Mowana Spa: A Top-to-toe Experience

Description

Mowana Spa: A Top-to-toe Experience: Abstract

Since the opening of Mowana Spa at the Indaba Hotel in Fourways, north of Johannesburg, three years ago, marketing manager Sharon Hunink had sought to create an experience that would entice her customers to return again and again. The spa industry was becoming increasingly competitive and now, in September 2015, Hunink was reviewing all that she and her team had done to create an experience that would set Mowana apart from the many other day spas in the suburb of Fourways. She wondered what the spa was getting right and what else it could do to grow its customer base.

Teaching objectives

This case will enable students to:

• Understand and apply the concept of customer experience
• Identify customer metrics
• Measure customer experience in a service environment
• Evaluate appropriate strategies that can assist in building and sustaining a positive customer experience