If you know me, you know I’m always on the lookout for ways to help creative entrepreneurs and wedding professionals “Democratize Luxury” in their client experience. To me, “democratizing luxury” isn’t just about price points or aesthetics, it’s about how you make people feel when you provide a service.
This morning, that idea came front and center for me during a visit to my favorite spa. I’ve been a loyal client there for almost two decades. Their services are unmatched, and I could spend hours in their tranquil relaxation room without a care in the world.
But, as much as I love them, they continually fall short in one area: the check-in and check-out experience. And it got me thinking about how critical a good CRM (Customer Relationship Management system) can be in transforming customer service into true hospitality.
The Experience That Fell Short
When I arrived, I greeted the front desk representative and gave her my name. She wasn’t smiling (which is another conversation for another day), but I pressed on. She typed my name into the computer, and then asked:
“What service are you getting today?”
Call me picky, but shouldn’t she know that already? She was literally looking at her screen. Moments later, she followed up with:
“Is this your first time at the spa?”
I paused. I’ve been coming here for more than 15 years. Fifteen. Years.
Where a CRM Could Have Changed Everything
In that moment, I couldn’t help but think about all the lost opportunities. If their CRM had flagged me as a longtime client, the greeting could have sounded more like this:
“Welcome back, Kawania! It’s so good to see you again. You’re here for your hydra-facial today, correct?”
When I was escorted to the locker room, the attendant skipped the tour because she assumed I knew the ropes. But what if she took a moment to say:
“I know you’ve been here before, but we’ve added some fresh touches I’d love for you to enjoy. The cucumber cloths are new this season and our sauna has been updated. Let me show you how to make the most of it.”
The Lesson: Client Experience is in the Details
There are so many lessons here, but the biggest one is this: Never miss an opportunity to make your client feel seen, valued, and welcome.
A great CRM can empower your team to do just that. With the right system, you can:
✅ See a client’s full history at a glance.
✅ Personalize their experience with thoughtful details (“Welcome back!” beats “Is this your first time?” every time).
✅ Proactively share information to help them maximize their experience, whether it’s new services, upgrades, or special touches.
That’s the difference between basic customer service and elevated hospitality. And hospitality is what keeps your clients coming back—and even better—acting as ambassadors for your brand.
So, How’s Your CRM Working for You?
Think about your own client journey. Does your CRM empower you to anticipate needs, personalize experiences, and create meaningful connections? Or does it merely hold contact information?
When used intentionally, your CRM isn’t just a tool for organization, it’s the secret ingredient to delivering a luxury experience at every level of your business.
Because luxury isn’t about being extravagant, it’s about making people feel special.
Ready to Elevate Your Business?
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Love and Soul Always, Kawania
Photography: Shutterstock
Kawania Howerton Wooten
With 30+ years of experience shaping conferences and high-end events for Washington DC’s elite, Kawania Wooten seamlessly blends her expertise in event management with her early culinary industry experience. As a recognized wedding industry expert, Kawania brought her knowledge to the classroom for eight years, where she taught courses at Prince George’s Community College. Her award-winning contributions to the event industry and her company’s celebrated client care have solidified her reputation as a driving force within the industry.
