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CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

Once you’ve acquired a new customer, the battle isn’t finished. You need to secure that customer for life. Consumers are well educated on their choices and prepared to take their business elsewhere. If your operation doesn’t exceed their expectations and create a personal connection, they are prepared to seek that spa experience from a competitor.

A customer retention plan not only helps you better serve your existing customers, it helps to keep them coming back time after time and spending more with each visit. Having a well-designed retention plan in this day of social media and online reviews helps ensure that you’re not losing customers you’ve not yet even served.

Every business person understands the basics of customer retention. It costs much more to acquire a new customer than to retain an existing one – between 4 and 10 times more. Your loyal, existing customers contribute much more to your profitability than one-time visitors and are much more likely to spend at a higher level when they return to your business. Existing customers are your best sales tool. They are your fans and their referrals are more valuable than any advertising campaign.

Use this workbook to generate your own customized customer retention plan. Each step includes cues, discussion topics and SpaSoft tools to assist you in compiling all of the information that you need to present and communicate a unified, strategic customer retention plan.

NOTES AND TAKEAWAYS

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FIRST IMPRESSIONS

Set yourself up for good customer retention at the very start of the customer relationship with a fast, efficient and knowledgeable first booking experience.

DESCRIBE YOUR IDEAL GUEST BOOKING EXPERIENCE:

WHAT GUEST INFORMATION MUST BE COLLECTED AT RESERVATION, WHAT CAN BE COLLECTED AT CHECK-IN?

What are the key elements of a good first impression?

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ACTIVITY COMMENTS FIELD

ACTIVITY ORDER FEATURES

ADD-ONS FEATURE FOR UPSELLS

EMAIL APPOINTMENT CONFIRMATIONS

SMS APPOINTMENT CONFIRMATIONS

CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

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FLAWLESS GUEST EXPERIENCE

Overall, the guest must enjoy a consistently positive experience at your spa. From arrival through the treatment they receive to check-out, all of the pieces must combine to create an overall favorable impression each time they visit. The consistency of their positive experience throughout these interactions will keep them coming back time and time again.

DESCRIBE YOUR KEY TOUCHPOINTS FOR FLAWLESS GUEST EXPERIENCE:

BOOKING:

How do you train service consistency?

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GUEST NOTES

HEALTH NOTES

GUEST PREFERENCES

ELECTRONIC INTAKE FORMS

MOBILE SCHEDULES

CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

How do you track service consistency?

ARRIVAL:

TREATMENTS AND SERVICES:

CHECKOUT:

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CLEANLINESS

A key part of your custom retention plan is being able to elaborate on your plan to keep facilities clean. Used towels or untidy shower areas are a sure way to turn off your guests and send them scurrying to your competition. Keep your spa tidy and spotless.

DESCRIBE YOUR STANDARDS OF CLEANLINESS:How often should these areas be monitored for cleanliness by staff

and by management?

Public Areas

Locker Rooms

Showers

Bathrooms

Relaxation Areas

Wet Areas

Treatment Areas

CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

DESCRIBE YOUR PROCEDURE TO MONITOR SPA CLEANLINESS:

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PERSONALIZED GUEST SERVICE

Learn your customer’s names and use them. Note their preferences and deliver them without asking. Provide genuine and friendly service. Smile when your customers enter your spa, it builds trust and familiarity and demonstrates you care about how they are feeling on that day.

HOW DO YOU BUILD TRUST WITH YOUR GUESTS?Notes and Discussion:

CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

WHAT ARE THE KEY GUEST SERVICE TOUCHPOINTS?

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GUEST NOTES

HEALTH NOTES

GUEST PREFERENCES

SMS NOTIFICATIONS

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THANK THE GUEST

Whether they spent an entire day at your spa or had a quick nail service, take a moment to sincerely thank every guest for choosing to spend their time and money with you. Send a follow up thank you card after their visit with a personal, handwritten note. Encourage them to return to your spa with a special offer or promotional product. Create a discount that will encourage them to come back with a friend. This continues the relationship building outside the walls of your spa.

WHAT IS YOUR POST VISIT “THANK YOU” PROCEDURE?Do you have a script to

say “thank you”?

CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

HOW OFTEN DO YOU REACH OUT TO PREVIOUS GUESTS?

WHAT OFFERS ARE MOST EFFECTIVE TO DRIVE RETURN GUESTS?

DISCOUNTS

PROMOTIONAL PRODUCTS

NEW TREATMENT ANNOUNCEMENTS

SPECIAL EVENTS

NEW PRODUCT ANNOUCEMENTS

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TRAINING

What gets trained, gets done. If you want your staff to provide excellent service every day, you need to focus on it and train it every day. Create a training plan to ensure all staff have the training needed to provide a flawless guest experience.

WHAT IS YOUR NEW EMPLOYEE TRAINING PLAN?What are some creative ways to incorporate learning into every

day activities?

CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

WHAT IS THE TRAINING PLAN FOR EXISTING EMPLOYEES?

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NOTES

ACTIVITY ORDER MANAGEMENT

SPASOFT HELPSITE

SPASOFT WEBINARS

SPASOFT NEWSLETTERS

ONE ON ONE

CLASSROOM

ONLINE

VENDOR TRAINING

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_____________________________

WHAT TYPES OF TRAINING DO YOU USE?

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SIMPLIFY

Simplify the spa experience – for guests and for your staff. From check-in to check-out, utilize systems, tools and technologies that make the experience faster, reduce duplication of efforts and enhance personal service.

HOW OFTEN DO YOU REVIEW PROCEDURES TO DETERMINE ANY OPPORTUNITIES TO SIMPLIFY OPERATIONS?

Are there any areas of your spa that you can simplify?

Booking

Check-In

Guest Profiles

Locker Room

Employee Procedures

Check-out

Other

CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

HOW OFTEN DO YOU REVIEW GUEST PROFILE INFORMATION TO ENSURE CORRECT INFORMATION IS GATHERED AND USED APPROPRIATELY?

WHAT IS YOUR EMPLOYEE REVIEW PROCESS TO ENSURE STAFF IS FOLLOWING CORRECT PROCEDURES?

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REWARD REPEAT CUSTOMERS

Start a loyalty program to reward returning customers. From a simple punch card to more complex systems with points, loyalty programs are a proven way to encourage repeat visits.

DESCRIBE YOUR APPROACH TO LOYALTY:What do you think is the biggest guest loyalty driver for your spa?

CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

WHAT STRATEGIES AND TACTICS WOULD YOU LIKE TO DEPLOY TO IMPROVE GUEST LOYALTY?

ARE YOU USING THESE SPASOFT TOOLS?

LOYALTY PROGRAM

AUTOMATIC DISCOUNTS

YIELD PRICING BY GUEST TYPE

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GO ABOVE AND BEYOND

Guests appreciate when you surprise and delight them. Simple things like remembering a birthday, supplying them with product samples or giving them a little extra for free are noticed. The value the guest experiences is much greater than your cost.

DESCRIBE ANY EXISTING PROTOCOLS THAT STAFF CAN USE TO SURPRISE AND DELIGHT GUESTS:

CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

WHAT WOULD YOU LIKE TO ADD TO YOUR TOOLKIT FOR GOING ABOVE AND BEYOND?

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GUEST LIST EXPORT FOR BIRTHDAYS,

PRIOR PURCHASES, ETC

PROMOTIONAL PRODUCTS

DISCOUNTS

ADD-ONS

SAMPLE PRODUCT

PROMOTIONAL PRODUCT

COMPLIMENTARY ADD-ON

FOOD OR BEVERAGE

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WHAT CAN YOU OFFER TO SUPRISE ANDDELIGHT A GUEST?

BIRTHDAYS

ANNIVERSARIES

CELEBRATIONS

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WHAT OPPORTUNITIES CAN YOU LEVERAGE TO SURPRISE AND DELIGHT GUESTS?

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WELCOME FEEDBACK

Feedback and complaints are opportunities to learn and improve. It is always better to respond to a complaint and earn a lifetime guest than to ignore one and lose a customer forever. Be proactive about collecting feedback and comments at your spa, as well as replying to online reviews. Responding to and repairing a negative experience promptly can provide very positive results.

WHAT IS YOUR PROCESS FOR GATHERING INFORMAL GUEST FEEDBACK?

What are the different channels your guests use to leave

feedback?

What are the different ways that you respond to feedback?

CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

DESCRIBE YOUR FORMAL FEEDBACK PROCEDURE:

WHAT IS YOUR PROCESS FOR GATHERING AND RESPONDING TO ONLINE FEEDBACK?

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MEASURING GUEST RETENTION

What gets measured gets done. All too often effective customer retention strategies are stopped because no-one thought to measure the baseline and success rate.  Without measures to demonstrate success, management and staff lose interest and the initiatives are often discontinued or fall by the wayside.

HOW DO YOU MEASURE CUSTOMER RETENTION?Notes and Discussion:

CUSTOMER RETENTION PLANTEMPLATE AND WORKBOOK

ARE YOU USING THESE SPASOFT TOOLS?

SPASOFT MARKETING REPORTS

APPTS MADE BY REPEAT VS FIRST

TIME GUESTS