Hotel companies are looking atreal-time synchronization between all enterprise systems - internal and external- as they attemptto recognize loyal guests. 0mni-channel loyalty is not only about recognizing guests, butalso being rele-vant to them in realtime. Here, CRM is all about optimizing the experience as per the intentand the chosen channel. Mark Haley, co-founder and managing partner of travel consultancy The Prism Partnership, Boston, says major brands have implemented proactive match protocols, computer-telephony integrations and onlinetag-management toolsto identify reservations, assign loyalty-program numbers and ensure upgrades and other recognitions that are due.
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