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Strive for Extraordinary

By Annette Delagrange
Posted: April 23, 2008, from the September 2007 issue of Skin Inc. magazine.

The Skin Inc. magazine team regularly reviews its branding. We investigate questions such as: Does our image portray our mission in our message to you, the reader? Does our customer service reflect our mission to you? Are we providing what we claim? Are we doing anything extra to enhance your experience with us?
     This last question easily detours me to extraordinary spa experiences. Extraordinary is not solely due to the treatment, or the therapist’s level of skill. A luxurious touch includes seeing rose petals strewn from the treatment room shower to the table or hearing melodic chimes after a treatment. A bit of indigenous flora or fauna tied with a ribbon and resting on the treatment bed is equally as pleasing as the visual and wafting aroma of a perfect orchid floating in a bowl of water in view from the face cradle. These are examples of unexpected treatment elements that intensify a spa-goer’s experience and leave a memorable impression—the kind she is likely to talk about and share with others. The gift of delightful surprise is a powerful tool in topping off your clients’ visits. The focus—rightly  so—is on the treatment itself, technique and service; however, spending the time and generating the creativity for hallmark touches adds the element of thoughtful pampering and surprise.
     Speaking of pampering, what are you doing for yourself to rejuvenate and relax? Perhaps you’re coming off a summer vacation. You most likely are gearing up for a busy holiday season no matter what your role—spa owner, manager, director or esthetician. As one spa-going friend of mine says, “Spas are in the business of extending life.”
     Do you have a source to replenish yourself as you renew others? Possibly you have reciprocal rights at nearby spas. Or a friend at work to discuss, encourage, and understand what you deal with, without a negative attitude, can help you unpack stress. Are you paying attention to your exercise and diet? Making time for recreation and relaxation rather than letting the work hours mount? Rested and refreshed will produce better decisions in a shorter amount of time. Take time for yourself in the coming months. You will personally benefit, plus be a role model to your clients and employees.
     Internally, we at Skin Inc. magazine are returning our focus on how we, in publishing, can achieve that something extra that will delight you, our reader. Does our image portray our mission in our message to you, the reader? Does our customer service reflect our mission to you? Are we providing what we claim? Are we doing anything extra to enhance your experience with us? Incidentally, any feedback you’d like to give to these questions is welcomed and encouraged. Let us be your go-to for that extra little something unexpected.

Annette Delagrange
Publisher