PERSONALIZATION: THE BIGGEST FOCUS OF CRM

摘要

Mobile start-ups exemplify some of the path-breaking work in the arena of hyper-personalized offers. Travel-related apps are trying to analyze factors such as time of day and a traveler's location to display customized deals. For instance, a customer with a tendency to check in late at night could be offered a late-nightdinner package. Hotels, too, are attempting to use whatthey know about guests to create a more personalized experience. Kelly McGuire, executive director of the Hospitality and Travel Global Practice at SAS Institute in North Carolina, says there is a massive amount of data available today about guests, and the ability to leveragethatdata in realtime isthe goal. By tracking guests' current browsing behavior and comparing thatwith guest profiles, hotels can find contentthat is relevantto the guest and guides them to conversion.