|This article is from the Fall 2008 issue of Hospitality Upgrade magazine.To view more articles covering technology for the hospitality industry please visit the Hospitality Upgrade Web site or to request a free publication please call (678) 802-5307 or e-mail.|
The Business Environment is Ripe to Invest in Technology
by Bill Peters, October 2008
Companies that are looking to make their contact centers more efficient and cost effective, or companies that are looking to consolidate multiple property reservation offices into one efficient and cost effective operation need to upgrade now.
With the market slowly dissolving due to the everyday economic challenges (doom and gloom) being broadcast by the media, the timing could not be any better than now to upgrade operations to handle all multi-media customer interactions in a very cost effective way.
The multi-media customer interactions are 800 number voice calls, local voice calls, inter-property calls, Internet text chat, Internet voice call back, email, electronic fax and booking pages for the mobile world.
Taking the chance of a customer staying at a competitor because that customer could not communicate with or access your company in a timely manner using the media of their choice is unacceptable in today’s business world. There is definitely no excuse for it.
The use of proper technology has opened up a whole new world of communications within the Hospitality Industry but the way we acquire and keep loyal customers remains the same.
1. All doors into the business should always remain open for customer contact.
a. There are more doors available to today’s customers as there was in the past. It is important to keep all of them open and staffed with competent employees and high touch systems.
2. All customers want to be treated as loyal customers.
a. A customer is a sale and a sale is made directly by a person or through a sophisticated high touch system that works. In other words it is people selling to people either directly or indirectly through a system.
Using the following protocols will enhance the performance for hotel sales, contact centers, customer service centers, help desks and even Internet booking engines.
1. “V”irtualization refers to a working environment which retains the characteristics of a physical resource without being directly tied to it. Technological changes are occurring in networks, routers and switches that control data movement, but others have to do with the way servers are managed and how their processing power can be acquired. With the convergence of voice and data and the increasing intelligence of the network, the next generation network is becoming a distributed computing architecture that is enabling new kinds of collaborations, applications and businesses to flourish. New technology can securely partition machines so that multiple applications can share a single server. These partitioning tools allow servers to be allocated in creative ways. This minimizes expenses while providing flexibility in implementation and scalability of resources.The time is now especially for those companies that are not using these protocols. Once in place the complete world of sales will be open to the company. Mega companies have some of these protocols in place but it takes them a long time to make a change. If your company is medium to small size, with multiple properties, with multiple flags, the time is now to invest in the technology that will professionally open up all your business doors to all customer interactions. There are too many benefits to mention. As they would say many years ago back in the world of “Trusthouse Forte Hotels and Resorts”, “It’s a bloody good show”.
William D. Peters is the Vice President Reservation Services and Market Development for Outrigger Enterprises Group in Denver, Colorado firstname.lastname@example.org
© Hospitality Upgrade, 2008. No reproduction or transmission without written permission.
Hospitality Upgrade magazine
and the Hospitality Upgrade.com website
the Cost of an Occupied Hotel Room / Bill Geoghegan / October
|Dealerless Poker - Casinos reduce risks by automating / Bill Geoghegan/ June 2008|
of Power / Tina McCrossan/ June 2008
|Hospitality Technology Contracts and Pitfalls / Raymond M. Asad / June 2007|
|The Online Metrics Handbook for Travel Marketers / by Cindy Estis Green for TIA and HSMAI / March 2007|
|Future Proofing Your Property / by John Burns / March 2007|
|Ask Not For Whom the Wedding Bell Tolls / Mergers and Acquisitions - Good for the Hospitality Industry? / Michael Schubach / March 2007|
|Hello, Front Desk? I Think I've Been Robbed!/ Nick Price / February 2007|
|The Personal Data Privacy & Security Act– Is Your Hotel Ready? / Rick Warner / October 2006|
|Hospitality Loyalty Programs; Strategies for Points-based, Recognition-based Programs / Mark Haley / October 2006|
|How Fast Do You Want to Go? Understanding the risks and costs with technology implementation and getting there too fast/ Ed Klein / October 2006|
|What's New in the Hotel Guestroom? Digital, HD or IP Televisions / Ashok Kumar / June 2006|
|A Future Vision for Hotel Revenue Management / Caryl Helsel and Kathleen Cullen / June 2006|
|Marketing to the Next Generation of Buyers; Scoring Your Hotel Reservations System / Debra Kristopson / June 2006|
|Consortia-Corporate-Group Best Available Rate (BAR): Good or Bad for Hotels? / Caryl Helsel / October 2005|
|Check In Kiosks: Coming to a Hotel Lobby Near You? / Jerry W. Sheldon / October 2005|
|Moving into Compliance Mode; Realizing the Benefits, Cutting the Costs / Dorian Cougias / March 2005|
|What Hoteliers Need to Know About Flat Panel and HDTVs / Jake Buckstead / March 2005|
|10 Trends Affecting Hospitality IT in 2005 / Bradford Iverson / March 2005|
|Searching for Bookings? Optimize / Dr. Matthew Dunn / August 2004|
|Instant Messaging: Age Is Everything - Expectations of Immediacy, Productivy and the Rise of IM / Elizabeth L. Ivey / August 2004|
|Baby It's Cold Outside the Firewall / Michael Schubach / April 2004|
|High Wired: The Hotel Room of the Future / Kelly Stanford / April 2004|
|We're Not In Kansas Anymore; Differentiating your hotel through technology / Mark Haley / January 2004|
|Understanding the Power of Customer Relationship Management / Neil Holm / Hospitality Upgrade Magazine / November 2003|
|The Case for Self Service in Hospitality / Marvin Erdly and Amitava Chatterjee / Hospitality Upgrade Magazine / October 2003|
|Five Questions to Ask Online Distributors / Michelle Peluso / Hospitality Upgrade Magazine / October 2003|
|Surf's Up - Internet Marketing for Destination Properties / Marvin Erdly and Amitava Chatterjee / Debra Kristopson / Hospitality Upgrade Magazine / October 2003|
|Wireless Changes Everything; So, do ya want a latte with that or what? / Jocelyn Valley / Hospitality Upgrade Magazine / June 2003|
|Customer Awareness or Customer Beware? Data Security in a CRM-Obsessed Industry / Elizabeth Ivey / Hospitality Upgrade Magazine / June 2003|
|Your Magnificent Selling Machine Would you Prefer Your Hotel to Get: the Web Hit or the Phone Call? / Robert Camastro / Hospitality Upgrade Magazine / June 2003|
|Tradeshows & Economic Soldiers / Dan Phillips / Hospitality Upgrade Magazine / April 2003|
|Hotel Telecommunications in the 21st Century / Geoff Griswold / Hospitality Upgrade Magazine / March 2003|
|The ABCs of CRM / Mark Haley & Bill Watson / Hospitality Upgrade Magazine / March 2003|
|Getting the Most out of Your IT Investment / By: Clay B. Dickinson / Hospitality Upgrade Magazine / Fall 2002|
|The Role of Paper in a Digital World / By: Bill Fitzpatrick / Hospitality Upgrade Magazine / Fall 2002|
|The Rotten Pineapple (international symbol of hospitality) / By: Steve D'Erasmo / Hospitality Upgrade Magazine / Fall 2002|
|Focusing on Labor Can Improve More Than Just Cost / Hospitality Upgrade Magazine / Summer 2002|
|Attention Hotels - An Ounce of Prevention is Worth a Pound of Cure / Elizabeth Lauer Ivey / Hospitality Upgrade Magazine / May 2002|
|HOSTEC - EURHOTEC 2002 - Room for Improvement / Christel Dietzsch / Hospitality Upgrade Magazine / Feb 2002|
|Technology and the Human Touch / Dan Phillips / Hospitality Upgrade Magazine / Spring 2002|
|Wireless Technology: Where We Have Been, Where Are we Going? / Geneva Rinehart / Hospitality Upgrade Magazine / Spring 2002|
|Effective Customer Relationship Management (CRM) Implementations / John Schweisberger and Amitava Chatterjee, CHTP / Hospitality Upgrade Magazine / Fall 2001|
|What's Up With Call Accounting Systems (CAS) / Dan Phillips / Hospitality Upgrade Magazine / Fall 2001|
|Technology Dilemmas: What have IT investments done for you lately? / Elizabeth Lauer / Hospitality Upgrade Magazine / Summer 2001|
|Full Circle from Centralized to ASP - The Resurrection of Old Themes and a Payment Solution / Gary Eng / Hospitality Upgrade Magazine / Summer 2001|
|A High Roller in the Game of System Integration / Elizabeth Lauer / Hospitality Upgrade Magazine / Spring 2001|
|CAVEAT EMPTOR! Simple Steps to Selecting an E-procurement Solution / Mark Haley / Hospitality Upgrade Magazine / Spring 2001|
|Your Bartender is Jessie James and He Needs to Pay for College / Beverly McCay / Hospitality Upgrade Magazine / Fall 2000|
|Choosing a Reservation Representation Company / John Burns / Hospitality Upgrade Magazine / Spring 2001|
|Understanding and Maximizing a Hotel’s Electronic Distribution Options / by John Burns / Hospitality Upgrade Magazine / Fall 2000|
|The Future of Electronic Payments - From Paper to Plastic and Beyond / J. David Oder / Hospitality Upgrade Magazine / Summer 2000|
|Timeshare Technology Steps Up / by Elizabeth Lauer / Hospitality Upgrade Magazine / July 2000|
|Biometric Payment: The New Age of Currency / by Geneva Rinehart / Hospitality Upgrade Magazine / Mar 2000|