Every business has a critical point in the client experience that leaves a lasting impression. The role of reception is multifold. It is the first impression visitors get in person. Do the spa team members in this position present the way you want the business represented? Can they articulate the mission and values in a written and verbal form to clients? Are they able to build trust with clients, stand up for the spa’s values when they need to, and nurture client relationships over time?

A lovely reception is something all spas aspire to, but it is not an area in business that directly increases revenue. Be considerate in deciding how much real estate to give it. It can be simple and efficient – a gateway to business. Think of the reception area as the information station – a place to empower clients to get the information they need and move to the next step in their journey.

René Serbon is an international skin expert. She started her education focusing on business studies (marketing) and then moved to aesthetics. She began studying in New Zealand and completed training in beauty therapy (called aesthetics in Canada and the United States), as well as electrolysis through the New Zealand Institute of Electrolysis and Beauty Therapy. Serbon sat for international exams and is a diplomat of both CIBTAC and CIDESCO. She completed post-graduate training in laser, IPL, and the Pastiche Method of Advanced Skin Analysis, for which Serbon was later an honoree as a Pastiche recognized educator. She also serves on the board of education for the International Association For Applied Corneotherapy. reneserbon.com