1. Executive Summary Kelly Heidman Page 1
OVERVIEW
Tracking guest issues, survey collection and analysis and marketing services were identified as top requirements for solution revision.
The Business Analyst proposes implementation of the Hospitality Relationship Management, provided by Newmarket International
Inc., specifically the Guest, Social & Marketing suite of web applications. This is a cloud based CRM solution which will address tracking
the guest experience, service management and customer communications. Background information on this solution can be found at
the company’s website http://www.newmarketinc.com/products/guest-social-marketing
BUSINESS CHALLENGE/BACKGROUND
At present, survey collection is manually addressed, with storage and analysis challenges. Hotel services/management quality and
issue management requires meetings with each manager and summary preparation. Targeted marketing materials to existing or
potential guests are not readily available. The proposed solution will provide a central source of information to assist staff members
with guest relations; the ability to utilize social media to communicate tailored, timely information and marketing offers based on
guest interests and preferences; creation of pre and post departure emails; tracking of guest responses to offers and surveys and
building customer profiles for future marketing campaigns. Paper surveys and collection will be replaced by an automated email
process; analysis of results can easily be developed and will result in improved communication with staff and better capabilities to
attract new business.
PROJECT OBJECTIVES
The HRM system will remove the current paper survey collection system and replace the reports and collection by automated pre and
post survey distribution. Social media can also be utilized for feedback, user profiles and promotions. Complete customer profiles will
be built to enable marketing to identify specific types of customers and targeted messages. Customer facing staff will be provided with
information needed to anticipate and fulfill guest requests. Reporting on analytics will be easily available to all department managers
which will track issues and allow electronic tracking of service levels, assets and service requests.
REQUIREMENTS
 Electronic storage / delivery /analysis of surveys to remove paper collection, storage.
 Reporting and analytics of survey results and service issues to easily deliver reports to managers, currently unavailable
through paper system.
 Targeted customer profiles to enable marketing to existing satisfied customers and develop new customer base.
IMPLEMENTATION STRATEGY
Purchase HRM web suite, HotSOS (Hotel Service Optimization System) and consulting services from Newmarket Place Inc. HRM web
suite products will deliver survey, analytics, reporting and marketing services. HotSOS will deliver automated and tracking preventive
maintenance, service orders, guest requests and profile/stay history. Installation, test and initial beta rollout will be to all dept. mgrs.,
GM and marketing manager. Consulting services from Newmarket are recommended for initial development, training and platform
customizations. IT in house support will take over maintenance and ongoing support after initial development and beta rollout. The
Business Analyst will provide change guides, training and transitional support for all departments and service development.