DATA DRIVES THE WORLD . That corporate truism has been a given for the lifetime of anyone leading a company today — but especially over the past two decades , when the sophistication level of data collection , analysis and utilization has overtaken every other business tool to the point data is ingrained in our every action .
For organizations in the spa industry ,“ data is being generated at an ever-increasing pace ,” says Cecilia Hercik , director of spa and wellness for The Spa at Sea Island .“ It can be overwhelming if you ’ re not ready for it . But it ’ s so important to running a business : Data can contribute to your company ’ s strategies ”— from staffing and scheduling to marketing and client relations , from product development and service offerings to budgeting and branding .
Spas consider a robust data record of each guest to be an important means to enhance the customer experience . Clients , however , may view the collection of their private data as an imposition or cause for concern . Cecilia sees the possibility of achieving data ’ s promises of customer satisfaction improvements within a data collection system that prioritizes the security and privacy of clients ’ personal information .
“ When data is used wisely , it is possible to blend sophistication with sensitivity .”