So, with all that being said, you will sense a bit of difference in the writing styles, but both authors did an excellent job covering the details of their respective sections. Crickett focused on the journey of the senses and details of the client; Jaya’s attention is centered on the knowledge of the aesthetician and how you can offer, and by they way your client’s are seeking, so much more than just a good face massage during the treatment.
Are You Magic??
When a guest comes into your establishment, what do they see? What do they feel, smell, hear, and maybe even taste? Your focus on the details of client care gives the ability to take a satisfactory experience into an extraordinary and magical one.
This magic can reside in a one room spa studio or in a 10 room mega spa. It can exist in the surgi-center medi-spa or the multipurpose treatment room in the back of a conventional salon.
What Is This Magic??
Walt Disney once said, “You can dream, create, design, and build the most wonderful place in the world, but it requires people to make the dream a reality.” The love is in the details and it most certainly is the cornerstone to guest satisfaction, and moreover, guest retention. If you understand your guest’s needs you can position your details to embrace them from the minute they set a foot down on your property until they are snuggly nestled in their car, sighing contentedly driving back toward what is real life for them. The bottom line is your guests want to feel understood. They want to feel a sense of belonging and security that they will be treated the way they want to be treated. When you act with this as your underlying motivation, you and your guests will create some very real magic. In other words, if your guest finds something in your organization that hits them in an emotional place, they will come away from their experience feeling the internal warmth they were seeking not just like another cog in the wheel of an industry.
Make Some Magic
In September 2005, Coyle Hospitality Group released a report that stated the most important virtues for their establishment to embody (in order from most important) are quality of experience, cleanliness, cost = value of experience, and friendliness of experience provider. Only 61 percent of clients were likely to complain if their experience was not satisfactory, and only about half of the silent 39 percent said they would consider returning. No complaint, no justification, no resolution, simply no return.
The next time you enter your facility, before you open the front door take a deep breath and enter as if you are a guest. Take a moment to remember why you go there and then visualize one of your most likeable and enjoyable guests. Envision as you put your hand on the doorknob what they are feeling as they are entering. Walk through the door and see what they see. Look at the big picture. Look to your left and scan 180 degrees. Make a note of any dust bunnies, cobwebs, or (gasp!) dead bugs that need tending and / or possible eviction. Look under couches and in between cushions. Inspect the upholstery for stains and signs of wear. How does the ceiling look? Do the light bulbs all work? This impression is going to be measured against what they perhaps have heard of your business and also what they are hopefully, and excitedly, anticipating.
What does the guest smell at this point in the experience? What could they smell at this point in the journey that is an extension of your intent for their experience? A scented candle or oil diffuser is a signature of your establishment and can be a subtle support of the mellow exhilaration they feel when they know they are about to do something good for themselves. The guest’s next stop is to reception.
Take a physical inventory of how you have set the stage for your guest. Something as simple as a million multi-colored post-it notes stuck everywhere and 40 pens or pencils strewn across the desk give a cluttered appearance that reads as disorganized and inefficient. Consider implementing a hardbound communication log book (available at your local office supply store) where each guest service assistant will record and notate information, policy, and new procedural memorandum during or at the conclusion of their shift. Each guest service assistant can begin their shift by reading all entries made since the conclusion of their last shift to update themselves and know what is currently in the works. No more post-its to lose and definitely more aesthetically pleasing. Take advantage of the plethora of beautiful, cost-effective, organizational items available at your local superstore to blend your office supplies into the décor of your facility. Clean lines and good organization reads as “efficiency” to your guests.
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Crickett (Christina) Cimino LE CMT is the Founder and Lead Technician at FUSION Mind Body Spirit and INVOKE artistry by FUSION in Westminster, Md. She is a licensed aesthetician, NCTMB massage therapist, make-up artist, and licensed manicure/pedicurist. Cimino is also an instructor and post-graduate educator for Von Lee International School of Aesthetics in Baltimore, Md.
Jaya Schillinger is a spa business coach with 20+ years in beauty, health, and personal development. Her company, Inspiration Inc., works exclusively with holistic businesses. Drawing on front-line experience and training as a Professional Certified Coach, Schillinger provides strategic coaching and training that results in improved performance, profitability, and job satisfaction. She is a popular speaker at spa industry events such as the Day Spa Expo and Spa Owners & Operators Business Clinic.
