THE WELLNESS SALON PROJECT
Hospitality & Services
Key Areas of work
UX Design, Interactions, Service design
This project was a design proposal aimed at improving the service design of a wellness salon chain across the US.
As the only designer on the team, I studied the current service design of a wellness salon which followed a franchise-based model, to identify gaps and opportunities that could be leveraged to enhance the customer experience.
Mar 2017 (3 weeks)
Deloitte Consulting LLP
The wellness salon chain had reimagined the customer experience by moving their booking appointments and patient records to a digital platform. They used a match-making algorithm between patients and therapists, when booking a therapy session.
The digital platform eased the work of in-house therapists and provided a match of therapist to patients while booking. It could not ensure that the patient would get the same therapist with whom they had a delightfully relaxing experience. Causing the customer(patient) retention rate to be low.
Understand the current service design map and identify the gaps.
Looking at the service design map I felt the need to map out the customer experience journey in detail to identify opportunities.
This solved the gap and closed the loop in the service design map.
CUSTOMER FEEDBACK IN FRANCHISE DRIVER MODEL
Key differentiators for any successful franchise operation are great customer service and amazing employees.
This means that ensuring that employee performance and store experiences are optimal is a continuous loop for franchise owners.
Presently, new and existing customers engage in sharing their feedback on online forums, which is not a verifiable and quantifiable source of evaluating store and employee performance.
Most feedback received would be from customers who are really upset about their experience or are really pleased with it.
The majority of users who are fairly indifferent to the experience, are much less likely to give feedback. They may simply vote for the sake of it and not return again.
To encourage the major part of the neutral and indifferent people into giving their time and feedback, its critical to provide an incentive for their efforts.
HOW SHOULD WE INCENTIVIZE?
Loyalty Points of a certain value (e.g. 100 points) can be added for every feedback.
These points can be redeemed later by the customer as an add-on for the massage session.
Customers can be provided a free consultation (10 to 15min add-on) for massage or skin treatments.
These can be availed at their next appointment.
Customers can be gifted with a small product kit.
This can also be used as an opportunity to market their products
Capturing customer feedback on the consumer app