A boutique resort in Maine is implementing customer relationship management products from Digital Alchemy to improve guest satisfaction, in addition to standardizing and personalizing communication efforts with customers.
The 61-room Inn by the Sea in Cape Elizabeth, Maine employs Digital Alchemy’s eRelationship module to coordinate pre-arrival messaging, including confirmation emails and amenity up-selling. The upscale seaside property also uses the various post-stay customer feedback features embedded in eRelationship to gain a complete view of guest satisfaction and areas in which the hotel could improve. The technology uses automated, color-coded text to quickly identify key comments and issues, while feedback is tied to specific reservations, which helps staff to personally address guest issues.
“We have partnered with Digital Alchemy to streamline the crucial guest feedback process for our hotel, including distribution and management of the online form itself to critical analysis of data, both qualitative and quantitative, which helps us get an accurate picture of the hotel’s strengths and what needs more attention,” says Sara Masterson, General Manager of Inn by the Sea. “That said, it's much more than merely an engine that lets us collect guest information—Digital Alchemy really lets us speak to them directly.”
Digital Alchemy’s eRelationship module is designed to help hotels of all sizes, from small independent boutiques to large branded properties, to craft profitable, long-term relationships with guests. With reservation confirmations, cancellation notices, pre-stay marketing messages and post-stay greetings automated and customized to upsell amenities and reaffirm customer loyalty, Digital Alchemy includes myriad opportunities to build incremental revenue through its CRM email platform.
In addition, messaging can be automatically customized seasonally, by rate codes or by dozens of other characteristics of each individual guest. For Inn by the Sea, this means sending out confirmation and pre-stay emails with content specific to a guest’s travel plans. “Our emails look different depending on if it’s a couple versus a family with children, or if they’re traveling with pets—the technology integrates with the PMS to read the reservation and distribute the appropriate template,” Masterson says. “In addition, the messaging is specifically tailored to guests’ arrival date so as to maximize their on-property spending. That’s really an important detail for a leisure destination like Maine, where the reasons and expectations for a trip can vary dramatically based on the season.”
Digital Alchemy puts a special premium on client service, assigning an account manager to each hotel and making technicians and company executives available to respond immediately to any question or concern, or to make on-the-fly changes to the platform as needed. “Digital Alchemy has been really great to work with—they’re so receptive to customizing our brand messaging to make it just how we want it,” Masterson says. “As a result, all of our messaging is consistent and in our own voice. We’re very happy with our experience with Digital Alchemy.”
Founded in 1999, Digital Alchemy is a native cloud platform, and from the start has been a pioneer in the hospitality CRM sector. “Digital Alchemy was born in the cloud—we’ve been doing cloud computing before it was cool, and even before the term ‘cloud’ had even been coined—which gives us a level of reliability and expertise that our competitors just can’t match,” says Digital Alchemy CEO Don Hay. “We’ve invented most major components used in hotel CRM today, and we look forward to continuing to lead the way.”
For more information on Digital Alchemy’s comprehensive suite of CRM and e-marketing solutions, please visit www.data2gold.com.
About Digital Alchemy | Since launching the first true CRM solution to the hotel industry in 1999, Digital Alchemy has become an established leader in customer relationship management (CRM) and e-marketing solutions for the global hotel market. With a comprehensive suite of integrated e-mail CRM offerings, the product line has grown to include a powerful and flexible set of tools for building and maintaining profitable relationships with current and prospective hotel guests. Current Digital Alchemy clients include over 650 properties, which include some of the most prestigious independent hotels and resorts worldwide. For more information, please visit www.data2gold.com.
About Inn by the Sea | Inn by the Sea is located on a mile of sand beach just seven miles south of Portland’s chic little port city, offering guests a relaxed but elegant Maine coast experience in 61 luxuriously appointed one and two bedroom suites and rooms. Selected one of Travel Leisure’s Best 500 Hotels worldwide for 2011, Inn by the Sea has also made Forbes Traveler’s list for Top Ten Green Hotels in the US and Canada. Inn by the Sea continues its leadership role in environmental initiatives by restoring habitat–or “Rabbitat,” if you will—for the endangered New England Cottontails at Crescent Beach State Park, in conjunction with the Maine Department of Conservation and Bureau of Parks and Lands. For more information, please visit www.innbythesea.com.