Case Study: Hand & Stone Massage and Facial Spa boosts Attention Button awareness 20 points and improves guest satisfaction with Service Management Group (SMG)

How Hand & Stone leveraged CX insights to create industry-leading health + safety improvements to the spa experience

Hand & Stone Massage and Facial Spa, an industry leader in spa health and safety, needed to measure and drive awareness of its new in-room Attention Button during a phased pilot and system-wide rollout. The brand partnered with Service Management Group (SMG), leveraging SMG’s experience management platform and services to capture member feedback and inform operational and communication strategies during reopening and beyond.

SMG helped Hand & Stone add an Attention Button awareness question to its CX surveys, provided analytics and advisory support for a pilot, and supported a marketing-and-contest program to boost staff engagement. The campaign drove a 20‑percentage‑point increase in Awareness scores over six months, demonstrated a clear positive correlation between Awareness and Overall Satisfaction, and complemented earlier gains (including a 6% increase in membership sign-up intent during reopening), showing SMG’s platform and services were key to measuring impact and accelerating adoption.

Hand & Stone Massage and Facial Spa

Cindy Meiskin

Chief Experience Officer