Issue link: https://www.ascpskindeepdigital.com/i/1472077
78 ASCP Skin Deep Summer 2022 empowers its employees to spend up to $2,000 to solve customer problems without asking for a manager. This figure isn't arbitrary: The average Ritz-Carlton customer will spend $250,000 with the Ritz over their lifetime. 15 But you don't have to have the budget of the Ritz-Carlton to initiate this kind of service. Set a policy, based on your own business budget, on how much you can empower your staff to serve client needs without having to ask up the ladder. This can be a small, inexpensive birthday gift, factoring in an Uber ride for a team member to deliver a lost purse or phone, or upgrades for loyal clients. OPTIMIZE THE DIGITAL EXPERIENCE Customer service begins before a client ever enters your spa or salon by reaching out to clients and potential clients through digital media. To do this, you must establish a strong web presence—with reviews and directions—and drive them to the spa or salon through social media. Social media, websites, and generated texts or SMSs are becoming more acceptable and even expected by a younger clientele. Studies show that SMSs are opened at a rate of 98 percent versus 22 percent for emails, 16 with a 45 percent versus 6 percent response rate, and a 90-second versus 90-minute response time. 17 Furthermore, 77 percent of consumers are willing to get SMSs through their phones, 49 percent want to be informed via this method about sales and promotions, and 54 percent want to receive reminders, such as upcoming appointments or items left in their shopping carts. 18 Perhaps most importantly, automated reminders reduce no-shows by almost 40 percent. 19 RETENTION MARKETING It's less expensive to retain existing clients than to constantly invest in promotions and advertising to attract new ones. On average, loyal customers are worth up to 10 times as much as their first purchase. 20 In order to win new clients, spas end up spending five times the amount they expend to retain their existing clientele. 21 A 5 percent increase in customer retention can increase a company's profitability by 75 percent. 22 Retention marketing can be as simple as coming up with an incentive for loyal clients who refer new customers. This incentive can be as basic as providing an upgrade to their service or adding a complimentary treatment to help expose them to new services they may want to incorporate as part of their regular routine. Be sure to empower your staff to provide these upgrades to loyal clients. The spa's receptionist and front desk staff are crucial in making clients feel welcomed, special, and appreciated. Simple things, such as remembering a client's name or how they take their coffee, are very important. Thank-you notes make lasting impressions and create client loyalty. Design a loyalty rewards program. Much like the airline industry's frequent flier programs, loyalty programs allow for priority check-in, free upgrades, access to VIP lounges, Why? Customers have more choices than ever, and—as a result—they expect high-end service. Data shows that 73 percent of consumers are likely to switch brands if they don't receive consistent levels of service. 14 For a day spa to be successful, the spa director (whether it be the owner or another employee) needs to be stationed at the front desk, anticipating client needs and delivering services that are met with 100 percent satisfaction. One of the highest bars of customer service is exemplified in the legendary Ritz-Carlton customer service policy, where the Ritz-Carlton organization angela roma-r/pexels