Software is a tool that can be used for the most basic functions or employed with deeper purpose. Here’s how technology can add a personal touch in your spa.
When it comes to talking about technology in the spa, wellness, and hospitality industries, a frequently expressed concern is that its use will remove the “personal touch” from the guest experience.
But technology doesn’t have to create distance. Its impact depends entirely on how it’s used.
Software, for example, is a tool. And, like any other tool, it can be used for the most basic functions or employed with deeper purpose. The most basic function of a shovel is to dig holes. A greater function may be planting trees to benefit natural resources, improve wildlife habitats and provide oxygen. Similarly, software can just be used to book your appointments and track KPIs, or it can also be used to build meaningful relationships with your guests.
Here are four relationship building techniques and how software can help.
Software allows your team to log all of your guest information in one place and to access that information when needed. Centrally managed notes and document tracking help therapists build customer profiles and make personal connections. The note taking function allows you to keep track of more than just customer preferences and purchase history. Never forget a conversation topic! If a guest mentions going on vacation, buying a house, or a sister giving birth, take down that information and your team members can later follow up on it during the next visit – “How was your trip to Cancun?” “How’s the house? Are you settled in?” “How is your sister’s baby?” – which demonstrates that you are paying attention. People enjoy feeling that someone is listening when they talk and paying attention to what they are saying.
Remember the little things
Central guest profiling and automatic alerts give your staff quick access to all of your customer information, across multiple locations. Access purchase history, preferences, and more, collected at various points of contact. This makes it easy to personalize guest experience across all of your locations. Know your guests’ wants and needs before they even arrive at your spa, and greet them with something you know they will love. Keep notes of customers’ important dates, like birthdays and anniversaries, so you can acknowledge and celebrate these by offering special gifts. Again, it’s about demonstrating that you are paying attention. This level of personalization makes people feel seen and appreciated. There may be no stronger relationship builder than making someone feel seen and appreciated.
Ask for feedback
After a guest leaves a spa appointment, it’s a good idea to send out a customer satisfaction or NPS (net promoter score) survey and ask if they are happy with their experience. It’s said that most people who are dissatisfied with an experience with a company won’t complain, they just won’t come back. If you ask, however, they may be more likely to tell you. If you want to know whether a customer is happy or not, you have to ask. Send a customer satisfaction survey and find out. If the guest is happy, now may be a good time to ask for a review or a referral. If the guest is not happy, now is the time to find out why and see what you can do to change that, perhaps by offering an apology, a free service, a discount, or a gift, before the guest leaves a bad review online.
Stay in touch
Now that you have gathered all that guest information, use it to stay in touch. You know when they last purchased a skincare product, so you can follow up two months later, when it would likely be about to run out, and ask if they would like to replenish. You know when their birthday and anniversary is; email a birthday greeting with a discount code or offer of a free gift or service. Stay in touch. That’s what friends do.
Technology can create distance or it can enhance relationships and bring people closer together. Which one it does is up to you.
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Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.