Last month I shared a story about a major hotel chain whose central computer system did not provide a database of all customer data and activity. Their computer system did not offer one view of customer data to better serve the customer and the corporation.
The corporation’s decision to provide silo systems and data instead of a unified, centralized approach caused the following consequences, so don’t let this happen to you.
1. A dissatisfied and lost customer.
As a customer, I expected service. So I thought it a no-brainer for the corporation to access their central database and adjust the reservation to a two-night stay in one location and a one-night stay at their other place in the same state.
When they failed to do so and instructed me, the customer, to call and book at their different location, I was not pleased and decided to explore other hotel options in the area. Voila! Guess what? I found better accommodations, so I booked our third night with another hotel chain.
2. Lost revenue and word-of-mouth marketing opportunities
The first hotel lost revenue and profit because I booked my third-night stay at another hotel. I did not rebook with their hotel for the third night, nor will I book with that hotel chain again. BUT I will tell my friends about my experience. Do you think my friends will choose to stay at the first hotel after my negative recommendation?
The chain lost revenue as simple as that. YET, I am in the first hotel’s database for marketing purposes. So what will they do? Send me marketing material! Countless email ads and deals! None of which means anything to me or will I ever use. With the high cost of customer acquisition, SATISFY YOUR CURRENT CUSTOMERS!