Enterprise CRM 2004
Enterprise CRM 2004 [InSeason Resorts]
The creation of the Call Center Online app pleased management because of the
detailed reports and lead aging information that was available. We began to link
leads from the web, phone center, mail and email, as well as the reservations
system. Leads were managed from the front of the house to the back within the
The new CRM tool gave us a contact profile for many customers that were
unrelated data systems. By instituting front desk procedures, InSeason was able
to gather more information, linking together various channels of customer
touches. This data was put into a 4-tiered touch campaign designed to bring a
customer to the next level of engagement.
CRM is a simple concept: manage customer data while reporting on the ROI of
varied channels of marketing and unique customer touches. And a supply a
meaningful relationship between each data type!
� I held discovery meetings to learn about all the types of marketing InSeason
was doing. From direct mail, email blast, in house promotions, purchased lead
opportunities, online portals, and many more. It was my job to help them track a
phone call to the front desk with customer history that included reservation,
telemarketing, mall contest entry forms and web usage.
� Architect a unique customer record and supporting extended property
collections. This included a Call Center app, specialized web tracking (hits,
SEO and PPC), hotel reservation system and a Caller ID application. Each one
tracked a lead type, and related them all to the same customer record.
� Architect a set of relationship tables to tie all the lead and touch sources
� Create reports and apps to support the data.
It took about 5 months, but when I was done, we could track a customer via the
phone (inbound or outbound), the web site, web portals and search engines, in
person at a resort, or through scanned snail mail transactions.