A two-way integration between their current CRM-system and efficy Marketing Automation was a requirement for their project
”Moving data is the key thing in Marketing Automation”
By transferring data and using that in marketing automation flows, they can guarantee that the messages are relevant and sent out at the right time. With automated, pre-visit messages, KCH wants to offer all necessary information about the booking, but also to promote services such as room upgrades, restaurant services as well as other activities and services nearby. The automated messages generate additional sales to some extent; however, the customer experience is more important than the generated monetary value.
After all, it’s eventually the one thing that defines whether the guest will return to the hotel again or not. The purpose of their post-visit messages is to thank the guest for the visit, but also to highlight Kämp Collection Hotels’ own booking channel as well as their newsletter.
”An important aspect of our marketing automation project is to ensure that the members of our staff are highly engaged. Especially if there are multiple parties within the company, or as with our case; hotels. As an effect, we’ve arranged internal workshops where we’ve planned and discussed how different customer journeys look like. We’ve also given a lot of thought in the entire customer lifecycle and how to align our digital communication. We still have some work left, but we’re enthusiastic” says Annemari Kurki.