An Enterprise Call Center Model for Hotel Chains High Touch, High Quality Room Service; Streamlined Operations February 2009

Streamlined Operations Reduced Labor & Operational Costs Increased Average Check An Improved Guest Experience We believe there is a significant opportunity for Hotel chains to transform Room Service operations across the enterprise into more efficient, profitable businesses By centralizing Room Service orders in a Call Center, the Hotel chain can achieve:

Streamlined Operations

Reduced Labor & Operational Costs

Increased Average Check

An Improved Guest Experience

The typical processes and systems for handling Room Service can present challenges in effectively and efficiently managing Room Service business 24/7 staffing for each hotel restaurant Staffing to collect and process placards Catering orders handled as a separate process Orders taken inside the hotel restaurants Today... Operations Sales Experience Inconsistent suggestive selling Potential lost sales with long hold times Catering sales people not always available can lead to lost opportunities Guests placed on hold too long Rushed order takers lead to inaccurate orders Inconsistent experience from hotel to hotel

24/7 staffing for each hotel restaurant

Staffing to collect and process placards

Catering orders handled as a separate process

Inconsistent suggestive selling

Potential lost sales with long hold times

Catering sales people not always available can lead to lost opportunities

Guests placed on hold too long

Rushed order takers lead to inaccurate orders

Inconsistent experience from hotel to hotel

With Exit41’s centralized Call Center model, the Hotel provide high touch, high quality service while decreasing operational costs and increasing check sizes Agent staffing to meet demand Eliminates need for placards Staff catering experts across all properties Orders centralized with Exit41 The Future... Operations Sales Experience Consistent suggestive selling Centralized staff reduces long wait times Recurring orders for longer stays Catering sales agents always available to process and consult Calls answered within seconds Complete guest focus and attention Accurate orders Guest loyalty through quality experience every time A call center can also open an opportunity to service adjacent “sister” properties that do not provide F&B

Agent staffing to meet demand

Eliminates need for placards

Staff catering experts across all properties

Consistent suggestive selling

Centralized staff reduces long wait times

Recurring orders for longer stays

Catering sales agents always available to process and consult

Calls answered within seconds

Complete guest focus and attention

Accurate orders

Guest loyalty through quality experience every time

The Hotel can leverage Exit41’s enterprise food ordering system that integrates seamlessly within the Hotel’s existing infrastructure Page Call center interface designed specifically for taking food orders for restaurants. Ability to leverage additional ordering interfaces over time Periodic extracts from hotel reservation or Property Management system to provide up-to-date customer information Database centralizing guest identification, history, preferences, etc. to enable loyalty programs Transactions are finalized through the POS (i.e. MICROS) and transmitted for approval & posting into the Property Management System

The Exit41 Call Center is an extension of the Hotel – executing on the fundamentals and delivering enhanced value Page KnowledgeBase Systems Integration Solution Selling Relationship Management Conversion Methodology Pattern Recognition Fulfilling The Hotel’s Mission Call Center Fundamentals (Staffing, Training, SLA, and Reporting)

Brand-dedicated, knowledgeable call center agents ensure a seamless, consistent brand experience for guests Page Page Onsite store review Room Service process review Unique brand training Restaurant mangers’ perspective Relationship development Gain Knowledge Train Extensively Programmatically Execute Active QA Brand essence training Product offering & Menu Training material development Call taking aides Extensive role-playing prior to taking first call 30 hours of training before go-live Call flow guidance Menu consulting Order add-ons Incentive programs Sale closure guidelines Trainees Y-jack with experts Calls recorded and reviewed SLA are monitored & published Call reviews/ratings Improvement Loop Investment

Onsite store review

Room Service process review

Unique brand training

Restaurant mangers’ perspective

Relationship development

Brand essence training

Product offering & Menu

Training material development

Call taking aides

Extensive role-playing prior to taking first call

30 hours of training before go-live

Call flow guidance

Menu consulting

Order add-ons

Incentive programs

Sale closure guidelines

Trainees Y-jack with experts

Calls recorded and reviewed

SLA are monitored & published

Call reviews/ratings

Hotel Call Center: Taking the guest experience to a new level John, a “VIP” Guest, checks in for an overnight stay at X Hotel. The Call Center is notified of John’s arrival and his room number, and proactively calls him… “ Hi John, this is Jane with X Hotel Room Service. Would you like your usual poached eggs for tomorrow? How about our new banana berry smoothie?” John places his breakfast order, and tries the new menu item. John’s meal arrives on time, exactly as he ordered, and he’s on his way… Intimate knowledge of guests and their preferences enable a positive experience that creates loyalty

Hotel Call Center: Driving additional room service business Jennifer is a Y Hotel guest, here for a three day stay. After checking in, she decides to order room service for an early dinner. Later that evening, Joe in the Call Center follows up… “ Good evening Jennifer, this is Joe with Y Hotel Room Service. I just wanted to make sure you enjoyed your meal… “ I see you are here for a few days. If you’d like, you can place your orders with us ahead of time…” Proactively encouraging future and/or repeat orders

Hotel Call Center: Enabling a new revenue stream Orders for all hotels are centralized in the Hotel Call Center Leverage the Hotel chain’s existing kitchens to service nearby “sister” properties that do not offer full F&B Orders are sent to the nearest hotel kitchen or “hub” for preparation, clearly denoting imperative details: which hotel, which guest, what time, etc. Orders are delivered to the adjacent sister property: the right guest room at the right time