There are so many wonderful and unique
qualities about successful Spas. Hoping and guessing are not their business strategies.
They collect timely, actionable feedback, so that they have reliable data from
Guests and clearly understand the true impact of their policies, strategies, products
and services. Using meaningful data provides Spa managers a basis for predictions
of their success and for business sustainability. The key is to collect important
information so that the Spa management team can analyze and use it as a basis
for their decisions and to develop effective strategies.
Simple tools to
collect data are the most effective. An easy tool to begin with is a "How
are you now?" chart similar to this.
Because
the goal of most Spas is to have a positive impact on their Guests, a simple way
to identify how they are feeling when they arrive and again when they leave can
provide the Spa management team valuable information. "Moving Guests to the
Right" becomes a Spa-wide goal and is a key indicator of the teamwork and
effectiveness of the overall Spa business.
Using real Guest data helps focus
the Spa on Guests and what they need. When Guests feel valued, they begin to market
the advantages of being a Guest at your Spa. Improved word-of-mouth advertising
relieves the pressure to spend money on advertising. It can also provide a more
credible message such as 98% of our Guests leave anxious to refer others. Letting
Guests tell your story is smart Spa business.
In addition to the information
that the Spa receives, it can provide a subtle reminder to Guests that referrals
are welcome and encouraged. By collecting information from Guests on referral
rates, the Spa managers can analyze it, turn it into knowledge and know exactly
what works best.
Many Guests are anxious to provide feedback, and the most
effective management teams are anxious to receive it. Managers who really want
to know have a distinct business advantage over those who rely on guessing how
their Guests feel and hoping that they will tell us what we need to hear. In fact,
when we have real knowledge, we can make informed decisions, which are clearly
more cost-effective and can sustain profits.
This
article was written by Linda Bankoski, Managing Director of Education and Assessment,
SpaQuality LLC. It is SpaQuality's
goal to offer Spa Owners and Managers - through education, standards, assessment
and certification - a framework to achieve a Sustainable Spa Business with: 
