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New tool for gaining information about the guest
Marbella (Málaga), 9th January 2009
The IT system supports relationships with client, as their preferences are stored in a data base which can be consulted at any time
Fuerte Hoteles have implemented a new IT tool to allow the chain to get to know its clients even better. The SAP CRM system improves client information management by storing client preferences, ensuring their needs are met the next time they stay at any of the establishments.
The new tool will improve client analysis by identifying who the client is and what they are like in a quicker and more orderly fashion; by designing made-to-measure products for them and also by identifying the effects of promotions on clients, measuring their profitability. The SAP system totally guarantees the new CRM with the existing data base and can also extend the existing software. One of its main advantages is that it allows for the integration of other Grupo El Fuerte information systems; this is vital, as the group has many establishments and areas, both geographically and in business terms.
The grouping of clients is another of its main benefits, as it enables client and prospect management, clearly defines group objectives by way of a user-friendly interface and adapts marketing solutions to each group. However, the CRM system is mainly for storing data with sales and client information.
One of the most important aspects of the CRM project is its integration with the bookings system. Once a client makes a reservation through one of the channels (Internet, telephone.) their details are stored on SAP on SIMHOTEL solutions.
This marketing solution offers tools which are specifically designed to cover all of the necessary processes for planning, executing and analysing the results of promotions and advertising. In this way, it allows heads of marketing departments to check client bookings more quickly and then direct advertising campaigns towards a more specific client base, not only with regard to client preferences, but also to loyalty indicators connected to different establishments within Grupo el Fuerte.
This project has been carried out by teams of professionals at Grupo El Fuerte and Altim, the consulting agency responsible for implementing the system. Altim's system integration has lead to a technological partnership between themselves and Fuerte Hoteles, focusing on client information.
Fuerte Hoteles is a leading Andalusian company in the hotel sector which has been commended for its excellence in management, quality tourism, concern for the environment and human resources training. It currently boasts 6 hotels in Andalusia (Marbella, Conil, Grazalema and El Rompido).
For further information visit www.grupoelfuerte.com.