different coloured dots joined up reflecting the advantage of a unified customer profile in the hotel pms

A 360-degree unified customer profile (also called Single Guest Profile) represents a paradigm shift in how we manage guest experiences. It’s not merely a collection of data points, but a living, evolving portrait of each guest that interacts with every service touchpoint.

NB: This is an article from Shiji

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This comprehensive view is crucial for personalising the guest experience and ensuring consistent service quality across all hotel operations.

Personalisation and Consistent Service Across Touchpoints

My approach has always been to enhance guest personalisation at every stage of their journey. By merging guest profiles from various systems (such as OTA’s and other external sources) into a singular profile, accessible across all points of engagement, we ensure a unified and personalised experience in all hotel amenities, from the spa to dining areas. This not only simplifies operational processes but significantly elevates the guest experience. Because recognition of guests and their habits is what makes hospitality exceptional.

Asking a guest if they want to have dinner at their usual table, or at their usual time changes the experience for the guest. Confirming with them if they want the same wine as last time or asking if they want to see the wine card not only facilitates revenue but the impact on the guest experience is superior to the anonymous experience of a normal restaurant.

Enhanced Engagement and Superior Customer Service

With a complete view of the guest journey, we can also engage with guests more effectively, using targeted communication and personalised promotions. This leads to a stronger, more positive relationship. In customer service, having immediate access to detailed profiles by the hotel’s staff enables swift and accurate responses, improving efficiency and guest satisfaction.

Revenue Growth through Targeted Marketing

Identifying opportunities for cross-selling and upselling becomes straightforward with a detailed understanding of guest preferences and purchase history. This allows for tailored offers that not only enhance the guest experience but also increase revenue, getting the right upsell at the right time makes selling a pleasant experience for both the staff and the guest. Marketing efforts, too, benefit from the precision of campaigns designed with a clear understanding of customer segments and behaviours.

Consistency Across Channels

Maintaining a consistent experience across various channels, whether online, in-store, or mobile, is critical. A single guest profile ensures that guests receive seamless service, and as explained previously these reinforce the brand’s reputation and the overall customer journey.

Data-Driven Decision Making

The insights garnered from a comprehensive customer profile are invaluable. They enable informed decision-making across all facets of the business, from product development to customer engagement strategies, ensuring that actions are aligned with customer needs and market trends. Going so far as to support purchasing decisions can even be made based on the guests that spend the most, thereby ensuring they are cared for.

Building Loyalty and Sustaining Relationships

The ultimate goal of using a single guest profile is to foster increased customer satisfaction and loyalty. By personalising interactions and aligning offers with guest preferences, we build stronger, lasting relationships that contribute to the long-term success of the business.

Targeting High-Value Customers Efficiently

Analysing customer profiles helps in identifying and prioritizing high-value guests, allowing us to concentrate efforts on retaining and satisfying those who are most beneficial to the business.

Proactive Risk Management

A comprehensive understanding of guest behaviour through their profiles enables us to anticipate and mitigate potential issues before they escalate, safeguarding against risks to customer satisfaction and retention.

My experiences have solidified my belief in the power of a single guest profiles as a transformative tool for the hospitality industry. It’s not just about collecting data; it’s about creating a holistic view of the guest that informs every interaction and decision, that are available to the relevant staff at the right time, even the newly hired front-desk manager, leading to personalized experiences, operational efficiency, and sustained business growth. Embracing this approach is not just beneficial; it’s essential for staying competitive and exceeding guest expectations in today’s dynamic hospitality landscape.

This is how technology can support hotels to improve quality, no longer relying on one of two unique people who have memorised all the preferences of all the guests. Single Guest Profiles can help turn every staff in a hotel into great hoteliers and every guest into important guests who are recognized for their value.

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