Ms. Curtis

Spas, Health & Fitness

Using High Touch Marketing to Turn Customers into Guests

By Nina Curtis, Founder & President, The Nile Institute

Back to the Basics…

For years, Starbucks Coffee has used high-touch methods to build and maintain a loyal customer base. In his book, “Pour Your Heart in it," Howard Schultz, in eloquently succinct fashion said, “If we greet customers, exchange a few words with them and then custom-make a drink exactly to their taste, they will be eager to come back.” This is a true description of a high-touch way to connect and turn clients into guest to build enduring loyalty. Pretty simple - right?

This approach is not new to the spa industry per se, but with the increased use of ‘hi-tech’, it appears that some of the ‘hi-touch’ has gotten lost in the mix. Today’s advanced technology is just that, technology, designed in many ways to make our relationship building efforts more effective and efficient, not to replace connecting on a personal level with a guest. Don’t get me wrong, I love technology and all that it has been designed to do, such as, make our lives easier, improve our efforts and profits, create more time to do the things we love, you get the picture, but it does not and will not replace one of our basic human need of, “staying connected through touch.”

Hi-touch marketing requires companies to trust their employees to be human and to execute by connecting on a personal level. Too often, many companies and yes, even some in the hospitality industry, are afraid to place this much trust and responsibility in the hands of their frontline team, (I have experienced this first hand). So instead of tapping into the human element to build enduring relationships that create guest, companies seemingly compromise by turning to high-tech ways to create loyalty programs based upon rewards that focus more on price, instead of the true value of human relationships.

Today’s social media frenzy provides us with several avenues to reach out and touch someone. Well, in the sense of promoting our businesses, creating fan bases and engaging in dialogue with potential guest, but don’t be fooled, that’s not enough to truly build a business foundation of loyalty and sustainability. What is a business to do? How can we begin to design high touch marketing programs that truly build a more satisfied and a more loyal guest?

My interview with three spa industry visionaries provides insights into their secrets of success and offers much food for thought...

“You may only get one chance to make a first impression, but that doesn’t mean you can’t re-write your script.” ~Nina Curtis

Building relationships and creating loyalty is the hallmark of many successful and sustainable businesses in today’s unpredictable economic climate. But how do you compete in a world that seems to be more concerned with price than value?

I had the opportunity to interview three spa industry visionaries to learn the secrets to their success in creating guests for a life.

During my interviews I wanted to find out what ‘hi-touch’ marketing really meant to these thought leaders. I’m aware that the spa industry is primarily comprised of those who ‘touch’, therapist, but I was looking for more. I wanted to find out how ‘touch’ was being used in the greatest sense of the word and how ‘hi-tech’ was positioned as a primary tool to support the efforts of 'hi-touch' marketing. Here’s what I found...

Jim Croghan
Director of Spa and Recreation
Grand Del Mar San Diego, CA.

"Retreat from the world and slip into a relaxed state at The Spa at The Grand Del Mar, the premier resort spa in San Diego. As you surrender into utter bliss, you'll understand just why it is one of only 20 Five-Star spas in the country".

What does 'hi-touch' marketing mean to you?

Hi-touch marketing to me is the key to relationship and business building. It refers to having human interactions, a personal element or a personal touch. In a world where nearly everything is hi-tech and automated (or is well on its way to being as such) it is a breath of fresh air to have some ‘old-fashioned’ human-to-human contact.

How do you incorporate 'hi-touch' marketing to attract customers to your spa?

We provide consistently superlative service in an exceptionally distinctive luxury environment with extensive amenities and treatments. Our colleagues provide exceptional service above and beyond the traditional spa experience, allowing guests to achieve the highest level of relaxation and pampering possible. Attention to detail is evident throughout all aspects of this luxury experience.

How do you turn customers into guests?

By introducing The Grand experience, which are life enriching programs designed to bring body, mind and spirit into balance and are the fabric of spa life. Whether joining friends in an early morning class of Tai Chi, riding the back trails across a sun drenched canyon, or enjoying a contemplative, solitary walk at sunset through the aromatic, grassy preserve, The Spa Grand Del Mar partners with nature in delivering an experience of relaxed, renewed and restorative wellness.

In what ways do you empower your team to create 'hi-touch' experiences for your guest?

We empower all colleagues by the following:

- Reinforce with positive feedback. Making sure our colleagues know they have done a job well. Colleagues who feel respected and valued within their departments will perform better on their tasks and are more likely to stay loyal to your company.
- Designate leaders. We delegate projects and tasks to individual colleagues and give them authority over specific projects
- Mentor employees. We invest in our colleagues developmental growth
- Encourage open communication. We clearly communicate our goals, projects and ideas, and encourage our employees do the same.

How do you balance 'hi-touch' marketing with 'hi-tech'?

Technology applications used by management and guests in the hospitality industry are changing rapidly. Technology is constantly expanding hospitality 'horizons', benefiting The Grand Del Mar to better serve our guests and our bottom line without effecting our personalized interaction or touch.

Where do you see the spa industry headed?

With the increasing scientific benefits of spa, many medical professional are now using different spa therapies in their treatment. It is expected that the demand for such treatments are going to increase in the near future. Local resources of a particular region, like natural herbs, honey, fruits and vegetable are also becoming popular elements of spa treatments. This will create the bedrock for future development of spa industry. Different spa resorts and destinations should formulate different strategies and new creative activities to attract more customers.

What must one do to create sustainability for their spa in today's economy?

Our plan for sustainability of our spa is outlined here:

• We put emphasis on building one on one relationships with each of our guest that transcends past their visit to our spa.
• We work to leave a positive impression on each of our guest so that when they think of 'spa-ing', they think of the Spa at the Grand Del Mar.
• We encourage each of our team members to listen closely to what each of our guests want, expect and need. We then ask our team to share this information with management so that we can include this in our business decision making process.
• We encourage each of our team members to continue their education and support them in these endeavors with on site and off site education.
• We are conscientious with our product and supply purchases understanding the need to work with vendors who offer excellent quality, products that are friendly for the environment and provide cost-efficiencies.
• We reach out to our community through events, fundraisers and programs to let the community know that we are accessible and supportive.

Maureen Vipperman
Director of Spa and Beach Club
Sandpearl Resort and Spa, Clearwater, Florida.

"Sandpearl Spa offers a diverse menu of spa experiences which incorporate beautiful, tranquil settings and ocean inspired rituals with refined technique. Explore the curative effects of water while unwinding in the spa. At Sandpearl Spa we focus on total well-being and cater to your every need so your renewal is perfectly primed to last well beyond your stay".

What does hi-touch marketing mean to you?

To me it means using your marketing campaign in ways that touch your target demographic, emotionally.

How do you incorporate 'hi-touch' marketing to attract customers to your spa?

At the Sandpearl Resort and Spa, we talk about what moves people, circumstances, things everyone "feels" something about. Like walking on the beach with pretty feet - time for a pedicure (nobody wants ugly toes in flip flops) or a quick sampler package as gas prices rise (the subliminal message is we're giving you more for less and you can "still" afford to spa)

How do you turn customers into guests?

We’ve turned our spa into a home away from home for our guest. We welcome them as a guest in our home - not like a customer in a store. The more they "feel" cared for - the better the relationship we build and then the more our spa becomes their spa home.

In what ways do you empower your team to create 'hi-touch' experiences for your guest?

I empower them to have a state of gratitude and graciousness. I educate my team on the "Intention" of graciousness of service. We serve with the expectation that our guests experience will be an unforgettable one - and that is exactly what we get.

How do you balance 'hi-touch' marketing with 'hi-tech?

Constant updates and feed back, being social in a social media frenzy - be it twitter, facebook, etc., but we haven't forgotten the simple "Thank-you" postcard that has a significantly higher emotional impact on our guests. It means more that we would slow down and take the time to mail a card.

Where do you see the spa industry headed?

If our industry visionaries stay vocal and in the forefront - the spa industry could still be potentially headed towards becoming an alternative and preventative health and wellness leader. If, however, we keep being seen as a luxury, amenities with no real value except to those who can well afford it. We will become nothing more than that.

What must one do to create sustainability for their spa in today's economy?

Stay steadfast, do what you’re good at and stay true to it. Know your core competencies and train your staff constantly. Have integrity in your pricing and service offering. The universe will pay exactly what you ask - if you don't cower to the vastness of it.

Zita Sims
Director of Spa Operations
Pala Casino Spa Resort, Pala, CA.

"The Pala Spa combines entertainment and relaxation to create an environment that promotes health and rejuvenation. Set against the tranquil backdrop of the Palomar Mountains, the Pala Spa, with 14 treatment rooms including two Couples Suites, a state-of-the-art fitness center, a full-service salon, and a retail boutique delivers a perfect getaway just for you".

What does hi-touch marketing mean to you?

It means being proactive in how you engage with your guests – and anticipating their needs, and even their problems – and then resolving those at first contact.

How do you incorporate 'hi-touch' marketing to attract customers to your spa?

Whenever our team members are not in their services, we encourage them to come out into the waiting areas, lounges or retail boutique and engage with our guests. We are constantly training our team members to give tours of our facility and answer questions re: our services – in the same way as our coordinators would when taking a reservation. All team members are also empowered to problem-solve, esp. when the guests relay stories of service disappointments elsewhere on property, by performing comp add-ons, or perhaps sending an amenity to their room, or even just providing that extra little bit of TLC in the service

How do you turn customers into guest?

Being sincere in your enthusiasm of wanting to meet and exceed their expectations. Something as ‘minor’ as a tour of our beautiful location, combined with the attention and sincerity of a team member who talks about how we’re there to simply take care of guests and provide an escape, has led to guests making reservations when they otherwise had no intention too.

In what ways do you empower your team to create 'hi-touch' experiences for your guest?

As mentioned in question 2, whenever our team members are not in their services, we encourage them to come out into the waiting areas, lounges or retail boutique and engage with our guests. We are constantly training our team members to give tours of our facility and answer questions regarding our services – in the same way as our coordinators would when taking a reservation. All team members are also empowered to problem-solve, especially when the guests relay stories of service disappointments elsewhere on property, by performing comp add-ons, or perhaps sending an amenity to their room, or even just providing that extra little bit of TLC in the service.

How do you balance 'hi-touch' marketing with 'hi-tech'?

We are still working through this – the technology sometimes limits one’s ability to assist guests as rapidly as possible, especially when one is challenged with staff shortages. However, the potential of introducing technology like iPad tablets loaded with the spa management software, to use along with tours of the property - could create better opportunities to take advantage of the guests excitement as they’re being introduced to the facility, and the staff are then able to make their reservations immediately. Allowing guests to peruse the spa menu online, and make their own reservations can also be a way of expediting the reservation process for the guest (especially those who are return guests to the spa)

Where do you see the spa industry headed?

Guests want a combination of results-oriented services together with the products used which allow them to feel pampered, and the knowledge that the products are safe for them and the environment. There is also a push for a more holistic approach to wellness – it’s not only about what you can see, but also how your spirit is nurtured: and venues able to incorporate those nuances will continue to do well: e.g. Yoga and Tai Chi offered in serene surroundings, combined with the more traditional spa services and also healthy spa dining options available for guests to enjoy to promote health and wellness from within.

What must one do to create sustainability for the spa in today's economy?

If you have the ability (as we have at Pala) to incorporate the beauty of nature with your building – do so (your guests will appreciate the inclusion). Creating spaces for couples and groups to enjoy the spa together, without disturbing others is important. Guests want to share their experiences with others: friends, partners, spouses.

Founder and President of the Nile Institute, Nina Curtis has worked in the personal care and spa industry for more than 25 years. She holds certifications in aromatherapy, reflexology, acupressure and color therapy and was instrumental in developing of training programs for salons and spas across the country. As principal of Curtis Communications, she consults for leading companies in the personal care industry. Ms. Curtis earned a MBA from Pepperdine University, and sees the value of learning business skills that are directly applied to the spa a nd hospitality industries. Ms. Curtis can be contacted at 310-275-6453 or curtiscomm@earthlink.net Extended Bio...

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