in the Life!
BY CHRISTINA BUSWELL
The life of a spa professional is a continuous cycle of daily
responsibilities that help make the spa world go round. Pulse
asks ISPA members to give us a sneak peek into their daily
lives to help us understand the roles they play and the
difference they make on a daily basis.
s Chief Service Officer of
B.Williams Enterprise, Dr.
Bryan Williams spends
most of his days
training clients on developISPA
ing excellence in three key
areas: personal, service
and leadership. He
launched BWTV, an online
TV training resource, after
clients asked that he create
an easy-to-access tool to help
them and their team members learn
and focus on service excellence.
“Most companies are not able to fly
me in to work exclusively with their
team, but now, with BWTV, any size
business can equip their teams to serve
their customers better,” Williams says.
“We exist to serve others so they may
better serve the world.”
Through BWTV, clients are able to
use resources like training modules
featuring short training videos, discussion guides and quizzes in their
pre-shift huddles, departmental meetings, employee orientation, and even
during one-on-one coaching. “We paid
very close attention to what companies
have been asking for, which is short,
applicable education that can be used
on a daily basis,” he says.
When not traveling, Williams often
starts his day with “daddy duties”,
dropping his daughter off to pre-school
before shifting on to work-related
★ 9 am Reviews his to-do list of priorities for the day, which he drafts the
night before. “I do a mix of replying to
emails, following up with past and
current clients and people interested in
my company services,” he says.
★ 11 am Answers any phone appointments, attends conference calls or
facilitates a BWTV webinar demo with
a potential client.
★ 2 pm Writes an article of his blog
and e-newsletter as well as updates
social media with new content. “I try to
schedule them one day in advance,
about BWTV, email
To preview his videos, visit
★ 4 pm Checks the business mailbox.
In terms of daily operations,
Williams says he is always thinking of
new ideas and innovative ways of
doing things. “I have to regularly
manage those moments so I don’t lose
too much productivity and momentum,” he says.
When it comes to customer service,
he has one key advice: “Habitually ask
yourself, ‘How can I do more than the
bare minimum with this customer?’” ■
Daily operations: The most challenging part is finding ways to ensure that
phone appointments and BWTV demonstrations begin and end on time.
Module development for BWTV: “It can be challenging to be mindful of
potential topics that can be used in future BWTV modules. The vast majority
of my content comes from my daily experiences as a customer of other
Marketing of services: It’s often a balancing act to respond to
emails/voicemails in a timely manner as well as come up with new content
for blogs and social media.
Customer service: “Working with our e-learning partner to quickly
troubleshoot any technical difficulties some BWTV clients may have with
their computer system (e.g., company firewalls) often takes time.”