Report on the New York Spa and Resort Expo and Conference 2008
by Julie Register
I've attended each Spa & Resort and Medical Spa Expo and Conference since the first one in 2002. This year the 7th annual event was held at the Jacob Javits Center September 21-22. I attended on Monday September 22. I listened to four presentations and include details about two of them below:Excellent Customer Service and How to Deliver it by Tammy Pahel and Angee Smithee and the Media Speak Out moderated by Nancy Trent with editors from Allure, Elle, Daily Candy and Massage and Bodywork. I spent the rest of the day touring the Expo.
you know why client don't return to the spa? According to Tammy and Angee:
The two most complained about areas of the spa from a customer service standpoint are the front desk and locker room which is often understaffed.
The focus has to be on the guest from the first contact with the spa. Angee reminds us, "you never have a second chance to make a first impression." The receptionist has to be an excellent multi-tasker. The receptionist is expected to provide one-on-one focus to the clients while checking in 10 clients at a time, answering the phone, remembering the client's name, keeping eye contact, smiling and keeping the positive energy flowing. For as important as these positions are, the front desk staff is usually the most underpaid.
Spas can't blame their staff for things they haven't been trained on. Operations manuals are necessary, yet over 50% of spas don't have them. Operations manuals show what is expected.
While 68% of clients leave for discourteous service, the percentage is probably higher. Most clients don't provide feedback on bad experiences. They don't complain. They just don't come back. The spa never has a chance to "rescue them." Spas should encourage guests to provide feedback. Give them an incentive to do so to thank them for their time. Train staff to listen to the response to the "how was your service" question. Look at the guest's facial expression and body language. Listen to the tone of their voice. You'll know if they were satisfied or not. Take action if they were not.
It costs 5 times more money to attract new customers as it does to keep an existing customer. Keep in touch with your guests to promote retention. Call them. Thank them. Tell them you'd like to see them again soon.
Don't let anyone leave the business upset. Fix the problem immediately. If guests leave, they won't come back. The average customer that has had a bad experience tells 9 others. The average customer that has had a good experience tells 3 others. If there's a problem, apologize. Pay attention to what they say. Listen with the intent to understand, not with the intent to respond. Write their complaints down. Promise to fix the problem. Thank them. They must believe you care. Everyone can live with a mistake if it's handled well. If a complaint is resolved, 70% of customers will return. If a complaint is resolved quickly, it increases to 90%.
keys of customer service
customer service behaviors:
Follow the mobil 5 star guidelines.
Where do story ideas come from?
Nancy: What should be in a press
Nancy: What about
Nancy: What is the best way to approach
Nancy: What are your deadlines? Newspapers have a 1 day
lead, some magazines have a 4-6 month lead time, some 1-2 months.
Do you like desk sides? (meetings at editor's office)
How many emails do you get?
Nancy: Do you have advice on packages?
Nancy: What do you do with packages
that are hard to open?
Nancy: Do you like press parties?
Nancy: What are your pet peeves?
What about celebrities?
Nancy: What about PR?
Nancy: How often
do you go to spas?
Los Angeles, CA
Spa & Resort Expo & Conference/Medical Spa Expo & Conference
Los Angeles Convention Center
February 21-22, 2009
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