Dayspa

FEB 2014

DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.

Issue link: https://dayspamagazine.epubxp.com/i/242953

Contents of this Issue

Navigation

Page 35 of 123

BUILDING BLOCKS Hear, Hear! Searching for ways to turn that mountain of customer feedback into meaningful data? Look no further than Listen360 (listen360.com), a cloud-based solution that enables organizations to analyze feedback and intercept dissatisfied clients immediately, before they leave for good. Using just one question—"How likely are you to recommend [our business or service] to a friend or business associate?"— and an open-ended request for more details, the software sorts customers into three groups: "promoters" (those who would recommend), "passives" (neutral customers) and "detractors" (unhappy customers). Then, by aggregating and scanning the responses using text analytics, Listen360 pinpoints which areas of your business clients are pleased with and which ones may need improvement. Feedback is displayed in real time on user-friendly, customizable dashboards. Listen360 can also help transform guests into long-term clients and brand advocates, by allowing promoters to share their positive experiences on Facebook, Twitter and LinkedIn, and via email. As chief customer officer Mindy Golde explains, "One major concern for many spa owners today is how to build a positive online reputation and then leverage it to drive new business. To get there, spas have to stay in tune with their customers' changing needs and demands, and also make it easy for satisfied clients to spread the good news," she adds. "Everyone can rise above their circumstances and achieve success if they are dedicated to and passionate about what they do." —NELSON MANDELA (1918-2013) PRO TOOLS vv The pro: Her tools: 1. Make yourself available. "We're in the Sonoma valley, and everyone up here has wine DOLORES DE ALBA country hours," says De Alba. "Most stores close around 5 or 6 pm, but we make ourselves available to our clients. I work a couple of late nights, as does one of my estheticians. We're also open on Saturdays, and by appointment on Sundays. Making ourselves available to our customers has really kept us busy. I always find time for my clients, and the front desk is great about fitting people in too." 2. Higher education. "I really believe in educating our clients and making them savvy consumers," De Alba explains. "So if they have reddened skin, we not only treat that but we also educate them on what they can do 34 DAYSPA | FEBRUARY 2014 at home, and on ingredients and specifics, so that even if they buy a product from a department store, they know what they're getting. They feel like they're leaving having learned something. I love it when my clients are knowledgeable. I hear 'Nobody's ever told me that' at least once a day!" 3. Incentivize. "We give our clients lots of incentives to come back," notes De Alba. "For instance, I offer my clients free brow touch-ups: if they come in every two or three weeks they pay only every other time. After all, it's easier to maintain their brows than to start over. Plus, we have a really good membership program for all our services—there are five levels and they include discounts on things like products, spa parties and gift cards. In addition, if clients miss a treatment one month, it stays on their account and they can use the value toward other services. We try to put our clients first and show we appreciate them." TOP: © SOUTH AFRICA THE GOOD NEWS Dolores De Alba, owner of blush a day spa in Sonoma, California

Articles in this issue

Links on this page

Archives of this issue

view archives of Dayspa - FEB 2014