Boca Raton, Fla. – June 26, 2012
– eInsight,
the centerpiece of Cendyn’s
CRM Suite, is a data warehouse and business intelligence system that
contains a
robust marketing communications system for distributing highly-targeted
and
personalized messaging via any digital marketing channel: email, SMS,
social
media, search, mobile and display.
Since launching eInsight, Cendyn has
continuously updated the complete customer profile intelligence system
to offer
the most up-to-date functionality, driving higher conversion levels and
increased revenues for hotels.
With “Do Not Track” initiatives on the rise, more than ever,
hotels need the tools and methodologies to fully leverage their first
party CRM
data to drive repeat visits, guest loyalty and new customer acquisition.
“Hotels that don’t have a sophisticated CRM strategy,
including integration with data management and media platforms, are
already
behind the curve,” said Cendyn Vice President of Digital Marketing +
Advertising Tim Sullivan. “With the proliferation of browser-based Do
Not Track
initiatives, tactics such as basic website retargeting will become
increasingly
ineffective and should be replaced by CRM audience targeting with
advanced
guest data analytics and look-alike modeling.”
In the past year (and in the coming months) Cendyn has
launched several innovative eInsight integrations to improve hotels’
CRM
strategies. These include Dynamic Content, loyalty program and Facebook
integration.
Dynamic Content integration
(launching late July 2012) gives hotels ultimate flexibility in
creating
customized email campaigns based on business rules, customer
preferences,
profile attributions and more.
- Within
one email campaign, hotels can have an offer and even an image change
within
the creative execution to reflect the individual potential guest’s
number of
past stays, in which room type he/she last stayed and number of days
since last
stay.
- The
Dynamic Content integration expands the number of fields that can be
brought
into individual emails to further personalize the message. Now, all
profile
fields, including first and last name, email address and reservation
details,
can be brought together in both marketing and confirmation emails.
Loyalty program integration
helps hotels drive repeat
business and customer advocacy by meeting their needs for managing
loyalty
communications, providing benefits to guests and allowing them to
redeem
awards. Cendyn’s eInsight loyalty module, which among others, is used
by one of
the largest hotel chains in the world, and, one of the most prestigious
hotel
collections in the world, features:
- The
ability to send triggered campaigns with messages about account
activations,
upcoming milestones and special offers.
- Privately
labeled member portals which appear as an extension of the hotel’s
brand, and
are completely customizable to meet hotels’ needs.
- Guest
preferences are collected online and passed to the property management
system,
allowing hotels to deliver truly personalized service.
- Loyalty
program members can manage their upcoming stays, view tracking of past
stays,
earn credits toward free nights and upgrades, and redeem benefits
they’ve
earned.
Facebook integration
helps build and accelerate the
relationship between hotels and guests, leading to higher customer
satisfaction
and loyalty.
- Hotels
have the power to create targeted marketing communications such as
email
and SMS based on guests’ publicly displayed interests and preferences
information on Facebook. This helps hotels filter their criteria to
ensure they
send marketing communication that speaks directly to each potential
guest.
- Hotels
can customize the pre-arrival and on-property experience with
information they
have accessed from the guest’s publicly displayed Facebook profile,
including
gender, hometown, university, company, title, likes and favorites.
Hotel staff
can even know what the guest looks like, and greet them by name upon
arrival.
Expanding eInsight’s abilities to even further benefit
hotels, Cendyn is preparing an integration with social media networks
LinkedIn
and Klout (similar to the Facebook integration).
“Our goal at Cendyn is to continue to place the most cutting-edge
functionality into our products to cater to hotels’ needs,” said Cendyn
Co-Founder and President Charles Deyo. “Since we created eInsight, we
have
consistently enhanced it with emerging technologies and will continue
to do
so.”
Examples of other eInsight enhancements since its inception
include:
- Enhanced
options for utilizing advanced deliverability reporting and performance
optimizations
- New
share to social media function, SMS text marketing, eSurvey
integration,
ability to add adhoc survey to Facebook page, upgraded infrastructure,
enhanced
profile section, enhance a/b testing, improved stay to date criteria
filters,
improved campaign search functionality, enhanced eGallery, revamped
advanced
deliverability reporting, ability to create mobile-friendly link,
editor
enhancements, link tagging, custom unsubscribe link and view email with
images
link functionality, inbox tracking and improved campaign alerts
- Enhanced
welcome screen and reporting, cloning function, enhanced From Name
capabilities, early identification of spam issues, enhanced seed list
functionality, new calendar functionality and 12 new
financial/operational
reports
- Email
certification, basic validation deliverability reporting, eUpgrade and
exclude
guests with future reservations function
Visit Cendyn at
HITEC 2012 – Booth 413 in Baltimore, MD June 25 - 28,
and learn how
Cendyn can drive bottom-line results with increased revenue
using their
award-winning online solutions and strategies.
Connect with Cendyn on
and
About Cendyn:
Established in 1996, Cendyn is a
full service agency
specializing in turnkey solutions that drive bottom line results for
the travel
and hospitality industries. Founded by hoteliers and marketing
professionals,
Cendyn's proven strategies and innovative Marketing, Sales,
Reservations and
CRM solutions raise online visibility, revenue and ROI for more than
12,000
hotels and travel destinations worldwide. Clients include: Starwood
Hotels
& Resorts, Ritz-Carlton Hotel Company, Hyatt Hotels and Resorts,
Hilton
Worldwide, Marriott, and other chains and independent properties and
hotel
companies such as Trump Hotel Collection, The Breakers, The Broadmoor
and
Denihan Hospitality. For more information, please call 800.760.8152 or
visit www.cendyn.com.
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