Spa Executive | Issue 12 | November 2019

QUESTIONS TO ASK IN A CUSTOMER
SATISFACTION SURVEY
customer satisfaction survey is a key element of spa business success. Some people balk at
the idea of soliciting feedback – I once heard a manager refer to the idea of sending a survey as
10The
“crazy” – but you should do it.
The only way to know if your customers are happy is to ask them
If you want to know if your customers are happy, you have to ask. A vast majority of people will not
complain after a negative experience with a brand; they just won’t go back. (Think about it. Do you
complain every time you’re dissatisfied with a product or service? Or do you just write off the
business and look elsewhere?) And an experience doesn’t necessarily have to be negative in order
for a customer to not return. In many cases it just has to be “not great,” which is pretty much
interchangeable with “not bad.” Of course, you don’t want a “not bad” rating. You want a rating of
“excellent” or its equivalent. And the only way to know if you’re hitting that target is to ask. A
customer satisfaction survey is the way to do this.
Surveys are opportunities for retention and acquisition
Surveys are also an opportunity to work on customer retention and acquisition – if a spa guest is
dissatisfied with their experience, you have the chance to make amends and try to keep them as a
customer. If a guest is thrilled with their experience, you can ask for a referral or review. Customer
satisfaction surveys also tell you where you need to improve.
These surveys can be sent through your spa management software.
09 | Spa Executive Marketing