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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.
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In this economy, there is no mistaking that we all are looking for ways to stretch our dollars. The VIP program created by The SpaWest 9th Street in Owen Sound, Ontario, helps clients do just that. “We have implemented a VIP program designed for the returning loyal client,” explains Mindy Biggar, co-owner. “VIP clients purchase the program and receive a portion of the fee back in gift certificates to be used toward services or retail products. VIP clients receive complimentary upgrades to all of their services, monthly gifts when they book appointments and discounts on retail product purchases. This program has brought great success, building strong client loyalty for our business.”
Word-of-mouth can be the best form of advertising, and some spas are choosing to put their reputation out in the open to generate new business. “I enhance and keep track of customer satisfaction through Yahoo! Local,” says Brenda Goebel Denesowicz, owner of The Bee Hive in Wilmington, DE. “I encourage my clients to send feedback based on the service performed, resulting in a positive or negative review, and to write it on Yahoo! Local. Not only does it keep my business and performance level at its very best, it reveals the true experience told directly from the client. Honesty is always the best policy. I continue to educate myself based on the feedback my clients are always encouraged to share, which then gives my business its direct ability to satisfy my clients’ needs.”
And don’t ever forget the redeeming feature that led you to this industry in the first place—the value of personalization and that human touch. “I write everyone a handwritten note of thanks,” says John Treadwell, esthetics director at Facial Rejuvenation FL in Vero Beach, FL. “I follow up with a phone call and e-mail, as well. Contact is important for satisfaction and also for booking future appointments.”
Ty Brown, an esthetician at VIP Services in South Lake Tahoe, CA, also uses this approach. “Anything that makes a personal connection between you and your clients will keep them coming back for more,” states Brown. “They could have gone anywhere, so thank them and show them how glad you are that they came to you.”
Customer service is so important in this day and age because loyal, satisfied clients make for a very profitable spa. Brenda Griffin, owner of Faces Plus in Tucson, AZ, sums this up best. “Your customer is your business, and not paying attention and taking care of them properly is a path to failure.”