Creating A Lasting Impression
In this highly competitive market, creating a strong client
foundation is imperative to the health of a business. However, it isn’t enough
to find new clients and get them through your doors—there must be additional
operational components designed to keep new clients coming back for more. It is
not enough to simply advertise or to offer great services. Every detail of a
client’s experience must be perfect because each client is a unique
opportunity to expand the financial prowess of the spa. Each day is a battle to
find and then cultivate clients who will build a sturdy foundation of regular
spa enthusiasts to spread the word about the spa.
Case in point: my mom, a retired emergency room nurse who in
68 years never made time to visit a spa. Over the holidays I treated her to a
day at The Spa at Camelback Inn in Scottsdale, Ariz. For nearly one week she
bemoaned the fact that it would be too expensive and she didn’t need it. I assured her that she would love the experience, but she
resisted all the way to the front door of the spa. What happened next made a
lasting impression and secured a new customer for years to come.
Once inside the beautifully appointed facility, we were
greeted with a warm reception and impeccable service. The front-desk staff did
everything right from the start—from correctly pronouncing our names and
confirming our treatments to taking us on a tour and explaining all of the
amenities at our disposal for the entire day. Right around the time she slipped
into a plush robe and comfortable slippers, the apprehension began to fade from
her face. After our treatments I can honestly say she was beaming not
only from the luxurious signature facial treatment but also from the impeccable
service received from the esthetician.
The rest of the day was spent using the many amenities and
relaxing by the pool while my mom chose which treatments she would receive on
future visits. In fact, she returned to the spa a few weeks later to purchase
a gift certificate for my Christmas stocking and one for herself. Now that’s
good customer service.
Remember, each client is a unique opportunity to expand the
financial prowess of your facility. Turn to our Tools of the Trade column on
page 20 to find out more.
I hope you enjoy this issue, which is packed full of articles
to help boost your profits. Features include “Spa Trends” for 2005 and “Advances
In Anti-Aging Spa Treatments.” Both articles outline the most popular services
that can attract new and existing customers to your facility. Also, our spa
profiles examine the success stories at Bathhouse Spa at THEhotel at Mandalay
Bay and Metamorphosis Day Spa in New York City.
Please feel free to contact me at (480) 990-1101, ext. 1119 or
e-mail me at jbizzozero@vpico.com. I remind you that SPA 20/20™ is available
to you 24 hours a day, seven days a week at www.spa20-20.com.
Here’s looking forward to a successful new year,
Judie Bizzozero
Group Editorial Director
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