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