Using Technology to Deliver a Personalized Experience
By Mike Benjamin Co-Founder & Vice President, Guestware | April 09, 2017
It is important to organize hotel data in such a way that easily displays detailed guest profile information such as past requests, incidents, revenue, stay nights and their personal preferences. Personalizing the guest experience in hotels has become much easier thanks to technology and software applications. What hotel staff does with this important information can shape the overall experience for a returning guest while building reliable, sustainable processes to capture and maintain meaningful guest service information for future stays and process improvement.
With the help of modern customer relationship management (CRM) solutions for the hotel industry, hoteliers can develop an actionable plan and routine for pre-arrival planning, servicing, and follow-up for their valued guests while establishing relationships with returning guests. This gives the hotel an opportunity to impress their guests with tailored services and create a solid, loyal customer for life.
1. Get to Know Your Guests Before They Arrive
By using a CRM solution that includes a Guest Recognition tool interfaced with the PMS, hotel staff can easily look up their guest profile data before they arrive. This gives staff the actionable information to know who their top guests are and how to proactively prepare for them. However, pre-arrival planning is easier said than done. Although this requires resources and time, an integrated guest recognition system automates laborious manual processes that prohibit many front office teams from doing the job well.
With a seamless PMS and CRM integration, reservations can be organized by an accurate matching process that compares expected arrivals with past customers to identify each repeat guest while it also detects duplicates and questionable matches to make sure all of the repeat guests receive the special attention they deserve. The front desk can view the guest profile which holds previous requests, past experiences, and preferences to insure the guest is greeted with the proper room assignment and expected services delivered via associate facing mobile technology. When Guest Recognition is used in conjunction with a Rapid Response and Auto Dispatch tool, guest amenity requests are automatically dispatched to a runner upon check-in. Mobile device integration greatly speeds up the delivery of services. Tools like this are invaluable in environments where rapid attention is a preset expectation.
2. Allow Guests to Communicate From Their Mobile Devices
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