|

Call Us 1-888-700-8181

Ahhhh, spas... it seems that they’re more popular today than ever before. No longer considered the exclusive domain of either the chronically ill (therapeutic spas) or the rich and privileged (resort and destination spas), today’s spas provide people from all walks of life with unprecedented opportunities to enjoy a bit of pampering and a temporary reprieve from their hectic routines. Today’s fortunate consumer doesn’t need to travel to some exotic resort or Eastern European mineral springs for a deeply rejuvenating session - not when there’s a day spa just around the corner that offers much the same experience.

There are many different varieties of spas. There are club spas that cater to the fitness crowd; medical or dental spas that may combine treatment or cosmetic procedures with a pleasant dose of pampering; cruise-ship spas for coddling on the high seas; various types of holistic/alternative-health spas that center around “all-natural” therapies and treatments; resort or hotel spas that offer guests an extra touch of luxury; destination spas that attempt to foster permanent healthy changes in lifestyle; and day spas for the harried urban professional or frazzled house-spouse... and that’s just scratching the surface.

Despite their individual differences, all of these types of spas have a few key factors in common. The first and perhaps most obvious is that, like most businesses, their success depends upon the quality of the customer experience they offer. Virtually everyone in business talks about “customer experience” these days, but with spas, customer experience involves much more than the simple logistics of choosing and purchasing. As spas are focused on the health and well being of their clients - to a far greater extent than other types of businesses, such as retail stores or restaurants - there is a visceral, intimate dimension to the customer experience that other customer-oriented businesses lack. What most spas have in common is that each one in its own way promotes the concept of refreshing and renewing the body, mind, and spirit. Accordingly, there are certain “best practices” that apply to all spas, whether the smallest suburban day spot or the most luxurious resort venue.

Different spas offer different ranges of services. Many offer a wide selection of massage therapies and bodywork techniques; cosmetic treatments such as facials, body wraps, manicures and pedicures, hair removal, skin treatments, and the like; and various kinds of heat and cold therapies. Some provide their guests with beverages and healthy or gourmet snacks or meals. Some have swimming pools and hot tubs; some have hiking trails, gardens, or meditation areas. Some offer yoga classes or wellness workshops. The particulars aren’t so important for the purpose of this discussion. The main point is that a guest’s experience at a spa depends not so much on the specific services being offered but on the way they are delivered. In other words, it’s not the particular “treatment” that’s as important as the general treatment. Customers at any spa have a right to expect...

1. A proper welcome and customer orientation. Customers should be made to feel like warmly welcomed guests from the moment they step in the door. You should provide written material that clearly tells them all about your facility, the services or packages you offer and the rates for each one, your policies regarding gratuities, cancellations, and refunds, and so on. Also provide guests with a tour of the spa, introducing them, if possible, to all of the personnel who will providing services to them.
2. Cleanliness. It may or may not be next to Godliness, but it is required under various municipal statutes and state or federal laws. Beyond that, it’s just good policy and practice to make sure you are running an immaculate operation. After all, people are trusting you with their bodies. We’ve all heard the horror stories about unsanitary nail salons, but the potential for germs spreading at the typical full-service spa are even greater. Make sure that your spa meets or exceeds all applicable health regulations and that it not only looks, feels, and smells pristine, but is pristine.
3. Safety and security: Guests should know beyond a doubt that they don’t have to worry about having items stolen, or about being sexually or otherwise harassed. Emergency exits should be clearly marked and easily accessible, and of course you should have the proper liability insurance or the equivalent. Also, if alcohol is served on the premises, make sure you have proper licensing and that you and all of your staff have at least basic training in alcohol safety, in addition to general spa safety and practices. You don’t want obnoxious lushes ruining your other customers’ experience, and you most certainly don’t want any of your guests to leave your spa too impaired to drive.
4. Confidentiality and privacy. This is extraordinarily important for any spa. All dialogues, screening questionnaires, or interactions between guests and any service providers should be held in the strictest confidence. Make sure all guest information is properly filed in compliance with any applicable regulations. Guests need to feel confident that their most intimate secrets will not be accessed and shared in any way, shape, or form without their express consent, unless disclosure of their information is legally required. Guests should also feel comfortable that their privacy and modesty are respected and protected at all times, e.g., through proper draping techniques during treatments, and the provision of gender-specific changing areas when applicable.
5. Courtesy and consideration. Guests should feel that you are there to serve them, which in fact you are. This doesn’t mean that they have the right to order the staff around as if they’re servants, and your staff should feel that you have their back if a guest gets abusive. However, guests should always feel that they’re getting their money’s worth or more. Guests should also feel comfortable knowing that they have the right to stop any treatment or therapy at any time for any reason.
6. Competent, accommodating, and responsive staff. This goes hand-in-glove with numbers 3 and 5 above. Each staff member should be well trained not only in his or her specific areas of expertise, but also in customer relations and communication. Staff members should be able to understand and anticipate their guests’ needs, and they should be as committed to the vision and mission of your operation as you are. Guests should also feel that their feedback is welcome, and that any complaint, question, or suggestion will be taken seriously and promptly addressed. You and your staff should always be committed to learning how your clients are enjoying their experience, and how you can make it even better for them.
7. Consideration of special needs, and access to competent medical attention if needed. Make sure your facilities comply with all regulations and laws related to disability access, and that your orientation material clearly outlines your accommodations for people with special needs. All guests should be pre-screened for basic health issues that might contraindicate any type of treatment, therapy, activity, or service. And while your staff should have adequate training in basic lifesaving techniques such as CPR and the Heimlich Maneuver, you should also have access to qualified medical personnel in the rare event that medical care is needed. As mentioned in Item #3 above, proper insurance is a necessity as well.

Running a successful spa takes a lot of work, but it can be very rewarding. After all, you’re offering your clients a unique experience: a chance to escape their everyday worries and stresses, whether for a couple of hours, a few days, or a few weeks. And if you do it right, they’ll be gliding through your door again the next time they need a bit of relaxation and rejuvenation. Even better, they just might recommend you to their similarly frazzled friends and associates.

For the International Spa Association (ISPA) guidelines on Best Practices for the Spa Industry, click here: http://www.experienceispa.com/education-resources/global-best-practices/

Call us at
1-888-700-8181

 | Page loaded in 0.3487 seconds