Management Sponsored by
Since 1991, the Customer Service Group has sponsored Customer Service Week. This year it’s being held from October 3-7. Customer Service Week is an international event devoted to recognizing the importance of customer service and honoring the people on the front lines of the service revolution.
Richard Shapiro, founder and president of The Center For Client Retention and author of the book, The Welcomer Edge: Unlocking the Secrets to Repeat Business (Vantage Point, 2012), states that, in most cases, a company’s frontline associates can be an organization’s best competitive advantage and the secret to securing repeat business.
Shapiro has several suggestions for improving customer satisfaction and gaining repeat customers for owners and managers of spas and skin care facilities. Shapiro states, “There is no dispute that the industry makes customers feel good about themselves through their services and products, which is a great first step.” But, he feels that spas and skin care facilities could dramatically increase their revenues and boost their profits by implementing some of his suggestions. Shapiro says that it costs five to six times as much to bring in a new customer than it does to keep the ones you have, so retention is the key to any business. Shapiro also believes that two key positions in any spa or skin care facility are the associates who make appointments or field questions from prospective clients and the receptionist who first greets potential and existing clients.
1. Make sure that every one of your frontline associates is capable of making a good first impression. First impressions are made within the first 10 seconds. You never have a second opportunity to make a warm and welcoming first impression. He suggests that owners and managers call into their places of business and see how the people sound on the phone. What kind of first impression do they make? Do they sound welcoming? Do they sound friendly? Do they try to obtain the person’s name and use it during the conversation?
2. Show appreciation to your clients. Thanking clients in a meaningful and thoughtful manner on every customer/frontline encounter shows clients that you care about them and appreciate their business. In addition to the skin care professionals thanking clients in a sincere manner, make sure that the receptionist also thanks clients as they are leaving your place of business.