Sugar CRM Case Study

A hotel management company needed a basic CRM system. The CRM needed to be accessible around the world, and easily customised to meet the challenging needs of the hospitality industry. Aside from basic CRM, a main requirement was to automate existing manual production of daily and weekly group reports that were taking hours per day to produce in Excel, from PDF reports generated from the InnQuest RoomMaster system at each property.

What we did

Sugar CRM (the free edition) was installed to meet the CRM requirements, since these were basic in nature. We then investigated Inquest Roommaster to solve the reporting requirements. First, we determined how to extract data from Roommaster. With this step complete, we produced a system that automatically extracted data from each hotel and sent it over the internet to head office.

Once the data was at head office, it was placed into a database (and linked to each hotel). This means that the group reports could be easily generated based on the hotel name, region or country. Since we placed the data in a standard (mySQL) database the type of roommaster reporting we could generate was limited only by the client's imagination.

The benefits to the client

The client received a “Free” CRM system, which does not require any ongoing licence payments - regardless of how many users are using it. Powerful integrated reports are available across the business which allow the hotel general managers to get a snapshot of group performance, as well as head office having up to the minute data across the group.

Results

A time consuming manual process which was failing with a small number of hotels has been replaced with an automatic process which will work regardless of the number of hotels in the chain. Instead of manually producing reports in MS Excel reports are able to be produced in an ad-hoc fashion to allow "what-if" type analysis and allow management to act accordingly.