“ Every spa has its own system for capturing client information .”
“ When you talk about data ,” Cecilia says , it is possible to blend sophistication with sensitivity . “ We get training on strict ethics of data collection and data analysis , emphasizing privacy and legal standards .”
Using a database to create client profiles
Several customer relationship management software options are available to spas wishing to consolidate client data on an accessible and secure platform . Sea Island Resort maintains client accounts using the ResortSuite application . “ It ’ s one of the best systems to combine different types of offerings ,” says Cecilia . “ It supports restaurants as well as activities like horseback riding and golfing and yachting . For spa support , they continue to evolve to better meet our needs . We share what we ’ re looking for to help maximize our bookings , and they continue to develop the service .”
Every spa has its own system for capturing client information , and each follows internal rules for which data points are stored long-term and which are purged after use . For facilities where the spa is part of a resort or tied to other services , creation of client profiles often is the responsibility of hotel or corporate administration , with spa personnel adding only spa-specific data points to the database .
At Sea Island , Cecilia says ,“ our marketing and revenue teams continuously upgrade all our systems to capture as much data as we can , to be able to maximize experiences for our guests and help them celebrate their special occasions .”
And “ part of data collection is ‘ upserving ’— literally having management on the floor , watching your client flow ,” says Cecilia . Following this practice ,“ if a guest is