The spa industry is built on personal touch and amazing customer service; however, the way both are delivered is rapidly changing. Millennials are now the largest customer and employee segment, and they are driving retail. “Before I began working in spa and beauty more than two decades ago, I was one of the first female officers in Fortune 25 high-tech,” says Celeste Hilling, CEO, cofounder, and product formulator for Skin Authority. “My time in high-tech taught me many things, including how technology can be an enabler of human connection versus a disconnection.”
Seventy-six percent of American shoppers view customer service as a true test of how much a brand values them. Apps and technology can put customer service and coaching at your fingertips. Here are three high-tech tools for spa customer service that boost the bottom line.
Connecting with apps. On-demand mobile apps deliver experts or professional advice ‘live’ to consumersat the point-of-sale, in the treatment room, on the road, and at home. “Consumer demand and input led to the creation of My Skin Authority, which is the first free, interactive mobile app that connects people with a certified skincare coach to give personalized recommendations and guidance when and where people need it,” says Hilling. “My Skin Authority allows the spa team to have extra hands during rush hours or when they are short staffed.”
Using social to be local. Reaching local and regional consumers is no longer limited to TV and radio ads, and open houses. Social media outreach is hyper-local now, so spas can use the following social media platform actions to reach customers.
- Instagram ads have new additions including “Calls to Action,” which enables the opportunity to encourage people to book treatments now.
- Facebook’s “Local Insights” sectionallows users to view the demographics of people in the area, as well as see what time of the day most people are in their neighborhood, which is helpful for planning.
- Facebook’s call-to-action buttons allow customers to “call now” or “contact us.”
Dissolving lines of distribution. “I urge you to look at the customer experience from a whole, including coaching over the phone and Skype, loyalty programs, interactive sites and apps, social media, and treatments,” says Hilling. “Everybody benefits if you are consistent in touching people through all of these channels.”
- Boost customer service by offering real-time access to experts who can provide advice.
- Use texts, Facebook Messenger, apps, and in-spa signage to point guests toward products or services you want to be seen during their visit.
- The data gathered from the shopper’s time on your site can be used to communicate afterwards via e-mail, text, etc. about items and treatments that were viewed, but not purchased.