Thoughts from Zenoti’s CEO on what it takes to scale…
Some businesses like Amazon, Uber and Fed-Ex scale successfully, but most never do. The path to rapid, successful scale looks very different today than it did just a decade ago. What is it that successful brands do to achieve success? And, how can others replicate that success?
My company, Zenoti, is a software company that serves the wellness industry, specifically large spa and salon chains that are focused on expansion. Within this industry, I consistently see that the most successful companies are the ones that have made the move to a solution that enables a single point of truth. Even dominant players today who fail to adopt such an infrastructure are setting themselves up for being displaced by smaller rapidly growing organizations.
In the Spa Salon industry, for example, more often than not, businesses use multiple software systems cobbled together. Not only does this create a cumbersome and expensive ecosystem to manage, but data is duplicated and error-prone. As a result, the business ends up with challenges such as:
An enterprise software, on the other hand, is architected to support end-to-end workflows, reduce 3rd party technology integrations and capture data in a single repository. This single repository is what represents a Single Point of Truth and the data is both accurate and complete. Business leaders are empowered to fully understand the nuances of their business across many facets of their business.
As an enterprise level software, Zenoti functions from a single point of truth; this enables our clients with hundreds of outlets to:
Armed with a single point of truth and an integrated IT infrastructure, the business has access to rich and meaningful data from every corner of the business, including employee performance, financial performance, customer behavior and much more. Businesses are able to answer the questions:
Companies like Uber, Netflix and Amazon have redefined what today’s customer expects from any business. Think about the Amazon experience that consistently delivers convenience and personalization. It’s a completely effortless experience for us as the customer.
That level of effortless experiences is quickly becoming the baseline expectation for customers in all their interactions, including those with bricks and mortar companies. One only has to look to the Starbucks experience to see just how bricks and mortar businesses are embracing the digital to enhance the customer experience.
Every business, across industries, will be expected to step up. In the wellness industry this means that customers will expect to effortlessly:
The same applies to how technology should support staff. For example, employees should be able to:
A Single Point of Truth is the baseline requirement to enable such personalization. Most companies in the beauty and wellness industry simply don’t deliver on such a seamless experience for customers today. The risk, however, is that an opportunity is open for a new player to disrupt the current leaders.
Improving the guest experience starts with being able to understand customer behavior. With a single point of truth, businesses are able to profile their customers and analyze their behavior. For spas and salons, this means that managers can:
The biggest companies today all have heavy digital footprints. For the industry I serve, I see the next wave of successful wellness brands to be those that appreciate the changes in consumer expectations and invest in technology to meet the new demands.
I founded Zenoti with a desire to deliver a single integrated platform. This wasn’t merely to displace a variety of tools that I needed when running my own spa and salon chain. But rather, I saw an opportunity to create an enterprise system that met the demands of a growing business.
Zenoti is the software solution that I envisioned. With a single point of truth at the center, we’re able to help large-scale spa and salon chains deliver amazing guest experiences, drive growth and more easily run their business.
COVID-19 has been tough on businesses, and you probably had to close the doors without planning. But now, as you…