CRM: Customer Relationship Management, new GJP project integrates all information
360-degree view of the guest, personalization of entertainment activities and integration of hospitality themes form the new project of the hotel chain with national capital 100%
GJP Hotels & Resorts has yet another novelty in the IT area, this time in CRM (customer relationship management), as the company started using Salesforce to present a 100% project developed in a national hotel chain.
The idea of the new platform is to unify guest information, connecting all departments, that is, to present a 360 degree view of the customer with integration, interaction, targeted offers according to each specific taste, providing the best experiences in the 10 hotels in the chain. across Brazil.
"To make this connection possible, this change in culture, we went looking for the best CRM in the world. It is a project designed for the national hotel market, something innovative that is transforming the sector as a whole. actions in a personalized way and totally focused on the experience", recalls Fabio Godinho, vice president of GJP Hotels & Resorts.
The complete project includes some modules that together allow mapping and classifying customer preferences and decision making on the same screen, that is, developing omnichannel visibility, in which, regardless of the contact channel used by the customer, there is an integrated view. In the Reservation Center, for example, it is possible to generate a budget automatically and quickly 100%, directly impacting customer satisfaction. In the marketing sector, it will be possible to personalize the experiences in the advertisements, to know the guest's preferred restaurant for the assembly of an exclusive itinerary, preference dates, that is, to direct the ideal product for each type of customer.
In the sales area, the novelty is due to the improvement in the management of the portfolio, prioritization of service, increase in sales, conversion, in addition to capturing new customers and sales opportunities. In addition to all business gains, the arrival of Salesforce is part of a movement of digital transformation and innovation at GJP, that is, with technology as a pillar of growth, "We are bringing a platform with the highest technology, 100% in the cloud, reliable, with high data storage capacity and that allows us to quickly implement new digital services", reiterates Matheus Garcia, CIO of GJP Hotels & Resorts.
Renato Brisola, vice president of sales at Salesforce Brazil, highlights the importance of customer focus for business development in the hotel industry. "The guest has a relationship and a deep experience with the brand that he chooses to rest or for his business trip", he points out. "GJP's digital transformation, with a more integrated approach to sales, service and marketing, will contribute to providing a more complete experience for the customer", concludes Renato.
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