CRM in Travel USA 2008 SpecialHotels have to continuously focus on whether they're providing line level team members with the right tools, and also to rigorously measure the customer experience.

Published: 05 Feb 2008

CRM in Travel USA 2008 Special
Hotels have to continuously focus on whether they're providing line level team members with the right tools, and also to rigorously measure the customer experience.

Commenting on the best way to train and also measure the success, Diane DeWindt, Director of Customer Insight, Starwood Hotels and Resorts Worldwide told EyeforTravel.com's Ritesh Gupta that an ideal way to train property users to adopt a new system is to train champions that are property users themselves and take them on the road with you. She also referred to getting property users deeply involved in application development.

On key to developing true one-to-one relationships and customer experiences across a varied customer base, for formal programmes, she referred to focusing on the priorities of what you want to deliver, and to whom, and to do so over time consistently.

"On an informal basis, hiring the right people and training them to care about the guest is really the best way – the biggest impressions that are made are by customer-facing employees providing great service," said Diane, one of the speakers during EyeforTravel's CRM in Travel USA 2008 conference being held in New Orleans.

During her presentation `Knowing Your Customer', Diane acknowledged that in the hotel industry, the greatest focus for CRM initiatives is and will continue to be on allowing guests to customise their experiences with the brands.

She referred to:

· Customising stays prior to arrival

· Guest controls information and content desired

· Giving the guest more options

· Guests share their content/opinions with the company and other guests

On customising stays, she spoke about collecting guest preference data for a specific, near-term use. Starwood solicits guest requests in pre arrival communications:

· Sheraton CityTips: guest requests information on their destination, tailored to their interests

· Starwood "Love Your Family": Guests drive delivery of activities and amenities during their stay

· Prestay messages linking to forms to request upgrades, amenities, and appointments

Guests can also customise content delivery on SPG.com, or on their desktop with SPG Check In and RSS feeds.

"Money can't buy" experiences that build loyalty, create aspiration, and differentiate Starwood Preferred Guest, said Diane. She recommend following:

· Increase loyalty by building an emotional connection with members

· Increase member engagement in SPG

· Provide members with insider access unattainable on their own

· Provide members with a unique alternative for redemption