the education
B y K E l l y H E i t z
the number one reason ispa conFerence & expo attendees return year-aFter-year is the high level of education they can directly apply to their businesses, careers and lives. As ISPA’ s Speaker Selection Task Force diligently combs through hundreds of applications, interviews and video presentations, they ask themselves( and each other) one thing: how will this speaker connect with ISPA members?
It’ s so important that each session gives you the inspiration, motivation and ideas you desire to elevate yourself and your teams within the spa industry. ISPA’ s Education Sessions are meant to connect you with actionable tools for success.
This is the Education Connection. Here you’ ll find the 2018 ISPA Conference & Expo education speakers( as of May 23, 2018), their session descriptions and how they’ ll help you make the connection between the ISPA Conference and home. Use this guide to make note of the sessions you don’ t want to miss and head to attendispa. com to check out the latest speaker additions!
custoMEr sErvicE
mind the Gap— how to avoid Gaps in spa Guests’ experiences
“ Guests will buy at their value, not yours!”
speaker: anja eva keller petruccelli
steve Jobs, the Lost interview: Lessons on Leadership
“ Look for invisible opportunities where everyone else only sees visible limitations.”
speaker: Jeff tobe this session Will connect you With … New benchmarks for evaluating spa / wellness / fitness offerings in your establishment. Excellent service is the ability to deliver what a provider promises, which means that providers first need to know and define what they want and can deliver. This is based on both individual needs and guest expectations.
session description: In today’ s spa industry, where base products and services are often very similar among competitors, it is essential for spa businesses to create unique guest experiences that establish a long-term advantage over the competition. This session explains how customer delight is created by identifying and removing key gaps in the spa guest’ s experience. By weaving theoretical models into applicable real-life examples from spa operations, this session will show you what dimensions of the spa experience matter most to guests.
top 3 takeaways you Won’ t go Home Without: 1. Reasons why common customer satisfaction is not sufficient for a sustainable competitive business advantage. 2. How customer delight is created by identifying and removing gaps in the spa guest’ s service experience. 3. Guests’ basic requirements for service and how a business can“ wow” their guests and truly make a difference.
this session Will connect you With … Ways to set yourself apart from everyone else and turn your business model upside down by first designing a new customer experience, and then working backwards to make that experience happen.
session description: Using clips from a never-before-seen 1995 TV interview with Steve Jobs, Tobe gets people discussing their dreams, their game plan and even spa“ rules” that they could potentially break. What’ s the most audacious thing you would do in your business if you knew you couldn’ t fail? Where could you go to get new ideas for your organization? Why do teams become siloed and how do we
34 PULSE ■ July 2018