to drive the long-term success of the business .” Pick any industry , from eyeglasses ( Warby Parker ) to mattresses ( Casper ), and you will see similar examples of companies with a laserfocus on the experience .

With this newfound focus in mind , here are four steps every spa can take to begin making tweaks to their own unique customer experience offerings .

REVISIT YOUR PURPOSE

Passion and purpose are the fuel of your work . You know all about purpose if you ’ ve ever had a job where you struggled to find motivation . Distilling deeper meaning from the work you do is essential to doing it well — to waking up every day and giving your best effort . When you work for reasons more intentional than just making a profit , it shows .

In a 2014 Harvard Business Review article titled From Purpose to Impact , authors Nick Craig and Scott A . Snook describe purpose as “ who you are and what makes you distinctive .” They add , “ It ’ s not what you do , it ’ s how you do your job and why — the strengths and passions you bring to the table no matter where you ’ re seated .” I couldn ’ t agree more .

Every spa should develop a purpose statement . Better yet , they should make it known to their customers . When done correctly , a purpose statement is a reminder of the “ why ” behind the work of you and your organization . It ’ s a reminder to yourself , your staff and your customers that you are committed to something grander than just earning a living .

I strongly encourage you to take a step back and think about the reasons you ’ re in this business . What are your ultimate goals ? To enrich the lives of your customers ? To help them find a moment of solace in their day ? Use these questions to kickstart your organization ’ s purpose statement .

it ’ s not enough to just create the ultimate purpose statement , you must take actions to constantly fulfill it . here are some examples of companies who make conscious decisions to remain true to their purpose .

1 . Ritz-Carlton

Purpose : The Ritz-Carlton experience enlivens the senses , instills well-being , and fulfills even the unexpressed wishes and needs of our guests .

Sticking to It : everything from the company ’ s “ Credo ” to its extensive employee training program ensures their purpose is not only shown through guest experience , but also instilled in each employee . ritz-Carlton ’ s motto , “ We are ladies and gentlemen serving ladies and gentlemen ,” shows employee value while giving them a huge purpose to work towards .

2 . CVS

Purpose : “ Helping people on their path to better health .”

Sticking to It : When CvS decided to discontinue the sale of tobacco products at its u . S . retail locations and leave billions of dollars in revenue on the table , people were shocked . at the time , the company ’ s Ceo said , “ put simply , the sale of tobacco products is inconsistent with our purpose .” in a crowded market , CvS ’ decision to put purpose ahead of profit could have been costly , but the dedication worked heavily in their favor .

2 . ISPA

Purpose : “ To be the leader in promoting and enhancing the well-being of the spa industry and the people it serves .”

Sticking to It : iSpa ’ s purpose and vision are one in the same and the staff works every day to embody it . Through resources like the iSpa academy and groundbreaking research initiatives , iSpa serves its members by serving the entire spa industry as a whole .

REMEMBER WHAT YOU ’ RE REALLY SELLING

Spas sell a variety of products and services , from massages and beauty treatments to skin care products . While these are what your customers purchase , they ’ re ultimately not what keeps them coming back .

What you ’ re really selling are feelings . More than anything else , you ’ re selling the way your customers feel when they engage with your brand — things like relaxation , escape , connection and even self-confidence .

The product is not the experience .

Customers can buy “ stuff ”— from massages to shampoo — anywhere . Yet they choose the places that make them feel the most connected , appreciated and important . Ask your most loyal guests why they are so loyal , and it will likely have something to do with the way they feel .

This realization is important because it gives more weight to every interaction between your company and its customers . Thinking about your spa as a seller of emotions and feelings , as opposed to products , can stimulate ideas for improving each guest connection . How can you connect on a

50 PULSE ■ May 2018