Customer experience PULSE: What’ s the most dangerous assumption companies make about“ what customers want”? DG: It’ s assuming that all customers are the same. For every guest who wants a super-strong deep tissue massage, there’ s another who is overly ticklish and needs something more gentle. For every customer who loves the scent diffuser, there’ s another one whose allergies will react negatively. The answer is to treat each guest individually— not as an account number but as a human.
PULSE: If a spa owner wanted to improve customer experience this month— but had only a small budget— what’ s the easiest place to start? DG: I believe customer experience is about the little things, and little things add up to big things. So don’ t worry about budget and just look for something small that you can change to stand out more. It’ s the difference between a candle and a sparkler: Both create light and are similar in cost and operational complexity, but a sparkler is so much more memorable. Take the time to find your own“ sparkler.”
PULSE: You’ ve talked about reducing customer effort. What are a few“ effort points” most businesses overlook? DG: Reservation procedures, logins / forgotten passwords, finding pricing on a website, lengthy IVR phone systems— it’ s the“ death by a thousand paper cuts” parts of the business.
“ To get to extraordinary, you need to do a little ' extra '— which often means just being a little different in order to stand out.”
this way? and Does everyone else do it this way? If either answer is yes, then the experience is likely ordinary. To get to extraordinary, you need to do a little“ extra”— which often means just being a little different in order to stand out.
PULSE: What are some effective ways businesses can encourage word-of-mouth without explicitly asking guests to“ post about us”? DG: In the immortal words of Bonnie Raitt, give them something to talk about! Intentionally create experiences that cause customers to reach for their phones to capture the moment. Think visuals— photos and videos— that people will want to share. Before-and-after shots, personalized gifts and acts of kindness are all opportunities to do this.
PULSE: If you could remove one outdated customer-experience practice from businesses everywhere, what would it be? DG: Loyalty points that expire. If the customer has earned them through their loyalty, their value should last as long as is necessary for them to benefit from it. Otherwise it’ s just a bait-and-switch.
PULSE: When social media is saturated with“ wellness” content, what helps a spa stand out authentically instead of blending in? DG: Highlight your people and what makes you different. Answer every conceivable question your potential guests could have. Teach them something they don’ t know and might find interesting. Become a myth-buster.
Marketing PULSE: You’ ve said extraordinary experiences are the best marketing. What shift in mindset makes that possible for leaders who still default to traditional promotions? DG: Ask yourself two questions: Have we always done it
Team culture PULSE: What tools can spa owners give to front-line employees to create remarkable guest moments— without relying on scripts or checklists? DG: First and foremost, spa owners must create remarkable experiences for their employees, otherwise they can’ t
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