top 5 tips to keep customers coming back | spabooker
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Relationships are a key part of business and in life in general. Not only building those relationships, but maintaining them. Get to know your customers, their likes and dislikes, what products they buy, it will make all the difference.TRANSCRIPT
TOP 5 TIPS TO KEEP CUSTOMERS COMING BACK
Unlike many service businesses, spas understand the importance of marke8ng to get new clients in their doors. A=er all, there are a lot of spas in the marketplace, and standing out is crucial to staying ahead. Building your brand, focusing on a target client group, using social media, ge?ng media recogni8on –the marke8ng list goes on, and it can feel like a full-‐8me job. What happens a:er your markeAng efforts pay off and you enAce a new client to contact your spa, schedule a service, and show up for that appointment? To get your money’s worth from your marke8ng, you’ve got to get the client to come back. Otherwise, your marke8ng budget will keep increasing as you con8nue to aFract one-‐8me only customers, which is not a recipe for long-‐term success. Following these five simple but important steps should be part of your orienta8on and training process for both customer service and service staff and prac8ced on every client, every day. In this guide you’ll learn how to: • BUILD THE RELATIONSHIP • FOCUS ON THE ENVIRONMENT • HOOK CUSTOMERS WITH RETAIL • CUE THE CUSTOMER EXECUTE ON THE BASICS
BUILD THE RELATIONSHIP You’re not just filling appointments; you’re star8ng rela8onships with your customers and hopefully long-‐las8ng ones at that. With personalized and polite service from your staff, customers will feel connected to your spa.
Today, poten8al customers typically first interact with your spa through your website or Facebook page, which should share the personality of your business, be welcoming and inclusive, and make it easy to book a service. From the 8me a customer places a call to your spa to their arrival and beyond, make sure that your staff: The customer’s name should be used a few 8mes during their visit to make their experience more personal. When they arrive for their service, they should be welcomed immediately and treated as though they were a guest in your home. Staff should be polite and able to answer any ques8ons, and the customers should look forward to their next visit.
1 BUILD THE RELATIONSHIP
Communicate clearly, especially when answering
the phone. Use the customer’s name.
Engages the customer in a conversa8on while
comple8ng standard tasks such as taking an
appointment or checking the customer out.
FOCUS ON THE ENVIRONMENT AFen8on to detail can make or break your success at bringing in repeat clients. The liFle things can make a big impact on their experience.
When was the last 8me you had a service in your spa or used a mystery shopper? It’s difficult to see your spa through the eyes of a client but important to do so. Some ques8ons you should ask yourself about your spa might include: • Is everything as clean as it should be? • Is the staff in uniform? • Is the sea8ng comfortable? • Are the magazines less than three months old? • Do you offer half & half for your coffee or honey for tea? Small disappointments like these can add up to an underwhelming experience. Se?ng up a schedule to review your spa’s environment can help you an8cipate customers’ needs and requests, so they don’t have to ask, which can make a big difference.
2 FOCUS ON THE ENVIRONMENT
? ?
HOOK CUSTOMERS WITH RETAIL Did you know that if a customer purchases a retail product, it can have a major impact on whether or not they return?
Many studies indicate that the likeliness of a customer returning increases anywhere from 25%-‐75% when they purchase a retail product from you. A=er all, they can’t exactly go home and recreate the relaxing experience you labored over without professional-‐grade tools and products, can they?
You can also encourage customers to purchase products by simplifying the process. If you use so=ware with a mobile app, you should train your staff to upsell the client during their service. They can add the item to client’s order directly from their treatment area, which increases the ease and likelihood of the client making the purchase.
Encouraging your staff to sell retail products through rewards or compensa8on can improve the chances of capturing a follow-‐up appointment, so make sure you train your staff to upsell. Using this tac8c along with easy purchasing can help customers take a piece of your spa home with them and set your spa apart.
3 HOOK CUSTOMERS WITH RETAIL
CUE THE CUSTOMERS AT CHECKOUT No one likes to feel unsure, especially at check-‐out a=er a relaxing treatment.
Train your technicians and customer service staff to guide customers through the check-‐out process in terms of 8pping, comment cards, and retail purchases. Your staff can use this as an opportunity to encourage booking a follow-‐up appointment. A great way to do this would be to men8on: “Most people book their next appointment before they leave so they can get their preferred day and Ame.” Another tac8c could be: “You look so relaxed! Would you like to make a follow-‐up appointment today?” You might think that most clients will say they they’re not sure about their schedule. But for every five customers you ask, one will say “That’s a good idea!” This added convenience will not only put your customers at ease, but will also ensure a follow up visit.
4 CUE THE CUSTOMERS AT CHECKOUT
EXECUTE ON THE BASICS Don’t let this obvious rule get lost in the details. Performing an excellent service is the most important step to remember.
Nothing will ruin a customer’s experience more than a sub-‐par service. Ironing out these details should come first, and engraining this concept in your technicians and customer service staff should come first in all of your training.
Areas for you to focus on include: Giving your customers the experience they pay for and expect cannot be achieved without basic tenets for you and your staff to live by. Establish these standards, train your team to follow them, and provide your customers with an experience that will bring them back through your doors 8me a=er 8me.
5 CUE THE CUSTOMERS AT CHECKOUT
Providing customers with a high-‐ quality
massage.
Offering them an expert wellness experience.
Employing well-‐trained and professional-‐looking staff.
Training staff to consult with customers and deliver on spoken and unspoken desires.
We’re happy you took the 8me to read this guide and hope these 8ps give you ideas to make the most out of your marke8ng dollars and keep your customers coming back again and again. It’s never too late to implement these concepts, and u8lizing unified spa management so=ware can put you on the fast track to improving your customer rela8onships. SpaBooker can help you implement all of these 8ps, so feel free to call us at 1.866.966.9798 or visit www.spa-‐booker.com for a free demonstra8on.