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Three Things Your Clients Are Looking For at the Spa

     Retention Rate

Frequently, when I ask about retention rate, the response is usually a little vague. “We get around ___%,” stated with an unsure tone, is typical. Saying “around” or not knowing your retention rate is not a good thing when you are leading an organization. Especially if you are a day spa, medi spa, wellness center or a resort spa who caters to a local market. Do you know your retention rate? Go check it out. Your spa’s Retention Rate is one of the most important Performance Indicators to monitor. It cannot be ignored. It’s a direct reflection of how satisfied your clients are and if you are fulfilling their needs. So, what do your clients want? And how do you keep them coming back for more? It comes down to three things:

1. Results
It’s not just about feeling good for the hour they are at your spa. It’s about the results they experience beyond your spa. While conducting training, I ask trainees, “Do you think you can de-stress a guest with a one hour massage and make it last beyond that hour?” Can you solve skin care conditions with one facial? You see where I am going with this… results require more than an occasional visit to the spa. Results require education and commitment from spa professionals and clients. So why are we spinning our wheels with a la carte offerings on the menu? Our clients need results to keep them coming back and results don’t happen with just one visit.

2. Experience
The guest experience is the second most important thing your guests are considering during their spa visit. They want a place that is calming, relaxing, and clean, with a professional and skilled team to help them. The experience starts from the call, to the check-in, the treatments, the relaxation lounge, facility and the check-out. Too often, spas don’t even have an evaluation form for the guest to fill out or receive as an email to provide spa experience feedback. If you are one of those spas who are not capturing your guests’ feedback, please start evaluating your experience now. My biggest pet peeve is the bed. I can’t tell you how many times I walk into a spa and the bed is not inviting at all. Many have the Hunchback of Notre Dame look or you see the gut of the bed with wrinkled linen. I can go on and on… What’s so difficult about making a neat, clean, inviting bed for your clients? Don’t they at least deserve that? Maybe some of you reading this are saying, “My beds are fine.” If they are, great! But if they are not, I recommend making necessary changes and watch your retention rate increase. P.S. Yes, I call it a bed and not a table because the last thing your guests want is to lie on a table!

3. Status/Ego
Most people like to feel special and belong to a club or an association. Look at the people who join a country club. Part of the country club membership is to visit the club and dine there several times per month. It’s the members chance to mingle, be seen by other members and connect with likeminded people. Is it expensive? Yes, very. But people do it. Why? Ego, status, they like it or love it… Are people still golfing and belong to country clubs? YES! We need to get them to belong to your spa. Get rid of the scarcity mentality and stop prejudging your client’s pocket book! If you offer something that produces results with a great experience, play on their ego and status. People will come to you! So if you don’t have a membership program yet, create one and launch it as soon as possible.

Go ahead, put these three components to work in your spa and watch your retention rate increase!

Copyright (c) 2013 InSPAration Management

Article Source:

Dori Soukup is a recognized spa consultant, expert, speaker, coach and author. Dori is the founder and CEO of InSPAration Management, a business firm that specializes in providing business solutions to spa and salon leaders. The firm offers education via CDs, DVDs, Coaching Memberships, Seminars, and more. To learn more, visit

Posted on 2013-05-11, By: *

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Note: The content of this article solely conveys the opinion of its author.

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