Centralizing customer data is a major technological challenge, as it involves collecting all the information about the customer throughout the various interactions during the booking process (from the request for information, through the booking and on to the stay), as well as the various stays of loyal customers. First of all, the staff that interacts with customers collects all the data: the hotel receptionist, the restaurant maître d'hôtel, the spa therapist; but also through the entire digital ecosystem you make available to them: guest app, booking engine, pre-stay questionnaire, email marketing, your chain's voluntary or integrated loyalty program.
Septeo Hospitality integrates all the software and functions so you can connect your different systems, collect data (API one way or two-ways) and centralize them.
- Customer records integrated into the PMS: The customer record is a section of your PMS that indexes individual records and collects important information about each customer staying in your establishment: contact details, affiliation, demographic data (age and date of birth, profession), location (country and language), preferences (room category, favorite dishes, special requests), food allergies or others (restaurant and spa). The customer record is directly connected to the customer's history, which shows the latest reservations, payments and invoices from all revenue sources, whether they are restaurants, boutiques or bars. If you are part of a group, you can also have access through the CRS (Central Reservation System) or the loyalty program to the different stays made by this customer within the same chain or group.
- Customer history: Customer history is a portfolio of financial data relating to each individual or corporate customer. It groups all transactions made by a guest during their stay at the hotel: room charges, meals, beverages, additional services, applicable taxes, modifications and payments. Customer history is essential to ensure accurate and transparent billing at the end of the customer's stay. It can be consulted at any time during the stay, so that the customer can check their expenses and pay their bill at the end of the stay.
- Loyalty program: The loyalty program is a mine of personal information, whether it is created by your chain or network and connected to your PMS, or integrated into your software.
- CRM for hospitality: With the boom of customer relationship management in the hospitality industry, CRMs have become even more specialized in this sector. They now include functions to create segmented lists, that is, to group customers with a similar profile (leisure or business, singles or families, Spanish or English speakers, who have used your spa or restaurant). By combining these lists with the creation of manual or automated email campaigns based on certain triggers, CRM has become a formidable weapon to win over potential customers, build loyalty with current customers around specific offers or topics, or increase your RevPar and TrevPar through upselling. Qualitelis (Septeo Group) and our numerous CRM partners, connected to our PMS, enrich and exploit your customer information to create a new economic value and customer experience.
- Connectivity. Whether the nerve center of the knowledge you have about your customers is your hotel PMS or your CRM (Customer Relationship Management), the interconnection of your systems is essential at various levels to exchange, collect and centralize this customer data and thus have a complete and holistic view of each customer.
By leveraging the centralization of your customer data, you can develop deeper customer relationships and drive long-term loyalty.
