Topic of focus - Customer Loyalty and Retention
When asked which resources ISPA spa member respondents use to monitor customer service for their spa, it was evident that technology plays a key part in their efforts.
Eighty percent use customer surveys conducted electronically, 74 percent use review sites like Trip Advisor, Yelp or Google and 62 percent use social media. Some of the tried and true options like feedback cards and secret shoppers remained popular (63 and 61 percent respectively).
Forty-five percent of all ISPA spa member respondents reward and/or recognize the sharing of positive feedback about their spa on social media, 36 percent reward and/or recognize posting a positive review online, while 30 percent reward and/or recognize a customer recommending the spa to others via social media.
Almost half of all spa respondents track customer retention goals (49 percent), while 64 percent of day spa respondents and 41 percent of resort/hotel spa respondents track these goals. Less than half of all spa respondents have a guest loyalty program (41 percent), though this number is greater for day spas (59 percent), and under one third for resort/hotel spas (27 percent). Day spa respondents also reported a lower percentage of first-time visitors to their spa, with 79 percent responding that 1-30 percent of their customers were first-time visitors over the past 30 days. Comparatively, 31 percent of resort/hotel spa respondents reported that 1-30 percent of their customers were first-time visitors over the past 30 days.
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