Work Smarter
By Julie Ritzer Ross
Hospitality Technology
By Julie Ritzer Ross
Hospitality Technology
Article Summary:
This article talks about ways companies in the hospitality industry have begun to implement tools and software to collect and analyze data in order to improve customer relationship management (CRM). In order to be able to collect and analyze this data, sophisticated software needs to be chosen, implemented and used properly. This is a very competitive industry and to be successful companies need to really understand what customers want and be able to deliver that to the customer.
Ruby Tuesday’s has noticed a 4% increase in sales since they started to using Micros Systems to analyze customer information and gives management feedback on ordering patterns and more specific information on individuals in their loyalty program. They take this information and develop targeted marketing plans.
The Peabody Orlando in Orlando, Florida, uses UniFocus to assist with customer complaint management. Their program can identify patterns in customer complaints and management can then fix these problems before more customers are affected.
Aptech Computer Systems has assisted Konover Hotel Corp., in West Hartford, Ct. with managing labor and inventory issues in their 19 hotels located across the country. They benefit from receiving real-time information so fast action can be taken in necessary.
The article also warns that companies need to be cautious when choosing and implementing a new data analysis program. Many companies end up collecting too much information and neglect to analize it properly, which then makes the entire program useless.
Reflection:
It was interesting to read about the how Ruby Tuesday has used Micros to collect and analyze data. I have used Micros in a few establishments and none of them used the system to collect and analyze customer information, just employee and sales information. Since so many restaurants use programs like Micros, they must already have the basic equipment in order to implement similar programs like Ruby Tuesday’s has done without too much additional cost.
The rest of the article talked about other programs hotels and restaurant use to control costs and improve customer service, but most of this information was familiar to me already.
Bibliography
Ross, Julie Ritzer. (2008, March 10). "Work Smarter". Hospitality Technology. Retrieved March 27, 2008, from http://www.htmagazine.com/ME2/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=3E19674330734FF1BBDA3D67B50C82F1&tier=4&id=74B1A8318B8240C5AC3CEC5F73863CE9.
4 comments:
I am also familiar with Micros and I haven’t ever seen it used to collect customer information either. I think restaurants are really missing out on a great opportunity if they have already purchased a system and then don’t know how to use it to its full potential. It is so important to have a good understanding of your customers because it gives you a competitive advantage and allows you to assess their needs and provide them with a better experience.
I think that it could be very effective for companies to use micros and other systems to increase guest loyalty. There are already several hotels and restaurants that obtain informations on their guests from past visits, which, when used properly, can obviously enhance the guest's experience. These types of systems may also be more effective than simply having guests fill out a comment card at the end of their meal or stay. I know personally that I don't usually use them unless someone provided excellent.. or really bad..service. With the invention of these new programs, employees can capture information without the customers even knowing.
When reading about the software I assumed that this technology was being used, but I would not have assumed it was being at restaurants such as Ruby Tuesday. This article really showed to me that all types of hospitality businesses are trying to advance themselves in any way possible. In addition, customer relationship management is one of the most important benefits from technology. I predict many more businesses using this type of software to try to find patterns to increase profits or decrease expenses. I also would assume that a lot of technology companies will implement new softwares with more advanced algorithms.
Customer Relationship Managment (CRM) is one of the most important aspects of managing the hospitality industry. In order to maximize profitability, revenue and customer satisfaction, I believe it is very important for hotels and restaurants to implement a system that can collect and analyze guests data.
It is very important to design programs that will exceed guests expectations and achieve goals that will benefit the customer and operation. Better understanding of the customer allows for a competitive advantage over other firms which can help the company to reach projected outcomes. Overall, there is a substantial benefit to all involved!
Post a Comment