What your hotel achieves with a CDP
PRIVACY COMPLIANCE
A CDP provides an audit trail of all changes . Every action is recorded so that there ’ s a detailed history of each data point through its lifetime . These audit trails document all data changes to ensure adherence to global privacy regulations . Even if those regulations change , as they often do , you ' ll have a dedicated history that can identify data that needs to be updated to comply with the new rules .
COMPLETE CUSTOMIZATION
With flexible and agile open APIs , you can connect any data source into the platform to customize the dataflow and build something that works for your unique technology needs .
MARKETING OPTIMIZATION
A CDP unites customer data into one stream and then stitches it together to enrich your guest profiles . Since this process happens in real-time , marketers can easily work with the data to improve marketing messaging through more personalized offers and adjustments to messaging frequency , channel , and timing .
It ’ s this focus on marketers that makes the CDP such a transformative tool for hotels . It augments existing resources , such as the CRM , and introduces valuable opportunities for marketers to leverage data in new and exciting ways .
REMARKABLE MOMENTS
By creating memorable moments for guests across all channels and touchpoints , you develop long-term relationships , boost loyalty , and earn higher marks from guests , translating into better online reviews and more repeat bookings .
CONSOLIDATED DATA
Can we talk about how historically the hospitality industry has worked with many antiquated systems that don ’ t speak to each other ? CDPs offer the opportunity for our industry to finally catch up with others by allowing these systems to communicate and consolidate data so it is actionable .
Guest-centric , future-flexible
In our tech-infused world , maintaining guest-centricity alongside adaptable technology is easier said than done . We ’ ve often had to make trade-offs between functionality / cost and responsiveness / guest experience .
A Customer Data Platform reduces those tradeoffs by harnessing data into a shared layer across all systems . It ’ s a future-proof foundation that helps you meet growing expectations for remarkable moments and personalized experiences .
For your hotel , that means an enhanced guest experience that ’ s deftly personalized and more profitable . As the data-rich world becomes even more so , your hotel will remain competitive , nimbly adapting to ever-increasing data complexity . It ' s this guest-centric , future-flexible approach that makes Customer Data Platforms such a valuable asset to hotels now and in the future .
“ Surprise and Delight ” is a popular customer service refrain in hospitality . But how do you reliably and consistently deliver these surprising and delightful moments to your guests ? Those who do this most successfully rely on a combination of internal tools .
With your CRM , you can effectively share guest data with frontline staff who will be responsible for delivering those memorable moments . All too often , however , useful guest information gets lost in the shuffle . It ' s either siloed somewhere else in the organization or lives externally in a third-party solution that ’ s not visible to staff . A CDP empowers staff to deliver more consistent guest moments before , during , and after each stay .
These moments are what make your brand stand out .
About the author Michael Bennett , Chief Marketing Officer , Cendyn , oversees global marketing , product , and data science at Cendyn . He has over 25 years of international management experience , working with companies such as White Lodging and KSL Capital . His specialties lie in both B2B and B2C marketing , digital and mobile implementations , all with a proven track record of success . Michael focuses on managing with an emphasis on profitable growth through an increase in CLV , while constantly reiterating that creative marketing is only successful when held accountable to the results it produces . Michael currently resides in San Diego with his wife and two beautiful daughters .
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