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Great Customer Service + Happy Clients = Profitability

By: Melinda Taschetta-Millane
Posted: June 28, 2010, from the July 2010 issue of Skin Inc. magazine.

Is customer service your spa's No. 1 priority?

During every visit, your clients are evaluating your spa on the quality of service they receive, as well as their overall experience. So how do you ensure that every service you provide is a great one?

We all know that for every one complaint your spa receives, there are at least 10 more disgruntled clients out there who won’t give you the courtesy of discussing their complaint with you; however, they gladly will share it with their entire network of friends and family—and via Facebook and Twitter, too. Is that a risk you are willing to take?

In a recent Vocal Point online survey, we asked our audience what methods they had put into place in their spas to stay on top of the pulse of customer satisfaction. “We used to send out group e-mails, but now are starting to do personal e-mails from the technician, and include product or service suggestions, as well as a personal note,” says Pam Moore,owner of Mapleshade Spa in Dallas.

Tonya Atkinson, an esthetician at Impres Salon Spa in Traverse City, Michigan, explains that her spa takes a refreshingly unusual approach to keep customer service in check. “Sometimes you can get into a rut and become unaware of the fact that the way you are greeting clients is less than professional,” she says. “We role play and videotape it from the clients’ perspective. This helps us all to be aware of what customer service is and how it looks.”