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July 09, 2009

Afinnia Hotels Uses CRM Solution From Cendyn to Manage Guest Activity



Affinia Hotels, a hotel chain operated by Denihan Hospitality Group, recently launched a customer service program, called My Affinia.
 
The My Affinia program is powered by Cendyn's eConcierge System and the Cendyn CRM Suite components, eInsight and eSurvey. According to Alex Zesch, director of iteractive marketing at Affinia Hotels, the company selects vendors that will create differentiating solutions that support Affinia’s brands and provide customized experiences for the guests.
 
Affinia selected Cendyn for its advanced capabilities in CRM. Affinia Hotels are designed to provide business and leisure guests with an experience of customized comfort. DHG chose Cendyn in 2008 to provide a new CRM solution to manage guest activity and communication pre-stay, on-property and post-stay from a single platform for DHG properties, including Affinia.
 
My Affinia is powered by Cendyn's eConcierge System and the Cendyn CRM Suite components, eInsight and eSurvey. According to Alex Zesch, director of interactive marketing at Affinia Hotels, the company selects vendors that will work to create differentiating solutions that support Affinia’s brands and provide customized experiences for the guests. The hotel chain is designed to provide business and leisure guests with an experience of customized comfort, the company said.
 
My Affinia allows guests to create a customized profile of preferred amenities. After a booking, guests receive an e-mail reservation confirmation so they can further fine-tune their stay through My Affinia Concierge based on their interests and agenda. Guests can even create an itinerary that includes dinner reservations, in-room spa treatments and theater tickets. Customers can access their entire profile with preferences and update the electronic itinerary for their entire stay around the clock.
 
Guests also have the option to pre-select offerings that will be in-room  through the My Affinia's Profile Builder. This feature is integrated to Cendyn's CRM Suite so that the guest profile and additional transactional detail can be maintained for each guest. The customer touch-points such as Web site, PMS and reservations will be managed in the CRM Suite. This helps to enrich the guest experience, improve booking conversion and drive increased loyalty, the company said.
 
Affinia Hotels has a reputation for using technology to enhance the experience of their guests. According to Charles Deyo, president of Cendyn, the company is proud to be a part of Affinia’s vision and to bring its hospitality experience and technology expertise to the table.
 
At the forefront of CRM technology, Affinia continues to pursue ways to improve interaction with guests to provide the best service possible. A provider of personalized customer service, the range of services from Cendyn includes Web site marketing, Web site design, branding and search engine marketing, along with interactive products.

Calvin Azuri is a contributing editor for TMCnet. To read more of Calvin’s articles, please visit his columnist page.

Edited by Amy Tierney


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