SPA FOCUS
NICK COUTTS
CEO, HOLMES PLACE IBERIA
CUSTOMER SERVICE have a clear identity and must
As with many businesses, the best advertising for a spa be unique to your spa/club.
is a satisfi ed client. Word of mouth is even more critical LOYALTY PROGRAMME
when clients may feel vulnerable – for example at spas, hair Offer a direct debit payment programme that provides
salons, dentists, doctors. advantages (discounts and preferential services) to clients
•
Pre-defi ne each client’s objective and ask how much time and makes payments more straightforward. Particularly for
they’d like to dedicate to their treatment treatments that are to be taken as a course, this helps to
•
Create the impression that it’s the client selecting the reinforce the discipline of regular appointments. Also hold
treatment/product and booking time, including offering regular open days in partnership with key suppliers, inviting
more than one time slot so the client can choose client members to trials of new treatments and products.
•
Provide a waiting list service PRODUCT SALES
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Explain the cancellation policy confi dently The client must receive an excellent level of product
•
Provide a booking card to those who book at the recommendation from the therapist. This is normally
reception desk, and phone all clients the day before their presented as a continuation of the spa programme for the
treatment to confi rm their booking client to administer at home.
•
Ask clients to arrive 10 minutes early to relax and prepare TRAINING AND DEVELOPMENT
for their treatment – and to avoid backlogs caused by delays A comprehensive, high quality initial orientation and training
•
Capture and keep on fi le all client and treatment records for spa staff is fundamental. This must cover all aspects of
•
Make personal recommendations after the treatment treatments and products – staff should be able to answer any
CREATE A USP questions about these – but also the wider context of the
In today’s competitive market, it’s essential to offer a point purpose, vision, proposition and positioning of the company
of differentiation. Whatever it is – signature treatments or and brand. Ongoing in-spa coaching and professional training is
products, merchandise, atmosphere/environment – it must also key to maintaining standards, and ideally should be backed
up by quality assessments and audits.
SENSUAL EXPERIENCE
Therapists should The client must feel they’re getting value for money, with all
recommend products of their senses touched positively. Soft music should always
for home use be playing in the relaxation areas and should also be available
in treatment rooms. In particular, the smell of the spa must
be managed correctly, and the spa and changing areas must
be spotlessly clean and well-maintained at all times.
.COM
MARKETING
T
O
The annual marketing plan should be revisited and, if need
be, revised every month. An up-to-date competitor study
OCKPHO
should also be developed and regularly referred to, ensuring
©IST
pricing, offer and positioning is always relevant and correct.
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