity handling policy in order to avoid any confusion. In addition, sending a follow-up thank you note is always a nice detail.

Although trends in the spa industry constantly change, what all the guests look for in the end is the feeling of being special, important and cared for. It's not just about spectacular amenities and great massages. Sincerity, respect and appreciation is what will boost your customers' experience. It all comes down to mastering the art of customer service and doing it from the heart.

Lillian Connors

As a senior digital marketing consultant, Lillian Connors believes that the question of business goes far beyond the maximization of profit through different money-grabbing ploys. Instead, she likes to think that ethical principles should be at the core of every commercial venture, paving the way for much more balanced distribution of wealth on a global scale.

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