partments within the spa to discuss data . We don ’ t work in silos — we need everyone ’ s feedback to make sure data is used to its best effect .”
Putting the data to use
With a well-curated and secure database , data analysis is useful to nearly every major functional area within a spa or resort .
In addition to the use of data to drive sales and marketing , accurate data allows the spa ’ s operations leaders to make product line decisions for retail and in-house requisitions . Data enables the accounting / finance team to model budgets more efficiently and more accurately . It allows the spa director to schedule staff to make the best use of their time .
On the customer service side , client data profiles eliminate confusion and introduce bespoke experiences built around individual preferences and needs . For example , “ our database tells us if a guest has a preference of gender for their massage therapist ,” Cecilia says . “ This is a priority of a lot of guests .” Returning spa visitors may also request specific providers . “ We identify two or three options for them ” from their stated preferences , Cecilia notes , easing their booking process and making them feel more comfortable and recognized .
Carefully recorded data even contributes to client wellbeing . “ For sure , allergy records are something we add to the profile , to see if we need to make any accommodations ,” Cecilia says of Sea Island ’ s protocols . “ We have all the fact sheets for every product — if guests have any allergy
“ We want to make sure you feel special and feel recognized . We focus on guest recognition ….”
— CECILIA HERCIK
PULSE POINT : DATA TYPES
Every database offers fields for storing and organizing data points . The data you collect may be : l
Quantitative : Numerical values , such as number of treatment sessions booked or cost of items purchased Qualitative : Observations typically recorded as text or images , or converted to a grading scale . Examples include survey responses or a client ’ s stated treatment preferences
Customer information databases typically include five types of data : l
Demographic data : The most basic information about an individual , including gender , age , marital status or income Identity data : Personal information such as phone number , email address and social media handles , payment and credit information and even non-personally identifiable data points like mobile phone device IDs and web browser cookies Engagement data : Observed data about the individual ’ s interaction with your company ’ s website , social media likes and notes from correspondence through email or online chat Behavioral data : Purchase histories , subscriptions and even details like abandoned online shopping carts l Attitudinal data : Customer feedback form responses , reviews and rankings and product preferences
Every data field is a treasure trove . Marketers will use demographic and identity data to segment customers into distinct personas for customized messaging . Client services team members will employ behavioral and attitudinal data to enhance the customer ’ s future experiences .
FEBRUARY / MARCH 2023 n PULSE 53