Customers

The customer list

The customer list shows every guest, member, and contact stored in Gurita.

Customer list with filters open

Who can access this: Requires the Customers permission (read to view; update/delete for the pencil and trash icons). Reachable at Master Data → Customers → All Customers or CRM → Customers.

Default columns are avatar, name, email, and address. The toolbar adds:

Control	What it does
Filter	Opens the filter builder — see Filtering customers below. While a filter is active, every field you filter on also appears as an extra, sortable column.
With missing data only	Finds profiles missing key fields (last name, email, phone, birthday, passport, …) so you can chase them up.
Eye icon on a row	Opens the read-only customer detail view.

With missing data only is a quick shortcut, separate from the filter builder — tick any of last name, first name, email, gender, phone, street, ZIP, country, birthday, or passport nationality to list profiles where that field is still blank.

Filtering customers

Click Filter to open the filter builder. A filter is a list of conditions — each one a field · comparison · value row — combined with AND/OR, plus subgroups when you need mixed logic.

Filter builder with a country condition, an OR subgroup on cities, and a stays condition

• Pick a field. The field button opens a searchable catalog of every customer field your company has configured (see Customer Data below) — contact and address data, custom sections, tags, lifetime stats such as stays and revenue, and loyalty fields. Type part of the field name to find it.
• Pick a comparison. The list adapts to the field type: text fields offer contains / is / starts with / is empty and their opposites, numbers offer equals / greater than / less than (and ≥/≤), dates offer on / before / after / between, and choice fields offer is / is not / is one of.
• ALL or ANY. The dark pill in the header switches between AND (every condition must match) and OR (any one is enough). + Group adds a subgroup with its own AND/OR — for example Country is Germany AND (City contains Berlin OR City contains Hamburg).
• The badge in the header counts matches live ("x of y matches") while you build, before anything changes in the list itself.

Searchable field picker, grouped by category

Apply filter loads the matching customers into the list below; Reset clears all conditions. Closing the panel restores the unfiltered list.

Saved filters

The chips above the builder are your saved filters. They are shared account-wide, and each one also appears in the sidebar under CRM → Filter, so a segment is one click away for the whole team. A saved filter can also be the audience of an automated campaign — see Mail scheduler.

• Save current stores the current conditions under a name.
• Click a chip to load it. As soon as you change a loaded filter, an Update button appears — updating keeps the same saved filter (sidebar links and scheduled mails keep working). The small arrow next to it offers Save as new … and Rename ….
• The × on a chip deletes the saved filter after a confirmation — Gurita warns you if scheduled mails currently use it, because they would stop matching recipients.

Note: Managing saved filters (save, update, rename, delete) requires the Settings update permission; without it you can still load chips and build ad-hoc filters.

Emailing or exporting the result

The builder footer acts on the current conditions (even before you press Apply):

Control	What it does
Download	Exports every matching customer as a CSV spreadsheet.
Send Mail	Opens the bulk-email dialog for the matching customers.
Apply filter	Commits the filter to the list below.

Send-mail dialog showing how many matched customers have an e-mail address

The send-mail dialog shows two numbers: how many customers match your filter, and how many of them have an e-mail address — only those receive the mail (one message per customer, duplicate addresses are sent once). Pick a template, adjust the subject, choose a sender mailbox, and send. Bulk email needs the Mail create permission.

Tip: Save a filter you use often (for example "Active loyalty members in Germany") — it becomes a quick, reusable view you can jump back to any time from the sidebar.

Creating a customer

Who can access this: Requires the Customers create permission.

1. Go to Master Data → Customers and click + Create (or open Create Customer in the submenu).
2. Fill in master data, contact, address, and any other sections your company has set up — see Customer Data below.
3. Click Save.

Create customer form

Note: If Gurita finds an existing profile that looks like a duplicate, it asks whether to save anyway and shows you the matching profile so you can open that one instead of creating a second record.

When you click Save and a profile with the same identifying details already exists, Gurita stops and asks "Customer already exists, do you really want to create a new one?", showing the profile it matched:

1. Click the matched profile to open it instead — recommended, so you keep one record per guest.
2. Or confirm to create a second profile anyway (you can merge them later).

The customer detail view

Opening a saved customer shows their full record across a row of tabs. Tabs only appear for internal staff — a guest who logs into their own account only ever sees their own master-data page (their Club view, below).

Customer detail view with tabs

Who can access this: Requires the Customers permission (read to view, update to edit). Each tab also checks its own module and permission — see the Needs column below.

Tab	Shows	Needs
Customer	Master data, contact, address, ID/passport, and any custom sections (see below); a summary strip of lifetime stays, nights, revenue, and last stay	—
Notes	Free-text notes, grouped into a general tab plus one tab per property your company runs, so notes can stay property-specific	Internal staff
Guest form	Every guest form tied to this customer — see Guest forms	Bookings permission
Booking	This customer's booking history — see Bookings	Bookings permission
POS	This customer's till/restaurant history — see POS	POS permission and module
Dive Center	Visit and activity history at a dive center	Dive Center module
Day Trips	Walk-in day-guest visits, if your company tracks those	Setting-dependent
Dive Log	Logged dives — see Dive	Dive Log module
Referral from	Bookings where this customer is recorded as the referrer — see Referral codes	Setting-dependent
Mail	Emails scheduled or sent to this customer	Mail Scheduler module
Customer Relations	Linked profiles (spouse, travel companion, employer, …) — see below	Customer Relations module
Forms	Surveys sent to this customer — see Forms and Surveys	Forms module
Loyalty Program	Points balance, tier, and history — see Loyalty Program	Loyalty module
Reference	Links this profile to the matching profile in another connected Gurita company (multi-property groups only)	Connect + CRM modules
Credits	Prepaid balance and credit history — see Finance	Shown when your company tracks direct/on-site credit balances

Each section on the Customer tab — master data, contact, address, passport/ID, and any custom groups such as dive certifications — is built from Customer Data (below), so which fields you see, and whether photo/document uploads are offered, depend on your company's setup. A Customer Type (Guest, Diver, or Snorkeler) further classifies the profile and can hide or show certain sections and booking products.

Above the tabs, the title bar offers Refresh Stats (rebuild lifetime stays/nights/revenue from actual bookings), Print (one of your custom customer document templates), Merge, and Delete.

The Customer tab

This is the master-data tab. Across the top you'll find:

• Avatar — the guest's photo, when a profile-image field is filled in.
• Customer No. — your internal reference number for the guest.
• Customer Type — Guest, Diver, or Snorkeler; some Customer Data sections and booking products only show for a given type.
• Type — the account/login type (admin only); ordinary guest records are simply left as regular customer accounts.
• Tags — free labels you define in booking settings, used for filtering and targeting.
• Groups — any hand-picked Customer Groups this profile belongs to, shown as chips.

Four summary cards below the header show Lifetime stays, Lifetime nights, Revenue, and Last stay; managers can type over them, and the Refresh Stats button (top of the page) rebuilds them from real bookings. In the read-only view a Next stay card shows the upcoming booking's dates, nights, property, and room/cabin. The rest of the tab is your company's Customer Data sections — contact, address, passport/ID, dive certifications, and so on. Image and document fields offer upload, a media-picker, crop (images), and download.

The Notes tab

Free-text notes split into a General tab plus one tab per property you run, so a note can stay property-specific. Each note is stamped with its date; add as many as you like and remove any with the trash icon. Notes are internal — guests never see them.

History tabs: Bookings, POS, Dive Center, Day Trips, Dive Log, Referral from

These tabs are read-only lists of everything tied to the guest; click any row to open the record.

• Booking — every reservation, with status, travel date, agency, itinerary/room, and price. In multi-property groups, extra sub-tabs show the same guest's bookings in each connected company.
• POS — till and restaurant bills — see POS.
• Dive Center — dive-center visits and activities.
• Day Trips — walk-in day-guest visits: date, name (and party size), type, comment, and check-in/out time.
• Dive Log — logged dives — see Dive.
• Referral from — bookings where this guest is recorded as the referrer — see Referral codes.

The Mail tab

Every email scheduled or already sent to this guest's address, newest first — handy for checking whether the pre-arrival or confirmation mail actually went out. Needs the Mail Scheduler module.

The Reference tab (connected systems)

For companies that link several Gurita systems together (the Connect feature), this tab ties one guest profile to the same person in another connected company. Per system you can Load Matches (find candidates by name, birthday, email, and address), Add reference to link one (or Create reference to make a fresh link), Reload to pull the other system's latest data, or Remove reference to unlink. Once linked, the tab shows the connected profile and its last sync time.

The Credits tab

The guest's prepaid balance and credit history, split into Total, Direct, and On-Site sub-tabs (whichever your company tracks). Add a credit with + Add. See Finance for how customer credits are applied against invoices.

Merging duplicate profiles

Click Merge, then search for the other (duplicate) profile. Gurita lists every field side by side — the profile you're viewing on the right, the other one on the left — with a transfer icon per field to pull a value across, or Apply All to accept every difference at once. Below the field list you'll also see how many bookings, POS visits, guest forms, and dive log entries the other profile has, with a button to move each type onto the profile you're keeping.

Step by step:

1. Open the profile you want to keep and click Merge.
2. Search for and pick the duplicate. Gurita compares the two and shows every differing field.
3. For each field, click the transfer arrow to copy the duplicate's value across, or Apply All to take every difference at once. Fields that already match show a green tick.
4. Move history one type at a time — Booking, POS, Guest form, and Dive Log each show a count and a transfer button that reassigns those records to the profile you're keeping.
5. Save. If nothing differs and there's no history to move, you'll see No differences instead.

Warning: Merging copies field values and moves history one type at a time — it does not delete the other profile automatically. Once you've moved everything relevant across, delete the now-empty duplicate yourself from the customer list.

Customer groups, relations, and data groups

Page	Route	What it's for	Requires
Customer Groups	/customer/group	A hand-picked, named list of specific customers (for example "VIP guests") that you can target from a Special/discount or a mail merge — different from a filter, which is based on field values. See Master Data for how Specials use these groups.	Customers create permission
Customer Relations	/customer/relation	The relation types offered in a profile's Customer Relations tab (for example "Spouse", "Travel companion", "Employer").	Customers read + Customer Relations module
Customer Data	/customerdatagroup	The building blocks of every customer profile and guest form: sections ("data groups") and the fields inside them.	Customers update permission

Customer Groups are the same tool as agency groups, scoped to customers: build a named list by hand, then point a Special or a mail merge at it.

Customer Groups list

Customer Relations here means the relation types only — each has a name plus a translated title and description. Staff then pick from these types on a profile's Customer Relations tab and link the other person.

Customer relation types

Each data group has a key, a sort position, a translated title with optional pre-/post-text, and switches for where it appears:

Setting	What it does
Guest form / Master data	Whether the section shows up on the online guest form, the internal customer profile, or both
Can be activated/deactivated by customer	Adds a "does this apply to me?" checkbox before the section's fields appear (for example a dive-insurance section)
At least one connected group required	If several optional sections exist, forces the guest to turn on at least one of them
Asset / Customer type	Restricts the section to specific properties, or to Divers/Snorkelers/Guests only

Two more group-level switches round this out: Connect to previous group renders the section visually joined to the one above it (useful when one activation question should reveal several sections at once), and, when activation is on, you type the activation question text per language.

Each field inside a group has its own type — text, number, date, time, yes/no, single/multi-select, country, gender, title, phone, signature, image upload, document upload, an "accept a link" or "accept a document" checkbox (for waivers), or a plain headline/description/HTML block — plus a required flag, an icon, min/max and default values, and an optional Only if condition that hides the field unless another field or section was answered a certain way.

The full field-type toolbox:

Group	Field types
Text & numbers	Text, long text, number, email, phone, phone country code, airline code
Date & time	Date, time
Choice	Single/multi-select, radio, yes/no (checkbox or radio buttons), gender, title, country
Signature & files	Signature pad, image upload, document upload
Waivers	Accept a document already in the system, accept a link, accept (tick-to-agree)
Layout only	Headline, description, HTML block, spacer

Beyond its type, every field can carry: a key (its storage name), a width (2–12 columns), an icon, a required flag, text clean-up (trim, force upper/lowercase), min/max and a default value, multiple selection for selects, separate Guest form and Master data switches (so a field can appear in one place but not the other), Hide for customers and agents (staff-only), Show also in (Occupancy / Arrival / Departure / Upcoming — limits when the field appears on the guest form), the Only if condition above, and — in connected-system setups — a Sync flag with a target field name. Choice fields take a semicolon-separated list of options; yes/no fields take their own translated "true"/"false" labels.

Customer Data editor

Tip: Add a custom "Diving" data group with fields for certification level, agency, number, expiry, and a scan of the card — exactly what a dive center needs before a trip, and it will appear on both the customer profile and the guest form.