How Many Service Stars Does Your Spa Deserve?
This excellent article by Stephanie Leger defines the difference in levels of service from four to five star. Spas may look good and smell good but if your retail products are not moving it indicates a lack of engagement. What can you do differently?
In service comparison, four-star service will hit all the five senses at a luxury level, but it’s taking those five senses to a level above and beyond creating that mystique of five-star service. For example, when arriving at a hotel, restaurant or any business. Four-star service is the basics of an ordinary arrival, but it’s five-star service that creates a memorable experience from the beginning energizing the five senses.
How to make an arrival experience five-star.
Sight– This is the first impression to WOW the guest on their senses. The establishment is in pristine condition, even the associate’s uniforms are spotless, and their movement is flawless. It’s compared to watching an elegant theater production where the associates don’t miss a step in service.
Hearing – Upon arriving the associate listens to the guest and reacts base on what they hear. It could be a complaint or curiosity. Five-star service, the associate takes this as an opportunity. For example, the guest may be upset over delays in their travels or inquiring where something is. Whatever the guest is communicating, the associate is taking mental notes what they are hearing and providing emotion while already planning their next step to anticipate the guest needs.
Touch– You want the guest to feel the luxury surrounding them upon arriving. Here you would think it’s the items the guest touches, but in five-star service, the guest doesn’t touch anything. There is an associate to assist them getting out of the vehicle, opening the door and guiding them in as if they are floating.
Smell– The aromas upon arrival have a unique connection with the brand or location. For example, if arriving at a tropical destination, local fruits and flower scents are used. These scents aren’t over powering but are strategically placed to catch just the faint scent that is unique while gliding through.
Taste– Upon arrival, in five-star service having a small refreshment for the guest to stimulate their taste buds is taking the service to the next level. The refreshment itself is high quality and homemade. Something the guest cannot get anywhere else.
In addition to the five senses, consistency is key. After arriving, service must be consistent all the way through to departure for every guest. In five-star service, the service the associate provides shouldn’t act robotic being consistent, but instead, service is personalized to each guest, consistently stimulating the guest’ senses.