News for the Hospitality Executive
Hospitality CRM provider encourages
hotels to integrate customers' Tweets and Facebook profiles
with CRM profiles to obtain a more complete picture of guests’ preferences
and better tools to market to those guests
|CELEBRATION, FLA. — OCTOBER 20, 2009 — Libra OnDemand announces
its presence on three social networks – Facebook, Twitter and LinkedIn
– to interact with the public by sharing company news and information on
its Web-based suite of Customer Relationship Management applications. Based
on its success and skill-set, Libra OnDemand also offers a Social Media
Consultancy to assist anyone looking to better understand the bigger picture
of tying social media into long-term marketing strategies and improving
“Social media is the new social discipline of CRM,” said Gregg Hopkins, Libra OnDemand CEO. “Facebook isn’t just a way to chat with friends and family, Twitter is more than just a streamlined text-messaging vehicle, and LinkedIn is certainly is not just a glorified Rolodex. These social channels empower organizations to efficiently monitor user profiles for service response and improve relationships with customers. Each plays an important role by providing an open forum for people worldwide to air their grievances, give praise or simply inquire about an organization’s products or services. Each also serves as a support channel for identifying trends and monitoring feedback as a way of establishing more productive customer – or potential customer -- interaction.
“We encourage anyone interested in becoming part of our social community
– especially those curious about CRM, email marketing, and profile/loyalty
management – to follow Libra OnDemand on Twitter (http://twitter.com/libraondemand),
become a fan on Facebook (http://Facebook.com/libraondemand)
and visit our profile on LinkedIn, (http://www.linkedin.com/companies/libra-ondemand).
As a CRM company, we have been extremely successful within the social media
landscape because we view all sentiments and inquiries as valuable, actionable
sources of information.”
As Libra OnDemand uses social media channels to communicate with its customers, Hopkins said he encourages hoteliers to use these same communications mediums to better interact with their customers.
Channeling CRM Information to Hotels
Libra OnDemand's Twitter integration is designed to help hoteliers actively engage in this communications channel. By capturing a customer’s social profile and integrating it with the hotel’s CRM profile, Libra OnDemand is giving hoteliers a more complete picture of the guests’ social interactions that can be used to accurately market to these guests as well as respond to their individual preferences. Knowing how to track and respond to mentions of a property in Cyberspace or Twitterspace, for example, and store social profiles from Twitter, Facebook, LinkedIn, Blogs or even emails into the hotel’s CRM, is key to successful social media networking.
“CRM is all about customer interactions, and Twitter and Facebook are becoming vital in customer-centric communications,” Hopkins said. “It allows travelers to Tweet to you their pre-stay service inquiries/amenity requests or post-stay comments, and also allows a hotel’s responses to be visible to the masses. This way, you are building your company's social presence, publicly responding to your customers' public questions, and creating awareness for the brand or independent property.
“Some hotel companies are finding that tracking Tweets is an important part of their concierge program, while others use it to support their guest-retention program by immediately responding to unflattering posts about a poor guest-stay experience to offer assistance and do whatever is necessary to retain that customer’s business,” he said.
The Twitter tab in Libra OnDemand allows hoteliers to monitor all mentions of their property or brand and to respond to those mentions, as well as any direct messages or @ replies. This tab also is used to send out special offers or promotions. The “Contact” profile has been enhanced to show a real-time feed of Twitter messages for each contact, with an ability to send messages back to the customer directly from the Libra OnDemand application.
Facebook's primary role is to be the brand-centered community where travelers or guests go to socialize with their peers. It is a great way to communicate with a hotel’s loyal customers and Facebook followers and build on the trust and brand identity the property has created.
“Integrating both Twitter and Facebook with a CRM such as Libra OnDemand is critical to achieving a hotelier’s or marketer’s effective utilization of these tools and ensuring the management team's involvement with them,” said Nikolai Balba, Libra OnDemand Chief Technology Officer. “Twitter and Facebook must become an integral part of a hotel’s marketing strategy and customer communications for 2010 and beyond in order to remain competitive.”
“When hoteliers look at customer profiles in the CRM, they should see guests’ Facebook and Twitter IDs, along with their phone numbers and email addresses,” Balba explained. “This is critical marketing data to capture. It’s also important that hotel personnel respond to these inquires – whether by phone, email, Facebook or Twitter, depending where the inquiry is coming from. Due to the open nature of social platforms, when someone has a question, concern or praise for your property and they voice it publicly through social media, it gives hotel operators the ability to capture that information and use it as an opportunity to build customers’ trust and brand awareness.”
There are multiple use-cases for Twitter in hospitality, including:
For more information on Libra OnDemand CRM products, visit www.libraondemand.com.
About Libra OnDemand
L. Gregory Hopkins
|Also See:||Libra OnDemand Partnership Brings 'Sulcus OnDemand' CRM to Spain; Based in Barcelona, Sulcus Hospitality Group becomes Libra OnDemand's newest channel partner; Sulcus calls deal win-win for companies, clients and guests alike / September 2009|
|McLaren International Distributes Libra OnDemand in Asia Pacific; Best of breed technology provider McLaren International will bring leading Customer Relationship Management tools to hotels across the Asia Pacific region / July 2009|
|Libra OnDemand adds MSI to its Growing List of CRM Channel Partners; New Software as a Service sits on the salesforce.com platform, offering the finest business-analytics tools for Guest Profiling, Loyalty & Rewards, and Sales & Catering / June 2009|
|Peabody Praises Libra OnDemand as ‘Best’ System to Manage Guest Data; ‘Software as a Service’ sits on the salesforce.com platform, offers the four-star, five-diamond convention center hotel the finest business-analytics tools / June 2009|
|Libra OnDemand Intros 'Customer Portal' CRM Tool for Pre-, Post-Stay Interaction; Leader in Customer Relationship Management empowers guests to personally control their hotel experience and update their contact info, preferences, loyalty points / June 2009|