CRM in Travel USA 2008 SpecialAt Omni Hotels, we know that one single event can affect the entire stay for our guests.

Published: 05 Feb 2008

CRM in Travel USA 2008 Special
At Omni Hotels, we know that one single event can affect the entire stay for our guests.

This is one principle which Omni Hotels firmly believes in.

Sharing more info on the same, Omni Hotels' Director of Loyalty Marketing Toby Niger told EyeforTravel.com's Ritesh Gupta,/i>: "One simple interaction can make the experience even more memorable. One thoughtful associate can make someone else's day."

"For this reason, we encourage and expect each of our associates to do their personal best to ensure our guests feel comfortable and appreciated. This is how we deliver one remarkable stay after another. With the assistance of guest satisfaction surveys, we can monitor services levels at each hotel and address any issues as they arise," added Niger, one of the speakers during EyeforTravel's CRM in Travel USA 2008 conference in New Orleans.

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.

On the best way to train and also measure the success, he said, Omni Hotels' focus on customer service is interwoven throughout the entire organisation.

"Through strong leaders, we provide a hands-on approach to training new associates as well as training for new initiatives. Success is measured through feedback from associates and guests and guest satisfaction surveys," he said.

With reference to delivering a consistently excellent customer experience at the individual property level, he said, "(it would be) enabling management and associates at the property level to access, utilise and respond to all of the information we have about our customers. The more our customer-interfacing associates know about individual customer value, preferences, buying patterns, etc. the better they are able to customize the experience for our guests."

"At Omni Hotels, it is the responsibility of the hotel managers to ensure their associates are trained properly and use the tools available to access guest data when available and proactively anticipate guests' needs and desires. We also strive to continually capture additional information about our guests to increase the level of personalisation and recognition offered during future stays," he said.