Whether owning or operating a spa, customer feedback is an ongoing occurrence, if not daily. For some of you, this might make you squirm in your chair…let me be the one to inform you though that customer feedback, both glowing and constructive are gifts to your business. When a customer takes the time to provide feedback to a spa owner or director, it truly means they care about the performance of the spa and have ownership in it’s success. This is a great thing and these are great guests to have as feedback equals retention.
The real question though is how to respond to feedback, especially when it’s constructive or all out negative. In today’s world, often times we are not receiving feedback in person nor on the phone, but rather through the myriad of social media sites out there; ie. Yelp, Trip Advisor, Facebook, Google+, Twitter, etc. Yes these outlets make it easy and convenient for a guest to “bash” an establishment without responsibility. Often times these types of reviews are reactions to a situation both good and negative due to the convenience of mobile technology.
When positive posts come through social media channels, take the time to like, thank, and respond to your guest. When negative reviews come through, take every opportunity you have to reach that guest, thank them for taking the time to share their experience, give them an opportunity to share the experience with you, ask them what would have made their experience more enjoyable (unless it is obvious ~ ie. my therapist was late and coughed all over me…yikes) and then take action to find a solution for them. You want this guest back booking future services. This guest wants to be loyal, they only need to trust your establishment again.
Personalizing even an experience such as a review posted by a guest, will show that guest your spa is a place for connection, a place for healing, and a place for them.