This document describes an innovative guest relationship management (HGRM) platform and philosophy that aims to enhance the guest experience. The HGRM platform integrates all guest and staff interactions across departments and touchpoints to provide a seamless experience. Key features include personalized web pages for guests with booking and travel information, as well as cockpits for staff with guest profiles and messaging. The goals are to improve satisfaction, recognize guests, motivate staff with tools to be proactive, and add value through enhanced service.

1. 1

2. An innovative platform
for managing a great and unique
Guest Experience
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3. 3
A Market Metrix Study 2011
Guest Experience
is factor n. 1 when
choosing a hotel
Happy Guest Relationship Management philosophy

4. Why ?
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A Market Metrix Study 2012

5. What?
Our HGRM (CRM) tool & business philosophy has been created – totally
ex novo - in order to dramatically enhance the Guest Experience by
integrating in one platform – and absolutely on the same level – all
the interactions of the two faces of Hospitality:
Guest Staff
engaging with them through multiple touch points
in a “seamless and proactive” way
As far as we know, our HGRM concept is absolutely unique in the market.
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Guest Experience

6. Maintenance
Welcome
Bar
Breakfast
Housekeeping
Reservations
Sales & Revenue
Marketing
Reception
With 80 rooms at least 750.000 interactions in a year…
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Moments of
Truth

7. THE STAFF
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THE GUEST
PMS
HGRM
dataBase
Data + Metadata
Outlook &
all other
platforms
How can we really do that?
The same platform
for Guest & Staff
devoted to the
Relationship

8. How it works?
Guest
For every booking made, a personalized confirmation with a link is sent to
the guest and brings the customer - in a very intuitive and secure way -
to his/her personal page.
Staff
The HGRM platform is also implemented in all departments of the hotel
in order to ease the acquisition and sharing of guests information, with
a particular attention to the quality of the internal communication and
the way it is used to add value through service.
Seamless connectivity
All this information provided by the Guest and the Staff is recorded
seamless and, being made on an electronic page, can be easily used in
all touchpoints, stored and analysed for the next stay of the customer.
All this is made with the idea of gaining a strong interaction.
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9. How it works?
A single initial point of data entry, the most important one: the reservation.
The reservation agent simply has to insert and check the quality of the reservation, needs an email
address and types in the “CRM Check “ field  Yes
The reservation details will be transferred onto the HGRM platform, which will take care - from this
moment on - of the entire relationship by covering all touchpoints.
From this
moment on
starts the
Relationship
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10. How it works?
Confirmation
with direct link
to the Mypage
The Reservation
agent
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11. My page
- Quick check-in
- Myroom
- My messages
- My reservation
- Meet the Team
- Travel Tips
- Book online
(one to one rates)
The guest…
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Mypage
The guest’s
personal page

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Reservation
details

14. Mypage:
to customize your
stay
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Choose the
content of
your minibar

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That
something
extra

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Exclusive offers
and channel
conversion

18. For the Staff…
Cockpit
- Reservations
- Marketing
- Reception
- Welcome
- Housekeeping
- Bar
- Breakfast
- Maintenance
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19. All what the
agent needs
in a simple
Cockpit
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You have a
message

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Conversations
threading

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Room plan

23. Marketing
SMS: we are
waiting for
you
Welcome
back
Have a
nice trip
Happy
Birthday
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24. 3 days before
arrival: have
a nice trip
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Same day of
arrival SMS
sending

26. Guest’s mobile
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27. Fidelity card, printed
upon departure
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28. We ask a
feedback
I took care of
your check out
Thank you
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29. Housekeeping
PC + IPAD
All the
rooms
Reports
Shifts and
requests
Arrivals
Rooming
list
Messages
To do list &
guests
preferences
Assigning
the rooms
Statistics
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31. The Housekeeping
Mgr. assigns the
rooms to be cleaned
in less than 5 minutes
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The guest
The luggage is in
the room
A baby cot is
needed
the guest’s
preferences
VIP? Picture
of the guest
To dos from
OPERA
The room

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Minibar

34. Breakdown list: if urgent it
is sent to the maintenance
via SMS
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Lost & Found

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Lost & Found

37. Letter of the
second night:
proactivity
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38. Message for the
Housekeeping
lady
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39. The lady in charge
of the room
receives a POP UP
on her IPAD
Le sue funzionalità
Ricezione del messaggio
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All departments…

41. Staff training
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42. Conclusions
The Customer Satisfaction: we can cover all major Key performance indicators (Cornell, No. 5 – July 2010)
- reservation was accurate
- check-in in less than five minutes
- no problems occurred during the stay
- no billing errors
The Guest really feels to be recognised and treated personally at every touchpoint (in 2011 we counted
85.000 E_CRM touchpoints)
The Staff is more motivated, has tools which can help them to avoid the typical waste of time in collecting
all relevant and useful information at the right time and in the right place, being very proactive and in
seamless environment with the guest.
More than 250 functions covered by our HGRM, growing daily.
The Service: this business philosophy adds value through service, exceeds guest’s expectations and
fosters positive feedbacks, loyalty and advocacy.
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