SHR has rolled out its new guest-management system, Maverick CRM, for hoteliers that want to leverage valuable guest data from sales channels as well as their property-management system. Maverick is part of SHR’s larger vision of the Force10 engine, a combination of integrated, revenue generating applications powered by artificial intelligence.
Maverick is set up to deliver more revenue with better management of campaigns and loyalty programs because it provides valuable guest information not currently found in most of today’s customer relationship management systems.
“The addition of Maverick to our product portfolio allows us to deliver another well-integrated application in a suite of applications that enables our clients to drive more revenue,” SHR CEO/co-founder Rod Jimenez said in a statement. “We all know that when trying to integrate disparate systems like a [central-reservation system] and a CRM, full two-way communication is virtually impossible. In Maverick, hoteliers benefit from its integration with Windsurfer, so fields are not lost when data crosses between the two and personalization can happen because guest profiles are more robust.”
Maverick is the second offering in the company’s growing suite of artificial intelligence-driven hospitality tech solutions. The first, Wave RMS, was announced last year. The two, working together with the Windsurfer CRS, form the foundation of what the company expects will be a much more powerful way for hotels to maximize the results of their revenue generation activities, the company said.