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Dan Gingiss: Why a Remarkable Customer Experience is Your Best Sales and Marketing Strategy

September 14, 2023

LET’S FACE IT: Competition is tougher than ever these days. How can we stand out in a crowded marketplace that is constantly evolving? In this fun and engaging keynote, customer experience speaker and former Fortune 500 executive Dan Gingiss will teach the audience how customer experience can be your company’s ultimate differentiator, creating a competitive advantage that cannot be copied.

Pulse: How can spa companies help customers understand the difference between price and value?

Dan Gingiss: Competing on price is a loser’s game because it’s a race to the bottom. Even if you can acquire a customer with a promotion, chances are they’ll be looking for a promotion somewhere else if price is what drives them. Instead, focus on how customers will feel after visiting the spa. There are dozens of places a customer can go for a Swedish massage or a yoga class; the reason they will choose to return to your spa will be because of how you made them feel. Consider ways to help customers feel welcomed, understood, appreciated and connected.

Dance Therapy

Combining self-knowledge and personal analysis with studies in psychotherapy, dance has been rediscovered as a healing art.

Data Collection in the Spa

September 5, 2023

Data drives the world. That corporate truism has been a given for the lifetime of anyone leading a company today—but especially over the past two decades, when the sophistication level of data collection, analysis and utilization has overtaken every other business tool to the point data is ingrained in our every action.

For organizations in the spa industry, “data is being generated at an ever-increasing pace,” says Cecilia Hercik, director of spa and wellness for The Spa at Sea Island. “It can be overwhelming if you’re not ready for it. But it’s so important to running a business: Data can contribute to your company’s strategies”—from staffing and scheduling to marketing and client relations, from product development and service offerings to budgeting and branding.

December 2015 Snapshot Survey – 2015 Year In Review

December 13, 2016

Topic of focus – Year In Review

ISPA members were given a list of marketing channels and asked to specify whether they increased, decreased or made no change to each channel from 2014 to 2015.

December 2016 Snapshot Survey – 2016 Year in Review

December 13, 2016

Topic of focus – Year in Review

All respondents were asked to name some of their favorites for 2016. The most commonly listed favorite books of 2016 included Start with Why by Simon Sinek, Daring Greatly by Brenè Brown.

December 2017 Snapshot Survey – Year in Review

March 6, 2018

Topic of focus – Year in Review

The year in review survey asks participants about their favorite things of 2017, including their favorite new marketing initiative, favorite book read in 2017, favorite new spa product, favorite new tech gadget or mobile app, favorite change made by their company and favorite keynote, TED Talk or other presentation seen this year.

December 2018 Snapshot Survey – Year in Review

January 23, 2019

Topic of focus – Year in Review

Respondents this month were asked some of their favorite things from 2018, including favorite company marketing resources, books they read, new spa products, tech gadget or mobile app they used, changes their company made, and keynote or presentations they watched or attended.

Deep (Tissue) Muscle Massage

Deep tissue massage therapy is similar to Swedish massage, but the deeper pressure is beneficial in releasing chronic muscle tension. The focus is on the deepest layers of muscle tone, tendons and fascia.

Deliberating Disconnection

September 7, 2023

The spa is an oasis of serenity where guests should enjoy a tranquil escape: one designed to free them from stresses and encourage them to focus on wellness. While many spa professionals and their customers might agree with that sentiment, the specifics of the experience they envision are far from unanimous.

A common culprit in the debate over an ideal spa environment is personal technology devices. Does an incoming text message or email alert diminish and detract from spa’s promise of a temporary escape? Or does scrolling social media or multi-tasking increase and intensify the benefits of an hour- or day-long getaway?

From spas advertising a strict “digital detox” to facilities offering high-speed wi-fi as a market differentiator, perspectives abound on appropriate electronic device policies. Hear from four ISPA members as they discuss their spas’ “digital disconnection” strategies and share insights about guests’ preferences.

Delivering a WOW Experience

December 14, 2016

Delivering a Wow Experience – How to Create Exceptional Service Habits 

By Dr. Bryan Williams


It all begins with a thought. Thoughts turn into words, words turn into behaviors, and behaviors turn into habits. In fact, anything we consistently do will become a habit. Napoleon Hill wrote: “Thoughts are things, and powerful things at that.” It generally takes anywhere between three to four weeks of daily repetition to form a habit, but once it’s formed, it is very difficult to not do it. The mind doesn’t know if it’s a good or bad habit. Your mind just accepts whatever you feed it, and the habits ensue. To deliver a consistently exceptional service experience, there must be habits that are hardwired throughout your entire team.

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