Pulse June 2015 | Page 39

“Something to remember is that word-of-mouth alone is not enough to drive new business in, so a referral system needs to consist of a specific plan of action that would yield the desired results.” LaGrass thinks it’s important to make a referral program attainable in order to not discourage individuals. “Make it exciting and talk it up. Treat the person who refers you the most like a VIP to show you appreciate his or her business,” she says. For Micu, when planning a referral program, she recommends asking the basic questions: “Who is the target audience? How are you planning to ask for their referrals? What are you offering in exchange?” LaGrass says the easiest way to get the basics right is to ask spa guests which incentive they value most. “Send out a survey,” she suggests. “The program should be something they appreciate so going straight to the source is always a good idea.” When offering a voucher or credit, pay attention to details such as clearly communicating the small print qualifications (i.e., cannot be combined with other offers, available only at certain times or days, etc.) in order to avoid guest frustration and confusion. Marketing Right Getting staff and even resource partners’ buy-in to a referral program is an important part of the puzzle. “A spa can pair up with another establishment and cross-sell services at special prices. Our retail partners are usually great at assisting us with our incentive efforts by contributing with promotional events and products,” Micu says. She has seen word-of-mouth success through community events. “Educational seminars are perfect opportunities to educate existing guests and demonstrate to potential guests that your services are worth their interest. Gift cards or small complimentary touches are also wonderful opportunities to capture new guests and build on and solidify existing relationships,” she says. To help keep track with referred guests, JW Marriott The Rosseau Muskoka Resort & Spa uses SpaSoft/Springer-Miller Systems, which allows them to build guest history and leave notes on profiles. LaGrass, on the other hand, uses SpaBiz to keep track of member points. When marketing the program, she employs a mix of email blasts using Demandforce and social media promotions. “I find people to be very responsive on Instagram. They are also able to tag each other to help spread the word. Twitter and Facebook are great informative platforms that can be linked to email blasts or websites,” she says. As for print collateral, she suggests adding a “Referred by” line or box to help keep track of referrers. When it comes to referral programs, there’s truth to the saying: “Ask and you shall receive.” Micu thinks there’s a need to proactively ask for referrals; otherwise, they might not happen. “Something to remember is that word-of-mouth alone is not enough to drive new business in, so a referral system needs to consist of a specific plan of action that would yield the desired results,” Micu says. Ultimately, good customer service is a key element to a successful referral program, which is why it’s critical to get staff on board. “We need to make sure we deliver our promises and are genuine in our actions,” says Micu. “Having the team engaged in the referral process is crucial. Once the referral plan is laid out, communicate it to the team and ensure their buy-in. Each and every team member can then actively look for referrals by genuinely engaging customers, delivering great services and building relationships with guests.” n June 2015 n PULSE 37