Customer Preferences and Communication Consent
Tutorial 3.3: Customer Preferences and Communication Consent
Introduction
Managing customer preferences and communication consent is essential for excellent service and legal compliance. This tutorial explains the communication preference system in Luminate, how to record customer preferences, and how to ensure you're communicating appropriately.
Who this is for: Owner, Admin, Manager, Staff, Receptionist What you'll learn:
- Understand the two communication categories (appointment information vs. marketing)
- Configure channel preferences (Email, SMS, WhatsApp)
- Record service preferences and notes
- Handle opt-out and data removal requests
- Understand GDPR requirements for consent
- Request customers to update their own profile information
Time to complete: 15 minutes
Prerequisites
- Logged in with at least Staff permissions
- Complete Tutorial 3.1 (Adding and Managing Customer Profiles)
Step-by-Step Instructions
Step 1: Understanding Communication Categories
Luminate divides customer communications into two categories:
Appointment Information (Transactional): These are service-related messages:
- Appointment confirmations
- Appointment reminders
- Cancellation notifications
- Rescheduling confirmations
Promotions & Offers (Marketing): These require explicit consent:
- Special offers and discounts
- New service announcements
- Birthday greetings with offers
- Seasonal promotions
- Newsletter content
Step 2: Access Communication Preferences
Communication preferences are set per customer:
- Navigate to Customers in the sidebar
- Select a customer or click Add Customer
- Scroll to the Communication Preferences section
The section displays two rows of toggle switches.
Step 3: Configure Appointment Information
The first row controls transactional messages:
| Channel | Default | Purpose |
|---|---|---|
| Enabled | Confirmation emails, reminder emails | |
| SMS | Enabled | Text message reminders |
| Enabled | WhatsApp message reminders |
To change a setting:
- Click the toggle switch to enable or disable
- Enabled toggles appear blue/highlighted
- Disabled toggles appear grey
When to disable:
- Customer requests no reminders
- Customer doesn't have that channel (no phone = disable SMS)
- Customer prefers one channel over others
Note: Even with all reminders disabled, the customer can still be booked for appointments. They simply won't receive automated notifications.
Step 4: Configure Promotions & Offers
The second row controls marketing messages:
| Channel | Default | Purpose |
|---|---|---|
| Disabled | Marketing emails | |
| SMS | Disabled | Promotional text messages |
| Disabled | Promotional WhatsApp messages |
Important: All marketing options default to disabled. Only enable them with explicit customer consent.
To enable marketing:
- Obtain verbal or written consent from the customer
- Click the toggle to enable their preferred channel(s)
- Save the customer profile
GDPR Requirement: Never assume consent. The customer must actively agree to receive marketing communications.
Step 5: Record Service Preferences
Beyond communication settings, record service preferences in the Preferences field:
- Open the customer profile → Edit
- Find the Preferences field
- Enter relevant information
What to record:
| Category | Examples |
|---|---|
| Timing | "Prefers morning appointments", "Only available Saturdays" |
| Staff | "Regular client of Sarah", "Requests same stylist" |
| Services | "Loves balayage", "Always includes treatment" |
| Experience | "Prefers quiet", "Coffee with oat milk" |
Tip: Add preferences gradually as you learn about the customer. Update after each visit.
Step 6: Record Allergies and Sensitivities
Safety information goes in the dedicated allergy section:
- Toggle the Allergies & Sensitivities switch on
- Enter details in the text area that appears
Examples:
- "PPD allergy - no permanent colour"
- "Sensitive scalp - patch test required"
- "Latex allergy - use nitrile gloves"
This information displays prominently throughout the system, including during appointment booking.
Step 7: Use Internal Notes
Use the Additional Notes field for operational information:
- Payment preferences ("Prefers to pay by card")
- Scheduling notes ("Often 10 minutes late")
- Internal observations ("Price-sensitive - offer packages")
Notes are internal-only and not visible to customers.
Step 8: Handle Opt-Out Requests
When a customer asks to stop receiving marketing:
- Open their profile → Edit
- Disable the relevant marketing toggles in Promotions & Offers
- Save immediately
- Add a note: "Opted out of marketing [date] via [method]"
You must:
- Process opt-out requests immediately (same day)
- Stop all marketing to that channel
- Continue transactional messages (unless specifically requested)
- Keep a record of when they opted out
Step 9: Handle Data Removal Requests
Under GDPR, customers can request their personal data be removed:
- Open the customer profile
- Click the Edit button (top-right)
- Scroll down to the Data Privacy section at the bottom of the form
- Click Remove Data
- A confirmation dialog titled "Remove Personal Data?" appears
- Review what will happen:
- Personal details will be replaced with "Anonymous Customer"
- Appointment and transaction history will be preserved
- This action cannot be undone
- Click Remove Data to confirm
What is anonymised:
- Name (displayed as "Deleted Customer")
- Email, phone number
- Address and date of birth
- Preferences, allergies, notes
- Communication settings and badges
What is preserved (for business records):
- Transaction history
- Appointment history
The customer record is anonymised but not deleted, ensuring your financial and appointment records remain intact.
Warning: This action cannot be undone. Ensure the request is legitimate before proceeding.
Understanding Consent Requirements
Valid Consent Must Be:
| Requirement | What It Means |
|---|---|
| Freely given | Not a condition of service |
| Specific | Clear what they're consenting to |
| Informed | They understand how data will be used |
| Unambiguous | Active opt-in, not silence or pre-checked boxes |
How to Obtain Consent
Verbally at first visit: "May we send you occasional updates about special offers and new services? You can unsubscribe anytime."
On a registration form:
☐ Yes, I'd like to receive special offers and news from [Salon Name]
Note: This box should NOT be pre-checked.
What Doesn't Count as Consent
- Providing contact details for appointments
- Pre-checked boxes on forms
- Silence or non-response
- Assumed consent from existing relationship
Customer Self-Service
Customers can update their own communication preferences:
- Marketing emails include an unsubscribe link
- Clicking the link opens a preference page
- Customers can toggle their settings
- Changes sync back to the customer profile
This provides customers control while reducing staff workload.
Requesting Profile Updates
Staff can request customers to update their profile information directly. This is useful for verifying contact details, collecting address information, or updating allergy records.
How to Request a Profile Update
- Navigate to the customer's profile page
- Click the Request Update button in the header
- A modal opens with multiple options for sharing the update link
QR Code (In-Salon)
The quickest method when the customer is physically present:
- The modal displays a QR code that the customer can scan
- Customer scans with their phone camera
- The profile update page opens directly on their device
- They can update their information and submit
Tip: This is ideal during checkout or while waiting for their appointment.
Copy Link
Share the link via your preferred method:
- Click the Copy Link button
- The link is copied to your clipboard
- Paste it in any messaging app, email, or text
You can also click Open to preview the profile update page yourself, or Refresh to generate a new link (this invalidates the previous link).
Send via Email or SMS
If the customer has contact details on file:
- Select Email or SMS from the channel options
- Click Send Link
- The customer receives a message with the update link
- They can open the link on any device to update their details
Note: The send options only appear if the customer has the corresponding contact details (email address or phone number) on file.
What Customers Can Update
The profile update page allows customers to modify:
| Section | Fields |
|---|---|
| Personal Information | First name, last name |
| Contact Details | Email address, phone number |
| Address | Street address, city, state/county, postcode, country |
| Allergies | Toggle on/off, allergy description |
| Communication Preferences | All transactional and marketing channel settings |
Link Expiry
Profile update links are valid for 24 hours by default. After expiry:
- The customer sees an "expired link" message
- They need to contact the salon for a new link
- This protects customer data from old links being accessed
Tip: Send the link when the customer is ready to update promptly, as the 24-hour window is intentionally short for security.
When to Use This Feature
| Scenario | Recommended Approach |
|---|---|
| Customer at the till | Show QR code for immediate scan |
| Follow-up after visit | Send via email or SMS |
| Address collection | Send link with request note |
| Annual data refresh | Send to update/verify details |
| Allergy confirmation | Send before patch test appointments |
Common Pitfalls
"Can I pre-enable marketing to save time?"
No. Pre-checked marketing options violate GDPR. Customers must actively opt in.
"A customer gave me their email, so can I add them to marketing?"
Not unless they explicitly consented to marketing. An email for appointments is not marketing consent.
"A customer opted out but this offer is really good"
Respect opt-out requests always. Sending marketing after opt-out is a GDPR violation.
"I accidentally enabled marketing for everyone"
Disable marketing immediately for those who haven't consented. Document the error and take corrective action.
Tips and Best Practices
- Ask at the right time - After a great service experience, customers are more likely to opt in
- Explain benefits - "Birthday treats, early access to offers, seasonal tips"
- Keep consent separate - Don't bundle marketing with service terms
- Make opting out easy - Honour requests immediately
- Review preferences regularly - Update after each visit with new information
- Train all staff - Everyone needs to understand consent requirements
Related Tutorials
- Tutorial 3.1: Adding and Managing Customer Profiles - Creating customer records
- Tutorial 3.2: Understanding Customer History and Analytics - Viewing customer data
Frequently Asked Questions
What's the penalty for sending marketing without consent?
Under UK GDPR, fines can reach millions of pounds. More commonly, you risk customer complaints and reputation damage.
Can I email a customer who opted out about their appointment?
Yes - appointment reminders are transactional, not marketing. Respect channel preferences though.
How long do I keep consent records?
Keep consent records while active, plus 2 years after they stop being a customer.
Do I need separate consent for email and SMS marketing?
Luminate treats each channel separately. A customer might consent to email marketing but not SMS.
What if a customer says "I never opted in"?
Apologise, remove them from marketing immediately, and review your records. When in doubt, err on the customer's side.
Can I transfer consent from my old system?
Only if the original consent met GDPR standards. If uncertain, re-request consent.
What about customers under 16?
For marketing to under-16s in the UK, obtain parental consent. Transactional messages don't require this.
How long are profile update links valid?
Profile update links expire after 24 hours by default. After expiry, the customer will see an "expired link" page and will need to request a new link from the salon. The short expiry window is a security measure to protect customer data.
Can I send a profile update link to a customer without contact details?
You can still use the QR code or copy the link directly. The email/SMS send options only appear if the customer has those contact details on file.
What happens when a customer updates their profile?
Their changes are saved immediately to their customer record in Luminate. You'll see the updated information next time you view their profile.
Can I see when a customer last updated their profile?
The profile update link tracks when it was last accessed. This helps you know if a customer has opened the link but not completed the update.
Last Updated: January 2026