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Digital Alchemy CRM Lets Madison Concourse Hotel Connect
With Guests Quickly, Personally

Comprehensive cloud-based CRM module turns guest communications
into hospitality gold for upscale Wisconsin hotel.

Fort Worth, TX — May 16, 2012 — The Madison Concourse Hotel and Governor’s Club had been having trouble communicating electronically with guests. The CRM software previously in use by The Madison Concourse was sending booking confirmation emails too slowly—often 30 minutes after booking—and the lag was making customers nervous, resulting in unnecessary follow-up phone calls and even duplicate bookings.

The premier lodging property in the heart of the Wisconsin capital turned to Digital Alchemy, a leading provider of comprehensive cloud-based customer relationship management (CRM) and e-marketing solutions to the global hospitality industry, to improve the confirmation process and to simplify other pre- and post-stay interactions. Now, with Digital Alchemy’s eRelationship module, Concourse is able to deliver confirmation emails much more quickly, in about three minutes.

Digital Alchemy's eRelationship module is built to help hotels craft profitable, long-term relationships with guests, and includes opportunities to build incremental revenue through its CRM email platform. Reservation confirmations, cancellation notices to pre-stay marketing messages and post-stay greetings can be automated and customized to upsell amenities and reaffirm customer loyalty. The eRelationship platform includes guest feedback functionality to gather valuable customer intelligence. Messaging can even be modified seasonally, by rate codes or by other factors.
The Madison Concourse’s director of guest and employee engagement, Stephanie LaBella, is fully satisfied with the performance Digital Alchemy’s eRelationship module, but it is the company’s attentive customer service that she raves about to industry colleagues. “When you start working with a new company, it can be daunting—you don’t always know all the capabilities of a system, and sometimes you don’t even know what questions to ask. Many companies just leave you to flounder and figure it out yourself. Digital Alchemy took care of everything, and they are always there whenever I need help,” LaBella says. “I end up feeling like I’m their only customer, like everyone’s sitting around waiting to help me personally. I get responses in minutes if there’s a problem—it’s a remarkable thing to have a company that truly cares about you and your business.”

To that point, Digital Alchemy worked on Concourse’s behalf to integrate eRelationship with the hotel’s property management system, Maestro PMS. “We were the first Maestro property to work with Digital Alchemy, and that meant there were a few early roadblocks,” LaBella says. “But Digital Alchemy did all of the legwork in dealing with Maestro, never making us the middleman to figure it out on our own.”

Digital Alchemy is able to customize eRelationship to accommodate special requests, as well. In The Madison Concourse’s case, the hotel has varied cancellation policies for certain periods of the year, and Digital Alchemy was able to create multiple versions of the confirmation email to be automatically sent to guests, depending on their booking dates. "This problem of variable cancellation policies had been generating ill will with customers, and Digital Alchemy fixed it for us in a way that was easy for us to implement and simple for guests to understand. They have handled any issue that has come up with speed and grace, and they’ve delivered to us a CRM platform that is efficient and effective.”

For more information on Digital Alchemy’s comprehensive suite of CRM and e-marketing solutions, please visit

About Digital Alchemy | Since launching the first true CRM solution to the hotel industry in 1999, Digital Alchemy has become an established leader in customer relationship management (CRM) and e-marketing solutions for the global hotel market. With a comprehensive suite of integrated e-mail CRM offerings, the product line has grown to include a powerful and flexible set of tools for building and maintaining profitable relationships with current and prospective hotel guests. Current Digital Alchemy clients include over 650 properties, which include some of the most prestigious independent hotels and resorts worldwide. For more information, please visit

For more information, contact:

Susan Harman
VP / Global Sales
Digital Alchemy
Tel: +1 817-204-0841
Media Inquiries, contact:
Andrea Roland
Plan A Public Relations & Marketing, Inc.
Tel: +1 407-905-0608

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