This document describes an innovative guest relationship management (HGRM) platform and philosophy that aims to enhance the guest experience. The HGRM platform integrates all guest and staff interactions across departments and touchpoints to provide a seamless experience. Key features include personalized web pages for guests with booking and travel information, as well as cockpits for staff with guest profiles and messaging. The goals are to improve satisfaction, recognize guests, motivate staff with tools to be proactive, and add value through enhanced service.
5. What?
Our HGRM (CRM) tool & business philosophy has been created – totally
ex novo - in order to dramatically enhance the Guest Experience by
integrating in one platform – and absolutely on the same level – all
the interactions of the two faces of Hospitality:
Guest Staff
engaging with them through multiple touch points
in a “seamless and proactive” way
As far as we know, our HGRM concept is absolutely unique in the market.
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Guest Experience
8. How it works?
Guest
For every booking made, a personalized confirmation with a link is sent to
the guest and brings the customer - in a very intuitive and secure way -
to his/her personal page.
Staff
The HGRM platform is also implemented in all departments of the hotel
in order to ease the acquisition and sharing of guests information, with
a particular attention to the quality of the internal communication and
the way it is used to add value through service.
Seamless connectivity
All this information provided by the Guest and the Staff is recorded
seamless and, being made on an electronic page, can be easily used in
all touchpoints, stored and analysed for the next stay of the customer.
All this is made with the idea of gaining a strong interaction.
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9. How it works?
A single initial point of data entry, the most important one: the reservation.
The reservation agent simply has to insert and check the quality of the reservation, needs an email
address and types in the “CRM Check “ field Yes
The reservation details will be transferred onto the HGRM platform, which will take care - from this
moment on - of the entire relationship by covering all touchpoints.
From this
moment on
starts the
Relationship
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29. Housekeeping
PC + IPAD
All the
rooms
Reports
Shifts and
requests
Arrivals
Rooming
list
Messages
To do list &
guests
preferences
Assigning
the rooms
Statistics
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42. Conclusions
The Customer Satisfaction: we can cover all major Key performance indicators (Cornell, No. 5 – July 2010)
- reservation was accurate
- check-in in less than five minutes
- no problems occurred during the stay
- no billing errors
The Guest really feels to be recognised and treated personally at every touchpoint (in 2011 we counted
85.000 E_CRM touchpoints)
The Staff is more motivated, has tools which can help them to avoid the typical waste of time in collecting
all relevant and useful information at the right time and in the right place, being very proactive and in
seamless environment with the guest.
More than 250 functions covered by our HGRM, growing daily.
The Service: this business philosophy adds value through service, exceeds guest’s expectations and
fosters positive feedbacks, loyalty and advocacy.
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