To say I’ve been thinking about the spa experience for a long time is an understatement. As someone who has built a business alongside some of the most prolific spa professionals over the past 20 years—and as an avid spa-goer myself—I’ve had a front-row seat to how spas navigate their customers’ experiences.
This dual perspective, from the front row to the customer chair, has allowed me to think and relate at both a high level of operations and the zoomed-in details of what makes an experience exceptional. Like the art of dance, where the stage composition creates the perfect atmosphere for performers, and the dancers move fluidly and effortlessly, a well-choreographed spa experience leaves customers not knowing exactly what made their time unique, but certain that it was.
Identifying Areas of Friction as Opportunities for Engagement
When I first read The Diary of a CEO by Steven Bartlett, I knew it would change the way I think about business—especially when it comes to leaning into (rather than away from) areas of friction. Customers are constantly signaling where improvements can be made, if you train yourself to understand their behaviors.
Bartlett offers two great examples of this concept. The first is Uber. Initially, customers could book a ride but had no visibility into where their driver was, only receiving an estimated arrival time. This lack of real-time information led to high cancellation rates. Uber recognized this as a point of friction and, at great expense, developed a feature that allowed customers to track their drivers in real-time. This empowered the customer to participate in the journey before even stepping into the car, transforming the experience.
The second example comes from a steakhouse that faced operational losses from customers frequently sending back steaks. The issue stemmed from customers not fully understanding what terms like "medium" or "rare" actually meant. The restaurant turned this frustration into an opportunity by reinventing itself as a “cook your own steak” restaurant. This interactive experience eliminated the ambiguity, allowing guests to prepare their steaks exactly to their liking.
Applying This to the Spa Experience: Think Like a Choreographer to Curate the Customer Journey
To curate an exceptional spa experience, identify areas of potential friction for your guests. Are they abandoning products or services in their cart? Canceling appointments? Displaying hesitant body language in the spa? Asking a lot of questions at check-in? Training yourself to evaluate each phase of their journey, from the initial booking to the final moments, can help you ensure your customers get the most from their time with you—and keep coming back.
For example, as a spa customer, I’ve personally found waiting in “relaxation” rooms before treatments to be anything but relaxing. My mind races with questions: When will my treatment begin? Are others going to walk in here? How long have I been waiting? This, to me, is an opportunity for improvement. What if we revamped this experience? Imagine having interactive product areas at check-in where guests can select elements of their upcoming treatment. Or consider rethinking relaxation rooms altogether, with staff trained to clearly communicate how the experience will unfold.
Another area of potential friction occurs at the end of the treatment. Having to handle payment while in a post-treatment relaxation haze feels jarring. What if we could eliminate this awkwardness? Pre-paying for treatments or sending a follow-up text an hour later with treatment details, rebooking suggestions, and an option to tip could allow guests to walk out seamlessly, extending their feeling of relaxation.
There are many possible areas of friction in a spa experience, from booking appointments and navigating service menus to managing wait times, unclear treatment processes, and even post-treatment transitions like payment and rebooking. These seemingly small touchpoints can significantly impact how your customers feel about their experience. If any of these are weak spots in your business, they present an opportunity to rethink and elevate your service offerings.
Whatever points of friction you identify in your spa, I encourage you to think like a choreographer. How can you guide the customer gracefully from booking to check-out, through treatment and beyond? This mindset transforms the experience, ensuring your spa stands out as a place where every moment feels effortless and thoughtful.
