The future of Data Management in the Hotel Industry – h2c CRM study
9 CRM providers, including dailypoint™, supported this study: “Our motivation was to find out whether our strategy was the right one or not.”
CRM stands for Customer Relationship Management. As the name suggests, a company’s CRM should not only refer to marketing, but all touchpoints with the customer. Especially, and in particular, the operative side must benefit from the CRM strategy and create positive service experiences along the entire customer journey.
According to the h2c study, the biggest problem hotel chains have in the CRM area is poor data quality. In fact, 61% of chains are not able to clean data automatically and 54% of chains manually clean their data!
Since dailypoint™ was founded in 2005, we have followed the approach that the central guest profile must not be in the PMS, but in the CRM. After all, various sources have to be connected with each other in realtime and large amounts of data have to be merged. We believe that Big Data is only useful when approached with five V’s (Variety, Velocity, Veracity, Volume, Value). h2c’s study confirms our approach. Hotel companies want the central guest profile to belong in the CRM.
In order for CRM to be able to cover the entire guest journey, data must be connected across all systems. dailypoint™ offers 14 modules within its platform. In addition, however, we stand behind the idea of connected app marketplaces.
In summary, the study confirms almost 100% of the strategy adopted by dailypoint™. In particular, the development towards the Data Hub (Central Data Management) with the necessary data cleansing processes, the central profile for guests as well as the easy integration of third-party applications via the dailypoint™ Marketplace has been fully confirmed.
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