Scottish hotel management company invests in new CRM system to encourage growth

Edinburgh-based Forth Communication has recently been appointed by BDL Management to implement a CRM system across 40 hotels in the UK.

The investment will provide the Scottish hotel management company with the necessary tools to attract and retain high yield customers, achieve service consistency, and deliver personalised service within an intensely competitive environment.

The bespoke centralised guest/customer database (For-Sight) gives BDL Management anytime access to customer and prospect data with the ability to run email or direct mail campaigns complete with reporting facility.

Implementation of the system has further benefits for the company, with hotel owners and asset managers assessing turnover and profit as measures of hotel management success. The ability to demonstrate technological development was made possible with Scottish Enterprise providing a financial contribution to enable the purchase the system.

BDL Management Commercial Director, Nik Gupta commented “We’re delighted with the functionality of the system delivered by Forth Communication. We’re able to understand our guests, their requirements and drive customer loyalty across our hotels”.

“We look forward to commencing our revamped communication strategy and driving business through audience segmentation and bespoke email communications. Our target is a 30% uplift in business in 2012 as a direct consequence of our new CRM platform across accommodation, food and beverage and leisure activities”.

Gordon Drysdale, Business Development Director at Forth Communication added. 'Forth are delighted to be working with BDL Management, a company who have both the drive and enthusiasm to continually strive to improve the way they communicate with their customers, and increase revenues. For-Sight, will be a key tool to assist BDL achieve their growth targets'.

Fiona Alexander, Scottish Enterprise account manager for BDL Management, said, “BDL Management is a great example of a Scottish company with the ambition and capacity for growth. I’ve worked with the team on various projects, and this latest software investment should enable them to accelerate their growth considerably, helping them achieve their goals faster.”