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How Do You Capture Guest Information?
by Christine Schilling
Mining guest data is a critical part of spa operations. This process allows spas to provide a unique customer experience by using the data gathered to look into customer preferences; thus, enabling spas to customize their offerings.
According to Danielle Morgan, spa manager at Revive Spa of JW Marriott Desert Ridge Resort & Spa in Palm Desert, California, one of the key attributes the spa looks for in a guest data mining software is its ability to track customer retention and treatment demand. The spa currently relies on
SpaSoft, a spa and activity management application by Springer-Miller Systems, to capture guest information such as history, number of visits, therapists, preferences, previously purchased products and contact information.
Captured data, she says, enables staff to determine which treatments are bestsellers, eliminating less popular services and keeping offerings specific to guests in the process. This helps the spa achieve its productivity goals as well as cuts down on the cost of having unnecessary products on hand and continuing training for treatments that are not being booked.
Not only does the tool help the spa determine which treatments to keep and which to eliminate, the staff is also able to capture email addresses for email marketing, and more importantly, track how well its marketing and advertising efforts perform in order to determine where best to allocate its future marketing budget.
Danielle Morgan, spa manager at Revive Spa of JW Marriott Desert Ridge Resort & Spa
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June 2012 n PULSE 63