Final Synopsis
Service Excellence Project - Happy Tree
This report discusses the shortfall in personalized
services provided in Singapore Spas and how the service standards lag behind
when compared to Thailand. The comparison is made as Thailand is regarded as
one of the most competent nations in the wellness industry with the highest
growth potential in Asia (Sritama, 2015).
1.1 Workplace Context
According to the Global Wellness Economy Monitor,
the wellness industry which consists of spa and fitness elements has grown by
12.8% in the past two years, from a $3.7 trillion market in 2015 to $4.2
trillion in 2017 (Global Wellness Institute, 2018). Similarly, the spa industry
in Singapore is experiencing a positive outlook. There are over 400 spa centers
in Singapore, with an increase in demand for spa services (Chapman, 2017).
Similar to other service businesses, spas are also
expected to provide exceptional customer services. However, Singapore is
typically not mentioned as a country with a strong service-oriented culture but
is often compared with countries of renowned service standards (Leo, 2015). The
same can be said for Singapore’s spa industry as it has displayed signs of
underperformance with several negative reviews (Appendix A).
Singapore’s service standards are frequently
condemned due to guest perception and prior experiences in international spas.
For example, in Thailand, a spa experience does not just entail the spa
treatment but the importance is given to the pre and post arrival experience of
the guest (Cam, 2018). As Singapore spas linger behind guest expectations,
guests are left dissatisfied and tend to provide negative feedbacks.
1.2
Thematic Focus
The team will focus on the lack of personalized
services in Singapore’s spa context. As all the team members have worked in the
hospitality industry, everyone agreed that very few employees went the extra
mile to exceed guest expectations. This problem is commonly identified in the
hotels and spas industry in Singapore.
Personalized services are becoming a crucial factor
to enhance the guest experience (Noe, Uysal & Magnini, 2010). Personalized
services include a high touch, low tech element and can be as simple as
engaging a guest in a conversation to better understand him/her. However, based
on research and past personal experiences, it has been identified that spas in
Singapore have yet to meet the service standards provided by international spas
like in Thailand. Hence, this synopsis focuses on how spa employees can provide
excellent personalized services which would lead to an increase in customer
satisfaction and loyalty (Kumar, Kee
& Manshor, 2009).
2. Problem
Statement
The main problem identified would be that the ideal
service standards are not met in Singapore Spas. This is mainly attributed to
employees providing limited personalized services.
Through research and interviews conducted with personnel
from Banyan Tree Spa Singapore and Ritz Carlton Singapore (See Appendix B &
C), the problem identified is Singapore’s current work culture of a
“transactional relationship”, where employees tend to expect monetary benefits
such as commissions and tips instead of understanding guests’ needs (Leo,
2015). Coupled with the lack of consistent training, service standards of spa
employees are often inconsistent. It was also highlighted that employees tend
to be more motivated and display keenness during the training when creative
training tools such as videos and roleplays are included. However, these
approaches are rarely utilized in spa trainings.
3. Purpose
Statement/Objective of Study
The purpose of the study is to provide an overview
and propose to spa directors in Singapore the significance of training spa
employees on how to provide personalized services. The aim would be to
enlighten spa employees through a guideline which includes ways to understand
guests’ needs and expectations.
4. Proposed Implementation - Training with “C.E.R.T.A.I.N”
Framework
As identified in the problem statement, employees
tend to be keen on learning through innovative features. Hence, to improve
personalized service in Singapore spas, the team has developed the “CERTAIN”
framework to train employees with unique characters to be incorporated during
service delivery. While many hotels utilize the SERVQUAL model to conduct
service-related training, the model is not designed to provide personalized services
and instead focuses on basic customer service skills (Sun, 2019). However, the
“CERTAIN” framework is designed to inculcate personalized services through
training.
The framework can be applied by all services
providers in a spa, including the receptionists, therapists, and other staff
members. The main aim of this framework would be to evoke emotional
intelligence which enables employees to further engage a guest and ultimately
provide exceptional service by going the extra mile.
4.1
The “Certain” Framework
4.1.1 Care
It is crucial to demonstrate a caring nature
towards a guest especially regarding his/her experience in the spa. To be
effective, caring for a guest must be well communicated genuinely and
comfortingly (Hutchinson, 2009). This can be most evidently exhibited by spa
therapists as they are able to understand the guest while providing undivided
attention during treatments.
4.1.2 Empathy
Empathy refers to service providers being able to
understand and share the feelings of the guests. Reportedly, empathy has
positive and significant influences on customers’ positive emotions (Lo, Wu
& Tsai, 2015). Generally, treatments provided by professional therapists
are highly personalized according to the customers’ sensory inclination and
body conditions. (Lo et al, 2013; Snoj & Mumel, 2002). Therefore, spa
receptionists and therapists should be attentive to guests’ concerns without
interrupting and provide solutions to address their needs.
4.1.3 Respect
According to a quote by Mona
Sutphen (2017), most good relationships
are built on mutual trust and respect.
Displaying respect towards the guest would create a first good impression and
make them feel that they are being valued (Kimanuka, 2014). Hence, spa employees have to be polite, courteous
and treat them the way one would like to be treated. For example, in Ritz
Carlton Spa, employees will be constantly reminded that guests should be
treated as ladies and gentlemen served by ladies and gentlemen (Power,
n.d.).
4.1.4 Teamwork
Teamwork is an essential factor
contributing to good personalized service in spas. Spa employees would need to
communicate well to ensure that they meet the guest expectations. For example,
a receptionist needs to make it clear to the therapist on the guest’s requests
pertaining to the treatment type and it is the therapist’s duty to ensure she
is well aware of it before escorting the guest to the treatment room. This
would ensure that the guest does not have to repeat the request.
4.1.5
Anticipate
Anticipating guests’ need is a way of providing a
personal touch. Spa employees can make a positive impact on customers’
experience with simple gestures of anticipation. For example, when a guest has
an appointment and walks into the spa, the front-line staff should already be
anticipating guest arrival and be well prepared to serve them.
4.1.6 Initiate
Similar to anticipating guests’ needs, spa
employees have to take the initiative to go the extra mile to provide stellar
personalized service to the guest. As some customers might lack the ability to
detect complex discomforts or bodily pain, it is crucial for spa employees to
be able to detect the signs through verbal and non-verbal body languages to
ensure that guest receives the right treatment.
Additionally, spa receptionists can initiate a tour
and introduce the spa amenities/facilities to the guest if the guest arrives
early and providing consultation to the customer to understand their
preferences on the pressure points.
4.1.7 Notice
Personalized services can be in the form of knowing
the guests. This can be done by observing the guest’s habits and actions and be
attentive of their body languages or facial expressions throughout the spa
experience. For example, if the receptionist notices
that the guest is coughing, he/she may provide the guest with a cup of hot
water or when guests show signs of discomfort during the treatment, therapists
ought to pay more attention to their massage pressure or seek advice from
guests in ways to improve their experience.
5. Research
Methodology
The team decided on the following action plan after
identifying the problem. The synopsis includes both primary and secondary
research data:
a) Case
Study (Banyan Tree Spa) – See Appendix B
An interview with the spa director was arranged to
understand how the operations of Banyan Tree Spa Singapore differ from other
properties worldwide. Through this case study, the team was able to identify
the root cause of the average service standards here in Singapore spas.
b) Interview
(Ritz Carlton Spa Manager) – See Appendix C
An interview was also conducted with Ritz Carlton
Millenia, Assistant Spa & Fitness Manager to further understand Spa
Standards in Singapore. The main aim of this interview was to understand if
both spas faced the same issues in providing personalized services.
6. Conclusion
While Singapore’s service culture might not be
ideal, there is definitely potential to improve, given the increase in the
budget allocated for employee training (Co, 2019). However, it is crucial for
spa organizations to understand that training has to be in-depth and
customer-focused rather than revenue focused.
Culture also plays a significant part in providing
quality service standards. Therefore, employers would need to understand the
needs and motivations of spa employees and work towards building a better
environment. With a good work environment and consistent training, the spa
industry in Singapore would be able to match the standards of Thailand in the
near future and better its image eventually.
7. References
1.
References
Cam, L. (2018).
Like its guests, nation’s spa sector is enjoying healthy results. Retrieved
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Chapman, J.
(2017). Wellness is the new luxury for rich baby boomers | The Peak Singapore -
Your Guide to The Finer Things in Life.
Retrieved from https://thepeakmagazine.com.sg/lifestyle/wellness-is-the-new-luxury-for-rich-baby-boomers/
Co, C. (2019).
Companies affected by reduced foreign worker quota can tap on training, grants:
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Lo, A., Qu, H.,
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Power, R.
(n.d.). Instill Empathy Into Your Culture -- It Could Save Your Business.
Retrieved from https://www.inc.com/rhett-power/instill-empathy-into-your-culture-it-could-save-your- business.html
Snoj, B., &
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Sritama, S.
(2015). Thailand eyes top 3 place in Asia for tourism revenue. Retrieved from https://www.asiaone.com/news/travel/thailand-eyes-top-3-place-in-asia-for-tourism- revenue?amp
Stephen, M.
(2017). Most Good Relationships are Built on Mutual Trust and Respect - MotiveQuotes.net. Retrieved from https://www.motivequotes.net/good-relationships-built- mutual-trust-respect/
Sun, T. (2019).
The problem with applying Western theories that don’t fit. Retrieved from https://www.universityworldnews.com/post.php?story=20190312130941220
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