SNAPSHOTSURVEY2011
REMEMBER: Visit the Snapshot Survey Portal at http:// snapshot. experienceispa. com to access results reports for the surveys you participated in or to purchase reports for the months you missed.
These charts were taken from the August 2011 ISPA Snapshot Survey on guest / client policies and procedures in which 267 ISPA members participated. The charts offer insight into spas’ guest preference tracking habits.
From the first chart, you can see that a large majority of spas( 84 percent) do track guest preferences. The second chart reveals that the receptionist position is the one most often responsible for collecting these preferences.
When your spa collects guest preferences, what are you asking? For many spas, the questions asked are probably the ones considered“ the usuals.” Do they prefer a male or female therapist? Do they have any allergies? Is there a certain pressure type they prefer? These are all important questions, but have you ever thought about digging deeper to make the spa experience truly customized and more enjoyable for your clients? It may be worthwhile to think outside the box when it comes to tracking guest preferences and how you collect this data. Sometimes the most useful nuggets of information don’ t come from a form, but actually come from a casual conversation. Encourage all staff, those who deal directly with clients and those who don’ t, to pay close attention when conversing with clients. Get everyone involved from therapists, to yoga instructors, food service staff and maintenance. You may be surprised at the results.
Incentivize all staff to go above and beyond when conversing with guests to elicit more personal responses. These conversations may draw out information you never thought to ask and provide those personal details that can go a long way in making the guest want to return again and again. Have staff members keep a sticky pad handy to jot notes when these occasions pop up.
Now, what types of information may help to make more customized experiences for your guests? Here are some ideas. Some questions may not pertain to your spa type, but may still help you get your creative juices flowing.
● Do they have pets? If so, find out names, types, etc. The next time the guest comes in, ask about the pet.
● If you serve wine to guests, find out if they prefer white or red wine. If their preference is white, then dig deeper – would they prefer a Chardonnay or a Riesling? Be sure to offer them their preference the next time they visit.
● If your spa is a resort / hotel spa, find out if they prefer down pillows. If they do, make sure when they return to their room, they find down pillows on their bed. These are just a few suggestions from members in the survey to get you started. Knowing what a guest wants, whether it relates specifically to the spa or not, may make the difference between a lifelong client and a one-time guest. Don’ t be afraid to dig a little deeper to create a truly customized experience for each of your guests. ■
November 2011 ■ PULSE 79