the education
B y K E l l y H E i t z
the number one reason ispa conFerence & expo attendees return year-aFter-year is the high level of education they can directly apply to their businesses , careers and lives . As ISPA ’ s Speaker Selection Task Force diligently combs through hundreds of applications , interviews and video presentations , they ask themselves ( and each other ) one thing : how will this speaker connect with ISPA members ?
It ’ s so important that each session gives you the inspiration , motivation and ideas you desire to elevate yourself and your teams within the spa industry . ISPA ’ s Education Sessions are meant to connect you with actionable tools for success .
This is the Education Connection . Here you ’ ll find the 2018 ISPA Conference & Expo education speakers ( as of May 23 , 2018 ), their session descriptions and how they ’ ll help you make the connection between the ISPA Conference and home . Use this guide to make note of the sessions you don ’ t want to miss and head to attendispa . com to check out the latest speaker additions !
custoMEr sErvicE
mind the Gap — how to avoid Gaps in spa Guests ’ experiences
“ Guests will buy at their value , not yours !”
speaker : anja eva keller petruccelli
steve Jobs , the Lost interview : Lessons on Leadership
“ Look for invisible opportunities where everyone else only sees visible limitations .”
speaker : Jeff tobe this session Will connect you With … New benchmarks for evaluating spa / wellness / fitness offerings in your establishment . Excellent service is the ability to deliver what a provider promises , which means that providers first need to know and define what they want and can deliver . This is based on both individual needs and guest expectations .
session description : In today ’ s spa industry , where base products and services are often very similar among competitors , it is essential for spa businesses to create unique guest experiences that establish a long-term advantage over the competition . This session explains how customer delight is created by identifying and removing key gaps in the spa guest ’ s experience . By weaving theoretical models into applicable real-life examples from spa operations , this session will show you what dimensions of the spa experience matter most to guests .
top 3 takeaways you Won ’ t go Home Without : 1 . Reasons why common customer satisfaction is not sufficient for a sustainable competitive business advantage . 2 . How customer delight is created by identifying and removing gaps in the spa guest ’ s service experience . 3 . Guests ’ basic requirements for service and how a business can “ wow ” their guests and truly make a difference .
this session Will connect you With … Ways to set yourself apart from everyone else and turn your business model upside down by first designing a new customer experience , and then working backwards to make that experience happen .
session description : Using clips from a never-before-seen 1995 TV interview with Steve Jobs , Tobe gets people discussing their dreams , their game plan and even spa “ rules ” that they could potentially break . What ’ s the most audacious thing you would do in your business if you knew you couldn ’ t fail ? Where could you go to get new ideas for your organization ? Why do teams become siloed and how do we
34 PULSE ■ July 2018