{"id":1164,"date":"2012-09-24T18:05:05","date_gmt":"2012-09-24T16:05:05","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1164"},"modified":"2012-09-24T18:05:05","modified_gmt":"2012-09-24T16:05:05","slug":"spas-y-la-ingenieria-de-la-carta-de-tratamientos-2","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2012\/09\/spas-y-la-ingenieria-de-la-carta-de-tratamientos-2\/","title":{"rendered":"Spas and Treatment Menu Engineering"},"content":{"rendered":"

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Creating the right menu for your customers is an essential ingredient of the success surrounding any spa. Menu engineering is the art of implementing such a menu. This post takes into consideration some of the insights shared by Katie Barnes in a recent article published on spabusiness.com<\/a>. The following post introduces the development, basic principles and best practices behind menu engineering.<\/p>\n

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Crear una adecuada carta de tratamientos para los clientes es un ingrediente esencial del \u00e9xito que rodea a cualquier spa. La ingenier\u00eda de la carta de tratamientos es el arte de elaborar dicha carta. El siguiente art\u00edculo tiene en cuenta algunos de los puntos de vista compartidos por Katie Barnes en un art\u00edculo publicado hace unos meses en spabusiness.com<\/a>. El presente art\u00edculo ofrece una introducci\u00f3n sobre el desarrollo, los principios b\u00e1sicos y las pr\u00e1cticas a seguir que existen detr\u00e1s de la ingenier\u00eda de la carta de tratamientos.<\/p>\n

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The Traditional Idea<\/strong><\/p>\n

Just until recently, the idea of having a large treatment menu, which implied a significant offering of therapies and treatments, was taken as a clear indication of the quality of the menu. However, this idea has lost terrain during the last years because of the obstacles it presents.<\/p>\n

First, having a large treatment menu forces spas to invest a lot of time and money into it. Second, customers may be confused with a complex menu where they do not know what kind of therapies are the best ones to choose. In this context, spas and wellness centres realised they needed to make their offering \u201ceasier and more financially viable for themselves\u201d.<\/p>\n

Following this, operators started to work on the design of treatment menus capable of providing spas with the economic revenue and the customer satisfaction they wanted to achieve. At that point, the fundamental dilemma was finding the right balance between the following three elements: the number and types of treatments included in the menu, the spa\u2019s economic revenue, and the expectations of the customer.<\/p>\n

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Basic Principles and Best Practices<\/strong><\/p>\n

There is a broad consensus among experts about the negative effects of having a large treatment menu. It not only confuses the client but also affects the quality of the overall service. To this regard, Sheila McCann, Corporate director of spa brand quality at Shangri-La Hotels & Resorts, says that having too many treatments \u201ccan be a recipe for mediocrity\u201d. In other words, it is better to focus on quality rather than quantity.<\/p>\n

There is also a broad consensus about the uniqueness of each spa. As stated by Judith Singer, President and co-founder of Health Fitness Dynamics Inc (HFD Spa), \u201ceach spa needs a menu with description and photos that captures its DNA\u201d. The elaboration of a good treatment menu must take into consideration all kinds of variables including the location and the age of the property.<\/p>\n

Along those lines, it is important for spas to avoid the common mistake of using profitability as the only factor to consider when building a treatment menu. Spas should maintain a good range of choices on their menus including treatments capable of setting the spa apart from competitors as well as those capable of reinforcing the whole concept behind the spa. Some treatments, in fact, may help the spa to achieve goals that are not necessarily based on profitability.<\/p>\n

Writing the treatment menu is one of the most important and challenging tasks involved in a full menu engineering process. The language of the different services must be simple, clear and informative. Adding a description next to the different services included in the menu or introducing a few words about the concept that defines the spa help customers to make a smooth selection of the treatments they want.<\/p>\n

In terms of reducing the number of treatments included in the menu, spas can opt for a combination of old favourites with new, interesting therapies. Drastic changes should be avoided. Linsey Hughes, Spa director at the Mandarin Oriental Hong Kong, advices spas to \u201cavoid making too many changes in one go\u201d as regular guests may \u201cfeel that they can no longer get what they want\u201d.<\/p>\n

Finally, the price of your treatments must be carefully analysed. Ideally, it should be based on the spa\u2019s competition and position in the market place. Today, the price also needs to take into account the current financial crisis. Creative packages aimed at allowing customers to up-grade their spa experience are a good option to deal with the current times.<\/p>\n

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No Longer An Optional<\/strong><\/p>\n

The bottom line surrounding menu engineering is that this process is no longer an optional. Any modern spa or wellness centre needs to spend some time trying to understand what works and what does not. According to Judith Singer \u201cif a spa doesn\u2019t properly understand and analyse what it\u2019s doing \u2013 and make adjustments \u2013 it may not be doing it for long\u201d.<\/p>\n

Menu engineering is a process based on quality and performance that brings into consideration the whole operational aspect of the spa. Because of this, menu engineering is an essential process that should be embraced by any spa. This process is an essential factor that could easily make the difference between success and failure.<\/p>\n

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La idea tradicional<\/strong><\/p>\n

S\u00f3lo hasta hace poco, la idea de tener una carta de tratamientos extensa, la cual implicaba una oferta significativa de terapias y tratamientos, constitu\u00eda una indicaci\u00f3n clara sobre la calidad de la carta. Sin embargo, esta idea ha perdido terreno en los \u00faltimos a\u00f1os debido a los obst\u00e1culos que presenta.<\/p>\n

En primer lugar, tener una carta de tratamientos extensa obliga a los spas a invertir mucho tiempo y dinero en ella. En segundo lugar, los clientes pueden confundirse con una carta compleja en donde sea dif\u00edcil para ellos saber qu\u00e9 tipo de tratamientos son los mejores para elegir. En este contexto, los spas y centros de wellness se dieron cuenta que necesitaban hacer su oferta “m\u00e1s f\u00e1cil y econ\u00f3micamente viable para ellos mismos”.<\/p>\n

Siguiendo con lo anterior, los operadores comenzaron a trabajar en el dise\u00f1o de cartas de tratamientos capaces de proveer a los spas con los ingresos econ\u00f3micos y la satisfacci\u00f3n de los clientes que estos deseaban conseguir. En ese momento, el dilema fundamental radic\u00f3 en poder encontrar un equilibrio adecuado entre los siguientes tres elementos: el n\u00famero y tipos de tratamientos inclu\u00eddos en la carta de tratamientos, los ingresos econ\u00f3micos del spa, y las expectativas del cliente.<\/p>\n

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Principios b\u00e1sicos y pr\u00e1cticas a seguir<\/strong><\/p>\n

Existe un amplio consenso entre los expertos sobre los efectos negativos asociados con una carta de tratamientos extensa. Esta no s\u00f3lo confunde al cliente sino que tambi\u00e9n afecta la calidad del servicio en general. A este respecto, Sheila McCann, Director Corporativo de Calidad de la marca Spa en Shangri-La Hotels & Resorts, dice que el tener demasiados tratamientos “puede ser una receta para la mediocridad”. En otras palabras, es mejor centrarse en la calidad que en la cantidad.<\/p>\n

Tambi\u00e9n hay un amplio consenso acerca del car\u00e1cter \u00fanico de cada spa. Tal y como lo se\u00f1ala Judith Singer, Presidente y Co-fundadora del Health Fitness Dynamics Inc (HFD Spa), “cada spa necesita una carta de tratamientos con una descripci\u00f3n y fotos que capturen su ADN”. La elaboraci\u00f3n de una carta de tratamientos adecuada debe tomar en consideraci\u00f3n todos tipo de variables incluyendo factores como la ubicaci\u00f3n y la edad de la propiedad.<\/p>\n

En ese sentido, es importante que los spas eviten caer en el com\u00fan error de utilizar la rentabilidad como el \u00fanico factor a considerar dentro de la elaboraci\u00f3n de una carta de tratamientos. Los spas deben mantener una buena gama de opciones en sus cartas de tratamientos que incluyan tratamientos capaces de diferenciar al spa de sus competidores, as\u00ed como aquellos capaces de reforzar el concepto que existe detr\u00e1s del spa. De hecho, algunos tratamientos pueden ayudar al spa a alcanzar metas que no est\u00e1n necesariamente basadas en la rentabilidad.<\/p>\n

Escribir la carta de tratamientos es una de las tareas m\u00e1s importantes y con m\u00e1s retos dentro del entero proceso de la ingenier\u00eda de tratamientos. El lenguaje de los diferentes servicios debe ser simple, claro e informativo. A\u00f1adir una descripci\u00f3n al lado de los diferentes servicios que se incluyen en la carta de tratamientos o algunos palabras sobre el concepto que define el spa, ayuda a los clientes a hacer una selecci\u00f3n m\u00e1s f\u00e1cil sobre los tratamientos que desean obtener.<\/p>\n

En cuanto a la reducci\u00f3n del n\u00famero de tratamientos inclu\u00eddos en la carta de tratamientos, los spas pueden optar por una combinaci\u00f3n de tratamientos cl\u00e1sicos favoritos con terapias nuevas e interesantes. Los cambios dr\u00e1sticos deben ser evitados. Linsey Hughes, Directora de Spa en el Mandarin Oriental Hong Kong, aconseja “no hacer demasiados cambios de una sola vez” ya que los clientes habituales pueden “sentir que ya no pueden conseguir lo que quieren”.<\/p>\n

Por \u00faltimo, el precio de los tratamientos debe ser cuidadosamente analizado. Idealmente, el precio debe basarse en la competencia que tiene el spa y la posici\u00f3n de que goza en el mercado. Hoy en d\u00eda, el precio tambi\u00e9n debe tener en cuenta la actual crisis financiera. Paquetes creativos destinados a ayudar a los clientes a elevar su experiencia de spa son una buena opci\u00f3n para hacer frente a los tiempos actuales.<\/p>\n

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No es ya una opci\u00f3n<\/strong><\/p>\n

El punto central que rodea la ingenier\u00eda de la carta de tratamientos es que este proceso ya dej\u00f3 de ser una opci\u00f3n. Cualquier spa o centro de wellness moderno tiene que dedicar tiempo a tratar de entender qu\u00e9 funciona y qu\u00e9 no. De acuerdo con Judith Singer “si un spa no comprende y analiza adecuadamente lo que est\u00e1 haciendo – llevando a cabo ajustes – no lo har\u00e1 por mucho tiempo”.<\/p>\n

La ingenier\u00eda de la carta de tratamientos es un proceso basado en la calidad y el rendimiento que toma en consideraci\u00f3n todo el aspecto operativo del spa. Debido a esto, la ingenier\u00eda de la carta de tratamientos es un proceso esencial que debe ser adoptado por cualquier spa. Este proceso es un factor esencial que bien podr\u00eda marcar la diferencia entre el \u00e9xito y el fracaso.<\/p>\n

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