Champneys Health Spa: Hospitality Consultant's Customer Report

This management report examines customer trends and expectations at Champneys Health Spa, based on a Trip Advisor review and a hospitality consultant's analysis. It uses customer journey mapping and a service blueprint to identify weak areas in the spa's operational procedures. The report highlights the importance of meeting customer expectations regarding professionalism, punctuality, and relaxation. It details the customer journey from awareness and consideration to purchase and retention, emphasizing the need for personalized attention and efficient service. Key components of the service blueprint, such as reservations and suites, are analyzed, and recommendations are provided to improve customer service and ensure Champneys exceeds customer expectations. The report concludes with strategies for retaining customers and building a loyal customer base through enhanced service quality and a positive customer experience.

MANAGEMENT REPORT

Executive Summary
The present report discusses about the customer trends and expectations from the Spas. This report is based on the study of Champneys’s Health Spa and the services it provides to its customers.
Under this report, it has been identified that the consumers want to receive exclusive experiences as well as services from the service providers. They want to feel prioritized if they are paying the
service providers. They expect professionalism, punctuality, and relaxation from the Champneys’s Health Spa. The consumer service blueprint throws light on the physical evidence of the
Champneys’s Health Spa and also includes customer action. The physical evidence of the Champneys’s Health Spa includes Lavish guest entrance, waiting lobby, therapists, care units,and mirrors.
And, the customer action includes reservation, parking, check in, check out, suites. The customers expects the same from the Champneys’s Health Spa.

Table of Contents
Executive Summary........................................................................................................................................................................................................................................................ 2
INTRODUCTION............................................................................................................................................................................................................................................................ 4
MAIN BODY................................................................................................................................................................................................................................................................... 4
Customer Journey Mapping.......................................................................................................................................................................................................................................... 4
Customer Service Blueprint.......................................................................................................................................................................................................................................... 5
Primary components of the service blue print............................................................................................................................................................................................................... 6
Recommendations......................................................................................................................................................................................................................................................... 8
CONCLUSION............................................................................................................................................................................................................................................................... 9
REFERENCES.............................................................................................................................................................................................................................................................. 10

INTRODUCTION
Champney's Health Spa is the one of the oldest and best spa in UK. It offered 150 and more treatments to the people. The Spa collaborated with Zest the Agency
to establish its locations and expand in the market for better reach to the audience. IT offers water based treatments to rejuvenate and relax in the revolutionary
designed hub. It is the perfect place to get detox re balance. It provides fitness classes, special treatments and many other approaches for fitness and wellness.
The survey conducted on the Champney's demographic profile represented that around 76% females and 24% of males are spa- goers. The females generally less
prefer going to spas than males because they are interested in maintaining healthier skin and improved blood circulation. In terms of age, people aged from 25 to 34
years are the frequent spas goers as comparative to the people of age 35 to 40 years. The most of the Customers or the Spa are younger respondent, because they are
very conscious regarding health and fitness. The youth like the spa sessions as they love to spend time and pamper themselves.
In the evolving world, the needs and trends of the customer are changing. The consumer's demand of wellness through muscles retention and fitness training
both at gym or fitness studios and personal training. Due to pandemic, people want to spend time at natural places which helps in both mental and physical wellness.
The remote working and living has emphasized the consumers to connect with the physicians or trainers digitally through online platforms. Many spas and wellness
centers have adopted the Ayurveda and traditional Chinese treatments for connecting and relaxing of mind and body. For overcoming the insomnia and sleep
problems of consumers, the Spas are providing sleep therapies and sleep retreats (Manhas, Charak and Sharma, 2019). Due to pandemic, consumers for boosting
their immune and cultivating health and healing focusing on yoga and meditation practices.
The Spas should make sure the consumer feel prioritized and valuable. They should be offered with personalized attention and services to make them feel
welcomed and important. The customer expects a mess free appointments booking and helpful staff at the Spas. The customers expect the spas to be well lighted and
with calm sounds making the customers feel calm and relax. The consumers should be explained about each and every treatment and its benefits thus they don't feel
that they are overcharged. This will help the guests to understand that treatments are worthy and beneficial for them. The health Spa centers should try to achieve the
maximum customer expectations, this will help in retaining and creating a loyal customer base (Jawabreh, and et.al., 2020).
The report will discuss the experience of A hospitality consultant who assisted the Health Spa Center on the basis of customer review. The report will specify
about the journey and procedure of the customer services and what a customer expects from the Health Spa Center and the business, it also specifies how a business
can provide the best services by considering all the stages of customer journey map.
MAIN BODY
Customer Journey Mapping
Customer Journey Mapping is done through diagrams, which helped in knowing the procedure a customer goes through to achieve its goals of buying products,
visiting hotel for holidays or addressing issues on social media. To effectively reflect the steps of customer's journey, all the stages are represented with the
experience associated with it. There are five stages of the customer's journey map.
The customer journey mapping on the basis of a customer's experience:
 Awareness: This is first stage of the customer journey map that acknowledges that before going through anything he must be aware about the quality of the
product and services. This stage helps in expansion of your choices of the customer. For conducting researches from digital perspective, the customer can use
web pages and internet sites. The customer should conduct research for the Health Spa as there are many platforms such as google reviews, tourist guide sites,
friends and relatives. Now, why a person will do research of the health spa? Because they want to get best services and avoid any disappointments (Berman,
2020). The awareness will help them in finding the solutions to their problem that does the Health Spa or Wellness center provide the service that the
customer wants. As from the give scenario, it was clear that both of them didn't research for the Champaney's Health Spa and were very disappointed with the
services.

At this stage, business also have to spread awareness about its services through marketing and promotional activities. The business uses social media,
advertisements, newspapers to make people aware about the products and its services. The businesses can sponsor campaigns and programmes for creating
awareness about them.
 Consideration: After the first stage of customer Journey map, here the customer will compare between two organizations. The customer will compare
between two health Spas by a detailed research on the services, amenities, environment, customer service, food and infrastructure. The detailed research will
make it easy for the customers to compare among the different health Spas, treatments and the services they offer and it also helps in comparing the prices
and offers they are providing. From the comparison, the customer will be able to choose the best one (Micheaux and Bosio , 2019). In case of Champney's
Health Spa, the customers lacked in researching about the health spas and the services. They randomly chose the one thus they were unaware of the services,
prices and treatments. And so they were not happy with them.
The businesses scan the business environment and focuses on the competitors' strategy to make their products better than them. As the customer
compare between various business, all of them try to maintain a better brand image and reputation in the market, thus ensuring higher productivity of the
business. It helps the businesses in resolving the customer disputes and developing an understanding among the customer and their choices. For the better
reach of products and services, they can develop new stores and centers. This needs efforts but it helps in development of business for increase in their
revenue.
 Purchase: In this stage, the customer will choose and order the products or services he wants on the basis of the research conducted by them. This stages will
decide the order size and the amount to be paid for the services. After purchase, it gives them an idea of the service they were offered. In health spas, this
stage helps in identifying the nature and conduct of the treatments and services. In the scenario, it was clear that the customers wanted to spend a night with
her friend but all the services from bookings to the amenities, treatments and dinner were so disappointing. The services offered were not up to the
expectations of them.
In the purchase stage, the business provides the customer with the best product and services. Many businesses provide the customer with a wide
payment options such as through Credit cards, Cash or UPI methods, thus making the journey easier for the customers (Rudkowski, and et.al., 2020). At the
purchase, the business should focus on the touch points like order confirmation, mail services, fast delivery, etc. The business can provide on time services to
the customers and drop them the message of every single step such as packaging, delivery, etc. for this the businesses have a good logistics system to avoid
any delay in addressing the issues or queries of the employees. They should ensure that the customers get the quality products and services which match their
expectations.
 Retention: This stage is the retention stage, which means that the customer is so happy and satisfied with the product or services that he'll remain the active
customers and would like to purchase more. This stage shows that the organization has maintained the trust and loyalty with the customer, and thus the
customer will be retained. In the Health Spa Centers, it is necessary for them to provide the customers with all the facilities as per their preferences. Make
sure they provide them with the best treatments and services to prevent a bad brand image. In the above scenario, it was clear that both were not happy with
the services, treatment and efficiency of the servants, thus it was difficult for them to be an active customer of the Champney's Spa (Sangpikul, 2019).
The business should constantly keep a check on the quality of its products and services to create a strong and loyal customer base. They should try to
turn the negative and bad experiences of customers into positive. Their services and products to be developed. The businesses should offer them unique
services and benefits to provide them a good and positive environment. The management should focus on the questions and needs of the customers and try to
build good relations with them to make them feel comfortable, thus ensuring higher retention of the customers.

Customer Service Blueprint
Makes
reservation
Arrive at the
spa
Parking lot Guest
entrance Therapists Mirrors Care units Suites
Waiting for the
suite to be
allotted
Check in Attend the
therapy sessions Pays check
Greets and take
bags
Registers the
presence
Notifies them of
the waiting time
Assisting the
clients with the
sessions
Serves the client
with drinks and
snacks
Therapists prepare
for the sessions
After cleaning
services
Registration
system
Offers
deliverables to
the clients Payment

Primary components of the service blue print
Reservations
As per the given situation, the reservation system of the Champneys Health Spa is smooth and efficient and can easily be accessed by its customers in order to reserve their
visit or stays. However, it has been observed that the operational management within the Champneys Health Spa is not good at all. They book the space for their future clients for a
date when they already know that the space would not be free at that particular time (Smith and Wallace, 2019). But in order to increase their profits and engage the clients before
they visit another spa, they try to befool them. Same was the case with Ms. Amanda P., she and her friend had to wait for about 25 minutes before they were allotted their suite even
when they pre - booked their stay.
Suites
The suites at the Champneys Health Spa includes regular twin rooms, as well as the superior twin rooms. The superior twin rooms at the Champneys Health Spa is quite
costly as in includes certain personalized services and easy availability of room services. Whereas the regular twin only offers the clients with a room and no extra services. If a
client’s wants to experience the additional services such as room services, they will be charged with an extra amount. But it has been noticed, that the staff is not co-operative at all.
They do charge the money for allotting superior deluxe room to their clients but do not try to meet with their requirement. One client specifically asked the management to arrange a
bottle of wine named as Prosecco on a particular date and paid in advance for the same, but the staff completely forgot about the request and did not serve the client on time
(POLAT, and ÖZTÜRK, 2021.). Even when they were reminded again to bring the same, they sent them an opened bottle. Similarly, it has been observed that this kind of
mismanagement by the Champneys Health Spa is not a onetime thing, it happens often with a range of customers. The staff do not provide the clients with efficient room services
and also does not even try to put any efforts in order to make the clients feel happy. This brings dissatisfaction in the minds of the customers.
Therapists
The services of the therapists at the Champneys’s Health Spa are not professional. They do provide good services in terms of experience but in terms of professionalism and
punctuality, they will be rated as negative. Once, it was noticed that the therapists did not arrive for taking the planned sessions. They did not even inform the clients that they will
be late or will not be able to come because of certain reasons. The operations and management team of the Champneys’s Health Spa should have confirmed the presence of the
therapists and if the therapists were unable take to unable to take the sessions, it was the responsibility of the management team to coordinate with other therapists and bring them
on board in order to serve the planned clients. Under the case of Ms. Amanda P., the staff of the Champneys’s Health Spa booked the sessions of aqua aerobics and fitness
beforehand and but did not serve them with the services (Stankov, and Gretzel, 2021.). At last, one of the employee from management staff came up and assisted the clients with
aqua aerobics and fitness exercises. As soon as the customer got free from aqua aerobic session, no one from the staff of Champneys’s Health Spa served the customers with towels.
This decreases the level of consumer satisfaction.
Waiting lobby
The waiting area of the Champneys’s Health Spa provides a comfortable space to their customers. The space is aesthetically beautiful, there are relaxing low sitting sofas

which ensures the comfort to the clients who are waiting for the services to be received. This enhances the customer experience and makes it easier for the client to wait for their
turn.
Care units
The intensive care units at the Champneys’s Health Spa provides its clients with extensive range of facilities such as muscle relaxing chairs and beds, spa pools, steam
baths, aesthetics. It includes massage treatments, facial treatments, body treatments, hand and foot treatments, wellness treatments, alternative therapies, maternity treatments and
beauty treatments (Koskinen, and Wilska, 2019). These ranges can further be diversified into discovery treatments for the first goers, personalized treatments as per the needs of
an individual, and beauty treatments too. This extensive range of services and treatments are one main reason which attracts the clients towards the Champneys’s Health Spa.
Parking lot
The parking lot of the Champneys’s Health Spa is quite big. At least, a number of 30 to 40 people can park their cars at the same time. It enhances the level of convenience
of the clients and gives them a reason to visit the place more often. This can be counted as a good feature in terms of the services. It provides proper facility which includes special
treatments to the visitors. When a client or visitor visits the Champneys’s Health Spa, a personal assistant assist the clients, opens the door of the car for the client, take the keys
from them and parks the car on their own (Heuchert, 2019). This reduces the troubles faced by the client in parking the car and enhances their experience. The assistant keeps the
keys with them and assigns a specific portion in the locker for each key and gives the token to the client. The reason behind providing this service is to provide the clients with
hassle free experience and ensure that they visit the Champneys’s Health Spa again.
Recommendations
 Firstly, the management of the Champneys’s Health Spa needs to improve their reservation system. They need to be precise in allotting the check in time to their customers
in order to enhance their customer satisfaction. Firstly, they need to confirm the checkout time of the existing clients and then allot the time to new customers. This will help
the management to ensure consumer satisfaction (Berman, 2020.). For instance, if an existing client will check out at 10.00 am in the morning, the management should
ensure that the time allotted to new clients is after the checkout time. This will help the Champneys’s Health Spa in improving the quality of services provides and ensure a
hassle free experience.
 Another recommendation to the management and operations department of the Champneys’s Health Spa is to bring the professionalism in their work as well as services
provided. The existing therapists needs to learn the importance of punctuality and professionalism. They are being paid by the Champneys’s Health Spa for providing the
services. Therefore, if a therapist is on leave on any particular day, it is his duty to inform the Champneys’s Health Spa about the absence or in case if he will be late then
inform the management about the same. And, similarly, it is the responsibility of the Champneys’s Health Spa too, to timely ask the presence about the presence of the
therapists and if a therapist is on leave, then arrange a new therapist for the clients that scheduled for that particular day (Szende, and Dalton, 2021). This will help the
Champneys’s Health Spa in retaining the existing customers and also attract new customers to avail the services provided by them. This will improve the level of
satisfaction among the customers.

 Lastly, the Champneys’s Health Spa needs to work on the services provided by the staff such as room services. There are certain packages for instances, superior twin
rooms, and deluxe rooms, which are inclusive of the prices for the services offered by the staff. The Champneys’s Health Spa do not provide any concessions or discounts
while reserving the suites for the clients but afterwards do not provide them with services (Papazoglou, Elgammal, and Krämer, 2020). For the same, the management
department of the spa needs to set certain rules which includes pay cut for any kind of delay in services or providing faulty services. This will encourage the staff to provide
efficient services or else their payment will be cut.
CONCLUSION
On the basis of the current study based on Champneys’s Health Spa, it can be concluded that professionalism, punctuality, enhanced customer services,
improved customer experience plays a vital role in the success of an organization. The organization always needs to be aware of its main services and continuously
work on them to improve the consumer satisfaction. Professional is important, if an organization wants to achieve greater heights. On the same note, the therapists
working within the Champneys’s Health Spa needs to bring professionalism in their work, it will help them attract new clients as well as enhance the perspective and
brand image of the organization and the therapists in the minds of the customers.

REFERENCES
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