Excellent spa management ensures customer satisfaction

The aim of every business is to create customer loyalty and satisfaction with each visit and build a foundation of repeat and long-term clientele. This level of satisfaction and loyalty brings old customers back and gains a steady flow of new customers through word of mouth. However customer satisfaction is never guaranteed and does not come easy. The first challenge is to create a first impression that fulfill the expectations of each guests but the great challenge will be to maintain the standards so that each experience confirms the first impressions and experiences that the guest had.

The guests journey start with their first contact with the spa, takes shape the moment they entre the premises and continues until they leave again. Skillful, friendly employees, a clean and hygienic environment and attention to detail will allow guests to safe and cared for and will go along way to creating the perfect first impression all of which is only possible through sound and competent spa management skills.

Efficient spa management is created through a balance of a variety of factors, all of which contribute to offering a flawless guest experience.

1. Spa Business Management

Spa managers will need to be business minded and understand all aspects of running a profitable business. They will need to be able to create and implement budgets and financial forecasts, monthly P&L’s, Human Capital Management plans, as well as Marketing and PR campaigns to make the spa a success.

2. Operational requirements

Spa managers will need to ensure that the spa is consistently maintained to the required health and safety standards and also be fully stocked to be able to perform all treatments on the menu at all times. This includes familiarity with the lead and turn over times of the items used on a day to day bases such as insuring that both treatment and retail products are not out of date, that there is sufficient clean linen to cater to the spas needs and that disposable stock is ordered ahead of time. Managers will also need to build professional and supportive relationships with their suppliers, so that they can act quickly in times of an emergency. Ensuring bills are paid on time, networking and good communication with suppliers are vital for the successful running of a spa.

3. HR Management

Spa managers are responsible for understanding the business cycles of the spa and will need to create staff schedules to ensure the spa premises are utilized to the most optimal capacity to maximize profits. At the same time the manager will need to be sensitive to the needs and capabilities of the spa staff, to ensure that each treatment is performed to the standards required. Given how physically, emotionally and mentally demanding the role of a therapist can be, staffs will need to be able to take sufficient breaks to continue working their shift, while at the same time staff unitization needs to be as high as possible. It takes skill and experience to handle and motivate a spa staff team.

4. Guest Relations

Guests will always respond positively to a warm greeting, an intuitive and effortless journey through immaculate spa premises, flawless service and sensible, personalized recommendations but rarely understand the great skill and hard word required to achieve this.
Understanding what a guest wants and being able to build professional, authentic, service minded relationships with guests will be vital for a spa manager to be able to adjust the course of the spa to the ever-changing trends, demands and expectations of the industry. This includes gathering and responding to feedback, opinions, suggestions and complaints but also understanding and responding to the unspoken needs a guest may have when it comes to what the spa offers in its menus and retail sections.

Spa that have difficulties maintaining guest satisfaction and customer loyalty, should consider hiring a spa consultant who will be able to analyze the operation and suggest and implement strategies to turn the business around.

“The above opinions are purely a reflection of the author’s point of view. They do not reflect the position of Raison d’Etre.”