Guest Rewards and the
Customer Relationship Management (CRM)

The Customer Relationship Management (CRM) module is designed to track all relationships with guests to improve guest service and marketing. All guest visits are tracked from one or more RDP systems. Points can be awarded for each reservation. The number of points can be different for different seasons, room types, total dollars spent, and other variables. Guests can make reservations by redeeming points. Restrictions can be applied to control when "point reservations" are allowed. A complete history is kept of all point reservations. For a sample from Couples Resort in Jamaica, see: http://couples.com/romancerewards/. The following topics are covered in this document:

Stimulate guest loyalty with Frequent Guest Rewards program.
Master database for multiple RDP properties.
Adding guests to the CRM database.
Build an e-mail database in return for low-cost marketing.
Information requests add to e-mail database.
Guest Rewards "Flow of Events".
Access by Frequent Guest Number or e-mail address.
History of all reservations, charges, requests, and preferences.
Track Points/Rewards program.
Data mining available.

Other related documents and pages include:

RDP Central Reservations if you are using more than one RDP system.
Frequent Guest/CRM on-line demonstration
Internet Reservation Overview

Stimulate Guest Loyalty with Frequent Guest Rewards Program

A frequent guest rewards program is an excellent way to stimulate guest loyalty. Each time a guest stays at any RDP property linked by the Customer Relationship Management module, their points total is increased. Since a guest can make a reservation using "points" as a method of payment, there is a strong incentive to continue to stay at one of your properties.

Master Database for Multiple RDP Properties

The Customer Relationship Management module is ideal for RDP customers with multiple properties. Please see RDP Central Reservations. To illustrate, assume a RDP customer has six properties, all using the RDP system. Without the CRM module, this customer would have six separate guest history databases. If a given guest were to stay at all six properties, this guest would have six different guest history numbers, with no way to easily consolidate the information.

The CRM module solves the multiple property problem by introducing a new frequent guest database that links ALL the guest history numbers to ONE frequent guest record. In addition to linking all reservations at all properties, this new frequent guest record stores:

Frequent guest number.
Password.
Guest name, address, etc.
E-Mail address (multiple e-mail addresses are allowed). This is critical for low-cost marketing.
Guest room preferences (smoking, king size bed, etc.).
Complete reservation information from all properties.
Total dollars spent at all properties.
Points earned for reservations made.
Additional user-defined comment fields (i.e., office number, cell phone, secretary name, etc.).

Frequent Guest Diagram - One Master Database for Multiple RDP Properties

Please see RDP Central Reservations if you are using more than one RDP system.

Adding Guests to the CRM Database

Guests can be added to the Customer Relationship Management database in a variety of fashions, as follows:

Auto-Load From an Existing RDP Guest History Database	If the CRM module is added to an existing RDP system, an "auto-load" option is provided to load guests from the existing RDP guest history system into the new CRM database. For RDP customers with multiple systems, the "auto-load" option can merge data from multiple, existing RDP guest history systems. Screening of duplicates is available by guest name, telephone numbers, and zip code. All reservations from all existing RDP systems are linked to the new CRM database. Points can be accumulated based on auto-loaded reservations.
Website or IRM Brochure Request	The CRM module can be integrated to your primary website and the Internet Reservation Module (IRM) to capture information requests and add to your e-mail database. For example, you can add a link to "request a brochure" to your primary website or RDP's IRM. See Information Requests below.
Website Frequent Guest Option	An option can be added to your primary website or the IRM for a guest to join your Frequent Guest program. The guest is immediately added to the CRM database, and a Frequent Guest Number and password is established. The guest can then make a reservation immediately at any property and start accumulating points.
New Reservations	New reservations made by guests directly with the IRM or by internal reservationists with RDP's new windows based software, RDPWin, can add the guest to the CRM database.
Guest Telephone Requests	Guests may call and request to be added to the Frequent Guest program or they may fill out a form. Any employee can add these guests to the database from any workstation. Ideally, guests should check on their points total, reservations, etc., using the Internet. However, if these guests call the property, any employee can look up this information for the guest.
Import from 3rd-Party Software	Guests' names can be imported from various third-party databases into RDP's CRM database. An additional charge may be required.

Build E-mail Database - Low-Cost Marketing

The Customer Relationship Management module contains an e-mail address for each guest, along with a tool to easily send mass e-mails. E-Mail marketing is virtually free, as well as instantaneous. For example, an e-mail can be sent to all guests announcing an upcoming special rate. The guest could then click on a "make reservation now" link contained in the e-mail and be directed to the Internet Reservation Module for the property of his or her choice.

The e-mail database conforms to legal requirements for mass e-mail, including an "opt-out" option, which allows any given guest to request that no further e-mails be sent.

Information Requests Add to E-Mail Database

The Customer Relationship Management module can be integrated to your primary website and the IRM to capture information requests and add to your e-mail database. For example, a link to "request a brochure" can be added to your primary website or RDP's IRM. The e-mail address is collected as part of the process to allow for future marketing.

A sample of a brochure request screen from the IRM appears below. The CRM module allows each RDP customer to add new data fields, if additional information is desired.

Frequent Guest Flow of Events

The power of the Customer Relationship Management module can be best illustrated by following the flow of events:

Purchase and install the CRM module from RDP. For multiple property installations, a license must be purchased for each property.
The new CRM database is created on the server at only one of the properties.
For multiple properties, a full-time Internet connection must be in place for each property to allow access to the new central guest history database.
Guests are added to the central guest history database (see Adding Guests to the CRM Database).
Guests make reservations for any property, either via the IRM or by internal reservationists, with RDP's new Windows based software RDPWin. All reservations at any property are linked to the same Frequent Guest Number.
Points are awarded for each reservation, and various reports are available.

Access by Frequent Guest Number or E-Mail Address

Guests can access their Frequent Guest account via the Internet using either their Frequent Guest Number or e-mail address. A unique password for each guest can be used. Since most guests tend to forget passwords, the guest's zip code or phone number can also be used as a password. The system can also automatically e-mail a guest's password at the guest's request.

History of All Reservations, Charges, Requests, and Preferences

The Customer Relationship Management module provides a history of all reservations, charges, requests, guest preferences and additional information. This is accessible to the guest via the Internet with the proper password. One way to increase repeat business is to manage the guest relationship, and a great tool to accomplish this goal is the CRM module.

Track Points/Rewards Program

The Customer Relationship Management module can calculate points based on reservations made and other factors. The number of points can differ for different seasons, room types, total dollars spent, and other variables. Guests can make reservations that use "points" as a "method of payment." Restrictions can be applied to control when "point reservations" are allowed. A complete history is kept of all point reservations.

Tracking points and providing rewards based on points is integral to a successful marketing campaign in today's tough market. The CRM module makes point tracking and rewards a breeze.

Data Mining Available

RDP's CRM module includes extensive "Data mining" capabilities. Data mining is the ability to find the information required from a large amount of data quickly and efficiently using many search criteria. For example, the ability to print letters or send e-mails to all guests who stayed at the property in the summer of 2004 and spent a least $500. Data is available from many RDP sources, including travel agents, groups, reservations, rates, occupancy, cutoffs, etc.

Sample Customer Website

For a sample from Couples Resort in Jamaica, see: http://couples.com/romancerewards/.

Other New RDP Modules

New Module	Availability	Requires RDPWin	Other Requirements
Reservation Denial Tracking	Now	Yes	RDPWin 2.xxx or higher
Change Tracking Direct from RDPWin	Now	Yes	RDPWin 2.xxx or higher
Travel Services (Insurance, Security Deposit, etc.)	Now	Yes	None
Housekeeping Forecasting, Scheduling, and History	Now	Yes	None
Work Orders & Equipment / Room Inventory / Asset Mgmt.	Now	Yes	None
Wireless or Wired Internet Access and Billing	Now	No	Bridge Computer
Booking Pace & Occupancy Forecasting	Now	No	Crystal Reports
Customer Relationship Management (CRM) / Guest Rewards	Now	Yes	None
Room Key Interface - VingCard Vision 3000	Now	No	Bridge Computer
Virtual Store - Sell Other Items Using IRM	Now	No	Internet Reservation Module (IRM)
Messaging - To Do List - Trace System	Now	Yes	None
Video Check-out From Room	Now	No	Movie Billing Interface
Conference Room & Activity Scheduling	Now	Yes	None
Internet Reservation Module	Now	No	Win2003 Bridge Server
Global Distribution System Interface (GDS)	Now	No	Bridge Computer
Fast Credit Card Processing Via Internet	Now	No	Installed by SDC

Hotel / Resort Software Overview

Resort Data Processing (RDP) software has been installed since 1981 at over 1000 locations worldwide (see customer list). Please use the links below to learn more about RDP software for Hotels and Resorts. If you are renting homes or condominiums on a short term basis, please start with Vacation Rental Overview. Timeshare properties should begin with our Timeshare Resort Overview. Our Campground management system is also available. Our systems are fully integrated, so all features in our hotel system are available for vacation rentals and timeshare resorts and vice versa.

For a printed brochure and pricing, download the brochure in Microsoft Word or Adobe format or contact us directly.

Core RDP Modules		Interfaces
Technology Overview - RDPWIN Sample Screens Sample Reports Reservations Rates & Yield Management Packages Front Desk & Night Audit Groups & Conferences Travel Agents/Wholesalers Guest History & Marketing Housekeeping Scheduling General Ledger - Hotels Trust Accounting - Owners E-Mail Marketing Crystal Reports Hardware Requirements	Internet Reservation Module (IRM) Vacation Rentals (Condo Accounting) Timeshare & Interval Ownership Campground Management Guest Itinerary & Concierge Activity Scheduling (bike rentals, etc) Wait List / Denial Tracking / Res Quotes Frequent Guest/Rewards Work Orders & Asset Management Booking Pace & Forecasting Virtual Store On Internet Messaging/To-Do List Change Tracking 24-Hour Support RDP Headquarters in Vail Customer List and Comments	Overview Of All Interfaces Global Distribution System (GDS) Central Reservations SDC Credit Card Interface High Speed Credit Card Authorization In-Room Video Checkout Call Accounting Point Of Sale Voicemail Maid-Phone (Housekeeping) Environmental Back-Office Accounting Vacation Rental Trust Accounting Nomadix Wireless Internet Billing Room Key (Ving Card, etc.) RDP Partners and Alliances

Vacation Rental and Condo-Hotel Features & Links
Maximizing owner satisfaction and increasing management revenue since 1981
Data Flows from Reservations to Owner Statement Full Trust Accounting Capabilities Equalize Owner Rental Revenue Pay Bills for Owners and Guests Powerful Reservation Board (Tape Chart) Work Orders & Asset Management Housekeeping Forecast, Schedule, & History Mix of Rental Types - Condos, Houses, Hotels, Timeshare Internet Reservations with Pictures and Virtual Tours Live Demonstration of Internet Reservations E-mail Integration for Guests, Owners, etc. Short Term and/or Long Term Rental Lock-Off Units Allowed Manage Units Not in the Rental Pool Extensive Custom Reporting with Crystal Reports Reservation Quotes, Wait List, and Denial Tracking Customer Relationship Management (CRM) Travel Agent Commissions Deducted Unlimited Charges Per Owner	Various Billing Cycles - Monthly, Quarterly, etc. Split Revenue Across Billing Period Fast Production of Owner Statements Month-to-Date & Year-to-Date Totals Per Owner Statements Can Always Be Reprinted Print Checks to Owners Integration to GDS, POS, Phones, Credit Cards, etc. Accounts Receivable with Aging Automatically Print or E-mail Overdue Notices IRS 1099 Year-End Reports Room Moves Pay Correct Owner Yield Management Integrated Sharewith Folios or One Guest With Multiple Folios Taxes Adjusted for Length of Stay and Location Timeshare and Interval Ownership Allowed All RDP Hotel Features Available for Owner Systems Customer List and Quotes Home Page - Vacation Rentals & Condominium Hotels Why Buy From RDP?
Hotel and Resort Overview Vacation Rentals and Condo-Hotel Overview Timeshare / Interval Ownership Overview Discount Available When Converting to Resort Data Processing (RDP) from First Resort Software

Internet Reservation Info & Demos:
Condo-Hotel IRM.Net Demo Vacation Rental IRM.Net Demo Timeshare IRM.Net Demo Hotel/Resort IRM.Net Demo Campground IRM.Net Demo	Owner Account Access via IRM.Net Sample IRM.Net Screens Internet Reservation Overview IRM.net Knowledge Base Articles

Guest Rewards and the Customer Relationship Management (CRM)