Retention Series Part 2: The Receptionist

So, here we go! It’s time to break down the different aspects of retaining clients. In my personal opinion, the very first person that can effectively create value in your spa, is your receptionist. On the flip side, this person can also annihilate any chance of that same client ever coming back.

When I was working in the dental industry, I took a very useful business “boot camp” seminar series. One of the central concepts that we learned, was that the front desk, was just as important as the skill of the dentist. In other words, you can have a talented and fantastic doctor, but if your reception staff is terrible, the business will suffer. Likewise, if you have an amazing front desk team, a mediocre doctor will experience success.

I am a lady who wholeheartedly believes that a receptionist is also part of the management team. This person is the gatekeeper of your business. He or she singularly speaks to each and every client that spends money. Even if you offer online booking, they are the first smiling (hopefully) face the client sees. That very first phone call and that moment when the client walks into your business, make the biggest impact on the client’s perception of your spa.

Keeping this in mind, if the goal of your spa is to increase retention or if your retention is dropping, look first to your reception department and troubleshoot with the suggestions below.

Be honest, and ask yourself these important questions:

Consider these questions:

1)      Would you trust your front desk staff to have authority over your therapists?

2)      Would you feel comfortable putting them in charge, knowing they would make smart decisive choices that increase client satisfaction and business?

3)      If you went on vacation, would you fearlessly allow your receptionist to run the day to day show, and handle any curve balls with grace and thoughtful consideration?

If you answered no to any of these questions, you might have hired the wrong kind of person to be up front.

***Whatever doubts come to the surface when you think about your reception staff and these questions, I can promise you, your clients have felt as well. If retention is down, and you can’t trust your reception staff, your clients don’t trust them either. WOW, I hope this got your attention!!!

Hire quality employees based on the concept that this should be a PERMANENT position and never hire with a priority on looks.

Who made the unspoken rule that the reception desk must be manned by youngsters with too much make-up, and no experience in interactive customer service and sales? Think about it, this person is going to close retail sales, help the client book the best service for their needs, control the schedule (a.k.a. the therapists’ paycheck), handle returns, and control the phones. Most importantly, they are the ones who actually REBOOK the client. Our focus for this blog is retention, after all.

The true problem here isn’t necessarily that spa directors are hiring young, pretty employees. The real issue is that spa directors are setting a standard within their business that these individuals are easily replaceable and short-term team members. This reduces the personal investment of your new hire in the success of your hard-won business. It also reduces the clout and respect given to this individual by more experienced employees, opening the door to another myriad of problems.

Now, don’t get me wrong, there are talented young ladies out there who would be great for this position, but my point is, that most spa directors hire based on looks. They treat the receptionist as décor that can easily be replaced.  I agree that a receptionist should be well put-together, but a super-model is not needed to make a good impression on your client. The first impression they offer should be a smile from a well-dressed and well-groomed, confident individual.

Your receptionist must behave as if anybody who walks into your spa is a welcomed and familiar friend!

I’ve seen hostesses at greasy spoon diners with better customer service, than receptionists in day spas. It’s amazing what a smile can do! I don’t know how many times I’ve walked into spas for trainings, and the receptionist only acknowledges me with brief eye contact. That’s just RUDE!!!  It’s an instant let down for a client. Spas are places where people go to feel good, to rejuvenate, and to relax. Your receptionist must create that vibe from the very first moment the door opens. In fact, why can’t she open the door herself? Here are some quick solutions to a rude receptionist:

Ø  Smile- NO MATTER WHAT!!!! It is unbelievable that I even have to recommend this, but it needs to be said.

Ø  Train the receptionist to stop whatever they are doing (within reason) to greet each client with open friendliness. NOTHING else is as important as the person who just walked into your door.

Ø  Hold receptionists accountable and consistently correct passive aggressive gestures or habits. Example: Rolling their eyes or not acknowledging a request.

Ø  Prohibit cell phones and food at the front desk. No exceptions, seriously. Family can be provided with the spa’s landline for emergencies.

Ø  All personal conversations or inter-employee chatting must stop immediately when a customer is present.  Once a client has been helped, they should be the only person the receptionist chats with, unless answering phones or discussing practical day to day spa operations.

Ø  With the exception of high-volume resorts or spas, your receptionist should know the name of clients as they come in. The schedule is right in front of them, after all. If more than one person is due for an appointment, have the receptionist use their best judgment. It makes a nice impact and beats the tar out of “Do you have an appointment?”

Ø  Never leave the reception desk without somebody to cover it, even to use the restroom. This creates an immediate sense of insecurity for the client if they walk in. If you work alone, have a sign letting the client know when you will be available to greet them.

Ø  Have your receptionist team keep make up light and simple. Prohibit the use of glitter or trendy looks that require a messy style.

Spruce up receptionist customer service

It may come to a surprise to you, but usually the person with the best customer service is the therapist. I agree that this is important and their level of attention to the customer needs must be excellent, however, your service guru should be the receptionist. She should be just as memorable as the therapist, if not more so, because she is the last one they speak with. Here are some ways to make your receptionist a customer service rock star.

Ø  Require that the receptionist review all client notes for the day, with the purpose of knowing clients’ names and any personal information that could be used to chat with the customer.

Ø  Have your receptionist shake hands with each new client if possible and verbally welcome them to the spa.

Ø  Have the receptionist briefly walk the client through intake forms

Ø  Make sure the receptionist knows the menu and can make accurate recommendations.

Ø  Move to the client to retrieve the intake form, instead of waiting for the client to get up and walk to the desk.

Ø  Offer every client a drink and snack (if available) while they wait for their therapist

Ø  Don’t ask about personal or financial information from behind the desk. Physically get up and move to the client to privately verify information.

Ø  Remember your Ps and Qs! Always thank clients for their visit and especially thank new clients for trying your business out.

Dos and Don’ts of Receptionist Customer Communication

As always, communication is key. This is where experienced individuals really shine! I find that having a premade script that new receptionists must strictly adhere to during their first few weeks is incredibly beneficial. Remember that not everybody has learned excellent communication skills at home or school. Here are some wonderful tips to make your receptionist a communication pro!

Ø  The person physically in the spa, is ALWAYS more important that the person on the phone. If the phone rings while you are interacting with a client, don’t answer the phone. Remember that the person in the spa is the one actually paying for a service. Whoever is on the phone may never become a paying client. If you are truly concerned with lost business from not answering the phone, invest in an automated system that buys you time.

Ø  Never allow the receptionist to chew gum. It can be heard on the phone and seen by customers.

Ø  Train your receptionist to prep the client on what to expect with each service. Have your receptionist ask if this is the first time they are receiving the scheduled service. Let clients know helpful details specific to getting the most out of their service.

Ø  Any information that your receptionist captures over the phone should be written down so that the client doesn’t have to repeat the information when they arrive. For example, if you obtain address, email, and other contact information over the phone, adjust the intake form to reflect this.

Ø  Make sure your receptionist has a clear voice and confidence in her speech.

Ø  Avoid using slang when addressing clients or spa coworkers in front of clients. Learn to avoid the word “um,” and instead train your receptionist to buy time when looking something up with the phrase, “let me check on that for you.”

Ø  Always face the client and make eye contact when speaking to the client.

Ø  Instruct the receptionist to make a conscious effort to keep her tone positive and cheerful, whether on the phone or in person.

Ø  Have your receptionist practice active listening and guarantee that they acknowledge the clients requests or comments.

For those of you who consider these rules to be too strict, I say to you, as long as your retention is high, let lazy receptionists lie. However, when push comes to shove, this also means that there is a potential that you haven’t reached yet. And if you are anything like me, you’d like to see how high you can fly.

If after reading this blog, you come to consider that you have problematic front desk staff, I ask that you launch a consistent and interactive training program before terminating any employee. Let them leave if they don’t like the new law in town, and understand that in the end, you are trying to do the best for your clients. Everybody has to be on the same page.

Up next: Retention Series #3: The Therapist!