Creating a great guest experience is fundamental to building long-term guest relationships.  Customer relationship management is more than the practice of collecting guest-centric data.  It’s the art of using historical, personal, and experiential information to personalize a guest’s stay while generating incremental revenue opportunities. Hospitality operators need a full view of their guests to understand who they are and what their needs are likely to be. This requires integrating business intelligence into virtually every facet of their organization.  Summit Group Software offers an integrated approach to business intelligence, allowing hospitality companies to provide their people with the precise information they need to enhance each guest's experience.

Microsoft Dynamics CRM allows hospitality companies to manage their direct marketing to customers and their corporate accounts.  The ability to quickly import lists of new guests or corporate contacts, quickly mail or email these prospects, and track responses provides a competitive advantage for these organizations.  Hospitality operators can leverage Microsoft CRM for tracking their best customers, where they have stayed, and even their room preferences, helping ensure that future vacations are planned with the same resort organization or potentially at the same location.