Imagine being invited to someone’s house, having a really great time and then never being invited back again…you’d feel pretty hurt, right?
Well, two months ago I was asked to be a mystery shopper for one of Auckland’s top Day Spas and that’s exactly how I felt when I left the Spa….totally hurt that I hadn’t been invited back.
Now for obvious confidentially reasons, this Spa (who is not an Inner Circle member) shall remain nameless, but I wanted to share my experience with you and show how a failure to ask simple questions or do any follow up marketing could be costing YOUR salon a bucket load of money every year.
Before you read on, this story is not to bad mouth this Day Spa. In fact, I have to say that the service I received prior to and during the treatment was up there with some of the best I have ever experienced when visiting a Salon or Spa. But that’s what makes it so bad. They have spent so much time putting systems and procedures in place to ensure the customers have this amazing experience, but it’s then let down by complete neglect at the back end.
From the moment I made the booking on the phone the receptionist sounded delightful, asked all the right questions and took my credit card, explaining their 24 hour cancellation policy – a sure way to prevent those frustrating no shows!
When arriving at the Day Spa I was greeted and shown to a lounge where I was given a consultation and then shown the facilities available to me while I was at the Spa which included a sauna, steam room and gym. Everything was done down to the finest detail, even matching the tea I drank to the type of treatment I requested through my consultation.
Before being taken through to the treatment room I was taken to a relaxation room and introduced to my therapist, as well as another therapist. From the time I walked in the Spa I had met 4 different people, who all knew me by name and made me feel incredibly special. I felt like a valued client of the Spa, and not just one therapist!
The treatment itself was also excellent, with music and lighting tailored to my mood and post treatment I was taken to a separate room to relax even further, drink some more tea and fill out a satisfaction survey.
I think you get the picture, overall the WOW factor was huge!
So you can understand my disappointment that I was NOT ONCE asked if I wanted to rebook another appointment. It was pretty evident that I had really enjoyed my visit to the Spa, so as a guest to the Spa, why wasn’t I invited back?…HOW RUDE!!!
Maybe I was missing something, was I meant to get down on my hands and knees and beg to come back?
One simple question would have turned a $140 sale, into at least a $1700 – $2000 client over 12 months, because you know what, if they’d asked me to come back, I would have said YES!
“Okay Chris, we would LOVE to see you back here at (salon name) again, so let’s make that next appointment for you now because we do get booked up very quickly and I don’t want you to miss out on the time that suits you best….how does 3pm on (date) or 10am on (date) suit?”
Now obviously I am just one client, so can you imagine how much money this Spa is losing if clients are not being re-booked…it’s scary! But that’s the difference between a great salon/spa and an average salon/spa. Members of our Inner Circle program understand the value of a customer, they don’t look at each client as a one-off sale, rather as a customer for life who will be worth thousands of $$$.
The next thing here was that I was not offered the professional products to go away with and use until my next appointment. It’s a fact that 70% of clients who are NOT sold retail will go down the road and buy it from a chemist or supermarket (a salons biggest rival) within 24 hours, the products will be crap and the client won’t be a happy camper! Who are they going to blame first…that’s right, the salon/therapist! So they will never return. How sad!
Maybe they didn’t ask me because I am a guy or some other lame excuse like that – whatever it was, it wasn’t good enough and will be costing the salon a fortune!
*If you have never heard about former Schwarzkopf CEO John Lee’s 1000 hour customer care policy, you should Google it, learn it and apply it to your salon!
Finally, the reason for me writing this story some 2 months after my visit to the Spa was to at least see if they did some follow up marketing. A welcome letter perhaps, with a voucher to use off my next booking or an email with their latest offers…did it ever happen?….Nope!
After my visit to the Spa, I filled out a lengthy mystery shopper questionnaire making specific reference to these issues and how all the positive aspects of my visit had gone to waste because of the failure to rebook or retail to me. I even made special mention that I would look forward to receiving follow up marketing from them as I REALLY wanted to come back.
I suppose I’ll NEVER know if they fixed any of these issues because I am still waiting to be invited back.