Part of what makes the above example of an experience budget so effective is the surprise nature of it. Surprise acts of appreciation can build a bond between your brand and its guests that will not be soon forgotten.

We’ ve all been the beneficiaries of the unexpected— a champagne bottle in your hotel room, a ticket upgrade. When done with sincerity, these gestures almost never fail to impress. Providing your guests with surprise moments is an underused way to not only stay relevant with your clientele, but also create experiences that stick.

One of the most memorable pieces of mail I ever received was from my dry cleaner. Yes, my dry cleaner. A few days after using this location for the first time following a move, I received a handaddressed envelope in my mailbox. In it was a simple“ Thank You” card, signed by the staff. That’ s it, no coupons or special offers included.

This was an incredibly small gesture, but one that resonated with me. It was a pleasant surprise, and above all, it made me feel like my business mattered. How often do you take the time to use similar gestures to show appreciation to your guests?

Even a company mistake can provide an opportunity to create a surprise experience. A frustrated guest shown empathy and attention when what they expect is pushback, can be converted into a brand champion. Although these occurrences are( hopefully) rare, seize these opportunities to find solutions that are unexpected and memorable.

More than any other industry, the spa

industry is uniquely positioned to thrive in this experienced-focused economy. It is an industry that is already built upon personal connection and attention to detail, and it is one that is already synonymous with the experience. However, the competition isn’ t going to let up, which means that brands must constantly be finding new and creative ways of providing customers with an experience that is unique.

These are challenging times, but they are also a time of great opportunity, particularly for spa professionals. For organizations willing to do things just a little differently and step just a little outside of their comfort zones, great rewards await. n

1. Thank You Notes your mom was right, a simple thank-you note goes a long way.

2. Know Their Birthdays When you get customer information, get their birthday and be sure to send them a surprise like a free product or box of tea. They’ ll love the gesture.

3. Help Them Learn Why not hold free informational session on wellness trends at your spa? Customers will love that you care about their overall heath and appreciate the free info.

4. Be Proactive if you notice a customer loves the peppermint tea you served at their last visit, have a piping hot cup waiting for them at their next appointment.

5. Social Spotlight Call out an exceptional customer on social media. The public gesture will mean a lot to them and other potential customers.

6. Upgrade Them give a loyal customer a surprise upgrade, like an extra 20 minutes on the massage table or a free enhancement to their service.

ADAM HOETTE is the founder of Cerulean insights, an experiential marketing and consulting company based in louisville, Kentucky. having spent over a decade in sales and marketing positions with global organizations, adam saw first-hand how companies often fail in their customer experience efforts— and what effects those failings can have. Cerulean insights was created to help companies elevate their own unique customer experience offerings. adam frequently speaks and writes on various sales and marketing topics. follow him on Twitter @ CeruleanCX or reach out to him at adam @ cerulean-insights. com.

52 PULSE ■ May 2018