From first impressions to lasting loyalty: Insights from European Wax Center

How do you turn a first-time visitor into a lifelong loyal customer? That’s the question at the heart of the latest episode of Bulbshare from SMG's latest episode of Future Voices, where Khalipha Ntloko, our Content Manager, welcomes Ariane Guy, Senior Manager of Brand Experience at European Wax Center (EWC).

With over 1,000 locations nationwide and nearly two decades of experience, EWC has built a reputation for delivering consistent, high-quality, and deeply personal guest experiences. Ariane shares how the brand has achieved that success—and what lessons other organizations can learn

The power of human connection

Waxing is, by nature, a personal and vulnerable experience. Ariane explains that at EWC, the guest journey goes far beyond the service itself. The team is trained to create a welcoming environment rooted in empathy, respect, and consistency.

What makes that possible? According to Ariane, it’s a combination of people and process. Associates bring warmth, professionalism, and care to every interaction, while the company supports them with clear service standards, structured training, and defined processes that make excellence repeatable. Instead of stifling individuality, this framework empowers employees to deliver consistent five-star experiences across every location and build trust with every visit.

Feedback that fuels action

Data plays a central role in shaping EWC’s approach. Through its partnership with SMG, the company collects feedback at every stage of the guest journey and turns it into actionable insights. Ariane emphasizes the importance of making data intuitive and accessible. If managers and associates can’t quickly understand what the numbers mean, they can’t act on them.

To help teams achieve that clarity, EWC built a Guest Experience Value Map—a tool that overlays insights onto the customer journey. It connects key service standards, like greeting a guest by name or making personalized recommendations, to measurable outcomes such as rebooking rates or ticket size. By making the link between actions and results crystal clear, teams are able to see how small changes directly impact satisfaction and loyalty.

A lightbulb moment: more than a service

Ariane shares a personal story that captures the heart of EWC’s philosophy. Early in her career, she recalls a guest who had recently had a baby and returned to the center after months away. Though greeted warmly, the guest seemed withdrawn at first. But after her appointment, her entire demeanor shifted. It was because the EWC team saw her, remembered her, and created a space where she could feel comfortable and begin to reconnect. She told the team, “This is the first time in months that I’ve felt beautiful.”

For Ariane, it was a defining moment. It showed that the EWC experience isn’t just transactional—it’s about creating a space where guests feel seen, valued, and confident. It’s a deeply human impact, and that kind of emotional connection is what transforms interactions into loyalty.

Building trust across the full journey

From booking an appointment to post-service follow-up, EWC works to ensure a seamless and thoughtful experience. Ariane notes that consistency comes not only from frontline staff but also from systems that turn feedback into resources, training, and clear next steps. A dedicated field team visits locations to reinforce service standards and provide hands-on support, ensuring every guest receives the same level of care no matter where they go.

Innovation on the horizon: AI and customer experience

While human touch is the foundation of EWC’s brand, Ariane sees technology—particularly AI—as a powerful tool to scale excellence. With managers balancing countless responsibilities, the ability to distill feedback into the most urgent insights can be game-changing. AI-driven tools make it easier for leaders to see what matters most, understand the impact on both customer experience and business performance, and act quickly.

In Ariane’s view, the future isn’t about replacing people with technology. It’s about using data and AI to empower people—giving associates the clarity and confidence to deliver exceptional experiences every time.

Want to design experiences that drive loyalty and growth? Reach out to SMG and see how our AI-native platform plus our hands-on expertise can help you get there.

Three tips for building loyalty

At the end of the conversation, Ariane leaves listeners with three key takeaways for brands that want to design experiences that create loyalty and not just satisfaction:

1. Define and align your core service standards. Loyalty is built on consistency rather than one-off “wow” moments. Brands need a clear north star for the guest journey.
2. Balance your perspective and service standards with customer reality. Test assumptions about what matters most against what customers are actually telling you. Align service standards with guest priorities.
3. Make feedback actionable. Data is only valuable if it’s clear and usable. Equip teams with tools and training that turn insights into meaningful action.

Why you should listen

This episode offers a rare inside look at how a leading personal care brand blends human connection, structured processes, and actionable insights to deliver exceptional customer experiences at scale.

Whether you work in retail, hospitality, or any customer-facing industry, Ariane’s perspective highlights how consistency, empathy, and smart data use and application can transform how people feel about your brand.

Want the full story?

Tune into our episode of Future Voices to hear Ariane Guy share insights and strategies for turning first impressions into lasting loyalty. Listen to the full podcast here.