The operator Alliance Hospitality has increased the occupancy of its hotels thanks to Selligent's CRM tool


120 Selligent Xi for Web Sales/Marketing licences are used each day by the sales force and hotel managers

Paris, November 30, 2004

Alliance Hospitality is a pan-European multi-brand hotel operator (Holiday Inn, Holiday Inn Express, etc.). It boasts a presence in Belgium, France, Germany, Hungary, Italy, Switzerland and the United Kingdom.

Alliance Hospitality is a grouping of 67 hotels, that is 8,164 rooms, and in 2002 registered a turnover of 80 million euros.

In the spring of 2003, the sales management team, with the support of Alliance Hospitality' IS function, got the go-ahead from top management to launch a customer relationship management project. The aim was to help the sales force improve hotel occupancy by increasing the number of customers (enterprises and travel agencies) and strengthening their loyalty.

The new application, dubbed SAHM (Sales Alliance Hospitality Management), is based on Selligent Xi for Web and enables the sales force to:

- manage contacts and prospects;
- manage quotations and contracts;
- manage disputes and complaints;
- manage associated functions (down payments, loyalty points, meeting room reservations, etc.);
- manage the conference room reservation schedule hotel by hotel in real time;
- produce reports.

"We selected="selected"Selligent after a field trip to one of their clients who had a challenge similar to ours", explains Eric Durand, Alliance Hospitality Sales Director. "We were able to see a CRM project in action. Today, if we compare September 2003 with September this year, SAHM has enabled us to multiply the number of leads by seven".

Just a few months after going into production (January 2004), the users (sales team, hotel managers) had keenly embraced the Selligent CRM tool.

Alliance Hospitality purchased 118 Sales/Marketing licences. They enabled the hotel managers to focus on their clients and prospects without having to bother with administrative tasks. Right now, Alliance Hospitality is in the process of setting up direct marketing campaigns (mail shots, etc.) in most of the European countries where the Selligent CRM tool has been deployed.


Key stages of the CRM project

May 2003: top management approval to launch the CRM project

June 2003: developing specifications

July 2003: call for tenders

September 2003: Selligent selected

October 2003: specifications analysis

November 2003: customization

December 2003: beta version operational and user training

January 2004: full system go
 

NOTE TO EDITORS

About Alliance Hospitality

Alliance Hospitality is a pan-European multi-brand hotel operator (Holiday Inn, Holiday Inn Express, etc.). It boasts a presence in Belgium, France, Germany, Hungary, Italy, Switzerland and the United Kingdom. Alliance Hospitality is a grouping of 67 hotels, that is 8,164 rooms, and in 2002 registered a turnover of 80 million euros.
About Selligent
Selligent is an international company specialising in high-performance sales, marketing and customer service solutions.
The success encountered by the Selligent solutions amongst their users can be attributed to appropriate customer coaching during implementation and to the extremely flexible configuration features of the advanced web technology used. These two components guarantee a quick return on investment (ROI), a high user adoption rate and a reduced total cost of ownership (TCO).
As a consequence, Selligent has achieved a customer retention rate, which has been the highest in the CRM industry.

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