Coast Hotels to launch holistic CRM initiative

The Coast Hotels brand, through a new partnership with ZDirect, the hotel franchise, ownership and management group has entered into an agreement to launch a holistic customer relationship management initiative that will eliminate disparate solutions and bring all digital marketing, surveys and loyalty onto one platform.

To better communicate with guests, Coast Hotels needed to do away with disparate systems that didn't talk to each other. Working in conjunction with Coast Hotels, ZDirect will begin enhancing its loyalty management platform to contain a more powerful guest portal for customers to access and revise their loyalty preferences. The solution will feature simple account creation with social login integration. The loyalty program will be enhanced further to include full customization and design of the program by Coast Hotels, and an easy-to-view report dashboard will be added. The augmented solution, when released, will enable Coast Hotels to stay informed on how its loyalty program is performing, including receiving reports to see how often guests are using it, who signed up, and the value of those guests.

The social login feature will also provide guests with direct access by logging in via Facebook or Twitter. Guests will be able to check their loyalty account status and activity from their mobile devices and receive real-time notifications on any activity. This strategic loyalty management program is gearing up to be even more comprehensive than the legacy loyalty solutions in the market today and will automate many of the tasks that are still manual.

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Using a dynamic content engine, PMS integration, and the practice of Hospitality Marketing Automation, ZMail automatically sends intelligent and personalized confirmations, pre-arrival emails and post-departure emails with guest satisfaction surveys via email, mobile communication, SMS, social networks and more. The integrated platform enables hoteliers and marketers to learn about the real people behind every reservation, while Hotel Marketing Automation helps optimize resources. With ZMail, Coast Hotels will soon be taking its CRM initiative to new levels.