Cendyn's CRM Suite Reaps Rewards for the Trump Hotel Collection

  • Cendyn
  • 06.05.08
Cendyn, a leader in interactive marketing for the hospitality industry, was selected as The Trump Organization’s exclusive interactive marketing agency.

Implementation of Cendyn’s products and services has enhanced The Trump Organization’s global online presence which includes the Web site Trump Hotel Collection.com along with more than 50 private label Web sites for Trump-owned properties and investments (real estate, golf and hotel).

The Trump Hotel Collection, which includes Trump International Hotel & Tower in New York, Las Vegas and Chicago has successfully deployed Cendyn’s CRM Suite: eInsight™, eConcierge™ and eSurvey™ allowing The Trump Hotel Collection to provide their guests with the highest level of customer service by managing the entire view of each guest from a single platform.  Cendyn’s CRM Suite allows The Trump Hotel Collection to acquire guest intelligence at all customer touchpoints and use this intelligence in the form of personalized and customized communication via various channels–communicating the right message to the right guest at the right time–which enriches the guest experience and drives increased loyalty and customer acquisition.

“The intelligence and automation provided by Cendyn’s solutions helps our hotels to exceed our guests' expectations and deliver the perfect guest experience. We’ve seen increases in revenues generated prior to arrival, as well as better capabilities in acquiring new guests,” said Dianna Balabon, vice president of sales and marketing for The Trump Organization.

“In today's economic climate, it is important to provide interactive solutions that enhance the guest experience while driving incremental revenue. We are thrilled that our solutions meet these objectives at Trump and support the company's vision of unsurpassed service,” said Charles Deyo, Cendyn’s president.
Features of the suite include:
  • Guest data is automatically acquired from Trump’s hotel systems using Cendyn’s eConnectivity™, a middleware platform that allows seamless interfacing to PMS, CRS and other critical hotel systems. Data is then processed by eConcierge™, eInsight™ and eSurvey™ – Cendyn’s CRM Suite, seamlessly integrating programs to allow complete guest management.
  • eConcierge™ - Via an interface to the hotel PMS, Cendyn generates the guest confirmation e-mail with an invitation to utilize the eConciergeTM system. Guests can make any request of the property (extra towels, pillow preference, etc) and plan their entire stay (book golf, spa and dining reservations, etc), all prior to the guest’s arrival. Serving as a two-way guest communication system, all guest requests are tracked and managed, and guests receive an electronic itinerary that can be updated as needed.
  • eInsight™ - Historical and on-the-books data is acquired including all guest booking details, changes, cancels and checkouts (to line item, folio detail levels). eInsight™ de-dupes and cleanses the data; provides complete guest data analytics and Cognos™ modeling; allows for automated personalized communication via the use of triggers (business rules engine); provides e-mail campaign management with integration to Google Analytics; and a complete 360-degree view of all guest activity.
  • eSurvey™ - Via the same PMS interface, Cendyn generates a departure e-mail upon checkout, inviting guests to take a guest satisfaction survey. eSurvey™ is also used to collect additional marketing information that, when acquired, provides increased intelligence that can be used for future marketing.

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