Real Results, Real Success: Inside For-Sight’s Customer Success Program.
In this article, you’ll gain a deeper understanding of the For-Sight Customer Success Program and gain resources and tools to enhance your guest communication strategies! We’ll also show you examples of how hotels have used these themes to drive bookings, boost revenue and keep guests coming back again and again.
- What is For-Sight’s Customer Success Program?
- Know Your Guest with Hotel CRM and Guest Data Management
- Craft Delightful Hotel Guest Experiences with Personalised and Branded Communications
- How to Pair For-Sight’s CRM and Marketing Platform with the Customer Success Program
What is For-Sight’s Customer Success Program?
At For-Sight, we transform digital guest experiences through the perfect blend of hospitality and smart technology. Our powerful CRM and Marketing platform is supported by three core themes—Know Your Guest, Craft Delightful Experiences, and Maximise Loyalty— which empower hoteliers to understand their guests, deliver personalised experiences, and foster lasting relationships.
- Understanding your guest is the first step to exceeding expectations. Know your audience.
- Delight is in the details. Craft personalised experiences that leave lasting impressions.
- Loyalty grows through meaningful connections. Turn guests into long-term advocates.
Our Customer Success Program has been designed to help hoteliers get more advanced with their guest communications and marketing campaigns. Whether you have a full marketing team, work with a management company, or are a team of one, our Customer Success Program will support you to elevate your strategies and send more successful campaigns that convert into sales!
Don’t have the team or time to do it on your own? With our fully-managed campaign service package, our expert team becomes an extension of your marketing department by creating, sending and reporting on all your email campaigns for you.
Click here to learn more about our campaign management services.
Know Your Guest with Hotel CRM and Guest Data Management
Everything starts with the right data! Whether you’re a hotel marketer or manager, you must understand who your guests are to make strategic decisions. Knowing your guest is the first step to delivering a great experience.
You may struggle to Know Your Guest if you:
- Don’t collect information and preferences from your guests.
- Have lots of data, but it’s spread across multiple systems.
- Have a system cluttered with inaccurate, incomplete, or duplicate data.
Here are a few of the areas we focus on to help hoteliers know their guests:
- Collect detailed guest data as early as possible.
- Create a single source of truth For Your Guests with a CRM.
- Ensure you’re working with Clean Data.
Collect detailed guest data as early as possible.
Hoteliers can take advantage of information collected during the booking stage through PMS and other systems, but there is more to learn about your guests than just their names and emails – all you have to do is ask!
A preference centre allows your guests to manage their communication preferences and data sharing choices. It’s most often used in the context of email marketing, privacy compliance, and user experience personalisation. Think of it like a buffet where your guests can self-select what they’re most interested in!
Want to learn more about preference centres? Follow the link to learn How Preference Centres Help You Collect the Right Data from the Beginning.
Create a single source of truth for your guests with a CRM
A Customer Relationship Management Platform (CRM Platform) gives you a central location to collate your data and understand who your customer is as a whole, not just based on their booking history! As a hotelier, you’re collecting information about your guests across many different systems, including:
- Property Management System
- Online Booking Engines (not just for your room bookings! Think spa, dining, and golf as well.)
- Feedback and reputation management tools
With a CRM platform, you can get a full picture of your guests’ relationship with your property and use that information to serve them better!
We have created this blog to help you have a better understanding of things you should consider before you make strategic decisions about adding a CRM Platform to your toolkit.
For-Sight’s independent CRM platform gathers information from across your tech stack to create complete guest profiles. By gathering data across your tech stack, we can create complete guest profiles that allow you to effectively segment and automate your marketing campaigns.
Curious to learn how this could work for your hotel? Book a discovery call with our team!
💡Customer Success in Action: Cleaning up data with The Speech House Hotel
Bigger is not always better, especially when it comes to your contacts! You could have a million unique contacts in your system, but it might be cluttered with:
- Generated emails from Online Travel Agent bookings.
- Outdated contacts that have hard bounced
- Duplicate contacts
- Inaccurate records (missing information or with incorrect email formats)
- Contacts that have not provided marketing permissions
It’s time to clean up that data! Remove emails that no longer exist, and work to convert OTA bookings into marketable contacts.
One of For-Sight’s customers, The Speech House Hotel, was facing the same type of issue. Here’s how we were able to help!
In order to start the process of more targeted mailing and data analysis, the first task was to clean the 26,000-contact database, which had been built from adding data of every guest over the previous few years. Duplicates had to be removed, and the entire list needed to be guaranteed GDPR-compliant.
Once this was done, only around 10% of the total original list remained, so the next step was to adapt their check-in process. By integrating preference centres online and via an iPad at reception, opt-in permissions could be gathered far more easily.
This was just the first step for The Speech House Hotel! With clear, actionable data, the hotel had better insights that they used to run personalised campaigns. With just one generic email, they were able to generate:
- 52% Open Rate
- 16% Click-Through Rate
- 10% additional revenue!
You can read more about how For-Sight helped The Speech House Hotel here.
Craft Delightful Hotel Guest Experiences with Personalised Timely Communications
Delight is in the details. As you would pay attention to make sure you’re delivering a quality experience during a guest’s visit, the moments that they interact with you, leading up to and after their visit, can have just as much of an impact. For example, it wouldn’t matter to a guest if your hotel has the best restaurant on-site if they didn’t know about it beforehand and were unable to make a reservation. As such, you must spend as much time crafting personalised digital experiences that leave lasting impressions on your guests.
Here are some of the ways we help hoteliers Craft Delightful Experiences:
- The right message sent to the right guest through the right channel
- Seamless experiences across digital and in-person touchpoints.
- Personalised interactions that deepen guest engagement
Create personalised interactions that deepen guest engagement.
81% of consumers prefer companies that offer a personalised experience (Hyken). It’s not enough to offer the same thing to everyone anymore.
Segmentation is a powerful tool that allows you to deliver personalisation to your guests at scale! Check out this blog to learn some Guest Segmentation Trends That Hoteliers Need to Be Aware Of.
Make sure you’re sending the right message to the right guest through the right channel
An important aspect is choosing the right channel for the right guest. They can also mean taking advantage of alternative communication channels, such as SMS! SMS can be a powerful tool on its own and as a support to your email communications.
Create a seamless experience across digital and in-person touchpoints.
A quality guest experience feels personal, seamless, and memorable. Check out this blog to read more about how to create these kinds of experiences for your guests – long before they check in!
Find your flow with automated programmes.
Automated programmes are a useful tactic to organise and ensure consistency with your campaigns. Learn how to create Seasonal Marketing Campaigns That Work For You with Automated Programmes!
💡Customer Success in Action: Creating a personalised and automated pre-arrival campaign with Rockliffe Hall
Rockliffe Hall has harnessed the full potential of For-Sight’s automated functionalities to enhance their guest experience through automated pre-arrival email campaigns.
By configuring automation rules in For-Sight, users provide the necessary information for the app to automatically send personalised emails to guests at the right time, including relevant details such as booking number, first name, and arrival date.
Maximise Hotel Guest Loyalty with Targeted Campaigns
It’s more important than ever to focus on creating loyal guests. Did you know that it costs 5-25 times more to gain a new customer than to retain an old one? (Harvard Business Review)
Loyalty grows through meaningful connections. For-Sight helps you turn guests into long-term advocates.
Here are some ways that you can Maximise Loyalty
- Drive repeat visits from every past guest with tailored campaigns.
- Convert OTA guests to direct bookers for future visits.
- Attract first-time direct bookings with targeted offers.
Looking for some examples of loyalty campaigns that you can run right now? Check out this blog to uncover six targeted loyalty campaigns that keep guests coming back.
When you Know Your Guest, it makes it easier to Craft Delightful Experiences and turn them into loyal guests. As your guests interact with your hotel more, you can collect more data to know them better and deliver even better experiences that will increase their brand loyalty!
💡Customer Success in Action: The Feversham Arms Hotel & Verbena Spa.
The Feversham Arms Hotel & Verbena Spa has previously used voucher campaigns to great success, including as part of annual Black Friday campaigns. For a new four-email campaign, they were looking to inspire bookings during the holiday period while also rewarding engaged guests.
Here’s how it worked:
- A teaser email was sent to their full database to generate excitement and encourage contacts to join an exclusive “early access” list.
- A second email was sent to the “early access” subscribers, rewarding early engagement and generating immediate revenue.
- Two additional emails were sent to their databases with the official “launch” of the offer, providing additional opportunities to purchase and create urgency to purchase before the end of the sale.
By creating a segment based on engagement with the initial email, The Feversham Arms Hotel & Verbena Spa was able to execute a highly targeted campaign with this email and reach guests who had engaged and purchased previously. 40% of the revenue generated from this campaign came from that second email!
Want to learn more? Check out this Case Study on The Feversham Arms Hotel & Verbena Spa
Pair For-Sight’s Customer Success Program with our CRM and Marketing Platform
With For-Sight, we don’t just sell Hotel CRM software and leave you to it. We support you and your team with training and educational resources so that you have the tools and know-how to use For-Sight to its full potential.
Our Customer Success Champions are here to support you with the foundations to make sure you’re getting the most out of the platform. Don’t have the time or team to do it all on your own? We also offer managed campaign services, so you can take advantage of our skills and expertise to create campaigns that convert!
Want to learn more? Book a call with our sales team to learn how we match our powerful CRM and Marketing Platform with our Customer Success Program to help hotels like you succeed!
Click here to book a fifteen-minute discovery call with our team!
