In a nutshell, a relaxing, feel-good experience is what a customer is after. The feel-good factor could come from various sources. Facilities, for one, can play an important role in helping customers feel comfortable and relaxed. While plush furnishings, luxurious features like Jacuzzi tubs, dim lights and soft background music can contribute to an overall relaxing experience, it does not guarantee that being luxuriously-fitted out will relax customers automatically. Many, if not all, customers would agree that when it comes to facilities, privacy and cleanliness are the most important factors. Hence, no-frill spas, or spas with smaller budgets and resources, can still provide a relaxing environment, as long as the customers feels that their privacy is maintained and respected, and, that the facilities are well-kept and clean at all times, and that there is a high level of hygiene practiced by the therapists.

Another area that enhances the overall feel-good factor is ensuring that your staff take care of minute details. Spa goers, in general, like to be asked for their preferences.

It is a good idea to allocate some time to get to know your customers first, before any spa session begins. Do this for all clients – both regulars as well as for first-timers. Record your customers’ preferences so that your staff can remember their preferences on their return, and let them know why it is being done.

A customer who feels that their needs are being addressed is a satisfied customer. It is this sort of attentiveness that piles on the feel-good factor for many customers.

Upon arrival, most customers will appreciate some time to unwind. Give them some time - and space – if space is possible and available. If the customer seems undecided on which treatment to choose, offer to make recommendations, but only after asking if there is any specific condition that needs some special attention for that day (e.g. an aching back).

Being provided with sufficient information about the treatment process before the treatment takes place can help customers relax, as it is comforting to know what is happening, and what will happen next. This reassurance is especially comforting for first-time customers. Customers who have sign up for packages that involve a number of treatments will also appreciate some explanation of how the session will go. This removes the feeling of uncertainty and reassures the customer that someone is taking care of them. In addition, the customer is assured that they will be getting what they have paid for.

During the session, it is nice to be asked how the customer feels the session is going. For example, is the room temperature is acceptable for the customer. If the spa treatment involves water, say, in the case of a foot bath, it is nice to be asked beforehand how hot the water should be. It also helps to be given some indication of what will happen next, to help customers move from one treatment (or position) to another.  

After the session, it is a nice touch to offer a warm beverage to the customer. Even if it is just choosing between hot tea or water, ask for the customer’s preferred beverage option.

Being offered good discounts or taking advantage of special promotions are obvious feel-good factors, especially for deal-hunting customers. However, almost every spa today offers some form of discount or promotion, and discerning customers will be able to sniff out real good deals from lukewarm ones.

After a satisfactory spa session, especially if the session was complimentary, or a heavily discounted trial session, most customers would be graciously open to spend some time providing feedback on their spa experience, as well as be open to consider any special packages spa businesses might offer. Even so, there could be many reasons why customers choose not to sign up a package, and it does not mean that without a package, the customer will not return. To end off the relaxing spa session, the best thing to leave a customer with, is the understanding that they would always be welcome back at the establishment, regardless of whether they have signed up for a package or not.

CJ Joy, Marketing Executive & Beauty Reviewer.