Profiles

The second chapter of the manual deals with profile archives.

Firstly, it is useful to remind the reasons why the Scrigno Suite is a valuable support for loyalty, cross selling and up selling processes, which can be carried out in an independent facility or hotel chain, how it helps us to focus our attention on those guests who generate income throughout the years:

1. It gives the opportunity to make an adequate profiling of guests
   The Suite enables to divide guests according to parameters freely defined by Management (expense budget, services required, interests, period of stay, company sector, etc.), in order to simplify the management of direct marketing actions. It is possible to define offers and promotions based on the different guest profiles identified, thus simplifying communication regardless of the means chosen (e-mail, fax and text messages).
   The better profiles are registered, the easier it will be for Sales & Marketing Department to supervise their own guests. By analysing the saved data, it will be possible to outline the product features, the reasons for the purchase and the available budgets, in order to promote ‘ad hoc’ offers that can meet the needs expressed.
   The set-up of the information that needs to be monitored is customisable according to the objectives and needs indicated by the commercial division. The menus used for the Set Up of the different items that will be displayed in the profile forms are available for administrator users only. (See section Set Up Profile Fields)

2. It gives the opportunity to organise information about profiles, business and operations.
   A good Guest Database includes many different data. Scrigno stores and manages such information by carrying out the following procedure:

• By dividing the Guest Database into two sections, the “Guest Archive” and the “Companies/Agencies Archive”.
  On “Companies/Agencies profiles”, it is possible to carry out general and marketing operations that are different to those carried out on personal profiles.

• By dividing the Guest Profile Form and Company/Agency Profile Form into different sections, each specified to the gathering of specific notes, features or peculiarities.

• By summing up the gathered data in excel sheets, in order to enable the user to manage them for investigation purposes (Filters, Pivot Charts).

3. It enables users to share the whole archive with all the chain structures.
   Any collaborator of the group can consult each profile entered, in order to make the most of the Guest Database details for the realisation of campaigns and targeted activities, as well as for discussing sales, agendas and ongoing negotiations.

4. It enables users to Control customers’ behaviour, as well as the efficiency of the services provided.
   Thanks to a flexible system for the collecting of statistical data and good profiling, Scrigno enables users to carry out a detailed analysis of the services that have contributed to the creation of an income, and then to divide it according to the end consumer type. In this way, the management can find out not only the most interesting guest profiles but also the most profitable services to focus attention, as well as future investments.