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How well do you know your spa or massage practice customers? As a matter of course, your first session involves getting information on a new client’s problems and needs and finding out about preferences for product ingredients – someone may prefer organic – and other health related issues. But there’s more to find out about your client to provide a truly personalized experience that builds loyalty and keeps clients coming back year after year as well as help your business grow.


For example, did you ever consider asking a client about upcoming travel plans? If a massage client plans to be gone for an extended vacation, you might want to talk about exercises or stretches they can do while they are traveling to help alleviate pain or discomfort. Regarding skin treatments, you may want to make some adjustments to a client’s treatment to accommodate a dramatic change in climate in their travels. You also can recommend retail products they will want to have on hand for their vacation.


Try to find out what other services clients may be seeking. In some cases, it may require bringing on a specialist or training a staff member to keep up with new and growing client needs; but in the long run it will be worth it.


Talking about money issues is always sensitive, but if clients start cutting back on services or scheduling more time in between appointments, you should try to find out why. If it’s about money, you may be able to work out something with your client to help them through the short term.


As part of learning about your clients, try to find out what other beauty or health related professionals your clients regularly see, such as a chiropractor, or if they have a health club membership. You might want to explore how you can work with these organizations for referrals or even co-marketing relationships.


Here are some other areas to explore to help you satisfy clients and build your business over the long run:


Loyalty programs

Find out how clients feel about programs that incent them to book more appointments, try new skin treatments or massage or buy retail products. The feedback is valuable in helping you shape a loyalty program that your clients value.


Use of technology

You may find that clients expect you to keep up to date with the latest apps and social media channels. For example, clients may prefer to book online while your business continues to rely on phone calls and a paper appointment book. Other clients might want to get a text instead of a call as a reminder about an appointment. Some clients want to get emails about promotions and new products. You may not be able to make changes overnight, but overtime you’ll want to keep up with the technology that your clients increasingly depend on.


Professional and volunteer organizations

Clients may be involved in local business organizations that would be good for you to join for networking purposes. That goes for volunteer and community organizations as well. If you are looking to raise the visibility of your spa or massage practice, you may find opportunities for donating your services.


Your clients are the best resource on how to provide outstanding customer service and build your business. Don’t be afraid to ask questions and seek feedback to build a win-win relationship.