Digital Alchemy CRM Helps Madison Concourse Hotel Maximize Guest Communications

  • Digital Alchemy, LLC.
  • 05.16.12
The Madison Concourse Hotel and Governor’s Club, a premier luxury property near the heart of the Wisconsin state capital, is known for its fast and efficient hospitality. In 2009, hotel management decided to employ the most recent advances in hotel CRM technology, in order to extend that speed and efficiency to its guest communication platform. After a thorough review of the latest CRM and e-marketing technologies on the market, the Madison Concourse turned to Digital Alchemy, a leading provider of comprehensive cloud-based customer relationship management (CRM) and e-marketing solutions to the global hospitality industry, to improve the reservation confirmation process and simplify other guest interactions.

With Digital Alchemy’s eRelationship module, the hotel is now able to deliver confirmation emails in just minutes – much more quickly than the previous CRM system – and stay in contact with guests before, during and after their stay to maximize both guest satisfaction and potential revenue opportunities.

Digital Alchemy's eRelationship module is designed to help hotels build profitable, long-term relationships with guests, and also includes opportunities to build incremental revenue through its CRM email platform. Reservation confirmations, cancellation notices to pre-stay marketing messages and post-stay greetings can be automated and customized to upsell amenities and reaffirm customer loyalty. The eRelationship platform also includes guest feedback functionality to gather valuable customer intelligence. Messaging can even be modified seasonally, by rate codes or by other factors.

The Madison Concourse’s director of guest and employee engagement, Stephanie LaBella, is fully satisfied with the performance Digital Alchemy’s eRelationship module, but it is the company’s attentive customer service that she raves about to industry colleagues. “When you start working with a new company, it can be daunting—you don’t always know all the capabilities of a system, and sometimes you don’t even know what questions to ask. Many companies just leave you to flounder and figure it out yourself. Digital Alchemy took care of everything, and they are always there whenever I need help,” LaBella says. “I end up feeling like I’m their only customer, like everyone’s sitting around waiting to help me personally. I get responses in minutes if there’s a problem—it’s a remarkable thing to have a company that truly cares about you and your business.”

To that point, Digital Alchemy worked on Concourse’s behalf to integrate eRelationship with the hotel’s property management system, Maestro PMS. “We were the first Maestro property to work with Digital Alchemy, and that meant there were a few early roadblocks,” LaBella said. “But Digital Alchemy did all of the legwork in dealing with Maestro, never making us the middleman to figure it out on our own.”

Digital Alchemy is able to customize eRelationship to accommodate special requests, as well. In The Madison Concourse’s case, the hotel has varied cancellation policies for certain periods of the year, and Digital Alchemy was able to create multiple versions of the confirmation email to be automatically sent to guests, depending on their booking dates. "The unique challenge of communicating our variable cancellation policies was solved by Digital Alchemy in a way that was easy for us to implement and simple for guests to understand. They have handled any issue that has come up with speed and grace, and they’ve delivered to us a CRM platform that is efficient and effective.”

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