Did you know it costs five to seven times more money and effort to get a new client than to keep an existing one? If you want to reduce turnover in your spa and save money at the same time, you need a client care system. Building a good system and training your staff takes time upfront, but will save you money in the end.
Take these steps to build a Client Care System and you’ll improve your retention rate, increase your referrals and that every client is treated like a VIP by every member of your staff.
Step One – Create a script for your reception staff to follow.
Your reception staff is the gateway to your business! You can make it easy for them to treat clients right with scripts to welcome new clients and existing clients. In addition to a welcome script, you’ll need your reception staff to answer basic questions and prepare clients for services. Make sure your reception staff knows the services in your spa inside out so they can reassure and educate clients as they come in. Finally, be sure your reception staff has something to say to encourage clients to book their next appointment and plant the seeds for more bookings.
Step Two – Create checklists to keep everyone on track.
Checklists are an easy way to systemize customer care and ensure that all of your guests feel welcome and pampered. Train your entire staff to go through their checklists with every client interaction. Keep a list of things to mention on the confirmation call, upon a client’s arrival, during each spa treatment and as the clients are on their way out. This way every client will have the same incredible experience each and every time.
Step Three – Look for opportunities to make things easy.
Clients are coming to your spa to feel relaxed and taken care of, so make sure your system takes every opportunity possible to make things easy. Booking appointments should be simple and smooth, especially if you use an online booking system. Prepare new clients with a short call to go over parking, what to bring and what to expect for their first treatment. Use the same type of call to confirm with existing clients and let them know about any specials you have at the time. The easier it is for clients to book treatments, the more treatments they’ll book with you. The little details can make a big difference!
Step Four – Always follow up in the same way.
It’s absolutely essential that someone from your staff follows up within 24 to 48 hours of service. Choose one staff member to be responsible for following up with new clients and act like a concierge for their care. Connecting with your client while her service is still top of mind is important. If you wait too long, she’ll forget the details and won’t be able to give you or your staff specific comments.
Step Five – Always WOW your clients with something extra.
Clients want to feel special and by wowing them at the end of every service, your staff will be able to take your spa’s service to the next level. Everyone likes to leave with something in their hand. Give new clients small gift bags or samples. Give repeat customers a tip sheet to help them maintain their service until the next visit.
With the right training and reminders, your staff will make your guests feel welcomed and pampered from the time they book the appointment until they leave your spa. Building good systems is an investment in time and training, but the increase in referrals and repeat business is worth the extra effort!
