Guest Service Deluxe: Serenata's CRM and e-Marketing products featured in Hospitality Inside
The popular online information magazine and news bulletin for the hospitality industry presents Serenta's new campaign management and guest survey option.
Munich (Septemer 17, 2010). Compared to other industries, hotels still make little use of their existing customer data for maintaining and organizing their customer relations in a purposeful manner. Customer Relationship Management in the hospitality industry still lags far behind its possibilities. Devising a well-targeted guest communication is the basis for implementing and caring for sustainable customer loyalty.
This is where the CRM and e-Marketing products of Serenata IntraWare GmbH come in.
With Serenata NetHotel CRM, Serenata provides the hotel industry with a tailor-made customer relationship management tool which helps establish a comprehensive centralized customer profile that is synchronized across the enterprise and can be accessed by all properties (PMS) as well as by your central reservation facilities (CRS.) Using this professional CRM solution, hotel chains can implement a guest preference portal on their website, establish loyalty and guest recognition programs, and improve overall profile quality. By running powerful marketing campaigns and guest surveys, they can at any time analyze guest behavior and current business trends.
Sneak preview of Serenata NetHotel CRM Version 3.1.
With the newest version of the Serenata NetHotel CRM product suite, hotel groups establish a comprehensive centralized customer profile that can be accessed by properties across the enterprise and even by central reservations. With each customer contact, the hotel staff will be able to provide superior guest service – especially to the most valuable customers.
NetHotel CRM enables chain-wide guest recognition from all points of contact by providing a guest profile lookup function from the PMS and CRS, and, if available, even from the integrated booking engine and/or 3rd-party system.
NetHotel CRM Version 3.1 supports high quality profile management, including guest preferences and spending patterns, stays, revenue and other information. Profile updates are automatically redistributed and stored in the PMS systems across the hotel chain. Customer profiles are consolidated and cleaned automatically.
This valuable guest information can be used systematically for all kinds of activities. The main goal is to keep guests informed with targeted information instead of only catering to the guest during his or her stay.
Campaign management made easy
This marketing approach is also supported by the newly developed NetHotel Campaign Management. Using the web-based application, you can plan, assess, and execute targeted marketing initiatives to selected customer segments. The solution also provides an integrated email engine, which allows the immediate processing of campaigns directly from the application. By analyzing the opening rates and click-through patterns of guests, you can immediately track the campaign success.
With the activities and campaign management options, hoteliers can view and edit any activity or campaign that has been added for/sent to the guest and so always stay on top of any action involving the guest.
The Serenata NetHotel CRM solution is fully integrated with the major CRS and PMS suppliers and can be adapted to the requirements of the individual hotel group. The following modules and components are available.
• Central Profile Management
• Guest Member Portal
• CRM Reporting
• NEW: Campaign Management
The following components can be included as required:
• Loyalty & Rewards Management
• Sales Force Automation
• Business Intelligence
• NEW: Guest Survey Management
Further details on Serenata`s NetHotel CRM solution are available at the website http://www.serenata.com or in the NetHotel CRM Software Description, which is available free of charge from the below contact.
World Premiere with @mail at Fleming’s Hotels
With Serenata @mail, Serenata offers a personalized e-marketing solution that allows hoteliers to communicate with their guests in a professional and graphically appealing manner. This applies for email confirmations, pre-arrival and thank-you emails as well as customer satisfaction surveys. @mail documents bear the hotel message and branding, are completely personalized to the individual guest and come straight out of your PMS, SPA, Sales & Catering or CRS system.
With the new Guest Survey Management, Serenata offers a survey service, which uses the open source product LimeSurvey™. With this tool, you can carry out online surveys and customer satisfaction questionnaires to measure the views and desires of your guests in a targeted fashion.
The Fleming`s Hotel München-Schwabing is the first hotel to use Serenata @mail in combination with the integrated guest surveys. The hotel belongs to the renowned HMG group, which operates 17 hotels and boarding houses in Germany. HMG manages its own brand Fleming`s, Fleming`s Deluxe as well as LiV`iN and is franchisee of the Steigenberger and InterCity brands in Frankfurt, Bremen, Munich and Wuppertal.
In addition to an interactive reservation confirmation with an upgrade function and a pre-arrival and post-stay email, Fleming`s is the first hotel to use Serenata`s new Guest Survey option. The guest can access the survey directly from the personalized post-stay email and so immediately provide his or her personal opinion about the stay. The valuable guest feedback is collected and analyzed. If there is criticism, the hotel can react at once and so positively influence customer satisfaction.
In the meantime, the hotel group has ordered Serenata @mail with the guest questionnaire for all hotels in the chain.
The new guest surveys are not only an ideal addition to Serenata @mail, they can also be used with Serenata NetHotel CRM.
For more detailed information on Hospitality Inside please visit:
http://www.hospitalityinside.com/de/main/homeseite/
