CUSTOMER RETENTION PLAN TEMPLATE AND WORKBOOK NOTES AND TAKEAWAYS.

Transcription

1 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 1

2 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 are the key elements of a good first impression? WHAT GUEST INFORMATION MUST BE COLLECTED AT RESERVATION, WHAT CAN BE COLLECTED AT CHECK-IN? ACTIVITY COMMENTS FIELD ACTIVITY ORDER FEATURES ADD-ONS FEATURE FOR UPSELLS APPOINTMENT CONFIRMATIONS SMS APPOINTMENT CONFIRMATIONS 2

3 FLAWLESS GUEST EXPERIENCE Overall, the guest must enjoy a consistently positive experience at your spa. From arrival through the treatment they receive to checkout, 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: How do you train service consistency? BOOKING: ARRIVAL: How do you track service consistency? TREATMENTS AND SERVICES: CHECKOUT: GUEST NOTES HEALTH NOTES GUEST PREFERENCES ELECTRONIC INTAKE FORMS MOBILE SCHEDULES 3

4 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 DESCRIBE YOUR PROCEDURE TO MONITOR SPA CLEANLINESS: Relaxation Areas Wet Areas Treatment Areas 4

5 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: WHAT ARE THE KEY GUEST SERVICE TOUCHPOINTS? GUEST NOTES HEALTH NOTES GUEST PREFERENCES SMS NOTIFICATIONS 5

6 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? WHAT OFFERS ARE MOST EFFECTIVE TO DRIVE RETURN GUESTS? HOW OFTEN DO YOU REACH OUT TO PREVIOUS GUESTS? 6 DISCOUNTS PROMOTIONAL PRODUCTS NEW TREATMENT ANNOUNCEMENTS SPECIAL EVENTS NEW PRODUCT ANNOUCEMENTS

7 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? WHAT TYPES OF TRAINING DO YOU USE? WHAT IS THE TRAINING PLAN FOR EXISTING EMPLOYEES? ONE ON ONE CLASSROOM ONLINE VENDOR TRAINING NOTES ACTIVITY ORDER MANAGEMENT SPASOFT HELPSITE SPASOFT WEBINARS SPASOFT NEWSLETTERS 7

8 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 HOW OFTEN DO YOU REVIEW GUEST PROFILE INFORMATION TO ENSURE CORRECT INFORMATION IS GATHERED AND USED APPROPRIATELY? Guest Profiles Locker Room WHAT IS YOUR EMPLOYEE REVIEW PROCESS TO ENSURE STAFF IS FOLLOWING CORRECT PROCEDURES? Employee Procedures Check-out Other 8

9 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? WHAT STRATEGIES AND TACTICS WOULD YOU LIKE TO DEPLOY TO IMPROVE GUEST LOYALTY? LOYALTY PROGRAM AUTOMATIC DISCOUNTS YIELD PRICING BY GUEST TYPE 9

10 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: WHAT OPPORTUNITIES CAN YOU LEVERAGE TO SURPRISE AND DELIGHT GUESTS? BIRTHDAYS ANNIVERSARIES CELEBRATIONS WHAT CAN YOU OFFER TO SUPRISE AND DELIGHT A GUEST? WHAT WOULD YOU LIKE TO ADD TO YOUR TOOLKIT FOR GOING ABOVE AND BEYOND? SAMPLE PRODUCT PROMOTIONAL PRODUCT COMPLIMENTARY ADD-ON FOOD OR BEVERAGE GUEST LIST EXPORT FOR BIRTHDAYS, PRIOR PURCHASES, ETC PROMOTIONAL PRODUCTS DISCOUNTS ADD-ONS 10

11 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? DESCRIBE YOUR FORMAL FEEDBACK PROCEDURE: WHAT IS YOUR PROCESS FOR GATHERING AND RESPONDING TO ONLINE FEEDBACK? What are the different ways that you respond to feedback? 11

12 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: SPASOFT MARKETING REPORTS APPTS MADE BY REPEAT VS FIRST TIME GUESTS 12