Guest Loyalty & Customer Relationship Management Software
The Customer Relationship Management (CRM) module is designed to track all relationships
with guests to improve guest service and marketing. All guest visits are tracked
from one or more RDP systems. Points can be awarded for each reservation.
The number of points can be different for different seasons, room types, total dollars
spent, and other variables. Guests can make reservations by redeeming points.
Restrictions can be applied to control when "point reservations" are allowed.
A complete history is kept of all point reservations. For a sample from Couples
Resorst in Jamaica, see:
Other related documents and pages include:
Loyalty with Frequent Guest Rewards Program
A frequent guest rewards program is an excellent way to stimulate guest loyalty.
Each time a guest stays at any RDP property linked by the Customer Relationship
Management module, their points total is increased. Since a guest can make
a reservation using points as a method of payment, there is a strong incentive
to continue to stay at one of your properties.
Master Database for Multiple
The Customer Relationship Management module is ideal for RDP customers with
multiple properties. Please see
Central Reservations. To illustrate, assume a RDP customer has six properties,
all using the RDP system. Without the CRM module, this customer would have
six separate guest history databases. If a given guest were to stay at all
six properties, this guest would have six different guest history numbers, with
no way to easily consolidate the information.
The CRM module solves the multiple property problem by introducing a new frequent
guest database that links ALL the guest history numbers to one frequent guest record.
In addition to linking all reservations at all properties, this new frequent guest
- Frequent guest number
- Guest name, address, etc.
- E-Mail address (multiple e-mail addresses are allowed)
- Guest room preferences (smoking, king size bed, etc.)
- Birthdates, anniversaries, etc.
- Complete reservation information from all properties
- Total dollars spent at all properties
- Points earned for reservations made
- Additional user-defined comment fields (i.e., office number, mobile
phone, secretary name, etc.)
|Frequent Guest Diagram - One Master Database for Multiple RDP Properties
Central Reservations if you are using more than one RDP system.
to the CRM Database
Guests can be added to the Customer Relationship Management database in a variety
of fashions, as follows:
If the CRM module is added to an existing RDP system, an "auto-load"
option is provided to load guests from the existing RDP guest history system
into the new CRM database.
For RDP customers with multiple systems, the "auto-load" option can merge
data from multiple, existing RDP guest history systems. Screening
of duplicates is available by guest name, telephone numbers, and zip code.
All reservations from all existing RDP systems are linked to the new
CRM database. Points can be accumulated based on auto-loaded reservations.
|Website or IRM
|The CRM module can be integrated to your primary website
Internet Reservation Module (IRM) to capture information requests and
add to your e-mail database. For example, you can add a link to "request
a brochure" to your primary website or RDP's IRM. See
Information Requests below.
|An option can be added to your primary website or the IRM
for a guest to join your Frequent Guest program. The guest is immediately
added to the CRM database, and a Frequent Guest Number and password is established.
The guest can then make a reservation immediately at any property and start
|New reservations made by guests directly with the
IRM or by internal reservationists with RDP's new windows based software,
RDPWin, can add the guest to the CRM database.
|Guests may call and request to be added to the Frequent
Guest program or they may fill out a form. Any employee can add these
guests to the database from any workstation. Ideally, guests should
check on their points total, reservations, etc., using the Internet.
However, if these guests call the property, any employee can look up this
information for the guest.
|Guests' names can be imported from various third-party databases
into RDP's CRM database. An additional charge may be required.
|CRM Frequent Guest Information
Build E-mail Database -
The Customer Relationship Management module contains an e-mail address for each
guest, along with a tool to easily send mass e-mails. E-Mail marketing is
virtually free, as well as instantaneous. For example, an e-mail can be sent
to all guests announcing an upcoming special rate. The guest could then click
on a "make reservation now" link contained in the e-mail and be directed to the
Internet Reservation Module for the property of his or her choice.
The e-mail database conforms to legal requirements for mass e-mail, including
an "opt-out" option, which allows any given guest to request that no further e-mails
Information Requests Add
to E-Mail Database
The Customer Relationship Management module can be integrated to your primary
website and the
IRM to capture information requests and add to your e-mail database. For
example, a link to "request a brochure" can be added to your primary website or
RDP's IRM.Net. The e-mail address is collected as part of the process to allow
for future marketing.
Frequent Guest Flow of Events
The power of the Customer Relationship Management module can be best illustrated
by following the flow of events:
- Purchase and install the CRM module from RDP. For multiple property
installations, a license must be purchased for each property.
- The new CRM database is created on the server at only one of the properties.
- For multiple properties, a full-time Internet connection must be in place
for each property to allow access to the new central guest history database.
- Guests are added to the central guest history database (see
Adding Guests to the CRM Database).
- Guests make reservations for any property, either via the
IRM or by internal reservationists, with RDP's new Windows based software
RDPWin. All reservations at any property
are linked to the same Frequent Guest Number.
- Points are awarded for each reservation, and various reports are available.
Access by Frequent
Guest Number or E-Mail Address
Guests can access their Frequent Guest account via the Internet using either
their Frequent Guest Number or e-mail address. A unique password for each
guest can be used. Since most guests tend to forget passwords, the guest's
zip code or phone number can also be used as a password. The system can also
automatically e-mail a guest's password at the guest's request.
of All Reservations, Charges, Requests, and Preferences
The Customer Relationship Management module provides a history of all reservations,
charges, requests, guest preferences and additional information. This is accessible
to the guest via the Internet with the proper password. One way to increase
repeat business is to manage the guest relationship, and a great tool to accomplish
this goal is the CRM module.
Track Points/Rewards Program
The Customer Relationship Management module can calculate points based on reservations
made and other factors. The number of points can differ for different seasons,
room types, total dollars spent, and other variables. Guests can make reservations
that use "points" as a "method of payment." Restrictions can be applied to
control when "point reservations" are allowed. A complete history is kept
of all point reservations.
Tracking points and providing rewards based on points is integral to a successful
marketing campaign in today's tough market. The CRM module makes point tracking
and rewards a breeze.
Points can be awarded for a variety of reasons and are easily configured within the CRM Rules.
A different point value can be awarded for anything from the date range of the
guest's stay, to the rate plan used on the reservation, to the member level of
the guest. These can be based on the dollar amount spent or number of nights.
Points can also be awarded to all guests at once, based on their sign up date,
or other specified criteria using the Mass Process Points feature.
Data Mining Available
RDP's CRM module includes extensive "Data mining" capabilities. Data mining
is the ability to find the information required from a large amount of data quickly
and efficiently using many search criteria. For example, the ability to print
letters or send e-mails to all guests who stayed at the property in the summer of
2004 and spent a least $500. Data is available from many RDP sources, including
travel agents, groups, reservations, rates, occupancy, cutoffs, etc.
Sample Customer Website
For a sample from Couples Resort in Jamaica, see: