PULSE POINTS
Take a second to envision the ideal interaction between a guest and your front desk representative at the point of sale :
l Front Desk Staff : Did you enjoy your visit with us today ? l Guest : Oh yes , it was fabulous , and my massage therapist did a fantastic job . l Front Desk Staff : Wonderful , we ’ re so happy to hear that !* l * At this point , the Front Desk Staffer hands the vocally satisfied guest a printed “ thank you ” card with a QR code linking to a selection of review site links and a call to action to leave a review . l Front Desk Staff : We ’ d love if you would consider scanning this QR code and leaving us a quick review of your time with us today . Your feedback is immensely helpful for our team as we strive for excellence from start to finish !
If your team were to write or print the guest ’ s name on the card they receive after vocally acknowledging they were satisfied with their visit , this interaction would make an even more positive impression . This interaction gives the spa staff the chance to capture a positive review if the guest expresses satisfaction , as well as a chance to make sure the guest leaves satisfied if they express less-thanstellar feedback . This interaction will ideally quash negative reviews before they appear online and potentially harm your spa ’ s reputation during a critical time of year .
If you secure the guest ’ s email address in the booking process or at checkout , a follow-up email is the next best touchpoint for securing a good review . The same landing page your QR code sent them to can be hyperlinked in the follow-up email to make it as easy as possible for them to offer positive feedback . Additionally , enticing the guest with a discount on their next service or a similar incentive for leaving a good review multiplies the likelihood they will follow through .
Incorporating Good Reviews into Marketing Strategy
KEY STATISTICS l 98 percent of consumers read online reviews when deciding whether to use a local business ’ services
( BrightLocal ) l 74 percent of consumers say reviews increase their trust in a company ( Finances Online ) l Positive reviews can increase customer spending by 31 percent ( BrightLocal )
Marketers are well-acquainted with the power of word-ofmouth marketing . Intrusive digital ads and podcast-interrupting promotions succeed best of all in annoying prospective buyers , but the second those buyers hear a recommendation from a trusted friend or celebrity , they ’ ve caught the scent and will stop at nothing to seek out the recommended product or service .
Though BrightLocal reports only half of consumers trust online reviews as much as personal recommendations , positive reviews retain tremendous motivating power over your local clientele . Here are three ways to leverage positive reviews and sharpen your marketing strategy this holiday season : l Incorporate your average star rating or your most glowing reviews from Yelp ( statistically more trusted than Google , as mentioned earlier ) on the most hightraffic pages of your website . When listing your rating or review , include the source ( Yelp ) and the date of the review . Recency bias plays a massive role in the effectiveness of positive reviews , as BrightLocal reports that 85 percent of consumers don ’ t think reviews older than three months are relevant . l Showcase positive reviews on social media . If your Instagram feed is more about displaying the beautiful aspects of your spa rather than text-based guest feedback , utilize Instagram stories and unique filters to add an air of quality to the story . Again , including the review ’ s source and date go a long way here . l Include complimentary reviews in your marketing emails . For example , a tasteful Valentine ’ s Day promotional email would be a well-suited destination for a positive review left by someone who gifted a spa day to their pleased partner over the holidays .
Preparing for Holiday Season Reviews
KEY STATISTIC l 54 percent of users claim customer service as the most relevant factor on Yelp ( Enterprise Apps Today ) Laughing and singing aren ’ t the only sounds accompanying sleigh bell songs throughout the holidays . Unfortunately , the holiday season brings a surge of negative emotions as well , which could potentially be reflected on review sites if protocols aren ’ t in place to pacify unsatisfied guests before they leave the premises .
38 PULSE n NOVEMBER / DECEMBER 2023