New CRM for travel, transportation and hospitality

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By: Wise Marketer Staff |

Posted on May 20, 2002

New CRM for travel, transportation and hospitality

Travel, transportation and hospitality enterprises are being offered a faster return on their CRM investment by Siebel Systems. The company's new multi-channel CRM suites - eTravel 7, eTransportation 7 and eHospitality 7 - aim to provide faster deployments, high rates of end user adoption, and a rapid return on investment.

The out-of-the-box products provide sales, marketing, service, and other customer-touching business processes tailored specifically for those industries, to enable companies to build brand loyalty and achieve higher profitability more quickly. They support a range of general and industry-specific business processes including customer acquisition, customer service, event sales and marketing, event management, event pricing, guest services, and loyalty programme management with integration into existing reservation and property management systems.

Marketing & service Siebel eTravel 7 applications focus on improving customer satisfaction for passenger airlines, travel agencies, tour operators, passenger rail companies, car rental companies and global distribution systems. Siebel eTransportation 7 applications support the sales, marketing, and service requirements for trucking, rail, courier, logistics, cargo and shipping companies.

Differentiation & segmentation Siebel eHospitality 7 applications address the challenges of a broad range of hospitality segments including hotels and resorts, gaming, cruise lines and entertainment. The product provides call centre agents, sales organisations, and field service organisations with the ability to effectively acquire, serve, and retain their customers. For example hospitality organisations can enhance every customer interaction and differentiate their brand by offering the highest levels of personalised products and services, achieving higher profitability through better market segmentation.

Boosting profits & satisfaction All three products include features that try to resolve critical "pain points" in key business processes, improving efficiency and potentially increasing both revenue and profitability. Those features include:

  • Advanced Analytics, offering customized service for high-value customers. Web-based analytic and reporting capabilities enable companies to identify customers that have both cross-enterprise value and greater potential profitability (those who merit higher levels of service). A personalised and well-targeted service can be provided to those customers to increase their satisfaction and revenue value.
  • Event and operations management. Event management lets event and operations managers to complete tasks more rapidly - such as detailing events, identifying the products and services needed for an event, managing owned and leased inventory, and booking assets. They can then focus on higher value-added, revenue-driving activities such as up-selling, cross-selling, and direct customer interaction.
  • Performance management - Built into the entire range of CRM suites, Siebel's ERM 7 software increases employee effectiveness through training programmes that track key performance metrics. The system recommends and delivers training targeted at each individual's unique needs. This increases the company's ability to provide consistently high-quality service at every customer interaction point.

Corporate adopters of the new suites include: Burlington Northern Santa Fe Corporation, Carnival Cruise Lines, Princess Cruises, Starwood Hotels and Resorts Worldwide, Sol Melia SA, Union Pacific Railroad Company and VVF Vacances. Robert Diaz of the CRM systems group at Princess Cruises, said, "Using Siebel's eBusiness applications, we are using enterprise technologies to improve our customer focus and increase customer satisfaction."

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