Resco CRM: Customer Relationship Management
Resco CRM allows tracking and organising folio information for both travelers and agents to improve communication with current and potential customers. Resco CRM’s tight integration with Resco CRS allows for targeted marketing thus improving occupancy ratios and maximizing revenue. Information such as number the of times traveled, personal preferences, communication tracking, revenue generated and responses to previous marketing campaigns is readily available and can be used to send additional promotions by email, mail or in the form of a future credit.
Data Collection
The system maintains traveler and agent arrangements, correspondence and brochure requests. Furthermore, it is designed to detect and automatically consolidate travelers with the same personal details.
Custom dialogs can be defined to record communication contacts with a customer, whether it is via brochure request, phone call, complaint or special dietary request. The details can be entered by an agent or by the customer directly through a web interface.
Booking details such as revenue, payment history, bookings workflow and discounts granted are recorded on a traveler, group, agency and agent level. When integrated with Resco HMS/SMS systems the financial and personal details collected by the PMS systems can also be retrieved and stored in the CRM module.
Loyalty Program
Loyalty points can be calculated automatically and added to an account during the booking process based on specific or all purchases. Furthermore different earnings ratios can be defined per revenue department and points can be spent as payments or given as credits for specific purchases.
Various membership levels can also be defined and linked with products. The levels can then influence the sale price and availability of specified items for given dates.
Campaign Module
All data collected in the CRM module can be used as selection criteria when preparing marketing campaigns. The module allows for a multitude of selection combinations including previous campaign results. A selection preview with lists of folios is displayed allowing users to manually deselect travelers or agents. Clean-up functions can then be applied to avoid mailing to duplicate or incomplete addresses. Prepared campaign selections can also be used for a mail out.
Mailing
Resco CRM allows users to not only prepare a campaign selection, but also email or print documents based on the selection. It can be an email with promotions included, SMS sent to mobile phones, sets of vouchers, tickets, invitations or even invoices. Each mail out is stored for future use and can be sent as many times as is necessary. Responses to mail outs can be registered for each person and the response in turn can be used in follow-up campaigns.
Resco CRM contains a built-in HTML editor that can be used to prepare the emails as well as processing and response tracking modules. Should it be desired we can also output the results of a campaign selection to a file to be uploaded to an external web-based marketing e-mail service.
