Williams adds that “training and encouraging every
employee to go beyond just performing service steps and
striving to truly engage every customer is key.” “You should
learn guests’ names, learn their preferences and anticipate
their needs. Of course, to stay top of mind, spas can send out
newsletters and even host periodic networking receptions.
The key, however, is to not try to overtly sell anything. The
primary purpose should be to connect, engage and build a
strong relationship,” he advises.
The spa staff plays a key role in creating and maintaining
the loyalty relationship. “The staff can make or break a relationship with a guest. Make sure you understand guest
impressions of the staff and that proper, ongoing training for
guest service is in place,” says Gale.
FASTFACT
According to a Neilsen Global Online Consumer
Survey of 25,000 Internet consumers from 50
countries, 90 percent of online consumers
worldwide trust recommendations from
people they know; 70 percent trust consumer
opinions posted online.
Chernova believes that the staff’s primary role is to
“educate the client by providing genuine value, quality, advice
and tips.” She also advises spas to train their staff to make
“pre-booking a non-negotiable ritual.” She explains that time
and resources can be saved “if spas could do better at managing their client’s schedules to help them prioritize their health
and beauty, then they would have to do less ‘we miss you’
cards.”
Another way that Chernova builds relationships is by
appointing a “voice.” She explains, “I often recommend that
spas hire a ‘voice’ on the phone to dedicate a few hours per
day to call back new clients to ensure they loved their treatment, and re-book them if they left without a pre-booked
appointment. They also call any clients that fall below eight
weeks in visits.”
Williams sums it up by saying, “Ensure that everyone on
your team understands that the purpose of a spa is to renew
and reinvigorate people. Continuously emphasize that point
and talk with your team about how they can fulfill that
purpose through their specific role.”
The Bottom Line on Loyalty
Spas can’t afford to sweep their repeat customers under the
carpet and rely on them to keep coming back. You have to
actively engage and then re-engage them between visits. The
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Top Three Loyalty Techniques Pulse asks the following experts
to give their three most important tips on how to easily boost consumer loyalty.
1. Focus on pre-booking at least 80 percent of clients.
2. Offer memberships and loyalty cards.
3. Deliver results they can’t get elsewhere.
TANYA CHERNOVA • PRESIDENT, TANYA CHERNOVA
1. Create a frequency card.
2. Develop an anniversary and/or birthday discount for repeat guests.
3. Everyone should feel like a celebrity in your space, so treat the guest like they are
valued and special.
PORTER GALE • FORMER VICE PRESIDENT OF MARKETING, VIRGIN AMERICA
1. Make a list of ways to anticipate customer needs. There’s always an opportunity to
WOW someone.
2. When a gues