July - Word from the Ed

The spotlight is back on standards this month as we talk to trainers about tackling the recurrent issue of non-standard nail salons through raising the profile of those that are at the top of their game.

Habia has revealed it’s working on a model that could mimic parent body Skills Active’s professional register for the fitness industry, helping clear the confusion for consumers. 
 
As with any non-compulsory register, the real challenge will lie in publicising its existence and convincing new clients to prioritise quality over price.
 
Our columnist Hellen Ward argues that some intervention from the EU could create solid and recognisable international standards and that this would be welcomed by most.
 
When it comes to maintaining standards at a local level, mystery shopping is an underused tool and one that Professional Beauty Awards judge Angela Bartlett explores in the July issue. Monitoring standards through every stage of the client’s journey, she says, is vital and begins with the very first phone call to book an appointment.
 
We use mystery shopping as an integral part of the Professional Beauty and World Spa Awards judging process and the differences between the reports of the announced visitor and the mystery shopper are sometimes startling. Those businesses that don’t just talk the talk but consistently deliver high standards of treatment and customer care always shine through.
 
We’ve just announced the call for entries for next year’s awards. Entry is free and is fast to complete online so click through to the awards page for details of all the categories. The awards are always an opportunity to get yourself some local and national press, and winning is also a great way to show the world that those all-important standards are at the heart of your business.