resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
Calcium Helps Prevent Colorectal Cancer
Over the past 25 to 30 years, studies have suggested calcium may confer protection against colorectal cancer.
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
Transparency and Accountability: Q&A With the CCE
Every profession needs an organization dedicated to upholding the quality and integrity of its degree programs and educational institutions.
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
Talking to Patients About Healthy Aging
I've noticed that a particular category of patients seems to make up more and more of my practice – they work out, but still experience lots of degenerative joint disease (DJD) issues.
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
Web Marketing: Content Is King
Google's sweeping updates to its search algorithms over the past few years have brought a paradigm shift in how you can optimize your chiropractic website to gain maximum marketing leverage.
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
The X Factor in Clinical Research: The Patient
It was the great baseball legend, former New York Yankees catcher Yogi Berra – he of countless aphorisms, each with a mind-bending twist – who once declared, "You can observe a lot by watching."
Saying No to Medicine
An interesting article recently appeared in Men's Journal titled "When to Say No to Your Doctor." The article begins with the summary statement above and effectively arms readers with information that will help them "take more responsibility for your own health care, because you can't be sure anyone else is.
Blaming the Gluteus Medius, Overlooking the Deltoid
The gluteus medius (Gmed) is commonly written about, strengthened and blamed for many conditions, and rightfully so. After all, the Gmed plays a role in pelvic stability, hip motor control and lower-quarter dynamic movements.
Help Patients Achieve Optimal Vitamin D Levels
Much research has been done on vitamin D levels and their impact on health; optimal levels have been correlated with a reduced risk of developing numerous conditions.
Understanding and Identifying Pediatric Growth-Plate Fractures
In general, fractures in children heal well with little intervention as long as the alignment is good. Fractures involving the growth plate, however, are a different issue. In fact, growth-plate injuries are the primary reason for the subspecialty of pediatric orthopedics.
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
January, 2012, Vol. 12, Issue 01
When Your Clients Talk, Are You Really Listening?
By Ann Brown, LMT
In Chinese, the word "crisis" is composed of two characters: one for "danger" and one for "opportunity." As a massage therapist, any constructive criticism you receive should be regarded with a similar view.If you don't pay attention to the criticism, you risk continuing your massage practice in unsatisfactory and damaging ways, but if you do take criticism to mind with a conscious focus on improvement, you change criticism (and crisis) into opportunity.
Consider these two scenarios. You greet Client A as she enters your business. You cover your standard procedure of taking soap notes, covering the basics of what you need to know for today's massage service. Outside, the sounds of nearby construction rise and fall during the course of the treatment, but the client seems unbothered, so you don't mention it. You perform the massage and ask how the client feels when finished. Client A replies "fine," pays for the service, thanks you and leaves.
Client B arrives for her massage. You welcome her and go through the same intake procedure as you did with Client A. Client B says she is suffering from lower back pain and stiffness. During the massage, this session is similarly interrupted by the sound of construction outside your practice. You apologize for the noise when the client looks disturbed. At the end of the massage, you ask how Client B feels. Client B responds that the massage was uncomfortable and she doesn't feel the relief she wanted. She is unhappy with the noise interruption and disappointed with the overall service. You apologize again for the interruption and ask her to wait a day to see how she feels after the massage. She pays for the service and leaves.
As a massage practitioner, which client would you prefer to deal with? If you answered Client A, consider this – Client A never returns to your practice for a repeat visit because her first experience was "fine," but not a stand-out. She didn't complain, but went home and shared with her friends that her massage experience (one that she had been looking forward to for two weeks) was only so-so. While Client B leaves, you know that the experience was not satisfactory, and while no one likes to deal with unhappy clients, you are aware of the issues and have the chance to change that client's opinion of your service and practice.
Client feedback is only as useful as the intention we put into it. If you only ask how the massage was as a glib question, then you miss key opportunities to improve your service and practice and to create loyal clients that return again and again. Taking your interaction from routine to personalized and then showing the client you are listening, not simply asking, can boost your client return rate, improve your entire business model and help you increase revenue.
Before You Begin
Setting the stage for getting useful feedback begins before the massage. I've been to numerous day spas and single practitioners that miss out on capturing information at the start of the massage visit. In my last five massage experiences, the practitioner either didn't ask for anything or simply handed a waiver for me to sign. Many of you do take diligent notes, but as the consumer, I have to wonder – do they want to just give me a massage and say good-bye? Or do they want me to come back?
It doesn't matter if you are a 20-room spa or a one-man show. Your level of professionalism should not be based on your annual gross revenue. Go beyond the basics to show you care and to secure information on how to follow up, post-visit. Ask for clients' birthdays, email addresses, mobile numbers and if they prefer to be contacted via text. Set up ways to check in after the massage and create an ongoing dialogue with the client. Feedback takes on new meaning when it is not collected in a vacuum, but instead is part of your ongoing commitment to stay connected with your clients and respond to their needs.
It's important to note that you should be sensitive to your client when trying to get feedback. If the client is looking for a relaxation experience, too many questions while they are on the massage table will probably be off-putting. Likewise, for Client A, a question of "How was the massage?" immediately after the service was too close and personal to allow the client to provide honest feedback. A short survey emailed to the client after the massage, however, would have provided a safe opportunity for the client to relay important information to you about how she regarded the experience – and it opens up a channel of communication that didn't exist before. Using email allows for some distance, and if you prefer, sending out the survey via a third-party vendor might also help to reinforce your desire for a sincere and open response from the client.
Using Positive Feedback
If you have positive feedback from your clients, congratulations! But even if the response is positive, pay attention to the specifics and make sure you are getting detailed data. Instead of offering a scale of 1 to 5 for satisfaction, consider offering a scale of 1 to 7, so that your data becomes more reflective of the client's temperature concerning your business. The client who marked your spa as "average" on a scale of 1 to 5 may indicate "slightly above average" or "slightly below average" when given the opportunity, giving you better insight into your performance.
When feedback does reveal highly rated service and performance, note where your strengths are and what areas that the client appears to value the most. How can you improve your service offering or boost value to the client, as determined from feedback? For example, if you see that clients are consistently rating your technique and skill as high, but the facility is average, how can you improve the environment? Or vice versa?
Positive feedback is a great marketing opportunity. Where can you post testimonials from your cheerleaders? Put positive comments front and center from those that love you. Ask your VIP clients if you can share their comments on your web site and/or Facebook page, for example. Use your biggest advocates to your full advantage and develop a referral program if you don't already have one. Word-of-mouth advertising, coupled with an incentive to bring a friend, is golden! Keep up your communication regarding your referral program: Send out reminders to your clients so they don't forget the reward for making a referral.
Responding and Putting Negative Feedback to Work
In the opening scenarios, Client B immediately expressed her unhappiness to you. The first thing to remember is to listen to the client. Do not get defensive, but focus on respecting their opinion. Keep in mind the Golden Rule: How would you want to be treated as the client? Understand the value of the service you have offered. For most clients, they've looked forward to their massage appointment, so it's not just an issue of parting with money for an experience that didn't satisfy. The level of disappointment rises when the client has eagerly been anticipating the massage and carved out time for the appointment. One option for handling the situation, which some clients will demand, is to not charge the client for the treatment. The client goes away unsatisfied with the experience, but satisfied in the fact that she didn't have to pay for it.
Another option for handling the situation would have been to apologize to the client and offer a return visit at half-price or no charge, depending upon the situation. With this move, you both appease the client and create an opportunity to redeem yourself. When the client comes back and has a better experience, then you have likely turned someone who would have spread a negative impression of your business into a positive supporter. The case may arise, however, where you know you will be unable to satisfy a client. If their physical needs require a specialized skill, for example, you know that a return visit will not satisfy. Realize the importance of referrals and have a network ready. If the client will benefit from rolfing, know who to send them to. Focus on your strengths and communicate to the client where your expertise and skill lies, but also share the message that your number one concern is their health and wellness. When you are unable to provide the service they need, recommend who can. Your openness and focus on wellness should solidify your position and positive reputation in the client's mind.
If you receive negative feedback via a survey, a hand-written note goes a long way to ensure the client that you take their comments seriously and want to address their concerns. If the case warrants it, make a phone call to the client to show your dedication to creating a more positive experience. Make no excuses, but apologize and commit to righting the situation with an incentive to come back for another treatment within 60 days. Always, review your performance honestly after getting hard feedback. How could you have handled the situation better to avoid disappointing the guest? In the scenarios offered, a phone call prior to the treatments would have made the guests aware of the construction noise and given the opportunity to reschedule, if desired. You may also need to look at your intake questions. Are you asking the right questions to give you a clear picture of the guest's needs and expectations? The more you know, the more you can satisfy.
Good or Bad, Stay Diligent
A true commitment to improving your practice starts with creating a dialogue with, and listening to, your clients. Set up a system for monitoring feedback, responding and analyzing the overall data. Look at and respond to negative feedback as soon as possible, but also make a point to once a month and once a quarter look at the bigger picture of your performance. Some good questions to consider:
Collecting feedback but then setting it aside without really looking at it is an incredible waste of opportunity. Your clients are talking, so pay attention to what they have to say and focus on how to create a systematic approach to improving your business.
Ann Brown, a licensed massage therapist, is a member of the International Spa Association's board of directors and serves as spa director at Spa Shiki at The Lodge of Four Seasons in Lake Ozark, Mo. She also provides management consulting services through Spa Insight Consulting.
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